Case Study: Topic achieves 20 hrs/week back and dramatically reduced churn with Userflow

How Userflow gave 20 hrs/week back to the Topic team

Topic, a San Francisco–based Marketing SaaS that helps writers create SEO-optimized content, was seeing early traction but relied on demo-only onboarding. That left co-founder Ryo Chiba and the team spending excessive time on sales and onboarding calls, while many customers bought the lowest tier as a trial—driving down ASP and causing 30–50% churn in that tier. To move to a self-service free trial while still guiding users to their “aha” moments, Topic chose Userflow’s in-app guidance and onboarding flow builder.

Using Userflow, Ryo quickly built and launched advanced self-service onboarding flows after a 14-day trial of the product. The result: Topic saved about 4 hours per day (roughly 20 hours/week), saw almost zero subscription churn since the change (vs. the prior 30–50% in the lowest tier), and freed the team to focus on marketing, product development, and existing customers — benefits they plan to expand further with Userflow.

Topic

Ryo Chiba

Co-founder