Scope
Leveraging Chargebee Retention's Offer Placement to Drive Deflection
How to use offer placement in Chargebee Retention to drive deflection?
Summary
Chargebee Retention provides a few different options within the Cancel Page for you to place offers. These options are designed to maximize your ability to retain customers and should be deployed in combination with each other to provide a congruent cancel experience that is optimized to drive Saves. There are four primary locations within the Chargebee Retention Cancel Page Template where you can place an offer. They are:
- Loss Aversion Card Offers
- Reason-Based Modal Offers
- Time-Based Modal Offers
- Final Cancel Modal Offers
Solution
Refer to this link to know how to place your Offers and Loss Aversion cards in this article.
Loss Aversion Card Offers
The Loss Aversion Cards are often the first thing a user sees when they visit a Chargebee Retention Cancel Page and offer one of the strongest opportunities to deflect a canceling user with a targeted Offer. This offer will by nature be seen by 100% of people who visit a page and therefore has the highest exposure of any Offer position. We typically recommend that customers put their strongest performing offer type in this placement. If you know that your users have a high propensity to skip an order and repurchase this is a great offer to place in a Loss Aversion Card. If you know that users are likely to be attracted by a Discount or the remaining credits they have left on their account, these are great Offers to place here. If you have no idea which offer is going to work best for you. Refer to this link to know more about Offer Testing.
We have a few specific templates in our Offer Library for these Offers, so head on over there if you want to get started adding an Offer to one of your Loss Aversion Cards.
Reason-Based Modal Offers
The second type of Offer Modal in Chargebee Retention is a 'Reason-Based' offer. This means that the offer is presented when a user selects a Reason in the Cancel Experience. When the user selects the reason, we trigger a modal that pops up with the offer you want to display to the user. Reason-Based offers are incredibly powerful because they allow you to layer another Offer within the cancel page, which only users who select that specific reason will see. However, this does not mean that you need to have different offers for each reason. In fact, most of our customers see the best results by starting with a random offer test, and then over time evolving to include specific Reason-Based offers only after identifying which offers to perform best. For more info on how to determine which Reason-Based Offer strategy is best for you, visit this link.
There are several different options for modal layouts that also can be selected in the Offer Library by creating a new Offer.
Time-Based Modal Offers
Time-Based Modal Offers are similar to Reason-Based in the sense that a modal pop-up with the offer is presented to the user. The main difference here is that these offers are triggered based on a time delay after the user loads the page, instead of a reason they select. This means that everyone who stays on the page for longer than the time limit selected will see this offer. These 'time-based' offers to allow you the flexibility to present every user with an offer after they have had a minute to absorb the rest of the cancel experience.
These time-based models are not yet supported in the admin app, so please contact your TAM or retention-support@chargebee.com if you would like to test out a Time-Based modal. Soon our Performance and Enterprise customers will be able to configure these modals directly within the Page Settings.
Final Offer Cancel Modal
The Final Offer Cancel Modal is triggered when a user hits the cancel button at the bottom of the Cancel Page. This modal presents the user with one last Offer, or the option to continue to complete their cancellation. We have seen customers leverage this modal successfully with offers to 'sleep your account' or 'extend a trial' as it generally has a lower acceptance rate given the fact that the user has already filled out the Cancel Survey. You can create a Final Offer Cancel Modal by navigating to the Offer Library, creating a New Offer, and selecting the Final Offer Layout.
That does it for Offer Placements in Chargebee Retention. If you need assistance determining which Offers to place in which locations, please contact your TAM or retention-support@chargebee.com and we will assist.
Here are a few additional resources on Offers in Chargebee Retention: