Sazito is an e-commerce SaaS platform that helps merchants launch and run online stores. Its growth depended not only on registrations, but on how quickly a new merchant could understand the product, complete setup and become a paying customer.
Sales, Customer Success, Support and Product each saw a different part of that journey. The challenge was to connect those views into one product problem.
What needed to change
Friction across acquisition and onboarding slowed time to value. A registration event alone did not show whether a merchant understood the next step, reached a meaningful product moment or was ready to subscribe.
How I approached it
- Used funnel analytics, tracking data and session recordings to identify where merchants hesitated or dropped out.
- Combined the behavioral evidence with sales feedback and direct conversations; I conducted more than 25 user and customer interviews during my time at Sazito.
- Worked with Sales, Customer Success, Support, design and engineering to prioritize changes across the journey rather than treating onboarding as a single screen.
The choices that shaped the work
Measure the right conversion
The key outcome was the time it took a merchant to become a paying Sazito customer — not the shopper checkout journey inside a merchant's store.
Use commercial teams as research partners
Sales and support conversations added context that behavioral analytics could not explain on their own.
What changed — and what the result means
The improved onboarding journey reduced time to conversion to a paying customer by 30%.
WHAT THIS REINFORCEDGrowth problems become more tractable when product behavior and commercial conversations are treated as complementary evidence, not competing explanations.