In our previous post in this series, we discussed the importance of reducing the friction that occurs during the subscriber lifecycle in order to promote and support continued revenue growth. We focused on free trials as a way to reduce sign-up friction in that post.
But friction at sign-up is only one touch-point in the subscriber lifecycle. In order to extend the lifetime of your subscribers, you must look for and reduce points of friction throughout their entire lifecycle, from engagement through retention.
In light of Netflix’s recently announced pricing changes last month, this seems a good opportunity to talk about price increases as a point of friction.Continue Reading