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UOL EXPERIENCE
B2B E-commerce
Churn Reduction
At UOL, I led an effective customer retention strategy, reducing churn from 27% to 7% within 3 months. Through an extensive discovery process, I identified critical gaps at various stages of the product that negatively impacted the user experience. By focusing on addressing these issues, I implemented improvements that resulted in a significant drop in cancellations, making UOL more competitive and efficient in the market.
About the product
UOL’s Website Builder and Hosting services are subscription-based products designed to facilitate the digital presence of businesses and entrepreneurs. The Website Builder allows users to create professional sites easily without technical knowledge, while the Hosting service ensures performance and security to keep those sites online. With a model focused on increasing average ticket value and boosting sales, these products generate millions in monthly revenue and are essential to UOL’s digital portfolio.
Main challenges
My main challenge in leading UOL’s Website Builder and Hosting products was to drive improvements and advance the roadmap in collaboration with a shared team of developers and designers. Since the products depended on third-party companies providing white-label solutions, I had to focus on increasing revenue and growth while balancing roadmap priorities with user demands. This process involved frequent negotiations with suppliers in Brazil and the USA, ensuring the delivery of a competitive and efficient product.
Main features developed
Website Editor (Web)
Website Editor (Mobile)
Social Media Integration
POS Integration
SEO Configuration
E-commerce Integration
Support (FAQ, Onboarding)
Support (FAQ, Onboarding)
WordPress Site Creation
SSL Certificate
Technical Resource Management
Professional Email
Control Panel (cPanel)
Resource Scalability
About the company
UOL offers content, entertainment and services, reaching 90% of Brazilians. The group includes PagSeguro PagBank (payments), Compasso UOL (technology) and UOL EdTech (online education).
Year of operation:
Nov 2016 - Feb 2019
2 years 4 months
Business model
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Digital advertising
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Service subscriptions
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Payment solutions
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B2B Solutions
Company size
1,001-5,000 employees
Location of operation
Sao Paulo -SP
Access to company networks:
Website Builder
Hosting Services
Case Study
The UOL Hosting product faced a high churn rate. To address this, I implemented CRM improvements, developed an efficient communication strategy, and created tutorials to simplify the onboarding process. In Customer Success, I adjusted proactive support, while in Billing, I offered flexible plans and adjusted pricing for high-lifetime-value customers. I also revamped the FAQ content to enhance the user experience, resulting in reduced churn and increased retention and revenue.
Problems
UOL’s Hosting product, with over 200,000 clients and millions in monthly revenue, was facing a serious churn problem. Despite being the company’s oldest product with a loyal customer base, the high cancellation rates were nearly matching sales. This not only threatened revenue but also the sustainability and growth of the product. My challenge was to urgently address this churn to prevent a significant loss of customers and preserve the base, maintaining the product’s relevance in the market.
Delivery
The improvements implemented included reorganizing the communication strategy to make it more effective at engaging customers throughout their journey. I created more attractive financial plans, focusing on loyal customers at risk of cancellation, and optimized sales pages with a growth focus to improve conversion. I also developed engagement content aimed at increasing product usage time, ensuring greater retention and loyalty, among other actions that can be seen in the video:
Hypothesis
I conducted a series of discoveries focused on key product areas, such as user experience, customer service, resources offered on landing pages, and engagement tactics. I identified several gaps in these areas and developed hypotheses to solve them. All the hypotheses were successful because they were practical solutions that yielded results. While some actions had a greater impact than others, all contributed to product improvement and churn reduction.
Result
The actions implemented resulted in a significant reduction in churn, balancing sales and cancellations, and reducing the loss of long-time customers, helping to stabilize the loyal customer base. Additionally, winback actions were carried out, bringing back customers who had previously canceled, further reinforcing customer retention and recovery.
Use of tools and frameworks
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Hotjar:
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Implementation of Hotjar to conduct NPS satisfaction surveys.
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Use of session recordings and heatmaps to track user interactions with the product.
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Google Analytics
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Implementation of Google Analytics to monitor and analyze traffic metrics, user behavior, and site conversions, providing detailed insights into marketing campaign performance and the customer journey.
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Mixpanel
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Implementation of Mixpanel to track user behavior within the product, enabling the analysis of events, conversion funnels, and retention, with a focus on identifying usage patterns and optimizing the customer experience.
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