What to expect from a Brightback Pilot
The Brightback Pilot has three phases: Launch, Calibrate, and Optimize. Scroll through the carousel or read on below to learn about the different phases and understand how each one works.
Launch!
The Launch Phase is all about getting your Brightback Page up and running. We break this phase up into three mini-phases: Design, Install, Integrate, and Go Live!
Design
The Design Phase involves choosing the design and copy elements of your Brightback Page, and selecting three different Offers you'd like to test with your audience.
Install
During the install phase we'll cover how to add Brightback to your site, create your Brightback snippet to pull in data about your customer, and how processing cancels and offers works.
Integrate
Brighback plays nicely with many of the tools in your stack to personalize the experience when customers land on your Brightback Page and help create workflows around saving and winning back your customers. In this phase we'll get Brightback working with other tools in your stack like Slack, your help desk, your marketing automation software, and billing providers.
Go Live!
We'll work with you on a couple of final tests to make sure all of your integrations work together as they should, and you're ready to fly! Simply add Brightback to your cancel button and you're ready to go live!
Calibrate
After Go Live, we run a series of randomized tests designed to ensure your Brightback Offers save the most customers from canceling. During testing we look at and test performance in three ways: Offer Calibration, Audience and Segment Discovery, and Page Optimization.
Offer Calibration
In this phase we aim to discover winning offer combinations by randomly presenting users with a set of offers to determine which offers have the highest lift over the baseline. In the event that there is no clear winning offer combination, we'll shuffle the Offers and repeat.
Once we have a winner, we'll run additional experiments with micro-targeting to compare the winning Offer paired with Reasons.
Audience and Segment Discovery
Pulling information about your customers in via the Brightback JS snippet, we'll identify trends in customer groups by things like lifetime value, how long they've been a customer, activity, lead source, or even custom attributes. As trends emerge we'll group them into customer Segments.
To continue testing, we'll pair Segments and Reasons with Offers to identify opportunities to further generate lift. In this phase we are looking to identify the combo of which Audience Segment works with the best Offer.
Page Optimization
We'll also test Offer location. We'll perform tests with presenting Offers as pop-up modals when they land on the Brightback Page, presenting Offers once Reasons are selected, showcasing Offers at the top of the page, and presenting Offers to your customers after the final Cancel button is selected.
Optimize
The Optimize phase is all about taking the learnings found in the Calibration phase and expanding on them: either by experimenting with more audience Segments or building Brightback into different Use Cases like Trials and Downgrade Pages.
Segment Dimensions
We'll do Audience and Segment discovery in the Calibration phase, which will reveal trends in groups by lifetime value, age of customer, plan, and more. In the optimization phase, we'll group these Segments into Dimensions creating repeatable groups to send a targeted, personalized Page to and filter your Insights by. Learn more about Segments here: Understanding Customer Segments.
Expansion
Brightback is not just for reducing churn, but also great for different Use Cases, like for downgrades and expired trials, helping with overall compression and conversion. To explore other Brightback Use Cases, check out this guide: Brightback Use Cases.
How long should the pilot period be to see results?
The Pilot Period lasts 6 months, and how long it takes to see results depends on two main factors:
- How long does it take your team to Launch
- How many cancels do you have per month
How long to Launch?
How long it takes to launch will largely have to do with whether or not you have a dedicated developer to help with the Installation phase. While Brightback does give your Success, Marketing, and Product teams the ability to test, make changes, and collect data without ongoing engineering resources, the initial implementation does require a technical install. On our side, we can get your Brightback Page, Offers set up, and snippet created in about a week, but then your team needs to take over with plugging the Javascript on your site.
How many customers cancel?
We run the Calibration phase until we see statistical significance. If you have a low volume of cancels that takes much longer to reach. That said, even during testing phase our customers see an immediate impact in deflecting cancels, so you'll start to see customers deflected from canceling immediately after Go Live.
Think Brightback is the solution for you?
Talk to one of our churn and retention specialists to see how Brightback can help you with your business: Get a demo