A sales funnel that takes the same number of leads and converts them at twice the rate will not only result in 2x more closed customers, but will also reduce the Cost to Acquire a Customer (CAC) by half! Most SaaS business Sales Funnels look like this (with the conversion rates on the side between the visitors-trials and trials-customers):

The diagram above illustrates a very simple sales funnel with a touchless conversion [and consequently a smaller Cost To Acquire a Customer (CAC)], you're sales process might look more like this if you have a sales team (in which case you'll also want to capture the individual and overall conversion rates:

Image source: //www.forentrepreneurs.com/saas-metrics/