Lapsed subscribers don’t always realize they’re ineligible for the deal. Users who had pre-existing accounts or lapsed subscriptions struggled with a “New start failed” error when trying to get the new deal. They were ineligible but they were not shown or directed to another one they could purchase.
This represented a missed opportunity to re-engage with users who had already used the product. These users were primed to buy but they were looking for an incentive to re-subscribe. Instead, they abandoned their transactions in frustration as their journey reached a dead end.