The challenge with the exit journey, is that the member(user) and the business have completely different goals.

Business goal:

• Reduce churn

• If a member churn, keep the member profile

Member goal:

• Cancel my subscription

The best way to reduce churn is to create great services and user experiences. But there will always we some churn in a member base. Even if it hurts, we need services that will help our members to leave.

Case

In this case we only changed parts of the exit journey. The part where the member set the exit date and chose if he wanted to keet the profile or not.

We identified multiple issues with the old page:

Opt in

• For the question if the member wanted to keep their training data there were no default selected option (yes/no). The member also needed to click on one of the options before they could fill in the cancelation date

Duplicate text

• Information about saving the training data/training history and about the administration fee is repeated two times

• Information about binding time is repeated two times

Priority on the page

• Users main goal on this page is to select a cancelation date. But it is not visible until the member has decided on the first question

We did the following changes:

New priority on the page

• Moved the cancelation date part to the top of the page. This was the users "main job to be done"

From opt in to opt out

• Changed from radio buttons to checkbox - default selected. Here we needed to check with legal that it was OK to change from opt in to opt out

Simplified the text

• Simplified the language

• Removed duplicated text

• Added info about the administration fee to the bullet list

Design changes

• Updated the design on the message about binding time

• Enhanced the USPs (bullet list) with the advantages of keeping the profile

40% vs. 70%

With the old page 40% of the members that churned decided to keep their profile. While after just three days with the updates, we saw that 70% of the members that churned decided to keep their profile. Success!

Not all changes need to be large and complicated to have a big impact :)