Layout

The cancel flow is designed to present customers 1-2 deflection offers (the offers above the cancel reasons on the main screen) and one targeted offer per cancel reason.

The purpose of this simple layout is to make it relatively easy for customers to cancel while also presenting relevant offers in a way that improves the customer experience, promotes retention, and facilitates offer testing.

Creating an Offer

To create an offer, click “Add Offer” next to an empty deflection offer spot (at the top) or next to a cancel reason in the cancel flow editor.

You can select from any offer that has already been created in the Offer Library, or you can create a new one.

Offer Types

Churn Buster supports a variety of offer types like skip, swap, discount, and really any creative option you can think of. The action of applying the offer varies based on integration.

• Custom offers include any message or offer followed by a button to accept. 
• Presentation offers include a message without a button - like wishing someone well before they cancel or showing a testimonial, where there isn’t necessarily a reason to give them a button to leave the cancel session.

Examples of Effective Offers

Offers perform best when they are aligned with the core reasons a person is considering canceling and when they boost perceived value of the subscription.

• For customers who aren't getting enough value out of the product: Give them educational resources — e.g., free ebook, linking to help articles, or schedule a call with a support person or consultant who can make sure they're getting the most out of the service.
• Subscription benefits reminders and customer service offers are often top-performing offers. 
• Discount testing in general: We recommend running a simple discount test to see what gets the best results while not discounting too aggressively. For example, you could have variant 1 ("20% off your next payment") vs. variant 2 ("20% off your next 3 payments," or "30% off your next payment").
• Free gifts, etc. could be effective, depending on how creative you want to get.
• Testing an offer “with video” vs. “without video” can yield amazing results. Even a simple selfie-style video (transcript example here) is effective for engaging customers and personalizing the experience for high acceptance rates.

Offer Testing

An offer test begins running automatically whenever there are multiple variants or multiple offers in place that will be seen by the same segment of customers.

For example, if you have two offers attached to a single cancel reason, then customers will randomly be shown one of those offers. As more customers see and accept the offers, our machine learning automatically routes customers to the highest-performing option for each cancel reason.

You can track the success of your offer testing in Offer Analytics. The date picker can be helpful to monitor tests.

A note about “definitive sessions”: A customer may enter multiple cancel sessions in a short amount of time when they are making a decision to cancel. There may be occasions when a customer accepts an offer and then returns moments later to cancel the same subscription. In this case, the dashboard tracks the cancellation only to give more representative analytics by not counting false positives. These are referred to as “definitive sessions” where only the most recent action within a 24-hour period is tracked definitively. 

What Happens After an Offer Is Accepted

When customers click to claim an offer, they are shown either 1) a confirmation screen, or 2) redirected to a Confirmation URL.

• To add a redirect or booking url to the offer, scroll down on the left side while editing the offer and insert a Confirmation URL. This will override the confirmation message, and you'll see it when you click the Confirmation tab above the preview window of that same editor page.

Many offers are applied automatically or don't require any backend action.

If there is an automated action that should take place behind the scenes on their subscription (like applying a free gift or skipping their current order), you can receive the Cancel Session Won webhook or Zapier integration as a trigger to apply the offer to the subscription (configured in your system).

• As a simpler solution, you can sign up for Cancel Session Won alerts here to get notified when offers are accepted and manually apply them in the background.

Where to Focus Your Efforts

When getting started, the key is to get a simple flow in place and plan to adapt over time based on the data. 

The cancel flows testing framework comes into play a few months after you go live to show you how to get insights and where to prioritize your focus for strong results.