Step 1. Finding Churned Users

Key Churn Points in Your Service

Key churn points are specific moments when customers are most likely to leave your service. Understanding these moments is critical for reducing churn and improving Retention.

• Early stage after sign-up

  • Customers are most likely to churn within the first few days or weeks after signing up. At this point, churn is more likely if customers do not quickly understand the value of the service or if the initial setup process is complex.

• End of free trial period

  • Many services offer a free trial period. A large number of users may churn at the point when the trial ends and the service converts to a paid subscription. This happens when users do not feel they have gotten enough value from the service, or when the price feels burdensome.

• First payment

  • When making their first payment, users decide whether to continue using the service. They may churn if the payment process is cumbersome or if the perceived value does not justify the price.

Use Hackle to identify user churn points and create churned user Cohorts.

1. Create from a Funnel Chart

This method is useful when you want to create a Cohort of users who churned within a specific period.

1

Set Up the Funnel Chart

In Data Analytics, configure the events you want and set up a funnel chart. Learn more about Funnel Analysis

2

Save a Cohort from the Churn Area

Hover over the area where users churned and save that Cohort.

3

Save the Cohort

You can save the Cohort with these conditions.

4

View Detailed Users in the Cohort

Click [View Details] to see the individual users in the Cohort.

5

Create a Period-Based Churned User Cohort

You can create a Cohort of users who churned within the period you directly selected.

Tip. Create and use Cohorts tailored to your situation.

If you want to create a Cohort of users matching specific conditions, try modifying the period in the Cohort rule.

• Creating a Cohort of users who churned within the last N days will automatically update with users who meet the condition during that period.

  • You can set the update frequency in the Connection Management tab of the Cohort detail screen. (daily, hourly)

2. Create Manually

You can create a Cohort by directly configuring the conditions you want in the Cohort detail screen.

Users who have not visited in the last 14 days

1

Configure Event Conditions

In the condition configuration area, click Start with an event.

2

Set Active User Criteria

Set users who have triggered Any Event within the last 90 days.

3

Filter Non-Visiting Users

Add a rule and select the event view_home that measures home entry, then set it to users who have not triggered it 1 or more times.

Users who churned after a free trial ended

1

Configure Funnel Conditions

In the condition configuration area, click Start with a funnel.

2

Set Membership-Subscribed Users

Set users who subscribed to a membership during the free trial period. Select the event membership_subscription that measures membership subscription.

3

Filter Non-Payment Churned Users

Add a step, select the event complete_purchase that measures payment completion, and set it to users who have not triggered it.

Not sure what to do to improve the service re-entry rate of churned users?

Check out the next documentation to run CRM Marketing tailored to your users' situations!