Killing Churn
Forever
TaskFlow, a project management SaaS with 12,000 users, was losing 8% of customers monthly. We implemented behavioral triggers and personalized onboarding to plug the leak.
Churn Reduced
-%
LTV Increase
x
Reactivation
%
NPS Score
+
The Leak
TaskFlow's founder, Arjun Mehta, reached out in panic. Their MRR had plateaued at $180K despite 500+ new signups monthly. The culprit? An 8% monthly churn rate. Users signed up, got overwhelmed during onboarding, and churned within 14 days.
- 8% monthly churn (industry avg: 5%)
- 62% of users never completed onboarding
- Average session time: 4 minutes
- No re-engagement mechanism
The Plug
We implemented **Behavioral AI Triggers** using Customer.io. If a user didn't create their first project by Day 3, they got a personalized email with a template. If they logged in but didn't invite teammates, we sent an in-app nudge with a video tutorial.
- Behavioral email sequences (15 triggers)
- In-app onboarding checklist
- Win-back campaigns for churned users
What We Did
Onboarding Audit
Analyzed 3,000 user sessions using Hotjar and FullStory. Discovered that 68% of users abandoned the setup wizard at Step 3 (team invites). The UI was confusing and the value wasn't clear.
Tools: Hotjar, FullStory, Mixpanel
Behavioral Triggers
Built 15 automated email sequences in Customer.io based on user actions (or inaction). Example: "Day 1 - No project created" → Email with video tutorial + template library link.
Tools: Customer.io, Segment, Intercom
In-App Onboarding Checklist
Added a gamified progress bar showing 5 key actions: Create Project → Add Task → Invite Team → Set Deadline → Complete First Task. Completion rate jumped from 38% to 81%.
Tools: Appcues, Custom React components
Win-Back Campaign
Targeted 2,400 churned users with a "We've improved" email showcasing new features (Gantt charts, mobile app). Offered 2 months free. Reactivated 18% (432 users).
Tools: SendGrid, Mailchimp, Custom landing page
Usage Analytics Dashboard
Built a real-time dashboard for TaskFlow's team to identify at-risk users (no login in 7 days, low feature adoption). Enabled proactive outreach by customer success team.
Tools: Amplitude, Retool, PostgreSQL
Feature Adoption Push
Users who adopted 3+ features had 90% lower churn. We created targeted campaigns to drive adoption of Calendar View, Time Tracking, and Integrations (Slack, Google Drive).
Tools: Pendo, In-app tooltips, Email drips
90-Day Timeline
Discovery & Data Analysis
Analyzed user behavior, conducted 12 customer interviews, mapped the onboarding journey, identified drop-off points.
Behavioral Trigger Setup
Integrated Customer.io, built 15 email sequences, set up event tracking with Segment, A/B tested subject lines.
In-App Onboarding Redesign
Shipped new onboarding checklist, added tooltips, created video tutorials, simplified team invite flow.
Optimization & Win-Back
Monitored metrics, iterated on messaging, launched win-back campaign, built analytics dashboard, trained CS team.
The Results
%
Churn Reduction
From 8% to 4.8% monthly
x
LTV Increase
Average customer value: $2,400 → $6,000
%
Onboarding Completion
Up from 38%
Key Achievements
- Reduced time-to-value from 7 days to 2 days
- Reactivated 432 churned users ($51,840 recovered MRR)
- Increased NPS from 28 to 65
- Average session time: 4 min → 18 min
- Feature adoption rate increased by 127%
- Email open rate: 42% (industry avg: 18%)
"We were hemorrhaging users and didn't know why. 24hours.website didn't just patch the leak—they rebuilt our entire retention engine. Our MRR is now $280K and climbing."
Arjun Mehta
Founder, TaskFlow