Churn management: How UX can help prevent and reduce subscription churn

Subscription churn is a critical metric for the success of SaaS products, as it directly impacts monetization and growth. The text details a case study of an edtech subscription service that struggled with subscriber retention, outlining a UX-focused approach to reduce churn. Initial steps included gathering insights from post-churn feedback and current subscriber interviews, revealing key issues such as lack of incentives to stay subscribed during non-exam periods and overly frequent renewal reminders. Solutions involved updating the onboarding process to highlight non-exam features, removing renewal reminders, implementing a discount for long-term subscribers, and introducing a pause option during holidays. The cancellation flow was also revamped to remind users of undiscovered features and potential discount losses, successfully reducing churn by providing a last chance to retain subscribers. The overall strategy emphasizes the importance of understanding user needs and continuously optimizing the user experience to address churn effectively.