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Lifecycle Offers is currently available as part of the Early Adopter Program (EAP).
Using play builder workflow, you can create plays to help you build, test, and deploy churn prevention and/or expansion offers at the right moment in your subscriber's lifecycle. This ensures that you are proactively reaching out to your subscribers to expand and retain them, thereby multiplying your subscriber lifetime value.
Play builder works by letting you deploy different kinds of offers in various layouts to proactively expand and retain your subscribers. These offers are deployed in-app ensuring that your subscribers have high visibility and context when the offer is presented to them. Our targeting and experimentation engine enables you to control offer visibility and ensure that the offer is visible only to relevant users within your application.
The Play Management module helps you manage the various plays that have been set up in your application. Here, you not only review your existing plays but also create new ones to selectively target specific audience segments as per your requirements.
All your previously created plays will be listed along with various details such as play name, play type, and more. Each play will also have details of some key metrics to help you understand how each play has been performing.
To create a new play, you need to first choose a play objective. You can choose from two available play objectives.
Upsells and Expansion: Use this play to grow your revenue by deploying upgrades and cross-sell offers.
Churn Prevention: Use this play to retain customers by deploying churn prevention offers ahead of the moment of cancellation.
Once the objective is chosen, the user is taken to the play builder workflow to specify various options. Below is a screenshot of the play builder workflow.
There are three available actions within the play builder workflow.
Specify the target audience: The first step is to define the target audience for whom you want to deploy the offers.
Specify a play trigger: The next step is to specify when you want to display the offer. For churn prevention plays, you can choose to trigger the play on page load.
Finalize your targeting strategy: Here you can define how you would like to target your customers with various offers.
The first step is to specify the audience segment you would like to target with your plays. You can choose from a list of available audience segments by clicking on the drop-down menu within the audience node. Two types of target audience segments are available: All and Retention AI.
If you have enabled AI generated churn scoring, you will see two types of target audience segments available within the play builder interface: All and Retention AI.
Choosing the All option displays the list of all the available audience segments (including Retention AI audience segments) within your retention application.
If you wish to view only audience segments with AI-generated churn risk attributes, select the Retention AI option. Learn more about using audience segments with AI-generated churn risk scores in a play.
If the desired audience is not available in the list you can create a new audience using our audience builder module.
In case you are an existing customer of Chargebee Retention, all the audiences available in your Chargebee Retention application are available for selection purposes within the play's audience section.
The audience selection is locked once the play is published and is not available for editing in a play. Refer to Edit plays for more information.
Once you have specified the audience segment for your play, you need to specify the trigger conditions for the play. To set up churn prevention plays, select either On page visit or Any page visit from the trigger drop-down menu.
If you choose to trigger play on a page visit, you can further specify if the play should get triggered when a customer visits a specific page. There are multiple different page URLs that you can provide to selectively trigger the play only for specific pages. To specify a URL that contains a specific page name use the contains or does not contain operator.
The last step in setting up churn prevention plays is setting up the offer targeting strategy. There are three key options.
Present a simple offer: You can choose to present the same offer to all subscribers in your target audience of the play.
Run A/B test across offer variants: If you are unsure which offers should be presented to your target audience, you can test different offer variants to understand which variant works best for your subscriber base.
Personalize offers for each subscriber cohort: This option allows you to present personalized offers to each of your subscriber cohorts within your play's target audience.
You can choose to present an offer to your target audience segment. Depending on your play objective, you can choose different presentation options, such as Modal, Popup, Banner etc.
Once the presentation option is chosen, users can further select the offer that they would like to present. You can choose from an available list of offers by clicking on the drop down within the offer node. You could create a new offer using AI in case the desired offer is not available for you in the offer drop down. By default, you will be redirected to the AI-enabled offer flow if you create an offer within the play builder interface. You can also create a new offer using the offer management module and then come back to set up your play.
Only offers belonging to the chosen presentation mode are available for selection purposes.
As a Growth Manager or Retention Manager, you may come across a situation where you are not sure if the offer that you plan to present to your subscribers is going to have the desired results. In such a case it is best to run a test of different variants of the offer by randomly splitting your target audience segment using fixed percentages and presenting each group with one of the offer variants. The performance of each variant can then be analyzed to determine the winning variant and the same can then be deployed further for 100% of the target audience to maximize the impact.
To run a test, select Test the options available in the action node. On the next screen, you will be asked to choose the presentation mode. Select the presentation mode that is most relevant to your use case.
Specify the first variant by selecting from the list of options in the drop down. Select the second variant by selecting the corresponding options in the dropdown.
You can choose from an available list of offers by clicking on the drop down within the offer node. You could create a new offer using AI in case the desired offer is not available for you in the offer drop-down. By default, you will be redirected to the AI-enabled offer flow if you create an offer within the play builder interface. You can also create a new offer using the offer management module and then come back to set up your play. It is important to note that only offers belonging to the chosen presentation mode are available for selection purposes.
Specify and recalibrate the split percentage to make sure the sum adds up to 100%.
You can also choose to add a control variant while testing to measure the performance against a control variant. To add control, click on Add Control button and specify the percentage of users you want to classify as control. If you do not want to show any offer to your control group, choose No Offer from the drop down.
At present, we only allow users to test upto two different offer variants within a particular presentation option, e.g., modal, popup, banner etc. The control variant is optional and can be added to the play on a need-basis if control reports are to be generated.
After you have specified the variants and their respective percentages, click Launch to go live with the play.
If you want to present personalized offers to specific subscribers within your target audience, you may choose Rule based split from the list of actions. A rule based split action helps you to further split your play's target audience segment into sub-audience segments and specify offers that need to be presented to them.
For example, you may choose to split your target segment based on different languages and present your subscribers with offers in the language that they understand. This option allows you to set up offers within the same play to different sub-audience segments, making your play management process more efficient.
To get started, choose the sub audience split from the list of actions. You will be required to choose your presentation mode.
Select the first sub-audience split from the drop down. You can also create a new sub-audience segment in case the desired segment is not available for selection purposes. Similarly add other sub-audience segments as per your requirement. For each sub-audience segment specify the offer that you would like to show.
You can choose from an available list of offers by clicking on the drop down within the offer node. You could create a new offer using AI in case the desired offer is not available for you in the offer drop-down. By default, you will be redirected to the AI-enabled offer flow if you create an offer within the play builder interface. You can also create a new offer using the offer management module and then come back to set up your play.
It is important to note that only offers belonging to the chosen presentation mode are available for selection purposes.
Once you are done, hit launch to go live with the play. Any subscriber who is eligible for this play is now additionally evaluated for the offer presentation's sub-audience rule.
You can add as many sub-audiences as you like within a single play. However, the MVP does not support testing offers within the sub-audience segment and you will need to create a new play to support this use case.
To edit any play, simply click on it or choose the edit option from the play level menu options as shown below.
You will be redirected to the play builder interface. Once the play is live, the audience and trigger sections are non-editable. Within this interface, you can make the necessary changes to the play targeting, swap out / replace low-performing offers, or simply change the play's name.
You may also choose to activate or deactivate the play at any point in time. This can be done using the Activate / Deactivate toggle at the end of each play record. Deactivating the play will make it ineligible for the target audience segment. At any point in time, you may choose to reactivate the play using the toggle if you want to make the play eligible again for the target audience segment.
You will notice that the plays are listed in the order of priority. To change a play's priority, simply drag and drop it using the handles available at the start of each row. Moving a play higher up in the priority will ensure that it gets evaluated earlier than other lower-priority plays. This is especially useful to resolve the conflict that may arise if you have multiple plays targeting the same audience segments within your application.
Over time, you may feel the need to archive plays to declutter your play management page. To do so, select the Archive option in the menu against each play. When a play is archived, it is automatically deactivated and moved to the Archive section within the play management module.
To Unarchive the play, go to the desired play within the Archive section and choose Unarchive. The selected play will be unarchived in a deactivated state.
The play is moved to the last priority, and the user needs to manually move it to the desired priority as needed.
