Optimizing the Subscription Funnel: Cutting Churn & Increasing Conversions

CLIENT

Starz

SERVICE

Digital Journey & CRO, Integrated Marketing, Personalization

INDUSTRY

Enterprise, Subscription-Based

+1.3% Subscriptions Completed

+9.1% Sign-Up Page Visits

-7.3% Subscription Cancellations

-5.2% Cancellations (via value proposition messaging)

Starz CTA Placement Optimization Case Study Results

Background

Starz, a premium cable and streaming network, wanted to accelerate its digital optimization program. They had early test wins and needed external support to increase testing velocity, unlock deeper insights, and turn optimization into a sustainable growth lever.

Challenge

Conversion Blockers & Retention Gaps

High friction in the sign-up flow slowed conversions. Early test wins needed structured iteration to scale impact. Persistent churn at cancellation signaled gaps in the user experience that required immediate attention.

Solution

Optimize Acquisition, Scale Impact, & Reduce Churn

We audited the subscription funnel to identify friction points, built a governed testing framework to turn individual wins into repeatable patterns, and tested targeted interventions at cancellation to reduce churn and retain subscribers.

Client Testimonial

“Cro Metrics has been instrumental in upleveling A/B testing & growth strategy for STARZ. We love working with Cro Metrics because the team established deep knowledge of the industry and our products very quickly and efficiently provide guidance/execute on what can bring impact and results. Our work with them has unlocked increased acquisition and decreased cancellation, resulting in strong impact to our direct revenue.” - Peter Kim, Senior Product Manager, Starz

Methodology

Optimizing the Entire Journey: From Subscription to Cancellation Flow

Our strategy focused on optimizing the complete subscription journey, not just isolated touchpoints. We structured the program around three interconnected goals: reduce friction in acquisition, scale what works across the business, and address churn at the point of cancellation.

Phase One: Identifying Friction in the Subscription Funnel
We audited the entire sign-up flow to pinpoint where users hesitated or dropped off. Load times, unclear CTAs, unnecessary steps. From there, we built a testing roadmap designed to remove barriers and create clear paths from interest to action. Tests focused on making the next step obvious, reducing cognitive load, and guiding users into the trial conversion funnel with minimal resistance.

Phase Two: Building a Governed Testing Framework
Individual test wins are valuable, but they don’t drive enterprise growth on their own. We moved from isolated experiments to a governed operating model. Successful patterns were standardized and rolled out across journeys, channels, and teams. This approach turned optimization into a compounding advantage, not a series of one-off lifts.

Phase Three: Addressing Churn Through Cancellation Flow Optimization
Churn was persistent, so we shifted focus to the cancellation experience. The existing approach offered discounts but wasn’t effectively reducing cancellations. We tested multiple interventions: urgency messaging, pop-up components, and value reinforcement through visuals. The goal was to remind users what they’d lose and create friction at the point of exit without feeling heavy-handed.

Timing & Context Matter
We also learned that promotional periods change user behavior in ways that can distort results. Tests that performed well under normal conditions underperformed during limited-time offers. The takeaway: running experiments during high-intensity promotional windows requires careful consideration of context, or results may not reflect typical user behavior.

Results

Higher Conversions, Lower Churn, & a Scalable Growth Framework

By removing friction, reinforcing value, and testing at every stage of the subscription journey, we increased conversions, reduced churn, and built a scalable optimization framework that continues to drive growth.