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Downgrade survey template

Find out why customers move down a plan, and what would bring them back up

Four questions for the screen that confirms a downgrade: the reason, the features they will miss, how easy the change was and what would win back the bigger plan. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this downgrade survey tells you

A downgrade survey asks customers why they moved to a smaller plan while the change is still on screen. This template takes about a minute: the main reason for the move, the features they expect to miss, a score for how easy the change was, and one open question about what would bring them back to the bigger plan.

It is written for your web app, as a popup on the screen that confirms the new plan. Target that page on any plan, or, from Starter or on 1 survey on Free, fire a custom event such as Usertick.trigger("plan_downgraded") from your code when the change is saved. The same survey also runs as a link in your billing email, or as an email from Usertick to the customers who downgraded last month.

Every written answer is read as it arrives and filed under a category from your list, such as pricing and plans or features and gaps, with a type, a sentiment and an urgency. Results shows the share of each reason against the period before, and selecting a reason narrows the whole page to those customers and what they wrote.

On your websiteAs a linkIn an emailAs a conversation
Questions
4
Time to answer
About a minute
Written for
The plan confirmation screen in your app, right after a downgrade
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 4 questions, one by one

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

Question 1 of 4 · Multiple choice

Why did you move to a smaller plan?

Why ask it
A downgrade means the customer still wants the product, at a lower price. Knowing whether the cause was budget, a smaller team, unused features or a finished project tells you which of them you can still change.
What you learn
A donut with the share and count of each reason, the typed Other answers listed beside it, and the shares stacked over time. Select a reason to see which features those customers will miss and what would bring them back.
Make it yours
Watch the share that picks the option about trying another product every month, since those customers are the closest to canceling.
Question 2 of 4 · Multiple choice · Optional

Which features will you miss?

Why ask it
The features a customer gives up show what the bigger plan was worth to them. A customer who will miss automations is a stronger win-back case than one who picks None of them.
What you learn
Bars with the share and count of each feature, since customers can pick more than one, with the typed Other answers listed. Select To lower costs in the first question to see which features the cost cutters gave up.
Make it yours
Use the feature names from your pricing page, so each answer maps straight onto what the bigger plan includes.
Question 3 of 4 · Customer effort

How easy was it to change your plan?

Why ask it
A plan change that is hard to find or confusing sends customers to support, or past the downgrade to canceling. The effort score keeps how the change went apart from why it happened.
What you learn
The average on the 1 to 7 scale and the share who found it easy, with a hard-to-easy bar, compared with the period before. A drop after a change to your billing page shows in the next period.
Make it yours
To hear what made the change hard, add a short text question after this one and use skip logic so that only customers who score 3 or lower see it.
Question 4 of 4 · Text · Optional

What would bring you back to the bigger plan?

Why ask it
The answer is your win-back offer in the customer's own words: a cheaper price for extra seats, one feature moved down a plan, or a reminder when the next project starts.
What you learn
Usertick reads each answer as it arrives and gives it a category, a theme, a type such as an idea or a complaint, and a sentiment. Results lists the answers filterable by theme, with up to 8 themes and their trends.
Make it yours
Keep it optional, so a customer who only wants to finish the change still sends the first three answers.

What the answers show

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

How easy was it to change your plan?

The average on its own scale and the share who found it easy, against the period before and by device.

Why did you move to a smaller plan?

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.

Which features will you miss?

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 Why they downgraded 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 when the change is saved

    Open the survey on the confirmation screen, or on a custom event fired when the new plan is saved. A customer who only opens the billing page hasn't decided anything yet.

  2. 02

    Show it once per customer

    Leave the show frequency on until answered, so each customer sees the survey once. Set it to show again after a number of days if your customers change plans often.

  3. 03

    Hand win-back answers to a person

    Give each response with a written answer an owner and a status in the inbox. On every plan, a workflow can post every new response to Slack or Microsoft Teams for the account team.

  4. 04

    Keep the plan they left

    Pass the plan the customer moved from as a trait with Usertick.identify(), then search the inbox with trait:previous_plan=pro to read one plan's answers at a time.

Churn surveysSaaS surveysWebsite surveysSwitching from another tool 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.
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 are you moving away from?Multiple choice · Switching from another tool
  2. How easy was it to bring your old data across?Customer effort · Switching from another tool
  3. How many weeks did the move take from start to finish?Ruler · Switching from another tool
  4. How many seats does your plan include?Number · Seats and permissions
  5. How many of your seats are actually in use?Multiple choice · Seats and permissions
  6. How easy is it to add or remove a person?Customer effort · Seats and permissions

Frequently asked questions

Right after the new plan is saved, on the confirmation screen in your app. You can ask later by email, but the reason is clearest while the change is still on screen.

Three to five. This template asks four and takes about a minute, and only the reason and the ease score are required.

Yes. Target the page that confirms the new plan, or, from Starter or on 1 survey on Free, fire a custom event from your code when the downgrade is saved and open the survey on that event.

Select that reason in Results to see which features they will miss, since those are the gaps the other product fills. Give their responses an owner in the inbox, so someone contacts them within the week.

On every plan, a workflow syncs each response to the HubSpot contact or tracks an event in Intercom, Segment or Mixpanel. Salesforce gets the answers through a Zapier step.

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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