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User Churn (As of April 2022)
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What types of new customers are unsubscribing?

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Login Averages of New Leaving Customers

Is there a correlation between logins and customer churn after the first 30 Days?
The data below is based on average logins per seat (void of outliers):
Average # of Logins of New Leaving Customers (Q1, 2021)
1
Average # of Logins of New Leaving Customers (Q1, 2022)
5

The data over the last year has changed slightly, but it still shows that most users of any account size that login drastically less than 20 times in the first 30 days have a very high chance of leaving.
The Q1 2022 graph above seems to show that new customers who chose higher billing options tend to use the product more, even if they still end up leaving.
The following box and whisker plots are of the following:
The graph on the left displays data from login per seat amounts for new users that left after the first month in the last two years.
The graph on the right displays data from login per seat amounts per month of all our current active users as of April 2022
Screen Shot 2022-04-21 at 12.50.08 PM.png
We can see from these plots that the median amount of login per seat amounts per month for new accounts that leave after just one month is drastically lower than that of our current active user base.
The median is represented by the solid blue line in the middle of both plots.
The plots also show that the majority of new users that leave have logins between 4 and 17 while current active users login between 6 and 26 per seat per month.
The Stats
0
Description
Current Users Login
New Leaving Users
1
Mean
21.14
16.98
2
Variance
801.89
1342.53
3
Observations
3563
5570
4
Hypothesized Mean Difference
2.5
5
df
8812
6
t Stat
2.43
7
P(T<=t) one-tail
0.01
8
t Critical one-tail
1.65
9
P(T<=t) two-tail
0.02
10
t Critical two-tail
1.96
There are no rows in this table
The stats above show that with 95% confidence we can assume that active users login at least 2.5 more times per month than our users that stay for just one month.

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