Series 6 Episode 11 - Experimentation for retention: Can you test your way to reduced subscription churn?
Sun Nov 02 2025
This month on #TheBigLift we are joined by Danni Betts, CRO Lead at Tank, as well as Chris Hood, Global Sales Manager at Webtrends Optimize. They explore how the use of CRO can be used to understand friction points in a customer's subscription journey, identifying which customers are most at risk and tailoring interventions to encourage them to stay. Understanding more about your customers is particularly important in a tough economic climate and when churn rates are high. Effective retention includes analysing behavioural signals and identifying opportunities for offers, prompts and more. And testing and optimisation is key for this!
00:30 Intro
01:17 Are companies already talking about how to reduce subscription churn?
04:15 Is Retention Optimisation are real thing?
07:03 Can you manage the propensity to cancel?
09:23 Reasons why users may want to cancel
12:10 How do you build a customer journey to retain customers?
15:30 How can you persuade a customer to stay?
18:32 Can personalisation help in keeping customers?
23:46 Can other channels help solidify reasons to stay?
27:03 How can you measure the success of customer retention?
31:56 When is the optimal time to re-engage with lost customers?
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This month on #TheBigLift we are joined by Danni Betts, CRO Lead at Tank, as well as Chris Hood, Global Sales Manager at Webtrends Optimize. They explore how the use of CRO can be used to understand friction points in a customer's subscription journey, identifying which customers are most at risk and tailoring interventions to encourage them to stay. Understanding more about your customers is particularly important in a tough economic climate and when churn rates are high. Effective retention includes analysing behavioural signals and identifying opportunities for offers, prompts and more. And testing and optimisation is key for this! 00:30 Intro 01:17 Are companies already talking about how to reduce subscription churn? 04:15 Is Retention Optimisation are real thing? 07:03 Can you manage the propensity to cancel? 09:23 Reasons why users may want to cancel 12:10 How do you build a customer journey to retain customers? 15:30 How can you persuade a customer to stay? 18:32 Can personalisation help in keeping customers? 23:46 Can other channels help solidify reasons to stay? 27:03 How can you measure the success of customer retention? 31:56 When is the optimal time to re-engage with lost customers?