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Upgrade reason survey template

Learn what makes customers upgrade, right after they change plans

Four questions right after a plan change: what made the customer upgrade, the feature that mattered most, how fair the new price feels and how easy the change was. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this upgrade reason survey tells you

An upgrade reason survey asks customers why they upgraded at the moment they did it. This template asks four questions in under a minute: what made them upgrade today, the feature that mattered most in the decision, how fair the new price feels and how easy it was to change plans.

It is written for a popup on the page that confirms the plan change in your web app, opened on page load with a page rule for that address, or, from Starter or on 1 survey on Free, with a custom event from your code. A link in your upgrade receipt email reaches customers who upgraded through your sales team.

Results shows the share of each upgrade trigger, the average fairness score on the 1 to 10 scale, and the average effort of the change with the share who found it easy, against the period before. Every written answer is read as it arrives and filed under a category such as pricing and plans or features and gaps, with a theme.

On your websiteAs a linkIn an emailAs a conversation
Questions
4
Time to answer
About a minute
Written for
A popup right after a plan change in your web app
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

What made you upgrade today?

Why ask it
The trigger shows what sells the paid plan: a limit, a feature, more teammates, an offer or the end of a trial.
What you learn
A donut with the share and count of each trigger, with typed Other answers listed, compared with the period before, so a change to your limits shows in the shares.
Make it yours
Match the options to your own limits and plans, such as a project limit or a seat limit, so each trigger points to a line on your pricing page.
Question 2 of 4 · Text · Optional

Which feature mattered most in your decision?

Why ask it
In the customer's own words, the feature names what to put first on your pricing page and in your upgrade prompts.
What you learn
Usertick reads each answer and files it under a category and a theme from your list, so the features customers name most come grouped, with their trends.
Make it yours
Select I needed a specific feature in the first question and read these answers to see which features win upgrades on their own.
Question 3 of 4 · Big scale

How fair does the new price feel?

Why ask it
Customers who just paid judge the price against what they get. A low fairness score right after an upgrade is an early warning of a downgrade later.
What you learn
The average and a column per step from 1, not fair at all, to 10, very fair, compared with the period before. Select a trigger to compare fairness for customers who hit a limit with those who wanted a feature.
Make it yours
Watch the score after any price change, and read the low scores of customers who upgraded because of a limit.
Question 4 of 4 · Customer effort

How easy was it to change your plan?

Why ask it
The plan change is the step customers just finished, so the effort is fresh. A hard change costs upgrades you never see.
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.
Make it yours
On every plan, a workflow can post every score of 3 or lower to a Slack or Microsoft Teams channel, so billing problems reach someone quickly.

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.

What made you upgrade today?

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 upgraded 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 on the confirmation page

    Target the page that confirms the plan change with a page rule and open the survey on page load, so it shows once the upgrade is done.

  2. 02

    Ask after every plan change

    Set the survey to show again after a number of days, so a customer who upgrades twice in a year is asked both times.

  3. 03

    Pass the new plan

    Call Usertick.identify() with the new plan as a trait, so each answer shows which plan the customer moved to.

  4. 04

    Share the answers with pricing

    Put the triggers and the fairness score on a dashboard for the team that sets prices, or on Pro send them a scheduled PDF report.

Pricing page surveysSaaS surveysWebsite surveysBilling and plans questions

More pricing templates and questions

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

Templates

Browse all templates
PricingPricing page feedbackFind out what keeps visitors on your pricing page from choosing a plan. Show it after 30 seconds on the pricing page, or when they're about to leave.
PricingEnd of trialSee who plans to subscribe when the trial ends, what's holding the rest back and how the price feels. Send it two days before the trial ends.
PricingUpgrade interestLearn what keeps free users from upgrading and which paid feature matters most, then point them to your plans. Show it when a free user hits a plan limit.
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.

Frequently asked questions

Right after the plan change, on the confirmation page, while the reason is fresh. A week later, customers tend to describe the value they found since.

Yes. Put the survey link in the email that confirms the new plan, or send it from Usertick to a list of customers who upgraded this month.

A price that feels fair keeps the customer on the plan, and one that feels unfair after paying can show up later as a downgrade or a cancel. The score warns you early.

A steady share of upgrades from the triggers you designed for, fairness scores that hold after price changes, and a plan change most customers find easy.

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
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