A cancellation funnel runs when someone clicks cancel. Instead of a dead end, they see a short survey and an offer: pause the membership, drop to a cheaper plan, or get a bonus to stay.
Saving even a small share of cancellations raises lifetime value a lot. It must still be easy and honest to cancel. Hiding the exit hurts trust and can break the law in some places.
Do it step by step
- Ask one question: why are you leaving?
- Match an offer to each answer: too expensive gets a downgrade, too busy gets a pause.
- Keep the cancel option visible on every step.
- Follow up with a win back email after they leave.