uk-netmarketing Archive (2011-2015)

Hi,

 

Well I used to work for a very well known subscription business and one
thing often ignored is this:  The clarity and UX of your offer mechanics are
vital at every step of customer interaction.  Unless the mechanic is
horrendously complex, you simply have to do one thing – fulfill your duty to
explain with clarity, simplicity and as few words as possible:

 

How it works

What happens when

When it’s about to happen

What they need to do if they don’t want it to happen

What they need to do if they do want it to happen

How they can get in touch

 

One of the biggest failings is just to get this right – because it puts
control in the hands of your customer, without them feeling they are being
tricked or manipulated.  Most people don’t realize that spending budget
here, in this area, means you’ll need to spend much less supporting people.
This does get you growth without such a huge headcount rampup, as I found
out.  

 

Also, if your freaking emails aren’t arriving or look mangled, try testing
them (Litmus, Returnpath, Lyris) because that’s one of the biggest problems.
Customers never received (spam or junk folder) your mail or when it did
arrive, the formatting was mangled and was as useful as a chocolate
g-string.  If you’re emails aren’t rendering on mobile devices, that’s an
even bigger problem.

 

Hope that’s a different but useful angle.

 

C.

 

Craig Sullivan
Conversion Optimisation Dogsbody

@OptimiseOrDie

http://www.linkedin.com/in/craigsullivan

http://www.twitter.com/OptimiseOrDie

 

From: uk-netmarketing-bounces at mm.chinwag.com
[mailto:uk-netmarketing-bounces at mm.chinwag.com] On Behalf Of Nabil
Sent: 17 January 2013 12:28
To: uk-netmarketing
Subject: Re: [uk-netmarketing] Renewing subscriptions

 

We run a subscription business with exactly the same sort of issues.  This
is how we deal with them.

1. We, as you are considering, offer an expensive 'one off'
2. We make it clear all our services except for the 'one off' are
subscription
3. Our initial order confirmation tells them the amount and date of the next
payment
4. We send a notice out prior to the renewal fees being collected

>From these they have been notified many times and had many chances to
cancel.

5. After the transaction has been processed, if they want a refund, while we
are not legally obliged to, we will but we charge them £25 for it as it
costs us, as it does you, to process.



On 16/01/2013 10:29, Caroline Bottomley wrote:

hello Chinwaggers, 

 

We have renewing subscriptions on our site, eg £12.99 a month,
£41.9something for 6 months (=£ 6.99 per month).

We spend a fair amount of time, maybe once or twice a week, refunding
customers who've realised the subscriptions are renewing and who want a
refund.

It's bad customer care and it takes up time.

So we've made it MUCH CLEARER when people sign up that they're renewing
subscriptions, plus we're about to introduce email reminders before their
renewal sub is taken from their bank account.

 

Clearly renewing subs are the way to go as they sweep up all those lovely
customers who are on the fence, ie they don't mind the sub going out of
their bank account, even if they're not using the site that much.

 

However, to further serve people who get very annoyed by renewing
subscriptions and who only want a peek at Radar, I'm thinking of offering a
one month only subscription - but priced much higher, at £25.

 

Any sage advice from people who've been here before or who have opinions
about these things?

 

many thanks for any help, as ever

 

Caroline

 



Caroline Bottomley

@radarmusicvideos <https://twitter.com/radarmusicvideo> 

facebook <http://www.facebook.com/RadarMusicVideos> 

RadarMusicVideos <http://www.radarmusicvideos.com/home> 

 

Radar:

- Judges Silver Lovie Award in Music 2012

- People's Lovie in Music 2012 (thank you)

Ellis Bahl's Radar-made video: 

- Best Alternative Video, UKMVAs 

- Best 12 Videos of 2012, Vimeo










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