# Saas Cancellation Flow > Designs cancellation flows with retention offers, feedback collection, and win-back sequence triggers. Use when building or optimizing subscription cancellation experiences. - Skill: `reaperinvest/saas-cancellation-flow` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/saas-cancellation-flow` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/saas-cancellation-flow/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/saas-cancellation-flow --- # SaaS Cancellation Flow ## When to Use This Skill Use this skill when you need to: - Design a cancellation flow that retains users without being manipulative - Build retention offers matched to specific cancellation reasons - Create an exit survey that produces actionable data - Set up win-back email triggers for cancelled accounts **DO NOT** use this skill for churn prevention (pre-cancellation interventions), pricing changes, or customer support scripts. This is for the cancellation flow UX and messaging. --- ## Core Principle A CANCELLATION FLOW RESPECTS THE USER'S DECISION WHILE OFFERING GENUINE ALTERNATIVES — DARK PATTERNS DESTROY TRUST AND GENERATE CHARGEBACKS. MAKE IT EASY TO LEAVE AND WORTH STAYING. --- ## Phase 1: Brief ### Required Inputs | Input | What to Ask | Default | |-------|------------|---------| | **Product and pricing** | "What is the product and what do plans cost?" | No default — must be provided | | **Current cancellation rate** | "What percentage of users cancel per month?" | Unknown | | **Top cancellation reasons** | "Why do users cancel? List the top 3-5 reasons." | No default — must be provided | | **Current flow** | "What is the cancellation process today?" | Email support to cancel | | **Retention budget** | "Are you willing to offer discounts or credits to save accounts?" | Yes, within limits | | **Billing provider** | "What handles your billing? Stripe, Paddle, custom?" | Stripe | **GATE: Confirm the brief before designing the flow.** --- ## Phase 2: Design the Flow ### Cancellation Flow Steps ``` 1. User clicks "Cancel Subscription" ↓ 2. Exit Survey (required, 1 question) ↓ 3. Matched Retention Offer (based on survey answer) ↓ 4a. User accepts offer → Subscription continues 4b. User declines → Confirmation page ↓ 5. Confirmation + what they lose + when access ends ↓ 6. Win-back sequence triggered (Day 3, 7, 30) ``` ### Exit Survey Design One primary question with 5-7 options: ``` "We are sorry to see you go. What is the main reason you are cancelling?" ○ Too expensive ○ Not using it enough ○ Missing a feature I need ○ Switching to another tool ○ Business is closing/pausing ○ Had a bad experience ○ Other: [text field] ``` **Rules:** - One question only (completion rate drops with each additional question) - Required before proceeding (but do not hide the cancel button) - Optional text field for elaboration - No guilt-tripping language **GATE: Confirm the flow and survey before writing offers and copy.** --- ## Phase 3: Write ### Retention Offers by Reason | Reason | Offer | Copy | |--------|-------|------| | Too expensive | 30% off for 3 months | "We would love to keep you. How about 30% off for the next 3 months while you evaluate the ROI?" | | Not using it enough | Free strategy call | "Let us help you get more value. Book a free 15-minute setup call and we will optimize your account." | | Missing a feature | Roadmap preview + timeline | "That feature is on our roadmap for [month]. Want to stay and be first to try it?" | | Switching to another tool | Feature comparison | "Before you go — here is how we compare on [key differentiator]. Would a [specific improvement] change your mind?" | | Business closing | Pause option (90 days) | "We get it. You can pause your subscription for up to 90 days and pick up where you left off." | | Bad experience | Escalation to founder | "I am sorry about your experience. Can I connect you with [founder name] directly to make it right?" | ### Confirmation Page Copy ``` ## Your subscription has been cancelled **What happens next:** - You have access until [billing cycle end date] - Your data will be saved for 90 days - You can reactivate anytime from your account settings **What you will lose access to:** - [Key feature 1] - [Key feature 2] - [Key feature 3] We would love to have you back. If anything changes, your account is one click away. ``` ### Win-Back Email Sequence | Email | Timing | Subject | Approach | |-------|--------|---------|----------| | 1 | Day 3 | "Your account is still here" | Acknowledge departure, no pressure | | 2 | Day 7 | "Here is what you are missing" | Highlight new features or improvements | | 3 | Day 30 | "Come back — [special offer]" | Discount or credit offer | --- ## Phase 4: Polish ### 1. Metrics to Track ``` ## Cancellation Flow Metrics - **Save rate:** % of users who start cancellation but accept a retention offer - **Exit survey completion rate:** % who answer the survey question - **Top cancellation reasons:** Ranked by frequency - **Win-back conversion rate:** % who reactivate within 30/60/90 days - **Time to cancel:** Seconds from "Cancel" click to confirmation (keep under 60) - **Chargeback rate:** Should decrease with a transparent flow ``` ### 2. Legal and UX Compliance - Cancel button must be findable within 2 clicks from account settings - No hidden or greyed-out cancel options - No requiring phone calls or emails to cancel - Confirmation email sent immediately after cancellation - Data retention policy clearly stated - Comply with applicable regulations (FTC, EU consumer protection) ### 3. Quality Checklist ``` ## Cancellation Flow Checklist - [ ] Cancel option is findable within 2 clicks - [ ] Exit survey is 1 question with 5-7 options - [ ] Retention offers are matched to specific cancellation reasons - [ ] Offers have clear terms and limits (not unlimited discounts) - [ ] Confirmation page shows what the user loses and when access ends - [ ] Data retention policy is stated on the confirmation page - [ ] Confirmation email sends immediately - [ ] Win-back sequence triggers on cancellation (Day 3, 7, 30) - [ ] Time to complete cancellation is under 60 seconds - [ ] No dark patterns (hidden buttons, guilt trips, mandatory calls) ``` --- ## Example **Product:** Project management SaaS, $29/month **Retention offer (too expensive):** "We hear you — $29/month is an investment. We can offer you 3 months at $19/month while you evaluate whether the time savings justify the cost. That is $30 back in your pocket. [Accept Offer] [No thanks, cancel]" **Win-back email (Day 30):** ``` Subject: We have made some changes since you left Hey [Name], Since you cancelled, we have shipped: - [New feature 1] - [Improvement relevant to their cancellation reason] Come back and try it free for 7 days — no commitment, no credit card. [Reactivate My Account] ``` --- ## Anti-Patterns - **Dark patterns** — hiding the cancel button, requiring calls, or adding unnecessary steps. Users will chargeback and leave angry. - **Same offer for every reason** — a discount does not help someone whose business is closing. Match the offer to the reason. - **No exit survey** — cancellations without data are wasted learning opportunities. - **Guilt-tripping copy** — "Are you sure you want to abandon your progress?" is manipulative. Be respectful. - **No win-back sequence** — 20-30% of cancellers are recoverable within 90 days. Silence after cancellation leaves money on the table. --- ## Recovery - **Cannot offer discounts:** Offer a plan downgrade, feature pause, or extended trial instead. - **No data on why users cancel:** Implement the exit survey immediately. Even 2 weeks of data reveals patterns. - **Users complain the flow is too long:** Cut steps. Survey + one offer + confirmation is the maximum. If it takes more than 60 seconds, simplify. - **High chargeback rate:** Your cancellation flow is too hard to find or complete. Fix the UX immediately.