Best Practices

Learn from Churn

Churn is hard, but can teach you a lot. Whenever a user decides that your product isn’t worth it anymore, you have a unique opportunity to get deep insights. These insights are pure gold to reduce churn.

Purpose

The Churn Survey is among the most effective ways to identify weaknesses in your offering. People were willing to pay but now are not anymore: What changed? Let’s find out!

Formbricks Approach

Ask at exactly the right point in time
Follow-up to prevent bad reviews
Coming soon: Make survey mandatory

Overview

To run the Churn Survey in your app you want to proceed as follows:

Create new Churn Survey at app.formbricks.com
Set up the user action to display survey at right point in time
Choose correct recontact options to never miss a feedback
Prevent that churn!

1. Create new Churn Survey

If you don't have an account yet, create one at app.formbricks.com

Click on "Create Survey" and choose the template “Churn Survey”:

2. Update questions (if you like)

You’re free to update the question and answer options. However, based on our experience, we suggest giving the provided template a go 😊

Want to change the button color? You can do so in the project settings.

Save, and move over to the “Audience” tab.

3. Pre-segment your audience

In this case, you don’t really need to pre-segment your audience. You likely want to ask everyone who hits the “Cancel subscription” button.

4. Set up a trigger

To create the trigger for your Churn Survey, you have three options to choose from:

Trigger by Inner Text: You likely have a “Cancel Subscription” button in your app. You can setup a user Action with the according Inner Text to trigger the survey, like so:

Trigger by CSS Selector: In case you have more than one button saying “Cancel Subscription” in your app and only want to display the survey when one of them is clicked, you want to be more specific. The best way to do that is to give this button the HTML id=“cancel-subscription” and set your user action up like so:

Trigger by page view filters: Lastly, you could also display your survey on a subpage “/subscription-cancelled” where you forward users once they cancelled the trial subscription. You can then create a user Action with the type Page View and add select Limit to specific pages to add url filters, with the following settings:

Whenever a user visits this page, matches the filter conditions above and the recontact options (below) the survey will be displayed ✅

Here is our complete Actions manual covering No-Code and Code Actions.

Pre-churn flow coming soon We’re currently building full-screen survey pop-ups. You’ll be able to prevent

users from closing the survey unless they respond to it. It’s certainly debatable if you want that but you could force them to click through the survey before letting them cancel 🤷

5. Select Action in the “When to ask” card

6. Last step: Set Recontact Options correctly

Lastly, scroll down to “Recontact Options”. Here you have to choose the correct settings to make sure you milk these super valuable insights. You want to make sure that this survey is always displayed, no matter if the user has already seen a survey in the past days:

These settings make sure the survey is always displayed, when a user wants to Cancel their subscription.

7. Congrats! You’re ready to publish your survey 💃

in your app. Please follow this tutorial (Step 4 onwards) to install the widget.