We all know that you should have a user-friendly account management section on your subscription site that lets subscribers cancel online. It’s a much better way to reduce chargebacks and remain a “merchant in good standing” with credit card companies.But that doesn’t mean you can’t try to save the account before a subscriber cancels.Hulu does just that with this great landing page after Paywall Times publisher Anne Holland clicked “cancel”:
There are a number of things I like about this page:
- It lists a number to call for help. I constantly hear from marketing managers that “sleeper” accounts cancel because the user has forgotten his or her password. Having a phone number lets you resolve this problem quickly and painlessly.
- The site lets a subscriber freeze an account. This is an especially great technique during economically tough times or for users that may not need your service for a while — like students who are about to go on a study abroad program — while letting the subscription site retain the customer for future reactivation without an expensive “win back” campaign.
- Users can still cancel easily. While the page clearly offers incentives to stay (videos, customer support, a temporary freeze), it’s not burying the cancel button — it’s still in its own box and easy to see.
Do you have a “save” attempt for cancelling subscribers? Let us know and we may feature you on Paywall Times!Or discover how you can cross-sell canceling subscribers into a one-off purchase by reading the Case Study on ContactAnyCelebrity.com on our sister site, Subscription Site Insider.
