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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 enhancements, developed a more effective communication strategy, and created tutorials to simplify the onboarding experience. Within Customer Success, I refined proactive support, and in Billing, I introduced flexible pricing plans and tailored offers for high-lifetime-value customers. I also revamped the FAQ content to improve the user experience. These actions led to a measurable reduction in churn and increases in both retention and revenue.
Situation
The UOL Website Hosting product, with over 200,000 clients and years in operation, was facing critical churn rates. Cancellations were matching sales volume, which threatened not only revenue but also the product’s sustainability and growth. Although it was one of the company’s oldest products, with a loyal client base and high lifetime value, the growing churn was putting its relevance at risk within the portfolio. The challenge was to reverse this trend through actions that would increase retention, stabilize the client base, and recover dissatisfied users.
Action
I led a series of discoveries focused on key friction points in the customer journey, including onboarding, support, billing, landing pages, and engagement. I identified failures in communication, service delivery, and perceived value. Based on these findings, I improved the CRM and restructured the communication lifecycle to make it more segmented and effective. I also redesigned Customer Success workflows and adjusted proactive support. I led a full rebrand of the product, which was outdated, and revised pricing plans to update features and differentiators. I launched financial offers targeting at-risk clients, restructured the FAQ, and produced tutorial videos focused on onboarding and retention. All actions aimed to increase perceived value, extend usage, and reduce churn.
Task
Reduce churn across the active client base, with special focus on high-value customers. It was essential to identify friction points throughout the journey and implement practical, scalable solutions to improve experience, boost engagement, and regain the trust of long-term clients. The goal was to protect the existing base and create the foundation for sustainable growth.
Result
The initiatives led to a significant drop in churn rates, balancing new sales with cancellations. The client base stabilized, and churn volume stopped growing. There was a clear increase in retention among high lifetime value customers, and winback efforts successfully brought back previously churned users. These changes not only reduced attrition but also repositioned the product, reinforcing its value and creating room for renewed growth.
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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