SAAS CONVERSION RATE AUDIT
Original ShowMeYourSaaS teaching resource | 2026-10-27
ClearReport and all counts are fictional. No post-fix uplift is claimed.

MEASUREMENT CONTRACT
Unit: one eligible visitor maps to at most one account in this synthetic workbook.
Cohort: first visits September 1–7, 2026.
Device group: assigned at first visit.
Exclude: staff and test traffic.
Signup through first delivery: within 14 days per visitor.
Paid subscription: within 30 days per visitor.
Follow-up available through October 7.
Real products must document cross-device, account, and unmatched-visitor limits.

COMPLETED BASELINE
Visitors: 1,000 (desktop 600; mobile 400).
Signup starts: 120 (desktop 72; mobile 48).
Created accounts: 80 (desktop 60; mobile 20).
Verified email: 60 (desktop 48; mobile 12).
First report delivered: 30 (desktop 24; mobile 6).
Paid subscription: 12 (desktop 9; mobile 3).

RATES
Visitor to account: 80 / 1000 = 8%.
Form completion: 80 / 120 = approximately 66.7%.
Verification among created accounts: 60 / 80 = 75%.
Delivery among verified accounts: 30 / 60 = 50%.
Visitor to paid: 12 / 1000 = 1.2%.
Desktop form completion: 60 / 72 = approximately 83.3%.
Mobile form completion: 20 / 48 = approximately 41.7%.

COMPLETED FICTIONAL INVESTIGATION
Observation: lower mobile form completion.
Reproducible problem in the invented story: the keyboard obscures a password
validation message during a synthetic signup attempt.
Proposal: show requirements and the relevant accessible validation message
beside the field.
Verification: supported small screens, keyboard/focus behavior, clear error,
assistive-technology announcement, and a successful synthetic account creation.
Guardrails: verification success, delivered reports, support burden, account fit.
Outcome review: maintain the original cohort definitions and follow-up window.
No later conversion improvement is supplied in the example.

BLANK AUDIT
Journey and customer purpose:
Primary conversion:
Unit / eligibility / exclusions:
Numerator / denominator:
Cohort and time window:
Maturation and observation end:
Event identity and data validation:
Baseline counts:
Segment difference worth investigating:
Directly observed problem:
Interpretation and alternative explanations:
Proposed change and mechanism:
Functional or usability verification:
Experiment suitability and planning reference:
Guardrails:
Traffic mix and seasonality limits:
Owner / review date / decision:
Unresolved questions:

REVIEW CHECK
Does every percentage identify its denominator?
Can the later-stage counts be traced to the earlier cohort?
Are correlation, a reproducible defect, and causal uplift distinguished?
Is the commitment clear and the customer's choice informed?
Does the journey still lead to a useful product outcome?