The Science of Proof: Social Proof That Lifts Conversions

From Artisan Strategies

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Buyers look for evidence, not adjectives. Give them the right kind.

What Works

Specific metrics (before/after), named brands
Freshness (≤ 18 months) and segment match
Visual proof (screens, dashboards) where allowed

Where to Place It

Near objections (pricing, security, migration)
Within flows (checkout, onboarding, integration)

How to Write It

Problem → solution → measurable outcome
Quote from the economic buyer or user

Build a Proof Pipeline

Flag expansion events for proof outreach
Offer review drafts and data validation steps

Conclusion

Make proof work like a product feature: discoverable, credible, and relevant.

Services

Useful tools & services

All Services

Frequently Asked Questions

What are the most important SaaS metrics to track?

The most critical SaaS metrics are: 1) Monthly Recurring Revenue (MRR), 2) Customer Acquisition Cost (CAC), 3) Customer Lifetime Value (LTV), 4) Churn Rate, 5) Net Revenue Retention (NRR), 6) Customer Activation Rate, and 7) Trial-to-Paid Conversion Rate. These metrics together provide a complete picture of your SaaS business health and growth trajectory.

For more details, see our article on SaaS User Onboarding Optimization: Complete Guide to 42% Higher Activation.

What is a good SaaS churn rate?

A good monthly churn rate for SaaS companies is below 5% for B2C and below 2% for B2B/enterprise. Annual churn rates should be under 10% for B2B SaaS. However, the target varies by business model - early-stage startups may have higher churn while optimizing product-market fit, while established companies should aim for under 5% annual churn.

Check out our comprehensive guide: Conversion Rate Optimization Case Studies (2025).

How do you calculate customer lifetime value (LTV)?

Calculate LTV by dividing Average Revenue Per Account (ARPA) by your churn rate. For example: $100 monthly ARPA / 5% monthly churn = $2,000 LTV. Alternatively, use: (Monthly ARPA × Gross Margin %) / Monthly Churn Rate. A healthy SaaS business should have an LTV:CAC ratio of at least 3:1, meaning customer lifetime value is 3x your acquisition cost.

Check out our comprehensive guide: 7 Customer Activation Metrics Every SaaS Must Track.

What is customer activation in SaaS?

Customer activation is the moment when a new user experiences the core value of your product for the first time - the 'aha moment.' This might be creating their first project, inviting team members, or completing a key workflow. Activation is a leading indicator of retention: users who activate are far more likely to become paying customers and stay long-term.