Subscriber Retention and Understanding Involuntary vs. Voluntary Churn

The Importance of Churn

Every e-commerce site should be aware of the importance of churn, and how devastating it can be on a business. Measuring and reducing churn is paramount to successfully scaling your company. While reducing churn is easier said than done, there are standard measures you can take to help reduce it. Fundamentally, churn boils down to your product - how sticky it is and how robust your offering is compared to others in the space. It also has to do with your industry. Some segments, like box of the month, experience higher churn 10.54% than SaaS, which hovers around 4.79%.  

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How Recurly Uses Machine Learning to Reduce Transaction Declines

One of the significant benefits of subscription commerce is the amount of data and related insights this model generates compared to one-time purchases. New data related to marketing, payments, and customer lifecycle events is generated regularly, at each new billing cycle. This data is invaluable for gaining insights and making decisions that help you to optimize your business.

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How Data Science Work Reveals Hidden Trends in Payment Success Rates

In a previous blog post, we outlined how Recurly uses machine learning in our Revenue Optimization Engine to predict transaction success and maximize your revenue. This unique Recurly technology is an example of how machine learning, if handled correctly, can be a powerful tool for preventing involuntary churn. 

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