Overview
Goal: Revamp the WPForms.com cancellation funnel to make it shorter, less overwhelming, and more effective in communicating value.
The Challenge: WPForms needed a cancellation funnel that not only aligned with the newly redesigned website but also effectively reduced churn by improving user experience. The existing process felt overwhelming and lacked clear engagement strategies to encourage retention.
Project Type
Cancellation Funnel Revamp
Role
UI/UX Designer
Timeline
2024
Process
Concept Development:
Created two initial approaches (3-step and 4-step) and analyzed their effectiveness.
Chose the 4-step approach for its ability to provide a more structured and persuasive journey.
Key Features Designed:
Loss Aversion / Features You'd Lose: Highlighting critical WPForms features to remind users of its value.
Cancellation Survey: Streamlined and visually cohesive form to gather insights with minimal friction.
Customized Offer: Personalized retention offers based on user-selected cancellation reasons.
Confirm Cancellation Page: A clear, informative summary with a reminder of lost features.
The Final Design:
The updated funnel integrates seamlessly with the new website design, maintaining brand consistency while making the cancellation process more user-friendly.
Outcome
Improved User Experience: The streamlined funnel makes cancellation more intuitive and less frustrating.
Enhanced Retention Strategies: Personalized offers encourage reconsideration before final cancellation.
Consistency with Brand Identity: The new funnel aligns with the redesigned website, ensuring a cohesive experience.