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Why users Stop using this Early Stage Fintech App after 12 Days
What free-trial data doesn’t tell you
🔥 Problem Statement
An early-stage fintech product team noticed a consistent pattern: users signed up, explored the app, and then silently stopped using it within the first two weeks.
Analytics showed when users dropped off—but not why
Email surveys and in-app forms had response rates below 5% and produced vague answers like “didn’t need it anymore” or “too busy.”
The team needed honest, detailed explanations from users who disengaged early.
👔 Setting up the CallForm
Research goal: Understand why users stopped using the app within the first 12 days
Questions asked: 7 open-ended questions
Participants: Users inactive for 10–15 days
Calls placed: 120
Completed conversations: 68
Duration: 48 Hours
⚛️ Insights from the Study
The most surprising insight was that pricing was not the primary reason for churn.
Instead, a clear pattern emerged across conversations: users felt uncertain.
Core Insight:
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