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Cancellation and churn survey template

A cancellation survey is the cheapest research you'll ever get: people tell you exactly why they're leaving. Keep it to one required multiple-choice question and one optional open one, and never make it a barrier to cancelling. If you show a save offer, make it relevant to the reason they picked.

Use it for

  • In the cancel flow, before confirming.
  • As a short email right after cancellation.
  • For trial users who don't convert.

Limits and rules

  • Keep cancellation easy. Some platforms (like Shopify) require merchants to be able to change plans without contacting support; make leaving just as simple.[1]

The template

Copy it, then replace everything in [BRACKETS]. Delete lines that don't apply rather than leaving them vague.

Churn and cancellation survey template
Before you go - what's the main reason you're cancelling? (required)
( ) It's too expensive
( ) I'm not using it enough
( ) It's missing a feature I need: [WHICH?]
( ) I switched to another tool: [WHICH?]
( ) It was too hard to set up or use
( ) I only needed it for a short project
( ) Something else: [TEXT]

Anything we could have done better? (optional)
[OPEN TEXT]

[OPTIONAL, BASED ON REASON:]
- Too expensive -> [DOWNGRADE OPTION OR PAUSE]
- Not using it -> [PAUSE FOR X MONTHS]
- Missing feature -> "Want us to tell you when [FEATURE] ships?"

[ Cancel my subscription ]   [ Keep my account ]

How to fill it in

  1. Reasons

    Use reasons you've seen in support tickets; keep "Something else".

  2. Save offers

    Match the reason; don't offer a discount to someone who switched for a feature.

  3. Cancel button

    Equal prominence to Keep. Don't hide it.

Filled example

Fictional example. Paperlark is a fictional product we made up for these examples: an invoice-reminder tool for freelancers that sends polite follow-ups when a client pays late. Names, prices and details are invented to show the template filled in; they aren't a real company or real results.

Example (fictional product)
Before you go - what's the main reason you're cancelling?
( ) It's too expensive
(x) I'm not using it enough
( ) It's missing a feature I need
( ) I switched to another tool
( ) It was too hard to set up or use
( ) I only needed it for a short project
( ) Something else

Anything we could have done better?
"All my clients paid on time this quarter, so nothing to chase."

Offer shown: Pause your account for 3 months instead? Reminders resume if you add an invoice.

[ Cancel my subscription ]   [ Pause instead ]

(Fictional example.)

Do

  • Make one question required, the rest optional.
  • Tie save offers to the reason.
  • Review answers monthly.
  • Email a thank-you after cancellation.

Don't

  • Don't block cancellation behind the survey or a call.
  • Don't guilt-trip.
  • Don't auto-apply offers without consent.

FAQ

Should the cancellation survey be required?

Make one quick reason required at most, and never block cancelling behind it.

Should I show a discount to people cancelling?

Only when it fits the reason. A pause or downgrade often fits better than a discount.

What should I do with churn reasons?

Group them monthly. Repeated reasons point at pricing, onboarding or missing features.

Launch guides that use this template

Sources

  1. Shopify.dev: App Store requirements checklist

Checked . Platforms change their rules; open the source before you rely on a number.

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