Overview
The purpose of this article is to assist with setting up Skio's Cancel Flows. This exciting feature has been designed to reduce churn, increase retention and optimize the overall UX when it comes to cancellation intent. We will cover use cases and settings you can use/implement to help prevent cancellations and keep your customers subscribed.
What actions are available in the cancel flow?
- Skip Next Order
- Change Next Order Date
- Edit Shipping Frequency
- Swap Products
- Offer Discount
- Offer Gift
- Contact Support
- No Action
- Pause
- Delay
- Misc. Link
What are common cancellation reasons?
- Message: Did you know you can skip/delay/pause your order?
Conditions: N/A
Recommended action(s):
- Skip
- Change next order date
- Delay
- Pause
- Message: Would you like to try another product?
Conditions: N/A
Recommended action: Swap - Message: Would you like a discount?
Conditions: N/A
Recommended action: Discount
*explained in the conditional cancel flow section further below - Message: Would you like to change the order frequency?
Conditions: N/A
Recommended action: Change delivery frequency - Message: Would you like to change your next order date or pause your subscription?
Conditions: N/A
Recommended action:- Change next order date
- Temporary Pause
- The "other" options is designed to allow the user (or customer service rep processing the cancellation) to input the reason for which the customer is cancelling in an empty field.
Additional cancellation reasons for inspiration
- Consider asking the customer reach out to your customer service team. You could insert your customer service phone number or contact email in the rebuttal.
- Consider offering a discount or asking the customer to reach out to your customer service team for a special discount. (This could be a great way to collect info about your competitors from your customers)
- Consider speaking to your product value proposition and highlighting quality factors.
For e.g: you could indicate that your product is made with high quality ingredients and that it'’s ethically sourced. - Consider offering a discount. You could leverage conditions to offer various discount tiers so that you're giving the right discount amount to subscribers based on the amount of cycles they completed.
- This reason is pretty self-explanatory. If customers are accidentally subscribing instead of making one-time purchases, this could warrant a design review for your product page.
- Consider offering to make things right by offering a discount.
- Consider offering the customer to try another product and set up the an action for a product swap
- If you notice an increase of customers selecting this cancellation reason, it might be worth sending our product surveys or asking for a net promotor score within the customer journey for your store so you can learn on where the product can improve.
What are commonly used conditions?
There are many conditions you can apply to your treatments, but these are the most commonly used ones.
|
Condition |
Explanation |
|
Number of Cycles Completed |
How many orders has the customer completed. A higher number means they have been a part of your subscription program longer. Customers with a higher cycles completed have a naturally higher LTV and might have already captured enough to cover the cost of acquisition for them. |
|
Subscription Dollar Amount |
The dollar value per interval that the customer spends on their subscription. Higher dollar value subscriptions may have a higher possible discount allowed and losing these customers might have a greater impact. |
|
Subscription Creation Date |
The initial date the customer started their subscription. This can be used to separate subscribers based on changes to the program that you have made that might still be grandfathered. IE if they had a historical low rate that newer subscribers do not have or if you have a program that changes the tier of memberships or offers greater rewards for time spent. |
|
Subscription was Migrated |
If the migration was created before or after any migration from another subscription platform to Skio. This can be used if historically on other platforms those customers have a historical low rate that post subscription customers do not have. |
|
Subscription Type |
Whether the subscription is a standard subscribe and save where the customer pays with each interval or if the subscription is a prepaid where the customer pays for several intervals up front. If you have both types of programs it allows you to offer different options. |
How to use the Splash Screen personalization to improve retention
The Splash Screen is an optional first step in your cancel flow that shows subscribers a message before they choose a cancel reason. It’s a proven way to reduce churn by highlighting value, offering alternatives, or reinforcing your brand. Learn more about Cancel Flow personalization options in our guide here.
Why use a Splash Screen?
- It interrupts quick cancellations and encourages subscribers to reconsider.
- We recommend using it if your save rate is low or trending down.
What you can customize
- Rich text or HTML: Use the built-in editor for styled copy, or switch to HTML mode for advanced layouts.
- Images and video: Embed visuals to reinforce product value or retention messaging.
-
Personalization: Add dynamic variables like
{{first_name}}or{{next_order_date}}in the Description field to personalize the experience.
Start typing {{ in the editor to see available personalization options.
How to enable it
- In your Skio dashboard, navigate to Features > Cancel Flow in the lefthand menu.
- Click Personalization in the top right.
- Toggle on Splash screen enabled.
- Fill in the details for your splash screen and then Save personalization.
Not sure where to start with multi-step cancel flows?
We've gone ahead and built out a default Cancel Flow that implements multiple features available to you.
- You can create a multi-step treatment flow to provide unique value for each Cancel Flow treatment. You may want to offer more cost-effective solutions at first before you offer a "last resort" solution.
- Add sub-reasons to your reasons to gather more information on why a customer is cancelling and create more paths of treatments that are applicable to those sub-reasons.