I'd argue Airbnb is quite a unique case to look as a case for conversion. Mainly because they have such unique, exclusive and wide selection that there is high demand for (people want to stay somewhere nice when they travel) and a strong brand created around it.<p>A lot of the people coming to the site have high intent to book something right at that moment and especially with Airbnb. Spending a lot of time to find the right option for them, and once they find something they are willing to do a lot (filling that information etc) since it's what they want and it's exciting to them.<p>It's quite different for most saas startups where the demand is often less imminent or not as strong.<p>Disclaimer: I used to work at Airbnb.