Olive Mwangi

We pulled 18 months of churn data from 1,247 B2B SaaS accounts. We interviewed 100 of them. We looked for patterns.

The common assumption is that people leave because of price or missing features. That is not what we found.

Here is what the data said.

Most products don t have a traffic problem. They have a clarity problem.

Users land, read a bit and leave because something doesn t click.

I ve been breaking down SaaS and AI products recently, focusing on:

1. first impression (what users understand in seconds)

2. where confusion happens

3. where the value actually clicks

There s a point where products stop being fully understandable.

Too many features
Too many dependencies
Too much history

And decisions start getting made with partial context.