Today on the show we have Casey Hill, CMO of DoWhatWorks, a patented growth experiment tracking engine that reveals which website changes actually drive results. Casey brings experience from ActiveCampaign, his work as a Stanford instructor and advisor, and years of research into how leading companies like Slack, Shopify, and Asana run experiments.

In this episode, Casey breaks down why most A/B tests fail and how to focus on the few elements that truly move the needle. We explore why two CTAs often outperform one, why customer logo bars underdeliver, and why expectation-to-reality alignment is the hidden driver of both conversions and retention.

Casey also shares how DoWhatWorks blends large-scale data with human research to surface reliable best practices, why expansion revenue has become its biggest growth lever, and how enterprise clients are tackling churn by setting clear expectations from day one.

We also discuss how onboarding experiments reduce early churn, why traffic sources should shape your CTA strategy, and why simplicity always wins on pricing pages.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on andrew@churn.fm. Don't forget to follow us on X.


Key Resources:

• DoWhatWorks
• LinkedIn | Casey Hill
• Ep 235 The Lifecycle of Loyalty: Tackling Churn at Critical Stages in the User Journey
• Slack
• Asana
• Klaviyo
• Shopify
• Ramp
• HockeyStack
• Linear
• Y Combinator
• Hotjar
• Clay
• Hex
• Buffer
• Rippling
• Optimizely
• Amplitude
• Webflow
• Adobe Target
• BetScores

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Kevin Indig, Growth Advisor and Partner at HyperGrowth Partners, a stage accelerator that invests time into early-stage startups to help them achieve and sustain rapid growth post-Series A. Kevin is also the former Director of SEO at Shopify and VP of SEO & Content at G2, with a rich background advising top startups like Glean, Toast, and Reddit.

In this episode, Kevin breaks down how AI is fundamentally changing the world of SEO. We explore why 2024 might have been the last year of peak organic traffic, how AI is creating higher-intent traffic that converts better, and why brand trust matters more than ever in search results.

Kevin also dives into how LLMs use search engine data to ground responses, why traditional content strategies are losing relevance, and how modern companies should pivot toward first-party data, robust documentation, and strong communities.

We also discuss the evolving role of Chrome, why Reddit is having a moment, and why retention—not just clicks—is becoming the ultimate SEO metric.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on andrew@churn.fm. Don't forget to follow us on Twitter.

Key Resources:

• Website
• LinkedIn
• Growth Memo
• HyperGrowth Partners
• Google I/O
• OpenAI
• ChatGPT
• Reddit
• Perplexity
• PostHog

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show, we welcome Alexander Theuma, founder of SaaStock and general partner at BackFuture VC. In this episode, Alexander dives deep into the shifting SaaS landscape, exploring how AI is redefining capital efficiency, company structure, and startup strategy.

We discuss how VC trends are evolving, the rise of M&A and SaaS consolidation, and how lean, AI-powered startups are replacing bloated headcounts. Alexander also shares the lessons he’s learned from running SaaStock for over a decade and how his unique vantage point shapes the way he backs early-stage founders.

As always, let us know what you think by emailing me at andrew@churn.fm, and don’t forget to follow us on X.

Mentioned Resources:

• SaaStock
• BackFuture VC

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.