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Cancellation survey template (free)

A cancellation survey template gives you one short page to show people on their way out, so you learn why they left instead of guessing from a churn chart. This one opens with how long they stayed and which plan they used, then asks for the main reason they are cancelling. That answer steers the next question. "Too expensive" asks what price would have worked, a missing feature asks which one, a better alternative asks which tool they chose, and "Something else" opens a box for their own words. Everyone then rates value for money from one to five, says what you could have done differently, whether they might come back and whether you may contact them. Only the reason is required. Sign up for free, open the template and link it from your cancel page.

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Screenshot of the Cancellation survey form template as people fill it in: the form "Before you go" opens on "Your experience" and asks for How long were you with us, Which plan were you on, What's the main reason you're cancelling, What price would have worked for you, Which feature were you missing and Which tool are you moving to, plus 5 more questions.
The first page of the form, as people see it.

What's in this form

11 questions on one page. Every question, in order:

Page 1: Your experience

Page 1: Your experience
No.Question
1How long were you with us?Dropdown, OptionalChoices: Less than a month, 1-3 months, 3-12 months, 1-2 years, More than 2 years
2Which plan were you on?Dropdown, OptionalChoices: Free, Starter, Pro, Business, I'm not sure
3What's the main reason you're cancelling?Multiple choice, RequiredChoices: Too expensive, Missing a feature I need, Too hard to use, Found a better alternative, My project or business ended, Only needed it temporarily, Something else
4What price would have worked for you?Short answer, Optional
5Which feature were you missing?Short answer, Optional
6Which tool are you moving to?Short answer, OptionalIt helps us understand where we fall short.
7Tell us a bit moreLong answer, Optional
8How did we compare on value for money?Linear scale, OptionalScale of 1 to 5 (Poor value to Great value)
9What could we have done differently?Long answer, Optional
10Would you consider coming back?Multiple choice, OptionalChoices: Yes, if things changed, Maybe one day, Probably not
11Happy for someone to contact you about this?Multiple choice, OptionalOnly to understand your feedback.Choices: Yes, No thanks

How the logic works

  • Shows “What price would have worked for you?” when “What's the main reason you're cancelling?” is “Too expensive”
  • Shows “Which feature were you missing?” when “What's the main reason you're cancelling?” is “Missing a feature I need”
  • Shows “Which tool are you moving to?” when “What's the main reason you're cancelling?” is “Found a better alternative”
  • Shows “Tell us a bit more” when “What's the main reason you're cancelling?” is “Something else”

What people see after sending

Thank you for the feedback

We've passed your answers to the team. You're welcome back any time.

Built in

  • Conditional logic

Who it's for

  • Founders of subscription apps who want a reason behind every closed account
  • Customer success leads who review lost accounts every week or month
  • Membership sites, paid newsletters and course creators with monthly plans
  • Agencies and service businesses on retainers that clients can end

When to use it

  • On the page that confirms a cancellation, just before or just after the final button
  • In the email that confirms the plan has ended
  • When a customer downgrades to a free plan instead of leaving outright
  • While you trial a new price, so you hear from the people it pushes away

Make it yours

  • Know what Stripe already asks. Stripe's customer portal can "collect cancellation reasons" when someone cancels there (Stripe Docs, "Configure the customer portal", checked 2026-10-28). That gives you one reason on the Stripe side. Use this survey when you also want the follow-up: the price that would have worked, the feature they missed or the tool they moved to.
  • Add user_id and plan as hidden fields. The template has none, so add both in the editor, then build the survey link inside your app with ?user_id=123&plan=pro. Each answer arrives tied to an account, and you can delete the "Which plan were you on?" question because the link already knows.
  • Match the plan dropdown to your real pricing. It offers Free, Starter, Pro, Business and "I'm not sure". Rename the options to the plans you actually sell, or the counts in the Summary tab will not line up with your billing data.
  • Keep the reason required and everything else optional. People who are leaving have little patience for a long form. One required question means every response carries a reason, and the rest is a bonus from the people willing to say more.
  • Read the answers one reason at a time. Filter the responses table on the main reason, then read the follow-up text for that group. Ten "too expensive" answers with a price beside each one tell you more than a churn rate ever will.
  • Follow up only with people who said yes. The last question asks whether someone may contact them. Filter on "Yes" and write back personally, for example when you ship the feature a customer left over.

Print it or edit it offline

The same questions, ready to print or edit.

Where the answers go

Every response lands in your HornetForms inbox. From there, send it wherever your team already works.

  • Turn on an email to yourself for each new response, on every plan
  • A confirmation email to the person who filled it in, when the form asks for their email
  • A new row in Google Sheets, a message in Slack or Discord, or a page in Notion, free on every plan
  • Connect with Zapier, or send signed webhooks to n8n, Make or your own app
  • CSV export on every plan, and Excel export on Pro and Business

Questions people ask

What questions should a cancellation survey ask?

Start with one required question: the main reason they are cancelling, picked from a short list. Then ask one follow-up that fits that reason, such as the price that would have worked or the feature they missed. Close with value for money, what you could have done better and whether they would come back.

What is a churn survey?

It is another name for a cancellation survey: a short form for customers who stop paying or close their account. Churn is the share of customers you lose in a period, and the survey gives you the reasons behind that number.

Can I use a cancellation survey with Stripe?

Yes, through a link. If customers cancel in Stripe's customer portal, the portal can capture its own cancellation reason there. For the full set of follow-up questions, link this form from your cancel page or your cancellation email and pass the customer's ID in the link as a hidden field.

Can a cancellation survey reduce churn?

Not on its own. The survey shows why people leave; any drop comes from what you change after reading the answers, such as a cheaper plan, a missing feature or better help in the first weeks. Run it again after each change and compare the reasons.

Is there a cancellation survey example I can print?

Yes. Grab the PDF in US Letter or A4 size, or the editable Word version. A paper copy works well for exit calls with larger customers: read the questions aloud, then type the answers into the online form so they sit with the rest.

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Further reading

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