The quality of online marketing strategy has improved dramatically over the last few years as oversight has increased and the rules have become more defined, but there’s still progress to be made.
Have you ever signed up for something online and discovered that you either didn’t want it or didn’t need it anymore?
I’m pretty sure that includes everyone in the universe.
How do you feel when you can’t find the link to cancel or once you do, the process takes FOREVER?
Have you ever decided not to cancel a useless membership because it took too long at that moment and you couldn’t afford to take the time to figure it out?
This is a conscious business tactic that companies use to keep people subscribed against their will and it’s not right.
I would guess that this works in the short term because it’s worked on me before, but long term it’s counterproductive.
If we can’t cancel my membership with you easily, we might stay for awhile, but I’m not listening to your message anymore and once we can take the time to figure out how to divorce myself from you, two things are going to happen:
I’m never coming back.
I’m telling everyone we know that they should stay clear of you.
This is no different than producing a mediocre product, attaching a money-back-guarantee to it and understanding that a large percentage of dissatisfied customers will never bother to return the product because the return process is cumbersome and time consuming.
Money Back Guarantee
Many companies spend thousands of dollars and hundreds of hours developing strategies that focus on cancellation and return rates. They purposefully incorporate these calculations into their cash flow reporting and profitability projections. This takes work!
Instead of making mediocre products or services and complicating the process of returning or cancelling, how about spending that same amount of time and energy creating unreturnable products and services that no one in his right mind would ever consider attempting to cancel…