Similar to closing an account, a user may decide they want to unsubscribe from your site, newsletter, or service. Just like with a real-life partner, just because a user wants to leave doesn’t mean you have to stop them and make it difficult.
It’s important to make it easy to find and do so.
1. Visible link in profile information
When a user logs in to their profile, the way to unsubscribe should be quick and easy. This doesn’t mean it has to be the first link in the menu. However, it should certainly be obvious where it is and how to get to it.
For example, you could put it at the bottom of the main menu, or you could put it as a link on the account management page or as a link in a submenu, again under “Account Management.”
If you have a payment management and “Subscription Management” option in the menu, this is also a good option.
2. Confirmation of the stated desire
There are situations in which the user presses a button by mistake, due to a lack of understanding of the language, or simply to check whether and under what conditions they can stop using a given service. This is precisely why we need to ask if they are sure they want to perform the action they are about to perform, instead of automatically canceling the subscription.
Of course, on this page (or window), you could make one last attempt to convince them to stay. Try not to pressure or manipulate your customers, because even if it works for some, in most cases, this will only convince them that they made the right decision and their mood towards your company will become more negative. In addition, they could share with friends. In general, both in relationships and in business, manipulation and “gray” practices are always the wrong decision. In both cases, they could lead to lawsuits.
In case the service you offer can only be accessed via subscription, remind them of this. Remind them of what they are losing. If you also have a free version of the product that you assume the customer will continue to use, remind them of the difference between the paid and free version and what they are losing.
Reminding does not mean wringing our hands or manipulating.
3. Optionally, you can ask for the reason
When canceling a subscription, it is common practice to ask for the reason. What caused this desire in the person? Too expensive? Did they prefer a competitor? Do they no longer need it? Over time, you could find a way to improve your service or product in such a way that at least the main reasons for canceling subscriptions are covered and no longer happen.
You are required to leave a field to fill in under one last option “Other”.
Don’t forget to read your customers’ feedback.
4. Confirm that the subscription has been canceled
Once the subscription has been canceled, make sure the user understands this. Another important information to include on this page is how long the subscription is valid for, as it is already in a paid period.
