Kajabi Trial Cancellation

BACKGROUND

We discovered that 88% of Kajabi trialists who initiate cancellation go through with it. Only 63% of middle-tier paid subscribers do. The difference? The paid subscribers receive two sequential offers upon initiating the cancellation flow.

Here are cancel flow events gathered over a 7-day period:

RESEARCH

Our team ran a benchmark trial to better understand prospective customers' experience with Kajabi's 14-day free trial. We learned that 61% said they needed more time in the trial to learn Kajabi, while 20% said they “didn’t know where to start”.

SOLUTION

To reduce churn, we'll offer trialists who initiate cancellation an incentive to stay.

Here’s the updated flow:

1

User visits Billing settings and clicks "Cancel subscription"

2

User receives this screen letting them know all what they'll be missing. The user could go ahead and keep their subscription or set a reminder. But let's say the user still clicks "Cancel subscription".

3

Now, we present the user with the incentive, a special offer to extend their free trial by 30 days. So, let’s say the user accepts it by clicking "extend my free trial".

4

This triggers a pop-up modal, which confirms the user’s new benefit and encourages them to continue using Kajabi. We plug the “Get Started” steps to account for the 20% of users who said their biggest challenge was “they didn’t know where to start”. User clicks “Let’s go”.

5

And the user returns back to their dashboard with personalized next steps. They now have 30 more days to spend with Kajabi and get to know the product better.

RESULTS

After launching the new flow, we reduced free trialist churn from 88% to 62%. (This accounts for free trialists who initiated the cancellation flow for the first time.)