“Their annual subscriber retention outperform their peer set but their monthly subscriber retention underperform their peer set... we should look at our annual subscription price relative to monthly and potentially offer a more generous annual subscription discount and run additional optimizations on our pay wall to try to nudge more users from monthly into annual.”

When annual retention beats monthly but monthly lags — aggressively push annual plans

A client's annual subscribers retained at above-benchmark rates while monthly subscribers churned faster than peers. Carter's response: widen the annual-to-monthly price spread and add paywall nudges toward annual. The diagnostic is replicable — compare your annual vs monthly retention curves against category benchmarks to discover whether the business is systematically under-leveraging the annual plan.