Hi, I’m Sean
Our mission is to help people stay fully connected, master their contacts and be awesome with people.
Contact data is scattered everywhere
for Consumers
for Teams
Employees
as a Platformfor Consumers for Teams
Single Version of Truth for Identity Complete, Accurate Contact Info. Synced Everywhere.
FullContact Cloud Address Book
Security
Transcription
Backups
Versioning
Cleansing & Correction Enrichment De-duplication & Merge Validation & Verification
Sync
Tagging Search
Sharing Storage
Agenda
• Overview • Why Fight Churn? • Our Story • Best Practices • Q&A
• Churn = User stops paying for Premium • Over 9% churn in 2014 • Lots of Credit Card Churn
Old Customers (definitely dead)
Existing Customers (soon to be dead)
New Customers (exactly)
Time for Darryl
Step 1 - First Response Minimize the Bleeding
Ask Why
Stop Sending Receipts
Implement Dunning Process
More Personal = Higher Response Rate
Mobile Optimize Payment Pages
Only collect the minimum info you need
Can you save the downgrade?
Collect Data on Downgrade Reasons
Start Collecting Data on Account Deletion
Step 2 - Analysis Define the Real Problem
Define what you’re solving
Churn Total number of Customers who Downgrade or Delete their Account
Define what you’re solving
This means we track:
• New customer registration
• Customer upgrades to one of multiple premium account plans
• Customer downgrades their account
• Customer deletes their account
Cohort Analysis
Simple Event Tracking
Find out what people are doing (and not doing) in your app
Daily Response Analysis
“Why are you deleting your account?” Percentage
Missing Features (General) 11.40%
Don’t Use 9.37%
Too Expensive 7.73%
Missing Features (Facebook) 7.34%
Technical Issues (General) 4.35%
Technical Issues (Messed Up Contacts) 3.57%
Usability 3.38%
Step 3 - Form Conclusions (what’s the name of that method again?)
Software sucks! “My contact list went crazy! Contacts got duplicated in crazy rate to the degree my
phone stopped working. Its unfortunate, as I really like your service, but still buggy! Good luck and will be waiting till you fix
these issues.”
“Nothing worked. I lost over 100 contacts by switching to this.”
If you’re going to charge on a monthly basis, you need to show and prove value daily.
Day 1 Value Monthly Subscription =+
uh-ohuh-oh
Step 4 - Fix the Problem (thought I was going to trick you, huh?)
Refactor Backend
Refactor Frontend
Improve Onboarding
Deliver Daily Value
Ship Clients
Remind them of value
Progress!
Progress!Progress!
Cheat Sheet
Systems You Should Use
• Payments: Stripe • Dunning: Stunning • Churn/Analytics: ProfitWell • Events: Indicative • User Journey: FullStory • Automation/Email: Zapier • Analytics: Redshift • Surveys: SurveyMonkey • NPS: Uservoice
“You can’t over invest in internal analytics”–Gail Goodman, CEO, Constant Contact
Questions?
Thanks!Sean Porter [email protected] @seannui