TLDR Tech / Founders
‘Not enough usage': your biggest churn reason is a broken habit loop
A customer selects “too expensive” when cancelling. You offer a discount, but they still don't come back. The price may have been easier to explain than why they stopped using the product. RevenueCat's data puts insufficient usage slightly ahead of price among cancellation reasons, at 37% versus 35%. This guide shows how to investigate the behavior behind those answers. Look for an action that long-term subscribers repeat during their first billing cycle, then help new users reach it. A cheaper subscription doesn't give someone a reason to open the app.
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