𝗟𝗼𝘀𝘀 𝗮𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗶𝘀 𝘀𝘂𝗽𝗲𝗿 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹

I was closing down a Mailchimp account and I noticed some trademark loss aversion elements on the page:
– “permanently deleted” and “data will be lost” which triggers a fear of the irreversible and reminding people of the issue.
– by cancelling you “lose” the 20% annual discount which highlights the consequences of cancelling (bonus “Claim now” is the urgency principle)
– an option to pause plan instead of cancel
– my personal favourite is forcing the user to type “DELETE” which puts the fear into you even if you want to close your account.

Overall the framing and repetition of “permanently delete” (three times on the page) instead of “close my account” is a masterclass of making this into a loss.