Cancellation Offer
Context
The Offer at Cancel feature targets subscribers who click “Cancel Subscription,” giving them an incentive to stay. By presenting discounts or free extensions at the moment of churn, we can convert at-risk users into retained revenue.
Role
Head of GTM, Marketing
Timeline
2 Weeks
Core features
Trigger retention offer when a subscriber clicks “Cancel Subscription.”
Configurable offer types including:
% or fixed discount on next billing period (MVP)
Free extension for n days
Pause subscription
Switch to free “Play of the Day” plan
Admin tools to set discount %, expiration, and eligibility rules.
Deployable at scale across all subscription tiers.
Statistics and Secondary Research
Retention levers at point-of-cancel are proven to have measurable impact:
Industry benchmarks show 15–25% save rate for well-timed cancel offers.
In SaaS, a 10% reduction in churn can improve LTV by 30–40%.
DubClub’s churn data shows a high concentration of cancels at this decision point — 42% of cancellations happen with no retention attempt.
Findings from Primary Research
Partner and subscriber interviews surfaced clear expectations:
Timing matters
Offers must trigger instantly upon cancel intent.
Perceived value
Discounts or extensions need to feel significant — sub-10% discounts were seen as “insulting.”
Low friction
Subscribers wanted a one-click “Accept Offer” flow without re-entering payment details.
The Build
The MVP focuses on speed-to-market while enabling future flexibility.
Offer Trigger
Backend hook fires when “Cancel Subscription” is clicked.
Offer Types
Initial version: percentage or fixed-dollar discount applied to next billing period.
Admin Config
Internal UI to select offer type, value, and targeting rules (e.g., eligible tiers, tenure thresholds).
Validating the designs
We planned a controlled rollout to measure real-world impact:
