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

Karina Karn

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 SaaS homepages
Rewrite your positioning from feature claims to outcomes your ICP recognises immediately
Remove the evaluation friction that stops high-intent sign-ups before they start

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
Spot the pricing page mistakes that make buyers hesitate

Workshop agenda

Diagnose: find your activation gap
We map the full trial-to-paid journey and locate where buyers stop moving. You score each stage with the Decision Equation to find your biggest leak.
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

Product Marketing & GTM Leads who own positioning and messaging, and need signups to turn into paying customers, not just more pipeline.
Heads of Marketing & Marketing Leads at SaaS companies who own the journey from signup to sale and need more trials to convert.
Founders & Co-founders of SaaS startups who have signups but too few paying customers, and need a clear system to fix it themselves.

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.