The cancellation survey is the first thing customers see in your cancel flow. It asks them to select the primary reason they want to cancel. Getting this right is critical: the reasons you offer directly determine how precisely you can target retention offers and how useful your cancel reason analytics will be.
How to configure your cancel reasons
Open your flow in the editor
Click the Survey step
Enable the Survey step using the toggle
Click Add reason and type the first option
Repeat for each reason. You can add up to 10 reasons.
Drag to reorder them. The first option tends to get selected most often, so put the most actionable reason at the top.
Best practices for writing cancel reasons
Be specific, not generic: "Too expensive" is better than "Pricing issues". "Switching to [Competitor Name]" is better than "Found a better option".
Limit the list: 5 to 8 well-chosen reasons outperform a list of 10 vague ones. Fewer, sharper reasons lead to better offer targeting.
Avoid "Other" as a catch-all: if "Other" is always selected, it means your real reasons are missing from the list.
Write from the customer's perspective: use first-person phrasing like "I don't use it enough" rather than "Low usage".
✅ Cancel reasons power offer targeting
Each reason you define can be linked to a specific retention offer. A customer who selects "Too expensive" can automatically see a discount offer. A customer who selects "Just taking a break" can see a pause offer. Set this up in the Offers step of the flow editor.
💬 Questions or concerns?
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