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Subscription cancellation survey template

Learn why subscribers cancel, while they are still on the page

Three questions in your cancellation flow: the reason for canceling, what the subscriber read most and what would have kept them. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this subscription cancellation survey tells you

A subscription cancellation survey asks subscribers why they are leaving at the moment they decide to. This template takes about a minute: one required reason, what they read most so you know which part of the publication you are losing, and an open question on what would have kept them.

It is written to sit inside the cancellation page, above the final confirm button, so every subscriber who cancels online sees it. The same template also runs as a popup on that page, or as a link in the email that confirms the cancellation, for subscribers who cancel by phone or through customer service.

Every written answer is read as it arrives and filed under a category from your list, such as subscriptions and paywall or content quality, with a type, a sentiment and a customer risk reading. Results shows the share of each reason, the sections cancelers read most and their typed Other answers, each compared with the period before.

On your websiteAs a linkIn an emailAs a conversation
Questions
3
Time to answer
About a minute
Written for
Inside the cancellation page, before the final confirm button
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

Why are you canceling your subscription?

Why ask it
One required reason gives every cancellation a cause you can count, from the price to a move to another publication.
What you learn
A donut with the share and count of each reason, with every typed Other answer listed beside the chart, and stacked shares over time so a price change shows in the mix.
Make it yours
Keep it to one answer and required, and match the options to the reasons your customer service team hears, such as late delivery for print.
Question 2 of 3 · Multiple choice · Optional

What did you read most?

Why ask it
What a subscriber read most tells you which desk loses a reader with each cancellation, and which sections still held people until the end.
What you learn
Bars with the share and count of each section, since subscribers can pick several. Select a section to see the reasons given by the people who read it most.
Make it yours
Use your own section names, and add any product with an audience of its own, such as puzzles or a cooking section.
Question 3 of 3 · Text · Optional

What would have kept you subscribed?

Why ask it
The open question asks for the change that would have saved the subscription: a cheaper plan, a pause, fewer emails or a section you cut.
What you learn
Usertick reads each answer as it arrives, gives it a category, a theme and a sentiment, and marks it as an idea or a complaint, so the requests you could act on stand apart.
Make it yours
Read the ideas each month next to the reason chart, starting with the answers from subscribers who chose The price or Too many emails.

What the answers show

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

Why are you canceling your subscription?

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.

What did you read most?

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 Subscription cancellation 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

    Ask before the last click

    Place the survey above the final confirm step, so every subscriber who cancels online sees it before they leave.

  2. 02

    Don't block the exit

    Keep only the first question required, and keep the cancel button working whether or not the survey is answered.

  3. 03

    Send urgent answers to the team

    On every plan, post answers with high urgency or an at-risk reading to Slack or Microsoft Teams with a workflow, so someone can reply the same day.

  4. 04

    Act on the pause requests

    When the open question keeps asking for a pause or a cheaper plan, offer it in the flow and compare the reason chart with the period before.

Churn surveysReader surveysWebsite surveysSubscriptions and paywall questions

More churn templates and questions

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

Templates

Browse all templates
ChurnCancellation surveyUnderstand why customers cancel, so you can fix the biggest reasons first. Show it in the cancel flow, just before the final confirmation.
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.
ChurnUnsubscribe reasonLearn why people leave your email list and whether fewer emails would have kept them. Place it on your unsubscribe confirmation page.
ChurnAccount deletionLearn why people delete their account and what would have changed their mind. Show it on the account deletion screen, before the final step.

Questions from the library

Browse the question library
  1. What stops you from subscribing?Multiple choice · Subscriptions and paywall
  2. What monthly price feels fair?Slider · Subscriptions and paywall
  3. Rank what would make a subscription worth itRanking · Subscriptions and paywall
  4. Where do you read us most?Multiple choice · The app and the site
  5. Have you installed our app?Yes / No · The app and the site
  6. How easy is it to find a story in the app?Customer effort · The app and the site

Frequently asked questions

Inside the cancellation page, before the subscriber confirms, so it reaches everyone who cancels online. Subscribers who cancel by phone or email can get a link survey made from the same template.

Make only the reason required and keep the cancel button working whether or not the survey is answered. A survey that blocks the exit turns a cancellation into a complaint.

Yes, when the subscriber is signed in and identified. On every plan, a workflow updates their HubSpot contact, creates a follow-up task or sends an event to Klaviyo, so your team can offer a pause or a lower price.

One to three. This template asks three, and only the reason is required, so a subscriber can finish in about a minute.

Select The price in Results to see what those subscribers read most and what they said would have kept them. A request for a cheaper plan and a request for a pause call for different offers.

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.

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  • 150 responses a month on Free
  • Every channel and AI analysis
  • No card needed