Crunchyroll · B2C · anime streaming service
Compare people who cancel in the first month with those who stay
Unknownanalytics-attributiononboardingretention
What they did
Done consistently in streaming: take users who cancel during the free trial (or first billing month) and users who make it through, and look for behaviors that differ between the two groups early on. Label risky vs valuable early behaviors and bend the product and onboarding (first day, first session or first month) toward the valuable ones. Pair with surveys: Google Forms or Zoom calls with long-tenured subscribers and fast cancellers.
“One easy analysis we did pretty consistently in the streaming world was, this was back when free trials were a thing, you could do it with like the first billing month as well, but look at the people who are canceling their subscription early on, look at the people who are making it through that period, and look for the behavior that is different about those two groups”
“You could just send them like a Google Form or you could literally hop on a Zoom and talk to some people and really dig into what they value and what they would like to see from your product.”
Related topics
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