Revived Subscription Program Through Journey Overhaul

Full-funnel optimization that drove a 200% increase in MRR and cut churn by 24%

Overview:

Subscriptions were declining due to a poor website experience, leading to decrease in new subscriptions and an increase in churn. This was a complete turnaround driven by customer insight, smart targeting, and full-funnel improvements.

Results:

24% decrease in churn
50% increase in active subscribers
200% lift in Monthly Recurring Revenue
750% increase in new subscribers from email

Strategy:

Used cancellation feedback and behavior data to optimize cadence, education, and visibility throughout the funnel.

My Role:

Audited customer journey and subscription data to develop end to end strategy
Developed targeted advertisement, email flows and site improvements
Led cross-functional implementation with development, DTC, and marketing teams
Analyzed results and reported improvements to leadership

Execution:

Launched a pre purchase and post purchase email series
Adjusted subscription management to update plan options
Worked with dev to add a subscription widget to all product pages
Collaborated with DTC team to revamp landing pages
Briefed marketing team on new full-funnel subscription assets

Revived Subscription Program Through Journey Overhaul