You don't know why users churn — they just disappear
When users cancel or go inactive, ask ONE question: "What's the main reason you're leaving?" The data transforms your retention strategy.
When to use
You have users churning and don't know why.
Hypothesis template
If we ask churning users [one question about why], we'll identify [top reasons] and fix the #1 cause, reducing churn by [target]%.
Method
The problem: Users leave and you have no idea why. You're guessing at retention fixes instead of fixing actual problems.
How to do it:
- Add a single-select question when users cancel: "What's the #1 reason?"
- Too expensive
- Not using it enough
- Missing a feature I need
- Switched to another tool
- Too complicated
- Other (free text)
- Make it optional but prominent (most will answer since it's one click)
- Review responses weekly
- Fix the #1 reason. Then the #2 reason. Repeat.
- Track: churn reason distribution, changes over time
Key insight: You only need 20-30 responses to see a clear pattern. If 40% say "too expensive," that's your answer. No survey tool needed — a simple radio button list works.
Success metrics
- •Survey response rate
- •Top churn reasons identified
- •Churn reduction after fixing #1 reason
- •Reason distribution change over time
Prerequisites
- A cancellation flow you can modify
- A way to store and review responses
- Willingness to act on the data
Common pitfalls
- •Asking multiple questions (ONE question only)
- •Making it required (it should be optional but easy)
- •Collecting data but never acting on it
- •Not reviewing responses regularly
Source: Common pattern. One-question churn surveys have 40-60% response rates and immediately reveal fixable issues.
Suggested ICE scores
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