Feedback & research
Cancellation survey template
Why people leave, asked kindly: one main reason, then the follow-up that fits it — price, a gap or a competitor.
- 6 questions
- about a minute
- Logic
- Hidden fields
- Welcome screen
Free forever, with unlimited responses. No credit card.
What's in this template
-
What's the main reason you're cancelling?
Pick one, with “Other”
-
02 Short text
Which product are you moving to?
No hard feelings — it helps us understand what we're missing.
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03 Long text
What was missing?
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04 Dropdown
What would have felt fair?
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05 Long text
What's one thing we could have done better?
-
06 Yes / No
Would you consider coming back if that changed?
Why these questions
A cancellation survey is the last thing a customer sees, so it should be short, kind, and clearly optional. The welcome screen says the account is cancelled either way. People answer more honestly when they know the survey isn't a trick to keep them.
The first question asks for the main reason they're cancelling: price, something missing, moving to another product, not using it enough, it didn't work well enough, or only needing it for a while, plus "Other". One main reason, not a tick-all list, so you can count what really drives churn.
Then logic asks the one follow-up that fits the reason:
- Moving to another product → which one? The description says "no hard feelings", which gets you a name rather than a shrug.
- Something missing → what was it?
- Too expensive → what would have felt fair? The choices include "honestly, it's not about price", which is often the true answer.
Every other reason skips straight on. Then everyone is asked one thing you could have done better, and whether they'd consider coming back if that changed. A yes there is a list of people to email when you fix it.
The template records user_id and plan as hidden fields, so
you can see whether people on your cheapest plan leave for different reasons than people on your
most expensive.
Where to put it: link to it from your cancellation confirmation page or email. It shouldn't stand between someone and the cancel button.
How the logic works
Each rule is checked once its question is answered, and the first one that matches decides where the respondent goes next. How logic works
- After “What's the main reason you're cancelling?”: if the answer is “I'm moving to another product”, jump to “Which product are you moving to?”.
- After “What's the main reason you're cancelling?”: if the answer is “It's missing something I need”, jump to “What was missing?”.
- After “What's the main reason you're cancelling?”: if the answer is “It costs too much”, jump to “What would have felt fair?”.
- After “What's the main reason you're cancelling?”, always jump to “What's one thing we could have done better?”.
- After “Which product are you moving to?”, always jump to “What's one thing we could have done better?”.
- After “What was missing?”, always jump to “What's one thing we could have done better?”.
Make it yours
- Logic Answers decide what comes next, so each person only sees what applies to them.
- Hidden fields Records user_id, plan from the form's link with each response.
- Welcome screen Opens with a title, a line of context and how long it takes.
- Design Your colours, font and corners, and a picture or video on any screen.
- Email notifications Teammates hear about each response as it's completed.
- Webhooks Send every response to your own systems, signed.
- Embedding Put it on your site inline, as a popup or as a slider.
Questions people ask
Should the cancellation survey be required before cancelling?
No. Making people answer before they can leave feels like a trap, and the answers you get are rushed. Show it after cancelling, or in the confirmation email.
How do I find out which competitor people are moving to?
The "moving to another product" answer leads to a short text question asking which one. Count the names in the CSV export.
Can I offer a discount to people leaving over price?
Not inside the form. Use a webhook to send responses to your billing or email tool, and follow up with an offer where the reason was price.
Can I see churn reasons by plan?
Yes. Pass the customer's plan in the link as a hidden field, and it appears as its own column in the responses table and the export.
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