JustFab
Subscription Cancellation Enhancement AB Testing Case Study
E-Commerce
Retention
AB Testing
Role:
Product Design
Date:
Q1 2024
Platform:
Web
Subscription Cancellation
Enhancement AB Testing
Case Study
JustFab is a subscription-based e-commerce site selling women's and kids' apparel and shoes. Each month, VIP members pay a membership fee, which can be used to shop for items on the website.
C O N T E X T
Problem
The subscription cancellation is one of the biggest factors affecting the company’s revenue. This project aims to reduce cancellation rate by improving the cancellation flow.
One of the best practices for preventing users from canceling their membership in a subscription-based e-commerce business is to offer a pause or snooze option. I designed the pause feature for two cancellation flow to meet the business and legal requirements (for users of California and other states).
P R O C E S S
I M P A C T
T A K E A W A Y
Testing Results & Takeaways
The AB testing results confirmed the hypothesis that the pause feature reduces cancellation rate.
The larger reduction in the cancellation rate for the California version could be partly due to users pausing their membership preemptively once they see the pause option next to the online cancel option. Therefore, it is important to monitor the lifetime value of users who paused their memberships as for our next step.
