Yep. Basically, business owners are super busy. They see your ad or a mention of you, Google you and sign-up in the form. But - they only become paying customer

Yep. Basically, business owners are super busy. They see your ad or a mention of you, Google you and sign-up in the form. But - they only become paying customers if they take the time to actually use/test your product in the trial/freemium period. Really good automated onboarding can get them to actually set the product up for their business. Otherwise you need sales reps to walk them through it which is time consuming.