Hello and welcome back to another enlightening blog post, presenting a deep dive into our newly launched feature that we have affectionately dubbed Churn Analysis. As the name suggests, this powerful tool aims to provide detailed insights into our customers' subscription behavior, understanding the reasons behind their decision to unsubscribe, and finding ways of enhancing their experience.
So, let's cut short the introduction and dive into the phenomenal functionality of this all-new feature!
The Churn Analysis is integrated into our partner platform to offer an immersive user interface. With this fresh feature, our customers are given an added layer of interaction when they choose to unsubscribe. Instead of the typical "Are you sure, yes or no?" question, a slew of new options pop up, prompting users to mention the reason for their departure.
In replacement of the previous uninspiring pop-up, a dynamic one now emerges, listing various plausible reasons for cancellation, excluding the baseline options:
I should be number one
and *I don't like it". Users have the liberty to either select a listed reason or jot down a comment expressing their cause for unsubscribing. Do note, however, that this is purely optional. We are not creating any barriers for users who want to unsubscribe. Surprisingly, though, since the roll-out of this feature, many users are choosing to provide us with valuable feedback.
Moving over to the dashboard –- the treasure trove of interesting analytics –- is now equipped with something we like to call the
Churn Analysis
. Starting from June 18th, a rich stream of data is collected, right from the date this feature was made live.
This section includes a series of filters based on various parameters such as date span, specific words, feedback answer categories, reasons for cancellation, or a particular subscription. Below the filters lie the KPIs section, featuring cancellations, churn rates, retention rates, and net subscribers. Well-defined tooltips explaining calculations ensure transparency and clarity about the presented numbers.
On the left, a graph delineates various reasons for cancellation. On the right, are the daily trends of reasons for cancellation and churn rate over time, proving to be particularly helpful in detecting trends, spikes, or changes in content strategy. Furthermore, we have the Cancellations table that captures all cancellations including reason, feedback, user and other relevant details.
You can utilize the powerful filter options to do a deep dive into why users are canceling and possibly uncover insights to better shape our product and platform.
Now, turning towards the language aspect of this feature. While I am explaining these functionalities in English, the questions and reason options presented to users upon cancellation are always in the users' platform language. This ensures smooth, relatable, and user-centric interaction.
We've developed a retool at DayLife, pooling all platforms together where we can survey all the reasons for cancellation. As of today, the most recurrent reason is I don't use this service enough.
“We're working on an export feature for this table, so you'll soon be able to export the data contained therein for further analysis!”
The Churn Analysis is currently only valid for subscriptions, not packages, as packages do not have a recurring cancellation aspect. The churn compared to subscriptions cancellations includes users who have chosen to cancel a subscription that is still active until the end date is reached.
This powerful tool offers the ability to filter data, save the link, offer insights into product strategy, product issues, pricing strategy, and much more. An important note, we're also working on part two of the Churn Analysis project which will offer users an ability to add/update questions or reasons.
Even though this feature is already proving to be incredibly beneficial, our dev team is always looking for ways to enhance its utility and is open to feedback and suggestions.
Hopefully, this blog post has given you a comprehensive rundown of our all-new Churn Analysis feature. Stay tuned for more exciting updates, and feel free to drop your thoughts and opinions in the comments below - we'd love to hear them!
As always, thank you for your continued support. Until next time!
--Your daylife.dev team