Ep 194: Reducing Membership and Subscription Churn: Where to Start
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Reducing Membership and Subscription Churn: Where to Start
If your membership churn is high, it’s a signal: members aren’t getting what they need to stay.
You might be wondering: Where do I even start to fix it?
The answer is simple. Start with onboarding.
Why Onboarding is the Key to Member Retention
When a new member joins your program or community, their first experiences determine whether they’ll stay long enough to see results.
Your onboarding sets the stage for everything that follows. If you skip it, or treat it like housekeeping, you’re making it harder for members to succeed.
The 3 Beliefs to Instill in Onboarding
Onboarding isn’t just logistics. It’s a process of guiding new members to believe three things:
“I’m in the right place.”
Overcome buyer’s remorse by reminding members of the problem your program solves. Reaffirm that they’ve made the right choice.“This is possible for me.”
Show them examples of others who succeeded, even when it got hard. Share stories from members in different life situations so everyone can see themselves in a success story.“I know my best next step.”
Don’t overwhelm them with everything your program offers. Clarify exactly what action they should take next to make progress.
Don’t Confuse Housekeeping with Onboarding
Housekeeping covers basics like:
Login details
Program schedules
File locations
But onboarding is more than that. It’s about:
Teaching members how to show up in the community
Revealing common pitfalls and how to avoid them
Setting clear expectations for culture and participation
Reinforcing belief that progress is possible for them
Whether it’s a DIY course, membership, or mastermind, every program needs an intentional onboarding experience.
Bonus Tip: Make Onboarding Scalable
Your onboarding doesn’t have to be high-touch. You can automate emails that:
Walk members through key mindsets
Share success stories
Guide them to their next action
Address common roadblocks upfront
This builds trust and keeps members moving forward. without overwhelming your team.
Stop Churn Before It Starts
Retention starts with the experience your members have in their first days and weeks. If you want members to stay longer, invest in onboarding that drives belief, confidence, and clear next steps.
When members believe they’re in the right place, that success is possible for them, and they know what to do next—churn drops and retention rises.
Want help designing your onboarding strategy?
Apply for RETAIN and let’s build your retention engine together.
👉 Apply Now at joinretain.com
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