{"id":109724,"date":"2024-11-16T22:08:59","date_gmt":"2024-11-17T06:08:59","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=109724"},"modified":"2025-05-20T12:48:58","modified_gmt":"2025-05-20T19:48:58","slug":"cancellation-flows","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/cancellation-flows\/","title":{"rendered":"Reduce Churn: What The Best SaaS Cancellation Flows Have In Common"},"content":{"rendered":"\n

Customer acquisition costs (CAC) have steadily risen for both B2B and B2C companies. With CAC up roughly 60%<\/a> compared to five years prior, it is more expensive than ever to acquire a new paying user for your SaaS product.<\/p>\n\n\n\n

So, once you acquire a new customer, it\u2019s crucial you deliver the value and user experience to keep them around. This is the whole point of the product-led growth (PLG) movement and is usually a major optimization focus. Make the product so good that they can\u2019t imagine life without it.<\/p>\n\n\n\n

But, even though we believe wholeheartedly in PLG, it\u2019s naively idealistic to assume you\u2019ll never send a customer to the brink of cancellation on your product experience alone. So, another lever you can pull to reduce churn is adding or optimizing a cancellation flow.<\/p>\n\n\n\n

Rather than approaching a customer who is looking to cancel as a lost cause, take it as an opportunity to listen to their needs and finally address them with the right experience or offer.<\/p>\n\n\n\n

There are plenty of SaaS companies out there that are already getting it right. In our work with clients, we\u2019ve researched and reviewed hundreds of cancellation flows and analyzed them to determine what works to reduce churn. We\u2019ve also conducted rapid tests to validate our ideas.<\/p>\n\n\n\n

In this article, we\u2019re opening the box on these learnings to show you what the best SaaS cancellation flows have in common and what really saves users within the online cancellation journey. Make the most of that sunk CAC, and let\u2019s optimize your flow.<\/p>\n\n\n\n

What is a cancellation flow?<\/h2>\n\n\n\n

A SaaS cancellation flow is the process that guides users through the steps to cancel their subscription or account for a software tool. It typically takes place while the user is logged into their account and includes multiple steps that gather data\/feedback about their experience and offer alternatives or incentives with the goal of retention.<\/p>\n\n\n\n

The cancellation journey can happen either on-site or in-app, depending on the tool. Either way, it typically follows a flow of:<\/p>\n\n\n\n