Northbound had a healthy top of funnel and a trial that leaked. Around eighty percent of signups never reached the second session, and the onboarding flow had grown to eleven steps as each team added the thing they cared about.

We pulled six months of product analytics and found three actions that predicted retention at nine months. Everything else was noise. The new flow asks for those three and nothing more.

Trial-to-paid conversion rose 312 percent over two quarters. Support tickets about setup fell by half, which nobody had asked for but everybody noticed.