This was a statistic that was largely pulled from experience; so I don't have detailed stats on it. It varies quite a lot based on how your individual buy flow

This was a statistic that was largely pulled from experience; so I don't have detailed stats on it. It varies quite a lot based on how your individual buy flow is set up. I personally prefer to be up-front about pricing with people; it skews your metrics if you make them get to the credit card entry page just to see a price. Regardless, if we're talking a SaaS buy flow the conversion rates are usually far worse: your best case scenario is that 3% of customers who sign up for a free trial will convert. Honestly, this is a case where A/B testing helps. Build both buy flows, measure the outcomes you care about, and go with the one that produces the result you're looking for. This assumes you have sufficient volume for A/B testing: if you don't, you shouldn't be focusing on optimizing your buy flow, you should be focusing on traffic acquisition :)