A meaningful share of subscription churn isn’t driven by product value—it’s driven by failed payments, poor retry logic, and friction in the billing experience. Yet many teams struggle to design experiments in this space that lead to clear, shippable decisions. In this interactive session, Adam Lifshitz walks through how product teams can design and run retention and monetization experiments that actually ship—focusing specifically on reducing involuntary churn and recovering lost revenue. Using real subscription scenarios, you’ll explore: • how to isolate variables in retention and payment optimisation tests • which metrics actually matter when reducing churn and recovering revenue • how to design retry, dunning, and recovery strategies that balance UX and performance • when to intervene in the billing journey vs. the product experience At key moments, the audience will vote on experiment decisions—from which approach to take to which metric to prioritise—before revealing the real-world outcomes and lessons learned. Walk away with practical frameworks for running retention-focused experiments that reduce churn and drive measurable subscription growth.