Case Study: ConvertKit achieves a 36.23% reduction in annual user churn with Bonjoro

How a SaaS company reduced annual user churn by 36.23%

Kit, an email‑marketing SaaS, was facing unsustainably high churn—about 7.6% monthly in 2017—which threatened long‑term growth. To improve onboarding, activation and human connection with new users, Kit turned to Bonjoro and its personal video messaging (welcome and check‑in videos) as part of a hands‑on onboarding strategy.

Using Bonjoro, Kit’s team sent personalized welcome videos (roughly 50–70/day) that referenced each customer’s situation and setup, and hooked the workflow into Kit’s signup process. The result was a dramatic lift in retention: monthly churn fell to 4.49 (a 36.23% reduction), early‑stage churn (0–15 days) dropped significantly, and revenues grew from about $910K at end‑2017 to $1.77M at end‑2019—showing Bonjoro delivered measurable engagement and retention gains.

Kit

Matt Ragland

Onboarding & CS