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Cancellation Flow Vault [TEST VERSION]
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Offer Screen

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CXL
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CXL offers a 50% discount for 3 months, enough to build the habit loop once again. As a course, CXL has a low cost to serve each additional user so they can afford to give a more lucrative discount. Accepting the offer is an opt-in, which means users have to click on the checkbox to accept the offer.
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View CXL flow
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ClickFunnels
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Missing Features

ClickFunnels has a longer sales-page sort of a loss aversion flow. It’s got a few things
We might have the feature!
Double friction to cancel (give email again + write the missing feature) so we can cancel
A very compelling chart to showcase everything you get (value for less price). Incase there’s a competitor users are switching to, it would be a good time to compare.
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Idea:

When users cancel stating “missing features” but your product is feature-rich, perhaps assume users haven’t discovered that feature yet. And work to educate.
If they’re missing a feature but are on a cheaper tier, have them upgrade to a tier that might have it.

Switching Provider

When a user states they are moving to a competitor, ClickFunnels doesn’t offer to do a live chat with them since motivation to stick around is lower. Instead, they layer on a video (all their videos come from a person, not a brand). They also have the same table that compares with others. It might make users question if they’re making the right choice switching to a competitor. They offer live training (exclusivity play) and weekly workshops (anchor effect). At the bottom of the page, the loss aversion is clear “losing subdomain” if you cancel.
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Idea:

When users switch providers, assume they might not know the shortcomings of the competitor as well as you know. Disclose competitor names assuming knowledge symmetry (where customers know competitors exist and their names).

Not Using Enough

A video and three different options for people to choose from. Cancel button is lower on the page. Live demo and weekly q&a webinars as a support option if they aren’t using the product because a lack of understanding on features. While the affiliate webinar exists to raise motivation that they initially started with.
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Idea:

If people aren’t using the product enough, why aren’t they? Is it because of low intrinsic motivation or low ability to use the product or something else entirely? You can make more offers!

Too Expensive

A video and three offers. This isn’t as customized as it could be (eg, offer hidden plans) tailored to their existing tier but it does take away the live small-batch size classes as we’ve seen in the other offers by ClickFunnels. Lower on the page, they reiterate that ClickFunnels is actually cheaper. And even offer a 6-month free period.
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Idea:

When people share that you’re expensive, it happens when perceived value is less than perceived price. You can increase perceived value by explicitly comparing with an alternative solution and sharing all the stuff users get.

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View ClickFunnels Flow
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