Analyze Trial Conversion at Nimbus

Business Context

Nimbus is a B2B SaaS project management platform for small businesses. In the last quarter, leadership saw signups increase but paid growth miss plan, and they want a structured analysis showing how data should inform product and growth decisions.

Metric Scenario

In March, Nimbus had 120,000 website visitors, 9,600 trial signups, 2,400 activated users, and 720 paid conversions within 14 days. In April, traffic rose to 138,000 (+15%), trial signups to 10,350 (+8%), activated users fell to 2,070 (-14%), and paid conversions dropped to 621 (-14%). Day-30 retention for new paid accounts also declined from 82% to 76%. Marketing argues traffic quality is stable because CAC stayed near $210, while Product believes onboarding friction is the main issue after a workspace setup redesign launched on April 3.

Requirements

1. Define the core KPI(s) you would use to evaluate business performance and explain why.
2. Decompose the March-to-April change from visitor-to-trial, trial-to-activation, activation-to-paid, and paid retention.
3. Identify the most likely driver(s) of the decline and state what additional cuts of the data you would review.
4. Recommend 3 specific business decisions Nimbus should consider based on the analysis.
5. Name guardrail metrics you would monitor if Nimbus changes onboarding or acquisition strategy.

Data Available

• web_sessions: visitor_id, session_date, channel, campaign, device_type, landing_page
• trial_signups: user_id, signup_date, acquisition_channel, company_size, country
• product_events: user_id, event_time, event_name, workspace_created, teammates_invited, project_created
• subscriptions: user_id, trial_start_date, paid_start_date, plan_type, MRR, cancellation_date
• retention_daily: user_id, day_number, active_flag, seats_used