WHY ARE FREE USERS CHURNING? A GROWTH LEADER'S 5-STEP GUIDE TO AUDITING THE FREE USER EXPERIENCE

Summary from the TLDR Marketing newsletter

Free user churn in SaaS often starts long before conversion decisions. This five-step audit framework involves analyzing user data for drop-offs, interviewing both active and churned users, mapping competitor offerings, scoring product actions by friction level, and connecting these insights to find and fix friction points. This process reveals where users lose interest, which features fail to drive value, and where gates or limits appear too early. When done correctly, it helps create data-driven retention strategies that boost activation, engagement, and long-term conversions.