Engine Used: Churn Engine
Product Type: Web-based productivity platform
Industry: B2B SaaS
Metrics Moved: +22% core feature usage, –11% passive churn
B2B SaaS Tool: Increasing Adoption of Core Features
The Challenge
This platform had a retention problem hidden in plain sight. Users weren’t canceling, they were disappearing. Passive churn was creeping up month after month. Despite steady signups and decent onboarding completion, many users never returned after the first few sessions. Core product features were going undiscovered, and the team lacked visibility into why.
Our Diagnosis
The Churn Engine audit revealed a major segmentation blind spot. Mid-funnel users, those who got through onboarding, but didn’t yet form habits were engaging with only surface-level features. Click-path analysis showed repetitive usage loops and zero interaction with the tools most correlated with long-term retention.
We also found that the product relied too heavily on sales-led or CS-led guidance for feature discovery. In-app visibility of critical tools was poor, and no behavioral nudging existed to guide mid-tier users toward deeper value.
Suggested Fixes
Mapped churn-prone segments based on behavior, not lifecycle stage
Surfaced core features contextually for mid-tier users via tooltips and guided prompts
Reprioritized UI hierarchy to make retention-driving tools more prominent
Deferred complexity until users formed habit loops
Implemented milestone-based nudges to re-engage early signs of decay
The Results
Feature usage rose 22% among at-risk user segments
Session depth improved 17%
Passive churn (30+ days of inactivity) dropped by 11%
Team gained visibility into mid-funnel disengagement for the first time