Reducing Subscription Churn at BioTRUST Nutrition: Exploring Reasons, Best Practices and Solutions

Abstract

BioTRUST Nutrition, a supplement brand under Wellbeam Consumer Health, experienced a 19% decrease in active subscriptions between April 1, 2022, and April 31, 2023, resulting in a revenue churn of $0.6 million and an 11% delay in subscription renewals, leading to a total revenue loss of nearly $1 million. The investigation involved analyzing churn rates, identifying subscription drivers, and determining desired features. Findings revealed challenges in declining subscriptions and retention issues, with recommendations including unique pricing plans, product information channels, and implementing automated reminders.