Sarah Williams says unmet value is why people cancel subscriptions. Brands promise full boxes but deliver half-empty ones. She recommends spending most of your budget on one hero item and filling the rest with cheap stuff.
The number one reason people cancel their subscriptions immediately is value. The value not being met. And this can happen in a few different ways. Number one, the bait and switch. We can advertise for boxes that are packed full of product only to get a fraction of that in the box. Immediate cancel. Number two, the perceived value. This sweatshirt has a higher perceived value than these two jewelry pieces. They have the same monetary value, but size matters, y'all. The sweatshirt is bigger and therefore perceived as more valuable inside your subscription box. And number 3, quality over quantity. Nobody wants a box full of little cheap items. Spend the bulk of your budget on one hero piece and then complement it with smaller items that are more affordable. Give subscribers a reason to stay and not to cancel their box every month.
I Almost Sold My Subscription Box… Until the Numbers Changed Everything with Ciara Stockeland
