Funnel stages · Stage 7 of 8

Purchase / Paid Conversion

User makes a financial transaction — one-time purchase (ecommerce, course), subscription start (SaaS, media), first paid order (marketplace). The metric most tied to revenue. CVR here varies enormously by business model: 1-3% ecommerce (visitor-to-purchase), 15-30% SaaS (trial-to-paid).

← Trial / EvaluationStage 7 · typical drop-off 75.00%Retention / Return →

Metrics that measure this stage

Trial-to-Paid Conversion Rate ↑Top quartile ≥ 35.0%Cart Abandonment Rate ↓Top quartile ≤ 62.0%Checkout Completion Rate ↑Top quartile ≥ 48.0%LTV:CAC Ratio ↑Top quartile ≥ 6.0CAC Payback Period ↑Top quartile ≥ 10.0

The full funnel

  1. Awareness
  2. Traffic / Visitor
  3. Engagement
  4. Signup / Lead Capture
  5. Activation
  6. Trial / Evaluation
  7. Purchase / Paid Conversion
  8. Retention / Return