Definition
A short feedback form presented during the cancellation process to understand why a user is choosing to leave. These insights inform product improvements, pricing strategy, and targeted win-back efforts.
Keep it to 1-2 questions maximum — users are already leaving, so do not frustrate them with a long form. A single multiple-choice question ('Why are you canceling?') with 4-6 options plus an 'Other' field works best. Common options: too expensive, not using enough, found alternative, missing feature, technical issues.
In-app cancellation surveys typically see 40-60% response rates since they appear at the moment of action. Email-based post-cancellation surveys see 5-15%. The key is making the survey optional but visible, with minimal friction — a single tap should submit their answer.
Track responses over time to spot trends, not just individual answers. If 'too expensive' suddenly spikes after a price increase, you have clear signal. Segment survey responses by subscriber tenure — a user churning after 1 month has different insights than one churning after 12 months. Use the data to prioritize product fixes and personalize win-back campaigns by cancellation reason.
The act of ending a subscription, either by the user or automatically due to billing failure. Understanding cancellation timing and reasons is key for designing retention strategies, deflection flows, and win-back campaigns.
The percentage of subscribers who cancel or do not renew their subscription over a given time period. Churn can be voluntary or involuntary and is a core metric for measuring retention health and forecasting revenue growth.
The ratio of users who click on a specific call-to-action (e.g., email link, push notification, paywall button) versus those who viewed it. CTR is a key engagement metric for evaluating creative performance and funnel effectiveness. Click-through-rate originated in the email and banner ad world, where everything was on a desktop. With mobile, some companies now call this same metric tap-through-rate since people are tapping on their phone vs clicking on desktop, but at the end of the day it's really the same type of measurement.
A method of analyzing user behavior by grouping users based on shared characteristics — most often the date they first installed or subscribed. This allows teams to compare retention, LTV, and monetization trends across cohorts over time.
The practice of limiting access to premium content — such as videos, lessons, or tools — behind a subscription paywall. Content can be fully locked (hard paywall) or partially accessible (soft paywall) depending on the monetization strategy.
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