Phiture · LinkedIn
5 insights on Retention, Lifecycle Marketing and Onboarding and Activation from 4 talks and podcasts, each with the quote and a link to the moment it was said.
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Paywalls can also be a powerful retention-driver for subscribers who are at risk of churning. You can have different paywalls:
User Journeys to Optimize Subscription Revenue - Subscriptions OneSignal · Featured in Growth Gems #100
Deep-dive into the top 25% most engaged users and the bottom 25% least engaged users to identify the actions leading to each. Then shape the user journey accordingly.
Prevent churn and win lapsed customers back at 24:12 · Featured in Growth Gems #60
Break-out your lifecycle strategy by the different monetization stages: trial starts, free trial onboarding, trial to membership conversion, membership retention, churn prevention & winback. Test and validate individual hypotheses for conversion at a stage (e.g. trial starts), then create a scaled and automated user journey so that you can focus on the next area of the lifecycle (e.g. free trial onboarding).
Prevent churn and win lapsed customers back at 19:28 · Featured in Growth Gems #60
⛏️ Going Deeper: below a concrete example of churn prevention from Allison Bryant (Sr. Marketing Manager, CRM/Lifecycle at Ten Percent Happier) in a recent Braze webinar. They were seeing a dip in retention rates at the 1-year mark, heavily correlated with the engagement in the last month of the subscription. They created daily email prompts for these users (8-9 emails total) sent a month out from their yearly renewals, prompting them to try the “begin again” course. This boosted engagement by 57%.
Have a prompt at the end of your onboarding to encourage trying a key feature for the first time. This can be done via in-app messaging. Example: a screen recommending a piece of content that tends to be successful.
Action plan for indie app developers by Alice Muir · Featured in Growth Gems #100
To engage/activate users that opted-in a free-trial or subscribers, consider a dedicated post-paywall “subscription” onboarding and make sure people know where the premium features are.
How to Boost Retention with Subscription Lifecycle Messaging · Featured in Growth Gems #90