{"id":17332,"date":"2015-03-12T08:30:40","date_gmt":"2015-03-12T13:30:40","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=17332"},"modified":"2026-01-06T15:15:16","modified_gmt":"2026-01-06T23:15:16","slug":"scare-recurring-billing","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/scare-recurring-billing\/","title":{"rendered":"How Not to Scare Customers with Recurring Billing"},"content":{"rendered":"

\u201cRecurring billing\u201d might sound scary to your customers, and you need to understand that<\/a>. Recurring billing has the ring of a credit card scam or some interminable spiral of debt. Don\u2019t forget: There are few things people protect<\/a> more aggressively than their money.<\/p>\n

This puts marketers in a tough position. One the one hand, we know that recurring billing is a powerful strategy<\/a>. It gives businesses higher revenue and more loyalty, according to a MasterCard survey<\/a>.<\/p>\n

But not all customers are eager to latch on to your recurring billing program.<\/p>\n

Why? Because of fear, and because of popular financial advice. Some financial experts even advise completely getting rid of cards<\/a>, which nearly destroys any possibility of recurring billing.<\/p>\n

\"credit<\/a>No credit cards means no recurring billing.<\/em><\/p>\n

Some of the common financial advice goes like this:\u00a0 \u201cDon\u2019t put monthly bills on auto debit.<\/a>\u201d<\/p>\n

\u00a0\"monthly<\/a>Consumers often get this type of financial advice.<\/em><\/p>\n

Customers hear horror stories of people whose life savings were completely destroyed by an automatic bill paying gone awry. They decide to avoid it<\/a> at all costs.<\/p>\n

That\u2019s why recurring billing is a challenging sell to some customers. Is it possible to start a recurring billing program that won\u2019t scare people away?<\/p>\n

The answer is yes, absolutely.\u00a0 <\/em>I\u2019m going to share with you nine techniques for doing so, no matter if you\u2019re setting up recurring billing for physical<\/a> or digital products.<\/p>\n

[Tweet “How Not to Scare Customers with Recurring Billing”]<\/p>\n

1. Educate your customers.<\/h2>\n

This first method is broad and far-reaching. Its implications and applications are broad enough to cover a variety techniques and methods.<\/p>\n

The best way to fight fear is with knowledge. The knowledge that you provide through your content marketing or email marketing effort will help to dismantle walls of resistance built through fear.<\/p>\n

Here are some of the ways to educate users on the advantages of recurring billing:<\/p>\n

    \n
  1. It\u2019s convenient.<\/li>\n
  2. It reduces the risk of identity theft.<\/li>\n
  3. It eliminates hassle.<\/li>\n
  4. It makes things more convenient.<\/li>\n
  5. It saves time.<\/li>\n
  6. It\u2019s easy.<\/li>\n
  7. It\u2019s safe.<\/li>\n<\/ol>\n

    How do you educate your users? It happens through consistent and intentional content marketing<\/a>.<\/p>\n

    Beyond just the customary reminders about billing itself, you can broaden your customer \u201ceducation\u201d to include content on the advantages of your service as a whole. For example, explain how specifically the subscription model is the best way for them to purchase.<\/p>\n

    If you sell shaving supplies, then explain how often shaving blades need to be replaced. If you sell socks, show how easily socks wear out. If you sell snacks, coach your customers on how often they need to eat snacks for optimal health<\/p>\n

    KidStir provides a list of reasons why you might want to subscribe to their service. Their reasons reinforce the subscription billing model without referring to it explicitly.<\/p>\n

    \"why<\/a><\/p>\n

    The process is relatively simple. All you need to do is explain to customers that a subscription model makes sense for the particular product they are purchasing.<\/p>\n

    What about coffee? BlueBottle shows how a subscription model makes sense. Plus, they give exact measurements regarding the package size, how long a supply will last, and how many coffee drinkers it\u2019s good for.<\/p>\n

    \"blue<\/a><\/p>\n

    Taster\u2019s Club, a whiskey subscription service, takes their education to a whole new level. They automatically enroll customers in a Whiskey 101 course. Not only do you get your monthly bottle, but you get lots of information, too.<\/p>\n

    \"tasters<\/a><\/p>\n

    Inform customers as often as possible about the advantages of subscription billing for your particular product or service.<\/p>\n

    2. Set recurring billing as the only way to purchase your product or service.<\/h2>\n

    The best way to funnel users into your recurring billing program is to make it the only <\/em>way. When recurring billing is the only way, it leaves no doubt in the customer\u2019s mind that this is how they should proceed. Fewer choices mean easier choices.<\/p>\n

    [Tweet “”Fewer choices mean easier choices.” @NeilPatel”]<\/p>\n

    Notice how Dollar Shave Club does this. The final step of their signup process is to enter billing information. There is no other way to go than through a monthly subscription:<\/p>\n

    \"dollar<\/a><\/p>\n

    Giving the customer only one way to sign up increases their confidence that recurring billing is the right way. Providing a choice makes the decision more difficult. If you give them a choice between recurring vs. non-recurring, skeptical customers are more likely to choose what they perceive as the \u201csafe\u201d alternative \u2014 non-recurring billing.<\/p>\n

    ManPacks calls their recurring billing service \u201cauto-ship.\u201d This term change eliminates the \u201cautomatic payment\u201d phrase, which can be an alarm signal. Auto-ship is automatic, and customers are reminded of each delivery.<\/p>\n

    \"Auto<\/a><\/p>\n

    Simplify things for yourself, and reduce the skepticism of the customer by setting recurring billing as the only choice.<\/p>\n

    3. Add testimonials.<\/h2>\n

    Testimonials are a critical part of improving conversions. Testimonials are also directly linked to the success of a recurring billing program. If you\u2019re skeptical of the validity of testimonials, read this case study<\/a>.<\/p>\n

    A potentially fearful customer reads a testimonial, gains the confidence he needs to make the purchase, and follows through with recurring billing.<\/p>\n

    ManPacks features a testimonial, which provides subtle reminders about the recurring aspect of the service:<\/p>\n

    \"man<\/a><\/p>\n

    4. Make it easy to sign up.<\/h2>\n

    When you make it easy to sign up, you\u2019re doing both yourself and the customer a big favor. You get the benefits of a quick, fluid conversion funnel. The customer, for her part, is rewarded by having little to no cognitive friction in the signup process.<\/p>\n

    When a customer senses that the signup process is laborious or complicated, he becomes sensitive to risk. Long forms \u2014 reminiscent of a passport application or IRS form \u2014\u00a0signal to the user that he is doing something too serious.<\/p>\n

    Urthbox uses rich visuals and animation to make their signup process very easy. Here\u2019s the pathway to checkout:<\/p>\n

    First, you select a box:<\/p>\n

    \"urth<\/a><\/p>\n

    Next, you select your billing plan.<\/p>\n

    \"billing\"<\/a><\/p>\n

    The health options come next:<\/p>\n

    \"health<\/a><\/p>\n

    Then, you\u2019re ready to pay:<\/p>\n

    \"pay\"<\/a><\/p>\n

    The entire process could have been a lot more complicated. After all, you are making decisions regarding size preference, quantity, frequency, allergen precautions, taste preferences, and other issues. Urthbox simplified the process, making the signup experience friction free.<\/p>\n

    5. Make it easy for customers to cancel at any time.<\/h2>\n

    Users need some reassurance that they can cancel at any time. Lincoln Murphy addresses SaaS companies when he tells them to \u201cmake it easy to cancel.\u201d When he implemented this easy-to-cancel technique with GetResponse, they experienced a 15% reduction in cancellations: <\/a><\/p>\n

    BTW, what I\u2019m going to tell you got GetResponse an almost instant 15% drop in cancellations pretty much overnight. This is powerful stuff.<\/p><\/blockquote>\n

    The cancellation button shouldn\u2019t be hidden in some deep page. Provide customers with the easiest possible solution to cancelling. It is a good idea to inform them of the cancellation policy up front. Simply knowing that it\u2019s easy to cancel makes them more likely to give recurring billing a try.<\/p>\n

    Here\u2019s the cancel information for BlueBottle:<\/p>\n

    \"blue<\/a><\/p>\n

    KiwiCrate, which offers a variety of different subscription puts the \u201ccancel anytime\u201d phrase under each of their choices:<\/p>\n

    \"kiwi<\/a><\/p>\n

    KidStir, a monthly cooking kit for kids, provides the \u201ccancel anytime\u201d verbiage directly on the join page.<\/p>\n

    \"kid<\/a><\/p>\n

    DoodleBug sends \u201cbusy bags\u201d for kids every month. Their signup page provides an easy reminder regarding cancellation:<\/p>\n

    \"doodle<\/a><\/p>\n

    Customers who decide to cancel are sometimes in panic mode. Either they realize that they have gone way too long in their subscription or are running out of money.<\/p>\n

    Whatever the case, if they feel like they can\u2019t cancel, they might do something drastic \u2014 lawsuits, a social media frenzy. You don\u2019t need that kind of mess on your hands.<\/p>\n

    Provide customers with an explanation on how to cancel their account, and make sure that you share this information publicly. In other words, cancellation information shouldn\u2019t be gated in a members-only section of the site.<\/p>\n

    Why is this important? A customer who wants to cancel might just Google their query instead of logging in to their member dashboard.<\/p>\n

    A good example of this is Picmonkey. If you Google \u201cpicmonkey cancel,\u201d you get a page that explains how to go about ending your membership:<\/p>\n

    \"pic<\/a><\/p>\n

    Clicking that result brings you to this page:<\/p>\n

    \"click<\/a><\/p>\n

    6. Make sure your statements and process are branded or your business identity is clearly stated.<\/h2>\n

    Whenever you send a statement or monthly reminder, make sure that you provide clear information as to the identity of your company.<\/p>\n

    Remember, a customer signed up for a service from your<\/em> company, not from some dunning management service or accounting department.<\/p>\n

    MasterCard\u2019s white paper on recurring billing provides this advice<\/a>:<\/p>\n

    It can be as simple as Automatic Bill Pay, or a name that also incorporates your brand image. A brand name says the program is a customer benefit, not merely an accounting function. <\/em><\/p>\n

    If you use a PayPal as the payment method, you have fewer options for customization. However, you can still feature your company name in the automatic payment notice. Here\u2019s a bill reminder from PicMonkey. It\u2019s PayPal branded, but the company name is featured in the information:<\/p>\n

    \"paypal\"<\/a><\/p>\n

    7. Bills must be for a consistent amount.<\/h2>\n

    In a consumer survey on recurring billing, researchers found that 89% of the customers considered consistency to be an important factor in recurring billing<\/a>.<\/p>\n

    \"billing\"<\/a><\/p>\n

    Basically, customers don\u2019t want to get charged a penny more than they signed up for. Even in the area of shipping charges \u2014 something that should be standard \u2014\u00a0customers view it as a major turnoff.<\/p>\n

    In one survey, 76% of customers rated shipping charges as their number one turnoff in ecommerce transactions. You may not have shipping charges, but are there any extra potential charges that a customer might see on their bill? If so, you need to make this extremely <\/em>clear.<\/p>\n

    8. Remind them about security.<\/h2>\n

    Security is a big deal<\/a> for most people. With predictions of even more security upheaval<\/a>, it takes a lot of careful persuasion to get someone to share their credit card information online.<\/p>\n

    How do you do it? Provide security signals<\/a>. Simple techniques such as HTTPs, and security symbols can help to improve trust.<\/p>\n

    Baymard\u2019s survey<\/a> discovered that the Norton seal is one of the primary checkout security seals.<\/p>\n

    \"baymards\"<\/a>Image source<\/a><\/p>\n

    Your users may not have a technical knowledge of encryption techniques or secure sockets layers, but they do <\/em>know when a site looks and feels trustworthy. Here\u2019s how Baymard explains it:\u00a0 <\/a>\u00a0<\/a><\/p>\n

    It\u2019s not the actual security of your page that matters the most to users as they have little to no technical understanding of TLS\/SSL encryption or even how forms are submitted. Rather it is the perceived security that\u2019s of importance to this vast majority of users.<\/p><\/blockquote>\n

    Using terms like \u201cSSL\u201d may help to improve their trust, even if they don\u2019t fully understand it.<\/p>\n

    Here\u2019s how PoshPak, a monthly subscription box, adds a security reminder:<\/p>\n

    \"posh<\/a><\/p>\n

    Their checkout page also includes a security seal.<\/p>\n

    \"checkout\"<\/a><\/p>\n

    According to the data<\/a>, 57% of customers think that lack of security is a \u201ctop ecommerce major turnoff.\u201d Make sure you\u2019re protecting your customers with as much security as you can.<\/p>\n

    9. Provide an itemized statement for each bill.<\/h2>\n

    If the customer gets billed each month without some sort of reminder, it can be scary. Maybe they forgot that they signed up. Maybe they did it when they were drunk. Maybe it happened so long ago that they forgot altogether. Maybe their domestic partner did it. Maybe a thief did it!<\/p>\n

    Whatever the case, you want to provide the courtesy of regular information to the customer regarding their purchase. This is as simple as a monthly statement or reminder.<\/p>\n

    As mentioned above, be sure to send a branded invoice. Try to adopt a friendly tone. People aren\u2019t usually thrilled about parting with their money, or reminders thereof.<\/p>\n

    ConclusionEach of the above provides ways to assure customers that recurring billing isn\u2019t so scary after all. But want to know the panacea solution? It\u2019s this:\u00a0 Know your customers. <\/em><\/p>\n

    The better you know your customers, the more effective you\u2019ll become at understanding their needs and serving them. Everything depends on it. Knowing what trust signals to use, the type of testimonials to feature, the style of reassurance to offer \u2014 all of this depends on a deep knowledge of your customers.<\/p>\n

    The more you learn about your customers, the better you\u2019ll deliver the kind of no-scare solution for recurring billing.<\/p>\n

    What is your experience with persuading users into recurring billing? <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    \u201cRecurring billing\u201d might sound scary to your customers, and you need to understand that. Recurring billing has the ring of a credit card scam or…<\/p>\n","protected":false},"author":279,"featured_media":17357,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-17332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"\nHow Not to Scare Customers with Recurring Billing<\/title>\n<meta name=\"description\" content=\"The concept of recurring billing can scare prospects and lower conversion rates. These 9 tactics will reduce friction so you can sell more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crazyegg.com\/blog\/scare-recurring-billing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Not to Scare Customers with Recurring Billing\" \/>\n<meta property=\"og:description\" content=\"The concept of recurring billing can scare prospects and lower conversion rates. These 9 tactics will reduce friction so you can sell more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.crazyegg.com\/blog\/scare-recurring-billing\/\" \/>\n<meta property=\"og:site_name\" content=\"The Daily Egg\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/crazyegganalytics\/\" \/>\n<meta property=\"article:published_time\" content=\"2015-03-12T13:30:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-06T23:15:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/02\/credit-card-feature.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"537\" \/>\n\t<meta property=\"og:image:height\" content=\"358\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hiten Shah\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@hnshah\" \/>\n<meta name=\"twitter:site\" content=\"@CrazyEgg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hiten Shah\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/scare-recurring-billing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/scare-recurring-billing\\\/\"},\"author\":{\"name\":\"Hiten Shah\",\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/#\\\/schema\\\/person\\\/c1969663812802521ba57624887e9df6\"},\"headline\":\"How Not to Scare Customers with Recurring Billing\",\"datePublished\":\"2015-03-12T13:30:40+00:00\",\"dateModified\":\"2026-01-06T23:15:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/scare-recurring-billing\\\/\"},\"wordCount\":2088,\"commentCount\":4,\"publisher\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/scare-recurring-billing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ceblog.s3.amazonaws.com\\\/wp-content\\\/uploads\\\/2015\\\/02\\\/credit-card-feature.jpg\",\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/scare-recurring-billing\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/scare-recurring-billing\\\/\",\"url\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/scare-recurring-billing\\\/\",\"name\":\"How Not to Scare Customers with Recurring Billing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/scare-recurring-billing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/scare-recurring-billing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ceblog.s3.amazonaws.com\\\/wp-content\\\/uploads\\\/2015\\\/02\\\/credit-card-feature.jpg\",\"datePublished\":\"2015-03-12T13:30:40+00:00\",\"dateModified\":\"2026-01-06T23:15:16+00:00\",\"description\":\"The concept of recurring billing can scare prospects and lower conversion rates. 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