Case studies
Tradezella helps traders make data-driven decisions and build healthy trading habits. Through reports, insights, and feedback, its users can analyze their trading style, learn from their mistakes, and improve their performance in an informed way.
We worked with Tradezella when the product was in its early stage, with only an annual subscription available. The management team used Stripe to monitor basic business metrics - ARR, churn, retention rate, etc. However, they felt that they were missing out on some essential data, so they asked us to help them dive deeper into their data.
We found out that, due to the nature of annual billing and limited usage stats, they had trouble differentiating between active and churned users. It was only towards the end of users’ subscription periods when the team would realize they may have lost those customers long before. At that point, it was close to impossible to re-engage them.
Tradezella tried implementing the industry’s best practices to onboard and retain its customers. A marketing textbook would recommend adapting the communication to each user’s particular situation - sending relevant content, employing appropriate engagement instruments, etc.
However, due to the lack of data on users’ activity, Tradezella would be forced to serve identical content to all users, whether they would upload their trades daily or hardly ever use the app. They knew they could get a lot more out of these interactions but lacked the means to do so.
Lastly, the management team at Tradezella really needed to tap into their product funnel. So far, it was nearly impossible with just the data from Stripe and limited signup records. They wanted to know how users move from one stage of a funnel to another and where they drop out. With that knowledge, they could address the bottlenecks and better measure the impact of their campaigns.
