ZenMaid is a scheduling program for cleaning companies that eliminates the hassles of manual scheduling. Instead of calling up everyone on the team to see who is free and juggling client demands, ZenMaid provides a one-stop place to handle time management so you and your team can focus on completing more jobs.
In this case study, we’re going to compare their old cancellation flow with the new one and talk about the results they’ve experienced in the first month.
If you’d like to see the video of our analysis, here’s the link:
The old cancellation flow was simple, but it had some major flaws. The first step was to click on a link to start the process. It was in a grey-on-grey box in a small font, almost invisible if you didn’t know where to look. The text said, “ZenMaid is not helping my business, I would like to pause/cancel my subscription.”
That led to a survey form that asked some standard questions before allowing the cancellation to proceed.
After submitting the form, the cancellation went through. There were supposed to be case studies of happy users on this page as well, but they were missing from the flow. It had been a while since the flow was examined.
ZenMaid is leveraging some of Raaft.io’s features to keep subscribers from slipping away. The cancellation link is much easier to find, but the cancellation process is longer. When the user clicks the link, a popup appears that details what they will lose if they cancel. In this case, it’s account access, loss of communication with clients and cleaners through the application, and removal from a secret FB group.
If they proceed, they reach a feedback screen for why they are leaving. Eight options are presented. If the user is having difficulties with the program or it doesn’t fit their needs, a popup offers a phone consultation to talk about the specifics and gives a refund incentive in exchange for the call. The copy varies depending on the precise reason.
However, if it’s a price issue or they’ve found another solution, they are sent to a 75%-off coupon for three months of service. The goal here is to retain a much smaller amount of revenue in the hopes that future improvements and user familiarity with the program will make them stay beyond the period. Even a deep discount is better than no revenue at all.
The last option is if they select that the program is missing features. ZenMaid has a public feedback page that discusses what they are working on and invites public feedback. The flow gives the option to see what features are coming. This could change their mind.
If they ignore these options, a final question is asked for feedback on what could be done in the future to earn their business. After that, a popup appears to confirm the cancellation. At all points in this cancellation flow, there is an option to cancel the process.
If they do cancel, one thank you popup appears with a redirection to another offer by ZenMaid for cleaning training that, should they go to it, will offer to sign them up again for ZenMaid at a deeply discounted rate.
While they’ve only used the software for a month, six people have tried to cancel and three of them decided to stay thanks to this workflow. This immediately saved them $800 in ARR in just the first month! And it didn’t take them long at all to set it up either, maybe an hour and a half from start to finish. We’re excited to see how it looks after 90 days!
Win-back campaigns can be adopted by any business model in order to reduce churn of targeted customers.
A step-by-step tear down on how Leadpages handles their cancellation flow from the user perspective.
A step by step walk tear down on how Moz Pro handles their cancellation flow from the user perspective.
With Raaft, you can collect feedback from customers who have used your product and offer them custom responses to keep them around longer. Improve your customer experience and lower churn.