Elena Verna (SVP Growth, SurveyMonkey)

1. Involuntary Churn
Elena Verna
SVP, Growth
SurveyMonkey

2. Retention is
everything

4. Retention is:
Engagement
Monetary

5. Churn:
Voluntary
Involuntary

6. Involuntary
=
Renewal Payment
Failure

7. Annual
Subs
Affected
the
Most

8. What % Involuntary?
Annual Term
60% of 1st term
40% of 2nd term

9. What your logic may look like...
Annual subscriptions
Sub start
11/4/2016
1st renewal
11/4/2017
Day 5:
Email & Try
1st collection
attempt
Payment Fails Payment
Collected
2nd collection
attempt
3rd reach out
attempt
Day 9:
Email & Try
Day 12:
Email Only
Day 16:
Email & Try
Sub backdated to 11/4/2017 for rev recService continues to be provided

10. How Many Days Should You Continue Trying?*
For
annual
subs
For
monthly
subs
45 20
*Applicable to self-serve

11. Hard
Probably
Invalid
Low Chance of
Success
Soft
Probably
Valid
High Chance
of Success

12. Success Rate
50%

13. Will be User Driven
60%

14. KPI Impact
How do you
categorize this
‘success’?

15. negative churn :)
+
14 month true churn
by term rates

16. Optimizing
User
Messaging

17. Site
Persistent
Notification
‘Blocker’
Module
Email
Frequency
Message/
CTA

19. Optimizing
Your
Payment
Platform

20. Internal Billing
Platform?

21. Some Benefits
● Choice of Payment Processors
○ Differs by country
● Bank categorization of your business
● BIN (personal/business) analysis
● Fee negotiation