Put an exit survey on every cancellation
Five fixed options plus free text. The free text is where the actual reason lives.
Step 6.1.2
Time: 4h
Done when
Open the cancellation flow. It asks for a reason before the cancel is confirmed. The URL of the step is the evidence. (Proof: a URL.)
If this is a change to your product
- What must become true
- Cancelling an account asks for a reason, five fixed options plus free text, before the cancellation is confirmed, and stores the answer with the cancellation.
- Where it usually lives
- The cancel flow in the billing or settings screen, and a field that holds the reason beside the cancellation date.
- The trap
- A survey that cannot be skipped sends people to cancel through the payment provider, where you never see the reason. Ask, but let them skip.