Our latest post BF/CM retention hack is to test out different video types in your customer portal as a part of your cancellation flow. Embed videos from the founder, influencers, or showcase transformational journeys to stop your subscribers from leaving.
This Tweet from Claudiu at Videowise sparked the idea for this post (check the end of the post for the final result).
Now that BF/CM is finally over, it’s time to take a well-deserved break and come back fully charged for a new CRO test that will help you with post BF/CM retention (hope the good people at Gorgias add this to their list)
At Loop, we thought what if brands used the same hypothesis that Dr. Squatch used with Videowise ,i.e., embed videos in their customer portal to reduce subscription cancellation?
And you don’t need to come up with new videos to test this out. These could be the same videos that you create for ads, YouTube, TikTok and Instagram. All you need to do is to repurpose the content, tweak the message to suit cancellations flow and embed it via your subscriptions app.
So we thought of three video types that are pretty popular within DTC community and can easily be tested inside the portal (not a classic A/B test but more of a time test):
Variant A: Message from The Founder
DTC founders thrive on motivation and inspiration. That’s what makes customers stick to products that have a strong founder influence.
An electrifying message from the founder to motivate subscribers to stay in it for the long run can prove to be a handy churn prevention tactic.
We would love to see such type of video for a founder who got featured on Shark tank.
Variant suitable for: Sustainability brands, Mission-driven brands, Pet brands (founders with their pets)
Variant B: Video by An Influencer
When DTC brands thrive on influencer videos to drive and convert traffic on PDPs, why not use those same videos within your portal to reduce churn?
Make that last minute influencer sway to convince people to stick with the product.