[REDUCE CHURN] Use Exit Surveys to Prevent Member Cancellations

This Tip of the Week covers topics including:

• 0:53 – Cancellations Are Inevitable, But…
• 1:42 – What Is an Exit Survey?
• 2:03 – Why Should We Use an Exit Survey?
• 3:59 – What Should We Ask on the Survey?
• 5:15 – Make Your Final Plea
• 7:27 – Learn from Your Survey Data
• 7:54 – Let’s See How to Implement This!

This is a segment from Webinar Wednesday 107, recorded live on January 27, 2021.

How Exit Surveys Reduce Churn on Membership Websites

An exit survey is a tool used to gather feedback and information from members who are considering cancelling their account on a membership or directory website. This type of survey is typically administered at the time of cancellation and provides website owners with valuable insights into why members are leaving and what could be done to improve the user experience and reduce churn.

Why Should We Use an Exit Survey?

Exit surveys provide website owners with the opportunity to gather valuable information about why members are cancelling their accounts and what could be done to improve the user experience and reduce churn. By understanding the reasons behind cancellations, website owners can make informed decisions about how to improve their offerings and retain more members, thereby increasing revenue from recurring membership plans.

What Should We Ask on the Survey?

When creating an exit survey, it is important to ask questions that will provide valuable insights into why members are cancelling their accounts. Some of the key questions to consider include:

• What made you decide to cancel your account?
• What could we have done to prevent you from cancelling your account?
• Did you find everything you were looking for on our website?
• What did you like most about our website?
• What could we improve about our website?

Make Your Final Plea

Exit surveys provide website owners with the opportunity to make a final plea to retain members. By offering a discount or special promotion, website owners can incentivize members to stay and continue to generate recurring revenue from their membership plans. In addition, this can also be an opportunity to gather additional feedback and insights into the user experience, which can be used to improve the website and reduce churn in the future.

Learn from Your Survey Data

Once the exit survey data has been collected, it is important to analyze the results and use the insights to inform future decisions and improvements. This can include making changes to the website, improving customer support, or offering new or improved services to retain members and reduce churn.

Benefits of Implementing Exit Surveys for Directory and Membership Website Owners

• Gain valuable insights into why members are cancelling
• Improve retention rates and retain more members
• Increase recurring revenue from membership plans
• Gather valuable feedback on the user experience
• Make informed decisions based on survey data

Websites That Benefit Most from Implementing Exit Surveys

• Membership websites
• Directory websites
• Subscription-based websites
• Community-based websites
• E-commerce websites

You Can Do This!

Exit surveys can play a critical role in reducing churn and retaining more members for directory and membership websites. As a leading provider of directory solutions, Brilliant Directories highly recommends that website owners implement exit surveys to gather valuable insights and improve the user experience.