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Subscription churn

Subscription cancellation reasons

Ask why subscribers cancel, with a follow-up that fits each reason, and offer a free box or month if they ever come back.

When to send itOn the page or in the email that confirms a cancellation, after the cancellation has gone through.

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The survey

Sorry to see you go

  1. Page 1
  2. 1What's the main reason you cancelled? · RequiredIt costs too much · I wasn't using it enough · I didn't like the recent boxes · Delivery problems · I found an alternative · I only meant to try it · Something elseMultiple choice
  3. Page 2
  4. 2What would have made the price work for you?A smaller, cheaper box · Fewer deliveries, like every other month · A discount for paying ahead · Nothing, the timing just isn't rightShown only when question 1 is “It costs too much”Multiple choice
  5. 3What are you switching to?A brand, a shop, or doing it yourself. It all helps.Shown only when question 1 is “I found an alternative”Short text
  6. 4What could we have done better?Shown only when question 1 is “I didn't like the recent boxes” or question 1 is “Delivery problems” or question 1 is “Something else”Open text
  7. 5Would you consider subscribing again in future? · RequiredYes, probably · Maybe, if something changes · NoMultiple choice
  • When question 5 is “No”, go to the “Thanks for telling us” screen.
End screens
  • Thanks for being a subscriber We hope to see you again. Your code below is ready whenever you are.
  • Thanks for telling us We'll use your answers to improve. The code is yours to keep in case you change your mind.

Suggested coupon

Suggested couponIf you ever come back, this code gets you one free box or month.A unique code per customerOne code per customer. Valid for 90 days when you restart your subscription.

A free box on return costs nothing unless the subscriber comes back. Unique codes stop it spreading on deal sites.

Where to send it

  • Cancellation pageLink it from your cancellation confirmation page and the cancellation email, once the cancellation has gone through.

When to send it

Show the link on the page that confirms the cancellation, and add it to the cancellation email. Make it clear that the cancellation is already done and the survey is optional. A survey that stands between a subscriber and the cancel button feels like a trap, and answers given by people trying to escape aren't worth much. Asked afterwards, with nothing at stake, people tend to be more candid.

Add the customer's first name and plan to the link, for example ?name=Asha&plan=monthly-large. The name greets them; the plan lets you see in analytics whether one plan loses more subscribers than another.

Why these questions

The first page asks for the main reason, with a single answer allowed. Most people have more than one reason, but naming the main one gives you a clean count to follow month by month.

The second page changes with that reason. Subscribers who say the price is too high are asked what would have made it work: a smaller plan, less frequent deliveries, paying ahead, or nothing at all. Those who found an alternative are asked what it was. Anyone who disliked recent boxes, had delivery problems or picked "something else" gets an open question about what you could have done better. Each person sees only the follow-up that fits their answer.

The last question asks whether they would consider coming back. It splits former subscribers into those worth contacting later and those to leave alone.

The coupon

The reward is a unique code for one free box or month if they restart. It costs nothing unless the customer returns, and then it removes the biggest barrier to returning. Unique codes matter here, because a free box posted on a deals forum would get expensive quickly. Both end screens show the code, including the one for people who say they won't be back.

What to do with the answers

Count the main reasons every month. If "I wasn't using it enough" leads, the problem may be the delivery schedule rather than the product, and the before you pause survey can help reach those subscribers earlier. Price answers tell you whether a smaller plan would keep people. Note the share who said "Yes, probably" and get in touch when you have something new, or send the former subscriber win-back survey a few months on.

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