Tenured Customer Churn Analysis
ROLE: End-to-end UX research | TEAM: Product, Marketing | DURATION: 3 weeks
CONTEXT
Ancestry’s most valued tenured users were canceling their subscriptions at a higher-than-anticipated rate. With softening business on the core product, I took it upon myself to run a survey in partnership with Product Analytics and understand the sentiment among recently canceled long-tenured users.
OBJECTIVES
Understand cancel reasons among tenured users to inform how we might re-engage this audience
IMPACT
Research validated that Ancestry’s price increase along with broader economic hardships pushed this highly valued audience to cancel their subscription. With additional survey insights, team was able to understand that most plan to come back in the near term and identified product & marketing opportunities to target those who are less certain or on-the-fence. These insights have been shared all the way to the Board of Directors, helped ease future revenue concerns, and guided the core team to proceed with the product strategy focus on retention, rather than prioritize new audience acquisition.
APPROACH
Survey with n=1161 Ancestry users in the U.S.
Subscribed for 2+ years
Requested a cancel in the last 6 months
