Cancellation survey

Members cancel their subscriptions for many reasons, such as they can no longer afford it or the benefits aren’t meeting their expectations. Memberful’s cancellation survey invites your members to answer the question, "Why are you canceling?" You can use their answers to improve your membership, reduce churn, and even win back members who are ready to cancel.

In this help doc:

• Enable or disable the cancellation survey.
• What does the cancellation survey look like?
• Edit the possible responses.
• Hide or show possible responses.
• Review cancellation survey results.

Enable or disable the cancellation survey

The cancellation survey is enabled by default, but you can change this by navigating to Website → Cancellation Survey, and toggling Show cancellation surveys.

On this page, you can also preview what your members see when they cancel a subscription.

What does the cancellation survey look like?

When a member chooses to cancel a subscription, Memberful will ask for confirmation.

If they proceed to cancel, we show a cancellation survey with several choices. The cancellation survey is optional, so they can either specify a reason or skip the survey.

Members who choose "competition" or "other" are able to offer more details.

Edit the possible responses

To edit the cancellation reasons that members can select, navigate to Website → Cancellation Survey, click a category, and then click Edit.

You can also edit the optional explanation placeholder for the responses that request additional feedback from the member.

Hide or show possible responses

To hide or show a cancellation reason, navigate to Website → Cancellation Survey, and click the eye icon next to a category.

Hiding a cancellation category will also hide it from the cancellation survey results and the CSV export.

Review cancellation survey results

To review the results of your cancellation survey, navigate to Revenue → Cancellations.

This page shows the list of cancellation reasons for subscriptions that are currently still active but not renewing (e.g. canceled) and subscriptions that have expired. Once a subscription’s expiration date passes, the survey entry will be moved from the Active tab to the Expired tab.

The top section breaks down the percentage of cancellations by reason.

The table at the bottom lists the individual survey results. In the Active tab, the date column shows the date when the subscription was canceled. In the Expired tab, the date column shows the date when the subscription expired.

To filter the table by reason, select one from the dropdown box.

Members who chose "other" or "I chose another service that's a better fit" as the cancellation reason, have the opportunity to share more details. If you see a dotted line under the cancellation reason, hover over it to see the additional context that the member entered.

Click Export CSV to download the results as a spreadsheet file.

Related help docs:

• See how members can manage their own subscriptions.
• Understand your member churn rate, which Memberful tracks on your behalf.
• Check out the transactional emails that Memberful sends on your behalf.