Learn this lesson from others: truly great software makes account deactivation easy for users who no longer want to use your platform to unsubscribe.
About two or three years ago, I created an account with a platform that I will refer to as “Really Aggravating and Greatly Exacerbating,” or “RAGE” for short. After using the platform for a short period, I determined it wasn’t a good fit for me, so I deleted my account—or so I thought.
Several months later, I received an email from RAGE about updates and improvements to the system. I assumed this was just a marketing email and, naturally, looked for the unsubscribe link. The only problem? There wasn’t one. I chalked it up to an oversight and forgot about it.
Since then, every few months, I have continued receiving emails about system updates, privacy policy changes, and more. Each time I quickly searched for an unsubscribe option but couldn’t find one because I continued receiving account-related emails from which I couldn’t opt out.
Well, yesterday, I had enough. I decided to visit the RAGE website and log in to remove myself properly. That’s when my true frustration began.
The Frustrating Journey of Deactivation
Starting off, because I hadn’t used the site in a long time, I didn’t remember my password. No big deal. I went through the reset password process. It was a standard flow: enter email, receive an email, confirm my identity with a verification code, and then reset the password. Just one small annoyance occurred: like most people, I hit the enter key to submit a form instead of clicking the button with my cursor. However, the verification step wasn’t designed for this, so hitting enter triggered a “resend verification” action instead of submitting my code.
Not a huge deal. Once I realized the issue, I successfully submitted the form on the second try. That’s when things got truly irritating.
After setting up my new password, I attempted to log in. There was just one problem—I couldn’t. My account had been deactivated. While it still existed, I no longer had access to it, which was a minor setback. I figured I’d use the customer support chat to resolve the issue.
Besides the chat suggesting I log in to “enhance my chat experience”—which felt like rubbing salt in the wound—it wasn’t an actual customer support chat. It was an “AI” bot. I’m all for automation, but this wasn’t AI; it was just a glorified FAQ search that couldn’t answer my question.
Now what? I decided to search for a phone number. (I know, yuck, but desperate times….) Since there were no contact links in the header or footer, I went to the help center. No phone number there either. But at the bottom of the page, I found a “Contact Us” button. Finally! I clicked it, expecting real help.
It redirected me to the homepage.
Curse you, RAGE!
Why Does This Happen?
Unfortunately, many system designers don’t consider the account deactivation experience. Most effort is spent optimizing account creation and engagement, but this oversight is problematic.
A frustrating cancellation experience can damage a brand’s reputation just as much as a poor product can.
Why the Account Deactivation Experience is So Important
According to studies:
- Customers are 21% more likely to leave a review after a negative experience than after a positive one.
- 94% of consumers say a negative review has convinced them to avoid a business.
This tells a clear story: if customers are unhappy with their experience, they will likely share that dissatisfaction, leading to lost sales. (Some might even write articles about it!)
What Makes a Good Account Deactivation Experience?
Now that we’ve established the importance of a smooth cancellation process, what does a good experience look like? It comes down to three key factors:
1. Ease of Use
I’ve heard the arguments against making cancellations easy. None of them hold up.
Imagine you walk into a store and decide you don’t like it. When you try to leave, you find the doors are locked. You’re told that those doors are for entering only. You ask where the exit is, but no one answers.
After searching frantically, you finally find the exit—only to discover it’s locked, too. You’re told you must fill out a form first. Once you finally escape, you realize you’ll now receive endless phone calls and emails about that store, with no way to opt-out.
Would you ever recommend that store? No. You’d warn everyone to avoid it.
The same logic applies to software subscriptions. Making it easy to cancel leaves a positive last impression.
2. Openness to Feedback
Be willing to learn from your customers. Offer a quick, optional survey at the end of the cancellation process. This allows customers to share feedback without feeling pressured. Those who want to provide input can do so easily, while those who don’t can exit without frustration.
3. Human Backup Support
Let’s face it—things don’t always go as planned. Sometimes, users need to talk to a real person. A properly trained customer support rep can turn a frustrating experience into a positive one.
Conclusion
A positive last experience can improve a customer’s overall perception of your company. A difficult cancellation process, on the other hand, can turn a mildly dissatisfied customer into a vocal critic.
Making account deactivation easy can turn a lost customer into a potential advocate—or even a returning customer down the line.
Give as much consideration to your cancellation experience as you do to your signup experience, and give your product the best chance of long-term success.
