Case Study: How Asana Retains Paying Members by Deferring Their Decision to Cancel

Behavioral principles used in project management software

In this case study, you’ll discover:

  • What Asana — the project management software — does to make customers reconsider their decision to cancel their subscription;
  • How Asana can use the Commitment and Consistency principle more effectively by making users subconsciously commit to their reasons to stay;
  • How Asana uses the reciprocity principle to make their customer’s decision to stay stick; and
  • How they can make their process more effective by personalizing their offers and messaging.

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