Quizlet · B2C · study flashcards app
Ask a few quick questions about why when people cancel
Found a third of 'no longer need' churners were just done with one test
Workedcancellation-flowanalytics-attribution
What they did
When a user cancels, automatically trigger a several-question survey with main reason categories (natural end of need, billing/payment issues, didn't see the value). Quizlet started with a free-text box and narrowed it to consistent buckets over time; it combines this with feedback from support/user operations. Advice: early on keep a write-in option and interview churned users first, build categories from those, and reopen free text periodically.
What happened
Helped size and direct churn-prevention and win-back work; revealed that one-third of 'no longer need' churners are only done with a specific test and remain a target segment.
- Stage
- scale
- Effort
- Ongoing, standard part of the cancel flow
“So when people decide to go through and cancel their subscription with you, you automatically trigger some kind of several-question survey that just has some main categories for the reasons why they're done using the subscription at the time.”
“I think we used to have a text box. We, over time, were able to really kind of narrow it down to these buckets that have been pretty consistent over time.”
Related topics
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- Quizlet: Win back lapsed students with content from classmates in their own courses
- Quizlet: Add a monthly plan for students who start partway through the school yearKept after testing; no numbers given
- Quizlet: Give lapsed users a new free trial if they left a year ago and are active againSome success in several tests; no numbers