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Say GoodBye to Churn: The F.O.S.T.E.R™ framework for fixing the UX leaks which cause your users to silently churn
S: Smart Nudges
Your app now is giving insane value to your users, by engaging them.
But, it is useless if they don’t use your app at all.
50% of customers using subscription-based SaaS services log in to their dashboard only once a month.
Only once a month.
Your users are humans who forget often.
All they need is a small nudge from you.
And the best way to nudge them is: email.
Email:
For every $1 spent on email marketing, you get $38 back.
But, this works only when you are sending the correct emails to the correct people.
You should not be blasting sales emails often.
Here are the emails you should be sending:
✦ Onboarding & Activation Emails: Help users get value quickly (First 30 Days of Paid Plan)
✦ Engagement & Expansion Emails: Keep users engaged & discovering new features (Ongoing, Month 2+)
✦ Upsell & Expansion Emails: Encourage higher plan adoption (Every 2-3 months, when relevant)
✦ Renewal & Retention Emails: Prevent churn before it happens (Subscription Cycle-Based)
✦ Win-Back & Churn Prevention Emails: Re-engage inactive users before they leave (Automatic triggers when you see that they are not using the app)
Make those emails personalized based on their behaviour, demographics etc.
Send emails consistently and regularly.
Test them based on data.
And finally, one important thing: make sure that your email doesn’t spam your users.
That is the one mistake I see many doing.
In-app nudges
They are small, contextual prompts inside your product that guide users toward valuable actions.
A good in-app nudge should help the user take action at the right time.
Personalized in-app nudges can increase conversion rates by as much as 30%.
But again, not using the correct strategy will worsen it.
It will just lead to user frustration, ultimately to user churn.
You can use in-app nudges for various purposes, such as:
✦ Onboarding Nudges (Help them during the onboarding)
✦ Feature Discovery Nudges (Help them discover features, occasionally)
✦ Habit Formation Nudges (occasionally)
✦ Re-Engagement Nudges (e.g., Welcome Back Message, Resume Where You Left Off)
✦ Upgrade & Expansion Nudges (when they seem a little engaged)
All it takes for you is the timing.
You need to trigger it at the right moment.
Keep it short & action driven.
Don’t force them to do the action.
Personalize it (Personalized in-app nudges can increase conversion rates by as much as 30%.)
And, as always, test and refine everything.
This guide is made by Farhan Tawfeeq, Founder of BrightCav.
At BrightCav, Farhan helps SaaS companies reduce early-stage churn by silently fixing the gaps users never mention, but always feel.
Most SaaS churn isn’t loud. It slips away quietly. Unspoken. Unseen. Until revenue starts bleeding and no one knows why.
There’s a way to see it before it happens.
Use the Leak Finder Scorecard: a quiet diagnostic built to find the hidden cracks in your flow.
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