“Sometimes you just realize somebody came and they're not your customer. One of the ways to fix this is to change your marketing — change your copy.”

Fix churn upstream by rewriting marketing copy to filter wrong-fit signups

Talking to churned users revealed many had expected a no-code tool, not a developer API. Rewriting the copy to emphasize the technical audience reduced churn by filtering out wrong-fit signups at the top of the funnel.