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Growth Experiment Details

Experiment in a sentence

Offer a Product Walkthrough to "About-to-churn" customers

Metric to test

% Churn Rate

Growth Experiment Design

Hypothesis Statement
Because we saw from our data that most users that churn have never been properly onboarded to our product We believe that reaching out earlier and offering a product walkthrough will allow them to see the value of the product and decrease churn
We will measure this by comparing the churn rate of users exposed to this experiment vs users who are not
Experiment Design
Steps to execute: 
  1. Start with analysing historical data to identify users that show indications of churning
    1. Users who are not active weekly / daily
    2. Users who have expired credit card details
    3. Users who have not logged in to the platform in the last 2 weeks
  2. Create a variant and control group to execute the test
  3. Reach out to the variant group with an offer to show how to leverage the product for their use case, along with a CTA to book a calendar slot
  4. Identify their previous use-cases, and tailor the product walkthrough to meet their objectives
  5. After going through the entire variant group, measure the % churn for this group and the control group that was not exposed to this experiment
  6. Note down observations and learnings from each walkthrough and identify areas to improve the experience

If this experiment succeeds, we will automate the emails to "about-to-churn" users to offer walkthroughs, and identify ways to scale this method through automated walkthroughs, product tours, etc.

If this experiment fails,we will learn from our observations to identify areas of improvement in order to decrease churn for this segment of users.

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