With its revolutionary online sales and marketing software, ClickFunnels empowers over 100,000 entrepreneurs and business owners to market their products and services online.
Since its inception in September 2014, ClickFunnels has generated more than $250 million in sales and processed more than $13.9 billion through its software, making it one of the fastest-growing non-VC-backed companies in the world.
The Challenge: 100K Customers Creating Cancellation Data With No Visibility
ClickFunnels strives to provide customers access to everything needed to create beautiful sales and marketing funnels under one roof. Providing this capability at scale to a community of 100k entrepreneurs with a wide array of skill sets requires access to feedback and data at every step of the funnel. Despite using multiple tools (like Zendesk, Slack, Intercom, and Tableau for BI), ClickFunnels struggled to accurately capture and build informed insights from customer cancellation feedback and was looking for a 360-degree retention solution to streamline the process.
"Before Chargebee, we didn’t have a way to deploy concurrent controlled retention experiences to validate our hunches on why customers leave," said Irina Zhizhina, (Former) Product Manager - Experience at ClickFunnels.
The Solution: Actionable Insights That Help Shorten the Time to Value
With an aim to leverage customer feedback at cancellation (from tests and surveys) and utilize the data thus generated into actionable retention experiences, ClickFunnels implemented Chargebee Retention (formerly Brightback), in just two weeks. This ultimately resulted in reduced cancellation rates, customer segment-based retention experiments, and a reimagined user experience flow.
With Chargebee Retention Audiences incorporated into their proactive workflows, the customer support team at ClickFunnels implemented customer training in conjunction with discounts and promos, providing higher engagement, thus ensuring optimum ROI for their customers.
They took the following steps:
Early engagement of at-risk customers: The Chargebee Retention watchlist tracked customers who visited the cancellation page, enabling customer service executives to engage them in proactive outreach flows.
Post-downgrade customer training and rescue: The Customer Success team performed feedback calls with customers who downgraded their ClickFunnels plan to help them improve their comfort and use of the tool.
Winning back customers who cancel for the wrong reasons: Customers who canceled were immediately placed in win-back email campaigns.
The result — all “at-risk” customers were now participating in a training and feedback session that dramatically improved their experience with ClickFunnels’ product.
ClickFunnels implemented rescue programs at every stage of cancellation
The Cascade Effect: Post the revised retention exercise, ClickFunnels was able to generate data-led epiphanies.
“We realized that we’re burying customers in emails, which is driving cancellations. We’ve been working with our marketing team to decrease the number of communications customers receive and prevent that from driving cancellation,” Irina said.
The Impact: 2x Increase In Save Rate
Chargebee Retention has increased the velocity of testing and learning at ClickFunnels. “The process to input and execute tests in Chargebee Retention is amazing and quick. We launch cancel tests consistently without friction, dramatically improving our business results,” Irina added. The ClickFunnels team analyzed offer performance in Chargebee Retention and realized that ‘Pause’ and ‘Downgrade’ were their top-performing offers at driving deflection.
To properly capitalize on these learnings, the team created an optimized cancellation experience that presented “loss aversion” cards with top offers, including deflection and pause, plus a final attempt at a discount offer ($97/month) after the customer survey, and targeted this experience to their most valuable, high-tier subscribers.
ClickFunnels built a highly optimized cancel page based on test results
The result was a 2x increase in the save rate.
ClickFunnels Doubles Save Rate with Chargebee Retention Testing
Optimizing flows like cancellation often comes at the expense of customer satisfaction. But through conscious retention efforts and an uncompromising customer experience, ClickFunnels decreased cancellations while increasing customer satisfaction.
“We reduced customer service complaints about the difficulty of cancellation after implementing Chargebee Retention,” Irina said.
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