Reducing Churn: How Common People Enhanced Kajabi’s Onboarding Experience for Long-Term Success

Millions in additional revenue from a rebuilt onboarding flow, ten months before Kajabi closed a $500 million round.

Kajabi.com is one of the most profitable and well-regarded online course platforms in the industry. It is an all-in-one solution that combines website building, email marketing, course delivery, and student engagement into a single unified platform.

• Online Courses
• E-Learning

Despite its success, Kajabi faced a challenge with customer churn. Customers often did not convert or stay after their initial trial period. Key issues identified included:

1. Customer Churn: A significant number of customers were leaving after the trial period.
2. Lack of Initial Success: New users struggled to find success quickly, leading to dissatisfaction and eventual churn.

Common People engaged with Kajabi’s team to identify the root causes of churn and create a solution to enhance customer retention:

1. Customer Research and Analytics:

   • Conducted customer interviews and analyzed user research data to understand why customers were not converting or were churning.
   • Collaborated with data scientists to identify that customers who achieved their first sale within the first 90 days were more likely to stay and reach higher revenue milestones.

2. Prioritized Onboarding Actions:

   • Developed a new onboarding flow with a focus on actions that would help users achieve their first sale quickly.
   • Broke down essential steps such as account setup, customer success engagement, free coaching calls, and course setup.

3. Aligned Messaging Across User Journey:

   • Ensured that marketing messaging on the website, onboarding messaging during the trial period, and customer retention messaging post-trial were consistent and cohesive.
   • Collaborated closely with company leadership and the executive team to align messaging and design decisions with business goals.

• Increased Trial Conversions: The new onboarding flow, launched alongside the improved homepage experience, led to a significantly higher trial conversion rate.
• Revenue Boost: The enhanced user journey generated millions of dollars in additional revenue.
• Successful Funding Round: Kajabi successfully closed a $500 million funding round ten months after launching the new experience. The updated onboarding experience served as the control for several years before being surpassed.

Result Data:

• Significant increase in trial conversion rate
• Generated millions of additional revenue
• Contribution to closing a $500 million funding round