Sign-Up to Sale: From Free User to Paying Customer

Karina Karn

RevOps | Consumer Psychology Author x 2

Get Paid by the Users You Already Have

Your signups are growing. Is your revenue?

You've already paid to acquire these users. They signed up, looked around, and never came back. The users who don't buy aren't uninterested, they're stuck. Something in the journey made the effort feel bigger than the payoff. This workshop applies consumer psychology to the SaaS pre-purchase journey so you can find what's stopping them and fix it. Not theory: your product, your messaging, your journey, worked through with you.

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What you’ll learn

Diagnose your funnel, then rebuild it sail by sail. You leave with a plan for your own product, not a framework to file away.

Map your trial-to-paid journey and locate the exact stage where buyers stop moving
Diagnose which of the five invisible drop-off reasons applies to your product
Apply the Decision Equation: perceived friction against expected value, at every step

Audit your own hero section the way we audit real B2B SaaS homepages
Rewrite your positioning from feature claims to outcomes your ICP recognises immediately
Remove the evaluation friction that stops high-intent visitors before Day 0

Identify your product's real activation milestone, not your vanity signup metric
Cut the setup steps standing between sign-up and first value
Sequence your in-app and email messaging to drive the first aha in Days 1 to 7

Time the paywall to the value milestone instead of the calendar
Arm your champion with the internal justification they need to get budget approved
Anchor value so pricing resistance drops without reaching for a discount

Workshop agenda

Diagnose: find your activation gap
We map the full trial-to-paid journey and locate where buyers stop moving. You apply the Decision Equation to your own funnel using a guided template.
Capture Sail: Positioning
We audit real SaaS homepages together and name the friction patterns. You then rework your own hero message from feature claims to buyer outcomes.
Activation Sail: Time to First Value
We identify what a real activation milestone looks like, then cut the setup steps and sequence the in-app and email messages that drive the first aha.
Conversion Sail: The Closing Gate
We time the paywall to the value moment, not the calendar, and build the justification a buyer needs to approve the spend, whether that is their own budget or their team's.

Learn directly from Karina

Karina Karn

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Behavioural Growth Architect | Author of 2 Books

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Who this workshop is for

Growth Marketers & Heads of Growth who own the funnel and need to turn more visitors into signups.
Heads of Marketing & Marketing Leads at self-serve SaaS companies responsible for closing the gap between traffic and signups.
RevOps & Strategy professionals who can see the funnel is losing potential signups and need a clear framework to prioritise fixes.

Prerequisites

You have a product with some traction (users, traffic, or signups).
This workshop is built for real products, not ideas
You’re responsible for growth, marketing, or revenue operations.
You have the authority to act on what you learn.
You’re willing to apply the frameworks directly to your funnel.
This is hands-on. You'll leave with a concrete action plan.