Cutting Churn
The brand
aioss sells a daily green powder supplement – an all-in-one solution for nutrition, energy and recovery.
The challenge
When I joined, monthly churn was running at ~15%. Subscribers were cancelling at a rate that made sustainable growth hard.
“Start Strong”.
Their core model is subscription-based, with a one-time purchase option available. Like most supplement brands, the real business lives in retention.
The cancellation flow captured exit reasons across several feedback topics – and the data told a clear story: the problems weren’t only the product or taste.
They were timing, communication and information gaps.
A product reformulation – aioss 2.0 – had also recently launched, creating additional uncertainty among existing subscribers who hadn’t been adequately prepared for the taste change – or perhaps were an opportunity to win back.
My work.
I started with the data. Cohort analysis, with data from Klaviyo and Shopify revealed info about which segments were churning, when in the lifecycle they were leaving and what their stated reasons were.
From there I worked through every touchpoint in the customer journey:
– Welcome flow: analyzed and optimized – better onboarding, clearer product education and expectations set early.
– Post-purchase flow: tightened to reinforce the decision and reduce buyer’s remorse in the critical first weeks.
– Replenishment emails: timed to actual consumption patterns rather than arbitrary calendar intervals.
– Win-back flow: activated for lapsed subscribers with targeted messaging based on their exit reason.
– Sunset flow: added to gracefully end relationships that couldn’t be saved – protecting cost, deliverability and list quality.
– Review flow: introduced to build social proof and strengthen the feedback loop.
Alongside the email work, I made targeted updates to the homepage and product detail page – improving ingredient transparency, service information and the overall quality of what subscribers saw before and after purchase.
A significant part of the work was also evaluating the subscription app landscape on Shopify – assessing options, capabilities and fit before committing to a setup that could support the retention strategy long-term. Getting the technical foundation right was a prerequisite for everything else.
Finally, I was part of launching the aioss Travel Pack.
A travel-sized version of the product. This involved defining the commercial strategy: right quantities, right format, right price point. From there, the launch was planned and executed across the webshop and Klaviyo – product setup, campaign emails and the full communication plan around the release.
The result?
Churn dropped from 15% to 7% in three months.
Cutting cancellations in half didn’t just improve retention – it fundamentally changes the economics of a subscription model.