Identify Key Churn Points Across Subscription Cycles by Product

Subscription > Order Cycle & Churn > Product

Summary

The report shows subscription retention across multiple order cycles. By analyzing when customers tend to churn, businesses can identify patterns and timing for churn behavior, enabling targeted retention efforts to reduce subscriber loss.

Questions the report answers

• How many customers complete each subscription cycle before churning?
• Are there specific cohorts that exhibit better or worse subscription retention patterns?
• How effective are subscription retention efforts at specific cycles, such as after the 4th or 5th order?

How to read the report

Each row represents a subscription cohort, while each column represents the subscription order cycle completed before a potential churn. This setup allows you to assess retention patterns and identify at which stages subscribers are most likely to churn.

1. Top-to-Bottom Analysis (Cohort Comparison):
   • By reading the table from top to bottom, you can compare different cohorts for subscription order cycles helping you understand the retention performance and identify the best and worst-performing cohorts. For example, product category 13 has the highest active subscription on 2nd order subscription order cycle. This can help pinpoint specific cohorts that either respond well to retention efforts or need targeted intervention.
2. Left-to-Right Analysis (Trend Analysis):
   • By reading the table from left to right tracks the progression of a single cohort across subscription order cycles, showing how subscription metrics decline or stabilize with successive orders. This view helps you understand how long subscribers typically stay active and where churn tends to increase.
   • You can determine subscription lengths by identifying the significant drops after certain order subscription order cycles e.g., whether retention drops significantly after the 4th or 5th cycle.
   • If you have implemented retention strategies at specific cycles (e.g., loyalty discounts or additional benefits after the 4th cycle), this report can help track the effectiveness of those initiatives by showing if churn rates improve over subsequent order cycles.

Switch between Metrics

Use the Select Metric dropdown to switch between available metrics, such as:

• Subscriptions: This metric shows the number of subscriptions, allowing you to see how many customers remain subscribed at each stage.
• Subscription % of Total: This metric shows the percentage of active subscriptions within each cohort that have churned, helping to gauge the churn rate across order cycles.

Switch Between the Product Attributes

You can switch between different Time Attributes using the Show table by dropdown, such as

• Subscription Product Category
• Subscription Product
• Subscription SKU

Color Coding

The table uses color coding to help visualize the performance of different cohorts:

• Green: Indicates positive performance, such as a high Subscriptions % of Total.
• Red: Indicates underperformance, such as a low Subscriptions % of Total.

Glossary

Subscriptions

The number of subscriptions that have churned (been discontinued) is based on the completion of subscription cycles.

Subscriptions % of Total

The percentage of active subscriptions that have churned (been discontinued).