Background

• Factor is a subscription service delivering weekly boxes of ready-to-eat keto meals throughout the U.S. 

• The company was founded in 2011 by a former MMA competitor who used nutrition to revitalize and extend his fighting career. 

• His goal in launching Factor 75 was to democratize the experience and benefits of having your own personal nutritionist and chef.

Challenge

Decrease Factor’s (then) unacceptably high customer churn rate

Solution

I conducted research to identify the causes of high churn:

• Cause 1: People signing up for Factor thinking they were purchasing one shipment of meals. As soon as they would find out that they’d subscribed to a weekly service, they would rage quit – not realize that they can easily cancel or pause the service any time – with one click. 

• Cause 1: People not understanding Factor’s nutrition keto/organic nutrition strategy. They literally didn’t understand what they were buying. 

I crafted a multi-touch, multi-channel 30-day onboarding journey to make customers feel welcome and valued and to educate them about Factor’s value proposition and nutrition strategy. 

Key Deliverables

• Customer “welcome brochure,”

• On-package “meal stories,”

Outcome

The new onboarding program had an immediate positive impact on customer retention rates. Factor 75’s investment in its new customer onboarding program turned net positive in less than two months from implementation.

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