One of the biggest concerns membership website owners have is reducing the number of cancellations. It’s a legitimate concern but it doesn’t have to keep you up at night.
The obvious way to relieve the pressure of possible cancellations is having a paid membership site that is of tremendous value. A second obvious way is to have so much traffic to your site that even if members do cancel it doesn’t hurt your immediate income.
However, you want to keep members active as long as possible. You work so hard to get them in the first place, why not maximize the long-term benefits.
In my experience of running several success membership websites I’ve discovered three keys to getting members active longer and dramatically reducing the number of cancellations.
Manage Expectations
One of the most important success factors in anything you do is managing expectations. If customers know exactly what they are getting when they join your site and then you deliver what you say you will, there really is no reason for them to ever cancel. Think of it like this, if you told them they were going to receive a proven way to solve their problems and then you delivered on that promise, why would they cancel? They wouldn’t and they won’t.
Over-deliver with Surprise Bonuses
If you add a few unadvertised bonuses here and there and over deliver what you originally promised it is nearly impossible for them to cancel. The thought of them missing out on something is too strong for them to quit their membership. And if you spread out your bonuses over time it doesn’t become a burden on you. But the benefits are huge because customers won’t cancel.
Whet Their Appetite for What’s Coming Next
This is a secret I discovered not so long ago. By simply selling them on the next lesson or the next video, audio or whatever you will build anticipation. That anticipation creates a desire to not miss out on what’s coming next. Each time you do this it creates more and more momentum for each and every lesson. Next thing you know is that your members have stayed with you much longer than industry averages say.
Bottom line is if you follow these easy steps with your own paid membership site there is no reason why you should ever worry about your members cancelling. Why would they?
