| update: don't let the data discourage you, though. it's actually not bad. 400/600 clicked signed up? that's fantastic! only 40 people went through with the sign up? I would say thats just user churn because of bad onboarding. the first thing I would do is let people sign up with just email and password, and actually let them use your product, for a free trial period. the second thing I would focus on is getting your users to the "magical moment" of your app. Thats a term I first read in context of someone from the growth team at facebook talking about user churn and growth. for facebook, the magic moment for example, was "seeing your friends".[0] For your app, I think, the magical moment could be the first time a user sucessfully onboards a new client through your app, and sees how easy it is to collect all the requirements etc. If they go through that, and its really much easier with your app, they can't help but start their next client project with your app as well, and upgrade to a paid plan. But to get to that moment, you probably need at least a couple of days. I would not charge users before that moment. [0] https://blog.kissmetrics.com/alex-schultz-growth/ |
I have a stupid question regarding vocabulary, because I've seen this 'inherent' definition of 'churn' used around here more recently.
To me, when I do co-hort analyses, failure to onboard is a conversion failure. In any case - 'Customer Success' territory. 'Churn' is when the custom fails to re-up (for whatever reason).
Am I using the 'wrong words'?