Editing Your Brightback Cancel Page

The Page Editor in the Brightback Experience Manager is where you go to personalize your Cancel Experiences to your end-user or Audience. We break the page editor down into three main sections, Page Personalization, Survey Elements, Page Settings. Here you can edit all of the key components of your Cancel Page, including: 

Survey Elements

Page Settings

This article will cover each of these in more depth.

Page Personalization

Personalize your individual Pages to speak directly to your canceling customer by editing your Headline, Loss Aversion, Upper Nevermind, and Lower Nevermind.

Page Headline

The Headline is the line of text just below the logo on the Brightback Page. It's your first shot at saving your customer, by meeting them with a personalized message.

The Headline can be personalized by pulling any of your mapped fields in Brightback to display directly in the Page when the user initiates a session. Some common examples we see customers use to personalize their Cancel Pages include:

  • Owner First Name
  • Organization Name
  • First Purchase Date
  • Owner Email
  • Subscription Renewal Date
  • Lifetime Value
  • DomainLoss Aversion Cards

Brightback's Cancel Page template comes with two Loss Aversion Cards. These cards present you with an opportunity to present your customers with information that will persuade them to not cancel or an Offer that you think is best positioned to retain them. You can edit the existing cards, create a new card, or swap out one of your existing LA cards for a new one from directly within the Page Editor. There are several different succesfful Loss Averson Card approaches, and we typically recommend testing a combination of personalization + Offers to maximize results.

Note: Each Brightback page comes with two LA cards by default. You can remove both of them to show no LA cards, but you cannot have a single card per-page, except for on mobile experiences where we only show a single LA card.

Upper Nevermind

The Upper Nevermind is the button below the Loss Aversion Cards that offers the customer an immediate opportunity to turn back while it's not too late by navigating them away from the Brightback Page. We count clicks on this button as Passive Deflections in our reporting, and have seen customers with effective loss aversion and page persionalization drive >10% Passive Deflect Rates.

You can edit this section by clicking into it and opening the Warning message editor. 

Lower Nevermind 

The Lower Nevermind is a Checkbox item at the close of the Brightback Page confirming the customer fully understands the loss that comes with canceling their account.

We have found that making this a required field will increase your overall Passive Deflect Rate, but some customers choose to disable it to reduce customer friction in the cancelation process. 

Survey Elements

The Brightback Page includes a few different exit survey options, each adding different value to the Brightback Page and insights collected in Brightback Reports. The different surveys include:

  • Survey Question + Cancel Reasons
  • Competitors
  • Return Likelihood Survey
  • Comments

Survey Question + Cancel Reasons

Each Brightback Cancel Page allows you to present your canceling customers with Cancel Reasons. We break down our Brightback Cancel reasons into Categories for Benchmarking purposes, which you can learn about Reasons and Categories in greater detail here: Brightback Categories and Reasons. Each Cancel Reason allows you to present an Offer when the user clicks on it, or show nothing. Note: The Essentials Plan will only allow you to place a single Offer behind each of the reasons within a page, whereas the Performance Plan allows for multiple Reason Based Offers within a single page. 

You can configure the Cancel Reasons and the Offers that are presented when a user selects them from directly within the Page Editor. 

When a user selects this reason in the cancel experience, we will present them with the offer you have defined here. The reasons selected are reflected on the Cancel insights report.  

Competitor

The Competitor survey field helps you keep an eye on upticks in competitive trends and activity over time. Seeing upward trends in a specific competitor can key you into competitor strategies, like offering discounts to win over your customers or launching a new product. Early insights into competitor advantages allows you to take action and stay competitive before it’s too late. Outline which competitors you want to keep tabs on with your Customer Success Manager. Competitors appear in the Trends Report Drilldowns and the Customers Pages.

You can configure the Competitor list from directly within the Page Editor. 

Return Likelihood

The Return Likelihood Survey captures your customer’s true feelings at the moment of their exit. For customers that exit at a seven and above, add them to nurture campaigns to keep them warm and win them back when the time is right. View Return Likelihood Survey results in the Trends Report Drilldowns and the Customers Pages.

You can edit the Return Likelihood section from directly within the page editor. 

Feedback

Comments can unearth potential winbacks campaigns, negative support experiences, technical hiccups, product feedback, or feature requests that might otherwise fly under the radar. You can find all Comments under Comments in the Customer Reports and Trends Report Drilldowns.

You can edit the Feedback input from directly within the page editor. 

Page Settings

The page settings allow you to configure the key end-user actions and determine how the cancelation response will be sent. 

The Nevermind URL and Cancel URL button designation are important as they determine where the user will be routed when they either click one of the nevermind buttons or confirm their cancel. Each cancel page in Brightback must have valid return URLs, which need to be set here if they are not passed via the Brightback.JS

You also have the options here to:

  • Include survey answers during submit
  • Append the answers to the hash not as a query 

Which will adjust how these are included in the URL structure when the event is triggered. 

Finally, the Entry offer allows you to select an offer to appear when the page loads. You can select from any of the offers you have in your existing library here and pull that component into the page. 

  • Note: the Entry offer is only available for Performance and Enterprise customers. 

Final Step Modal

The Final Step Modal allows you to present your user with one last confirmation before they complete their cancelation. Here you have the option to display either a Confirmation modal, a final offer, or no confirmation at all, which bypasses this modal entirely. All of this can be controlled from within the Final Step Modal editor. 

If you do not want to display a Final Step Modal, simply disable this toggle and you are good to go. 

However, we have seen a drop-off in deflect rates when this modal is removed as it does provide an extra step for the user to complete. That being said, some businesses do not like the added friction this puts in front of the customer, and opt to remove it. 

We also see customers use this as an opportunity to communicate any terms and conditions (example proration or credits) associated with the cancellation. This can be a good way to let the user know what will happen next so that you avoid any support tickets in the future. 

Finally, Performance and Enterprise customers have the option to select to display a Final Offer here instead of a confirmation tab. 

This is a good opportunity to make a last ditched effort to retain a customer by presenting them with a Pause or "Sleep my account" offer. For more on how to best utilize this offer, visit our help article on the Final Offer layout

Setting up a Vanity URL

When your customer hits Cancel or Downgrade, we redirect customers to a page hosted on Brightback, but you can make it looks and feel like the customer is never leaving your site or app by setting up a custom domain using a CNAME. 

Send us the custom domain you'd like to use for your cancel or downgrade page, like cancel.yourcompany.com, and we'll apply it to your account on the backend, but we'll need a little bit of lightweight lifting from your end too! Check out this guide to set up a custom domain by using a CNAME.

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