Dec 2022 - Jan 2023
Dec 2022 - Jan 2023
Save the
Student
Save the
Student
Company: Numerade
Project Type: Data-driven flow redesign for retention optimization
Company: Numerade
Project Type: Data-driven flow redesign for retention optimization
Numerade is an education company that provides video-based solutions to subscribed students. We attempt to increase subscriber retention during and after the 7-day free trial by improving the cancellation flow.
Numerade is an education company that provides video-based solutions to subscribed students. We attempt to increase subscriber retention during and after the 7-day free trial by improving the cancellation flow.
Numerade is an education company that provides video-based solutions to subscribed students. We attempt to increase subscriber retention during and after the 7-day free trial by improving the cancellation flow.
Goal
Goal
Many student users cancel their subscriptions during the trial period shortly after viewing a couple of video solutions and/or before receiving their requested video solution. We want to keep trialists from canceling before their trial ends and potentially even become paying subscribers.
Many student users cancel their subscriptions during the trial period shortly after viewing a couple of video solutions and/or before receiving their requested video solution. We want to keep trialists from canceling before their trial ends and potentially even become paying subscribers.
Solution
Solution
Introduce a reminder feature before users' free trial ends.
Educate the user on all of Numerade’s product offerings that they did not get the opportunity to explore.
Reskin the entire cancellation flow to translate the new Numerade vision.
Introduce a reminder feature before users' free trial ends.
Educate the user on all of Numerade’s product offerings that they did not get the opportunity to explore.
Reskin the entire cancellation flow to translate the new Numerade vision.
01
Problem Discovery
01
Problem Discovery
01
Problem Discovery
After revamping the sign up and onboarding experience, we were achieving record numbers of new registered users (students). However, the increase in these users were not translating to paid subscribers; most canceled their subscriptions during their 7-day free trial after just viewing one pre-answered video solutions or before receiving their requested custom video solution. When this happens, Numerade loses on both fronts:
From the educator - Educators are already paid to create videos that nobody will watch
From the learner - The trialist never becomes a paying subscriber
I tackled this project in multiple stages, redesigning pages one at a time to implement changes quickly and to test which changes most positively affected subscribers to keep their subscriptions.
After revamping the sign up and onboarding experience, we were achieving record numbers of new registered users (students). However, the increase in these users were not translating to paid subscribers; most canceled their subscriptions during their 7-day free trial after just viewing one pre-answered video solutions or before receiving their requested custom video solution. When this happens, Numerade loses on both fronts:
From the educator - Educators are already paid to create videos that nobody will watch
From the learner - The trialist never becomes a paying subscriber
I tackled this project in multiple stages, redesigning pages one at a time to implement changes quickly and to test which changes most positively affected subscribers to keep their subscriptions.
02
Phase 1: Pending Answer
02
Phase 1: Pending Answer
02
Phase 1: Pending Answer
The original cancellation flow prompted all users to try asking a question, which was irrelevant to the many users who already had a pending video solution.
The original cancellation flow prompted all users to try asking a question, which was irrelevant to the many users who already had a pending video solution.
Before
After
Hypothesis
Hypothesis
Hypothesis
If student see that they have a pending video solution, then they will be encouraged to at least wait for their custom video solution to be ready before they cancel their trial.
If student see that they have a pending video solution, then they will be encouraged to at least wait for their custom video solution to be ready before they cancel their trial.
Results
Results
Results
Surfacing the pending question to students who requested a video solution and adding an interstitial modal for all users to re-confirm cancelling increased users keeping their trial by 8%.
Surfacing the pending question to students who requested a video solution and adding an interstitial modal for all users to re-confirm cancelling increased users keeping their trial by 8%.
Before
After
03
Phase 2: Smart Save Now!
03
Phase 2: Smart Save Now!
03
Phase 2: Smart Save Now!
The Smart Save offers a special promotional rate to users who are about to cancel. However, the current modal is text-heavy therefore easy to dismiss.
The Smart Save offers a special promotional rate to users who are about to cancel. However, the current modal is text-heavy therefore easy to dismiss.
Before
After
Hypothesis
Hypothesis
Hypothesis
If users receive the promotional offer in a visually appealing and digestible manner, then users will be more likely to consider the offer
If users receive the promotional offer in a visually appealing and digestible manner, then users will be more likely to consider the offer
Results
Results
Results
The redesigned component was tested against a new pricing structure that was happening concurrently, so the design was not A/B-tested. However, it was implemented along with Phase 3.
The redesigned component was tested against a new pricing structure that was happening concurrently, so the design was not A/B-tested. However, it was implemented along with Phase 3.
04
Phase 3: Evoking FOMO
04
Phase 3: Evoking FOMO
04
Phase 3: Evoking FOMO
Many trialists canceled during the trial period to avoid getting charged later (if they forget to cancel). This made students overlook all the other benefits that Numerade Plus had to offer.
Many trialists canceled during the trial period to avoid getting charged later (if they forget to cancel). This made students overlook all the other benefits that Numerade Plus had to offer.
Hypothesis
Hypothesis
Hypothesis
If trialists are educated about all additional benefits Numerade Plus, then users would hold off on canceling their free trials to spend time exploring these benefits.
If trialists are educated about all additional benefits Numerade Plus, then users would hold off on canceling their free trials to spend time exploring these benefits.
Results
Results
Results
After conducting A/B testing with different layouts and varying amounts of color to evoke urgency, the conversion of trialists to paying subscribers increased by 6% after the entire flow was implemented.
After conducting A/B testing with different layouts and varying amounts of color to evoke urgency, the conversion of trialists to paying subscribers increased by 6% after the entire flow was implemented.
05
The Future Vision
05
The Future Vision
05
The Future Vision
While we celebrate the short-term wins with a 6% increase of trialists converting to paid subscribers, the user is still mostly unaware of what else Numerade has to offer beyond custom video solutions. Additionally, users are limited to two choices (cancel now or be risked of getting charged $160 in a couple days).
This complete overhauled version of the cancellation flow educates trialists on Numerade's product offerings and provides additional options. This version also reflects Numerade’s new branding and redesigning the billing page (entry point).
While we celebrate the short-term wins with a 6% increase of trialists converting to paid subscribers, the user is still mostly unaware of what else Numerade has to offer beyond custom video solutions. Additionally, users are limited to two choices (cancel now or be risked of getting charged $160 in a couple days).
This complete overhauled version of the cancellation flow educates trialists on Numerade's product offerings and provides additional options. This version also reflects Numerade’s new branding and redesigning the billing page (entry point).
Step 1: Ask a question
Step 1: Ask a question
Ask trialists who do not have a pending video solution request if they'd like to submit one.
Ask trialists who do not have a pending video solution request if they'd like to submit one.
WHY: Users who submit a video solution request would need to wait for their requests to be completed, disincentivizing them from canceling their trials.
WHY: Users who submit a video solution request would need to wait for their requests to be completed, disincentivizing them from canceling their trials.
Step 2: Options
Step 2: Options
Provide alternative options besides canceling, such as payment reminder and downgrading to a monthly subscription.
Provide alternative options besides canceling, such as payment reminder and downgrading to a monthly subscription.
WHY: Trialists won't fear to be charged $160 USD if they forget to cancel later. A downgrading option lowers upfront commitment (perfect for price-sensitive students).
WHY: Trialists won't fear to be charged $160 USD if they forget to cancel later. A downgrading option lowers upfront commitment (perfect for price-sensitive students).
Step 3: Summary and Offer
Step 3: Summary & Offer
Step 3: Summary and Offer
Changed the Smart Save offer from a modal to a section on the Summary page.
Changed the Smart Save offer from a modal to a section on the Summary page.
WHY: Trialists won't feel the need to cancel right away in fear of forgetting to cancel later. Downgrading plans also give trialists more flexibility and less upfront commitment.
WHY: Trialists won't feel the need to cancel right away in fear of forgetting to cancel later. Downgrading plans also give trialists more flexibility and less upfront commitment.
Step 4: Confirmation
Step 4: Confirmation
After confirming cancellation, users are redirect to the billing page. Users can easily re-subscribe on the page with one click of the button.
After confirming cancellation, users are redirect to the billing page. Users can easily re-subscribe on the page with one click of the button.
WHY: Unsubscribed users want confirmation that their request has been completed and have the option to change their mind by re-subscribing.
WHY: Unsubscribed users want confirmation that their request has been completed and have the option to change their mind by re-subscribing.
06
Conclusion
06
Conclusion
06
Conclusion
Due to the short timeline and the reprioritization of efforts to growth projects, the final iteration will be implemented at later date. For now, let’s celebrate the saved subscribers we made today!
Due to the short timeline and the reprioritization of efforts to growth projects, the final iteration will be implemented at later date. For now, let’s celebrate the saved subscribers we made today!