[ ANONYMISED · NDA — PORTAL / CHECKOUT / EMAIL ]
Tea Subscription had a healthy 4,200-subscriber base built over four years on Recharge. The economics were the problem: 30-day churn sat at 23%, and the default Recharge portal made cancellation a one-click affair while skip-this-month was buried two clicks deep.
Win-back attempts were also falling flat — the existing Klaviyo flows hadn't been touched since launch, and they read like generic templated discount nags.
Brief: redesign the subscriber experience to surface skip / swap / pause before cancel, and rewrite the flows so churn rescues actually rescue.
Reviewed 18 months of churn data. Identified the four most common cancel reasons; designed an interventions ladder for each.
Custom portal replacing the default Recharge experience. Skip / swap / pause prominent. Cancel still available — just not the path of least resistance.
Six new flows: pre-renewal preview, churn rescue (4-step), reactivation, win-back, anniversary, gift escalation. Plain copy, no aggressive discounting.
Holdout cohort kept on the legacy portal. 60-day measurement window. Daily LTV tracking dashboard for the founder.
"We didn't add a single new subscriber and we still added £71k of LTV in two months. The portal change paid for itself the first week. The flows are doing work the old ones never did."
Subscription work is unglamorous and it compounds. Tell us where the leak is — we'll come back with a plan.
