1. Downgrade Experience review
Downgrade Experience review
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2. Contents Guiding Principles Overarching strategy
Guiding Principles
Overarching strategy
Downgrade experience ( Pre Downgrade, Downgrade & Post downgrade
Supporting material
Contents
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What is C

3. Guiding Principles and Overarching strategy
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4. If a user ‘really’ wants to leave…let them breeze through
If a user ‘really’ wants to leave…let them breeze through
Make the process as easy as possible
Don’t be an example like LinkedIn
As a Product company and customer champion our job must be to help users do what they want to do in the easiest possible way
Remember a customer who is leaving now is still a future customers:
Treat them with dignity,
Delight them with product experience. Make a good last impression
Make them realize the value of the product, so they miss you and come back
Take action on intent rather than action
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5. Downgrade experience starts before users click ‘cancel subscription’
Sign-up
Customer Lifecycle
Downgrade experience 1 2 3 4 5
User Onboard
User is hooked into the product
Pre downgrade stage: Getting disengaged with the product
Downgrade experience
Post downgrade experience
Customer segmentation and predictive modeling to understand who is going to churn, why it’s going to churn and when it’s going to churn
Make it a delightful customer experience
A lost customer is a future customer
Lets keep looking for any sign for dis engagement 6
User reactivates
Service, educate and influence customers in all customer touch points – , Account servicing, notification 2
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6. The best downgrade experience is the one that is rarely used
The best downgrade experience is the one that is rarely used
Do everything possible to make sure users don’t come to downgrade flow
Upsell
Cross-Sell
Pro Active triggers for churn
Goal
Framework
Channels & overarching strategy
The hook framework for building Habit forming products
Channels:
All available customer touch point (Account servicing, Notification, , Display
Overarching messaging philosophy:
Upsell: Make sure users understand all facets of the product it has signed up for, understands the value prop of the product
Xsell: Make them aware of all product suites. How others customers are taking value of the prodcut
Pro Active triggers: Try to understand who is going to churn
why are they churning
How can it be addressed even before users comes to downgrade flow
Customer segment:
Segments ( based on usage, need, potential, responsiveness)
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7. Pre-downgrade experience: lets be pro-active rather than reactive
Pre-downgrade experience: lets be pro-active rather than reactive
Users keep telling us of their intentions through each interaction with our product. We must listen to them and develop churn strategy accordingly
Understand user behavior
Execution 1
Basic analysis:
Do we have a strategy for a users who has not logged in last one quarter
For a users who using product every week, has not logged in for a month
Strategic hypothesis
Coming up with hypothesis to for contextualized messaging, product experiences, communication and notification 1
Segmentation
Segmentation based on product usage and likeliness to churn:
Are you the top user of the product, are you reducing your usage of the product ( trend analysis)
Are you active with other products also, how do you compare with other users 2 3
Execution and Iteration
Execute the winning variant
Iterate on the idea
A/B testing
Testing the hypothesis
Testing the messaging
Testing the messaging * User segment combination 2
Churn model and User research
Churn model:
probability of churn for each customers,
what time they are going to churn ( Survival model)
Developing understanding of why would they churn
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Execution and Iteration
Execute the winning variant
Iterate on the idea

8. Downgrade experience: Optimization Opportunity
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9. Optimization ideas on the downgrade flow
Optimization ideas on the downgrade flow
The good: Smart to ask users why they are leaving and personalize experience based on it
It’s not easy to understand intent of the user really well
In most of the cases, users know the intent behind their action more than we can know from data
The bad: no focus on re-enforcing good user behavior when users click s on ‘keep subscription’. Reward behavior with at least a thank you
The Ugly:
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10.
Landing Page 1
Visual way to show decrease in space from 1TB = 1000GB to 2GB
Play on CTA: Rather than telling users that you are changing mind to go back to Plus – can we try “ I still want to keep Drop Box Plus
Testing with ‘You are free to go, Tanya, but ’ In place of ‘before you go’. French study: users are more willing to comply when they have option
Can we show drop box Plus badge here.
Can we position Dropbox plus as a badge, ‘Account verified’ ‘account secured’ kind of tag…that user would loose after downgrade
Lets play with the idea of exclusivity. With downgrade users are loosing club membership
Not very intuitive
Can we personalize it? We show real files and folder she might have to delete and forego
We can have personalize messaging based on users usage – ‘ad of google photo’
How do we play with Social proof
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11. Landing Page 2
Security features are emphasized, but I would like to try an small lock ( open symbolizing loss of security features) visuals there?
Testing on order of feature, making the header of feature as bold
Showing it compared to drop box basic…what users are loosing
Pretty standard CTA for downgrade flow
Would like to show all CTA with same emphasis
But, assuming CS support, and modify the plan are the reason users are here…would like to keep it as moving CTA that should be visible above the fold also..
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12. Very clean image and message, but if it’s being used for long time… we can test with a representaive image of customer service or engineers working on hard problems
Step 2.0
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13. Step 2.1 Testing on the order of the options
We need to somehow convey that once user chooses one of the option, the confirm downgrade CTA would be available. Some customers might get confused.
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14. Once the user have chosen it’s too expensive…messaging the product is cheap might be little arrogant for some users. - can we rather tell, the value product provides is way above $10
Modify to annual plan is a smart strategy....
Can we say we cant reduce the price of product as it’s expensive for us to maintain...but we sign-up for annual plan and get a free t shirt?
Are you sure? The prices are going up...sign up for annual and save money ( Play on scarcity)
Step 3.0
Keep playing with all influencing strategy
50GB/100GB for $2 for limited time, and only for you - like google drive or Onedrive ????
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15. Step 3.1 Play with personalized and contextualized images…
Play with how much money users would save with annual plan
Show in percentage terms or absolute values....show in bar charts....
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16. Step 4.0 Play on messaging, otherwise it looks good
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17.
Step 4.1
Good play on social proof. Can we personalize and contextualize social proof based on users behavior…or look alike customer who uses dropbox exactly like her, but just slightly more
Or freinds/influencer from social network
Show secure lock, the badge of security…. On the other side we can show open lock
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18. Step 5.0
Need to make the page more juicy, after getting understanding why users might be choosing competitors over drop box.
Wield all weapons of influence to stop the customer from going
Put a link on ‘learn more about drop box by talking to customer care
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19. Step 5.1
Show secure lock, the badge of security…. On the other side we can show open lock
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20. Post downgrade experience
No charge if users downgrades the same day it upgrades
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