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Cancellation survey template

Learn why customers cancel, and fix the biggest reasons first

Three questions for the cancel flow: the main reason for leaving, what you could have done better and whether you may get in touch once it is fixed. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this cancellation survey tells you

A cancellation survey asks customers why they are leaving at the one moment every one of them goes through. This template keeps it to three questions and under a minute: the main reason from a list, an optional note on what could have been better, and a yes or no on whether you may contact them later.

It is written for the cancel page of your web app, inside the page above the final confirmation or as a popup when someone clicks Cancel. Keep the cancel button working whether or not the survey is answered. The same questions also run as a link in the email that confirms the cancellation.

Every written answer is read as it arrives and filed under a category such as pricing and plans or features and gaps, with a type, a sentiment and a customer risk reading. Results shows the share of each reason against the period before, so you see whether a fix moved the number.

On your websiteAs a linkIn an emailAs a conversation
Questions
3
Time to answer
About a minute
Written for
The cancel page of your web app, before the final confirmation
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

On your website

Show it as a popup, a side button or inside the page, and choose the pages and the moment it opens: on page load, after a delay, on scroll or as someone is about to leave, on every plan. Event and behavior triggers work on 1 survey on Free and on every survey from Starter.

The 3 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 3 · Multiple choice

What's the main reason you're canceling?

Why ask it
One required reason from a fixed list gives every cancellation a label you can count. The options cover price, low use, missing features, a competitor, difficulty, bugs and a project that ended, and the Other answer catches the rest in the customer's words.
What you learn
A donut with the share and count of each reason, with every typed Other answer listed, compared with the period before and as stacked shares over time.
Make it yours
Keep My project or business ended as an option, so churn you can't prevent doesn't hide inside the reasons you can fix.
Question 2 of 3 · Text · Optional

What could we have done better?

Why ask it
The reason says what happened. This answer says what would have changed it, often a feature, a price point or a moment with support.
What you learn
Usertick reads each answer, files it under a category and a theme, marks it as a complaint, an idea or a bug, and adds a sentiment. Select a reason in the first question to read the answers of that group only.
Make it yours
Keep it optional, so a customer in a hurry still gives the reason and the contact answer, and read the answers next to the reason each customer picked.
Question 3 of 3 · Yes / No

Can we contact you if we fix what made you leave?

Why ask it
A yes gives you permission to reach out with a fix, a feature or a better price, and turns the survey into a list of people you can win back.
What you learn
The share that said yes, compared with the period before. Choose Yes to see the reasons and comments of the customers who are open to hearing from you.
Make it yours
Call Usertick.identify() with the user's email, so every yes arrives with an address your team can write to.

What the answers show

Results turns each question into numbers you can follow week by week.

What's the main reason you're canceling?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick Cancellation survey in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Open it on the cancel click

    From Starter, or on 1 survey on Free, an element click trigger on your Cancel button opens the survey at that moment. On every plan, embed it inside the cancel page, where it shows as soon as the page loads.

  2. 02

    Leave the cancel working

    Let the final confirmation work whether or not the survey is answered, so customers who are short on time can still leave in one click.

  3. 03

    Send each yes to a person

    On every plan, a workflow posts every Yes to a Slack or Microsoft Teams channel with the reason. From Starter, it can also create a HubSpot task for the account owner.

  4. 04

    Check the reasons after each release

    After you ship a fix, a price change or a new feature, compare the share of the reason it targets with the period before.

Churn surveysSaaS surveysWebsite surveysChurn questions

More churn templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

Browse all templates
ChurnBefore you goA cancellation flow that asks why, offers a pause instead and learns what would win the customer back. Place it between the cancel button and the final confirmation.
ChurnWhy they downgradedLearn why customers move to a smaller plan, how easy the change was and what would bring them back up. Show it right after a downgrade is confirmed.
ChurnTrial exitLearn why trial users didn't choose a plan, what they expected and what they use instead. Send it by email the day after a trial ends without a purchase.
ProductProduct feedbackGive users one place to share what they think of the product, sorted by area so it reaches the right team. Run it as an always-on feedback button inside your app.

Questions from the library

Browse the question library
  1. What is the main reason you are leaving?Multiple choice · Churn
  2. What are you moving to?Text · Churn
  3. What could we have done to keep you?Text · Churn
  4. How easy was it to cancel?Customer effort · Cancellations and refunds
  5. What made you ask to cancel?Multiple choice · Cancellations and refunds
  6. Were the cancellation terms clear before you signed up?Yes / No · Cancellations and refunds

Frequently asked questions

After the customer clicks Cancel and before the final confirmation, so every leaving customer sees it once, while the reason is on their mind.

No. The reason is required inside the survey, so every answer has one, but the cancel itself should work with or without the survey.

Fix the reason with the largest share you can act on first, then check whether its share falls in the next period. Contact the customers who said yes when the fix ships.

Yes. Add a Call to action question that opens your offer page, with a rule that shows it only after the price reason. The Before you go template already asks whether the customer would rather pause.

Yes, when your app calls Usertick.identify(). Each response then carries the user's ID and traits, and the inbox shows who answered.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

Listen better, act faster, and build what truly matters.

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  • 150 responses a month on Free
  • Every channel and AI analysis
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