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How Typeform's Cancellation Flow Doubles as Competitive Intelligence Collection

Form builder and survey platform · SaaS / PLG / Prosumer · 8-step cancellation flow

Typeform does something no other product in this series does: they use their own product as the exit survey. A 3-question Typeform embedded in the cancellation flow that asks directly about competitors. Are you switching tools? Which ones? Why? It's a 4-step wizard with a progress bar, plan comparison, feature loss review, and a required survey that feeds their product strategy.

Choice ArchitectureLoss AversionCompetitive IntelligenceCommitment & ConsistencyDowngrade Path

Questions Asked

The most thorough exit survey in this series. Three questions in an embedded Typeform: (1) Will you replace Typeform with an alternative tool? (Likert scale from Definitely to Definitely not), (2) What's making you consider a different tool? (multi-select with 7 competitive reasons like better pricing, specific functionality, easier UX, better integrations), (3) Any other feedback? (optional open text). This is competitive intelligence collection disguised as a cancellation survey.

Retention Offers

No discounts, no free months, no pause. But the entire first step of the flow is a plan comparison page that frames cancellation as a downgrade rather than an exit. Five plans from Enterprise down to Free, with a sticky sidebar showing "Your new plan: Free." The architecture says: you're not leaving Typeform, you're moving to a different tier.

Overall Pattern

8 screens across a 4-step wizard with a visible progress bar: Choose a plan, Review plan changes, Cancelation survey, Confirmation. The progress bar is clever because it normalizes the flow as a multi-step process rather than a single dramatic action. Each step has a specific job: offer alternatives, show what you lose, collect competitive data, confirm.

Step-by-Step: What Happens When You Cancel Typeform

Typeform Plan and billing page showing Basic plan usage stats and change/cancel buttons side by side
Step 1 of 8

Plan & Billing: "Change My Plan" and "Cancel" Side by Side

The billing page for a Typeform Basic account (Porter Metrics). You've been on this plan for 1 year and almost 3 months. A response usage bar shows 31/250 this month. Response limit auto-upgrade option below. Two buttons at the same level: "Change my plan" (black, filled) and "Cancel my plan" (bordered). Below that, billing details showing the next invoice of USD 33.50.

What it showsTypeform Basic plan, 1 year 3 months tenure, 31/250 responses used this month, auto-upgrade option, "Change my plan" (primary) and "Cancel my plan" (secondary) buttons, next invoice USD 33.50
Principles
Choice Architecture
Why it worksHaving "Change my plan" right next to "Cancel my plan" intercepts users who don't actually want to leave. They want to change billing frequency, downgrade a tier, or adjust their response limits. The usage bar showing 31/250 responses is a subtle reminder that you're actively using the product. And showing tenure (1 year 3 months) activates sunk cost thinking without being explicit about it.
Typeform choose a plan page with 5 tiers from Enterprise to Free and sticky sidebar showing Free plan
Step 2 of 8

Choose a Plan: Full Pricing Page Frames Cancellation as a Downgrade

Step 1 of the 4-step wizard. A full pricing page: "Choose one of our core plans." Core and Growth tabs (Growth marked New!). Five cards: Enterprise (custom), Business ($83/mo, 10k+ responses), Plus ($50/mo, 1k+ responses), Basic ($25/mo, 100+ responses), and Free ($0, 10 responses/mo, unlimited forms, Create with AI). A sticky sidebar on the right shows "Your new plan: Free, 10 responses/mo, 1 seat" with a "Get Free" button. Monthly/Yearly toggle with a "Save!" badge.

What it showsFull 5-tier pricing comparison (Enterprise to Free). Sticky sidebar confirming downgrade to Free. Monthly/Yearly toggle. Each plan shows key features and response limits. "Compare all plans" link below.
Principles
Choice ArchitectureDowngrade Path
Why it worksThis is the most important design decision in Typeform's flow. Instead of asking "do you want to cancel?" they're showing you a pricing page. The question becomes "which plan do you want?" and Free is just one of five options. The sticky sidebar locks in "Free" as your current choice, but every other plan card is right there. The yearly toggle with "Save!" might catch someone who was leaving because of monthly pricing. And showing Enterprise and Business plans reminds you that serious companies invest heavily in Typeform.
Typeform review plan change page showing lost Basic features and continue to survey button
Step 3 of 8

Review Plan Change: What You'll Lose on the Free Plan

Step 2. "Review plan change." A card lists what you'll lose: "You'll lose access to all Basic features, including:" with X marks next to file upload storage, Accept payments, and Notify respondents automatically. The sidebar repeats your new plan (Free, 10 responses/mo, 1 seat) with a note: "Your downgrade won't be complete until you finish the cancelation survey." The CTA is "Continue to survey" not "Cancel my plan."

What it showsFeature loss list with X marks (file uploads, payments, respondent notifications). Sidebar: Free plan summary + note that downgrade requires completing the survey. "Continue to survey" button.
Principles
Loss Aversion
Why it worksThe feature loss list is loss aversion but executed poorly. One of the items shows a raw variable name (feature.file-upload-storage.name-singular-removal) which is clearly a bug. And the list only shows 3 items when there are likely many more differences between Basic and Free. A better version would show a before/after comparison. The interesting move is requiring the survey before the downgrade completes. This guarantees 100% survey completion from everyone who cancels.
Typeform exit survey introduction screen using embedded Typeform asking why you're canceling
Step 4 of 8

Exit Survey Intro: Typeform Uses Its Own Product to Ask Why You're Leaving

Step 3: Cancelation survey. An embedded Typeform appears inside the cancellation flow. The intro says: "You're almost done! Before you go, we'd love to know why you're canceling your plan. Every bit of feedback helps us improve our product. It'll be quick, we promise 🤞" A Continue button. This is Typeform dogfooding their own product for the most critical moment in their user lifecycle.

What it showsEmbedded Typeform survey with progress bar, friendly intro copy with emoji, Typeform logo in the form. Three questions to follow.
Why it worksUsing their own product as the exit survey is brilliant brand marketing even during cancellation. It reminds the user what Typeform does well: beautiful, conversational forms. The one-question-at-a-time format reduces cognitive load. And the promise of being quick (with the 🤞 emoji) sets the right expectation. If the form experience is good, it's a small demonstration of value right when the user needs to see it.
Typeform exit survey question 1 asking about replacing with alternative tool on Likert scale
Step 5 of 8

Survey Q1: "Will You Replace Typeform with an Alternative Tool?"

Question 1 (required): "Will you replace Typeform with an alternative tool? Now or in the future." A 5-point Likert scale: Definitely, Probably, Undecided, Probably not, Definitely not. This isn't a generic "why are you leaving" question. This is competitive intelligence. They want to know if you're switching to a competitor or if you're just stopping form usage entirely.

Questions askedLikert scale (5 points): Definitely / Probably / Undecided / Probably not / Definitely not. Required question. Asks about replacement now or in the future.
Principles
Competitive IntelligenceCommitment & Consistency
Why it worksThis question segments churning users into two fundamentally different groups. "Definitely" and "Probably" are competitive losses. Typeform needs to know what the competitor offers that they don't. "Probably not" and "Definitely not" are users who just don't need forms anymore. Different problem, different solution. "Undecided" is a win-back opportunity. The Likert scale also forces more nuance than a yes/no. And answering "Definitely" might trigger question 2 about specific competitor advantages.
Typeform exit survey question 2 multi-select asking what makes you consider different tools
Step 6 of 8

Survey Q2: Competitive Intelligence with 7 Multi-Select Reasons

Question 2 (required, multi-select): "Are any of the following making you consider changing to a different tool?" Choose as many as you like. Seven options: (A) Better subscription fit, (B) Specific functionality Typeform doesn't have, (C) Customer support not good enough, (D) Better cost per response, (E) Easier/simpler tool, (F) Better integrations, (G) Other. This is pure competitive intelligence. Every option maps to a product or pricing decision Typeform can act on.

Questions asked7 multi-select options: subscription fit (A), missing functionality (B), customer support (C), cost per response (D), simpler/easier tool (E), better integrations (F), other (G). Choose as many as you like.
Principles
Competitive Intelligence
Why it worksMulti-select is key here. A user might be leaving because of both pricing AND missing features. Radio buttons would force them to pick one. Multi-select captures the full picture. "Cost per response" is specifically tailored to Typeform's pricing model. "Easier/simpler tool" acknowledges that Typeform's design-forward approach might be overkill for some users. Each answer feeds directly into product strategy: is the threat pricing, features, simplicity, integrations, or support?
Typeform exit survey question 3 optional open text feedback field
Step 7 of 8

Survey Q3: Optional Open Feedback to Capture What Checkboxes Miss

Question 3 (optional): "Do you have any other feedback or comments that you would like to tell us?" An open text field with a Submit button. Marked as optional so it doesn't block the cancellation. After 2 required structured questions, this catches everything the categories missed.

Questions askedOptional open text: "Do you have any other feedback or comments that you would like to tell us?" Submit button.
Why it worksMaking this optional is the right call. After two required questions, fatigue is setting in. The people who type something here are the most motivated to share, which means the signal-to-noise ratio is higher. The phrasing is broad enough to capture product feedback, support complaints, feature requests, or competitor mentions that didn't fit the multi-select options.
Typeform confirm cancellation page with checkbox acknowledgment and new Free plan summary
Step 8 of 8

Confirm Cancellation: Checkbox Acknowledgment with Plan Summary

Step 4: Confirmation. A checkbox you must check: "You understand that your plan will change on Aug 23, 2024." Three bullet points explaining what happens: you can collect responses based on your new plan limits, you can view previous forms and responses, and you may lose access to features and some forms may be closed automatically. Sidebar: Free plan, 10 responses/mo, 1 seat. Black "Cancel my plan" button.

What it showsRequired checkbox acknowledging plan change date. Three consequences listed. Sidebar confirming Free plan (10 responses, 1 seat). "Cancel my plan" button.
Principles
Commitment & ConsistencyLoss Aversion
Why it worksThe checkbox forces active acknowledgment. You can't just click a button. You have to check a box that says "I understand." This is commitment and consistency at work. The three bullet points are measured loss aversion: you keep your existing forms and data (relief) but you may lose features and forms may be closed (concern). The language "may be closed automatically" is deliberately vague and anxiety-inducing without being specific.

Retention Tactics and Psychology in Typeform's Cancel Flow

?What Questions Does Typeform Ask When You Cancel?

  • 3 survey questions embedded in their own Typeform product. Two required, one optional. This is the most structured exit data collection in this series
  • Q1: "Will you replace Typeform with an alternative tool?" (Likert: Definitely to Definitely not). This segments churners into competitive losses vs. category exits. Completely different retention strategies for each
  • Q2: "What's making you consider a different tool?" (multi-select: subscription fit, missing functionality, customer support, cost per response, simpler tool, integrations, other). Pure competitive intelligence. Multi-select captures overlapping reasons
  • Q3: "Any other feedback?" (optional open text). The safety net for everything the structured questions missed
  • The survey is required before cancellation completes. This guarantees 100% response rate on Q1 and Q2. Unlike Reforge where the survey gates the cancel button, Typeform gates the plan downgrade. Same result, different framing
  • Using their own product for the survey is a meta flex. The person canceling Typeform is filling out a Typeform. If the experience is good, it's an in-context reminder of the product's value

$What Retention Offers Does Typeform Give You?

  • No direct discounts, free months, or pause options. Typeform doesn't try to buy your retention with price concessions
  • The entire first step is a pricing page with 5 tiers. This reframes cancellation as plan selection. "Free" is just one option among five. This is the retention offer: the architecture itself
  • Monthly/Yearly toggle with "Save!" badge catches users leaving due to monthly pricing friction. Switching to yearly is cheaper and locks in commitment
  • The Free plan is generous: 10 responses/mo, 1 seat, unlimited forms, Create with AI. This keeps canceled users on the platform. They can still build forms, test ideas, and hit the response limit. When they need more, upgrading is one click away
  • No pause option. Unlike Canva or Substack, you can't freeze your account. You either pay for a tier or you're on Free. This is a deliberate choice that keeps the pricing simple

🧠Psychological Principles Behind Typeform's Cancellation Strategy

Choice Architecture

The 4-step wizard with a progress bar normalizes cancellation as a process rather than a dramatic event. Step 1 is a pricing page, not a "are you sure?" modal. By making plan selection the entry point, every user who wants to cancel first sees all their options. The sticky sidebar showing "Your new plan: Free" anchors the downgrade but leaves the door open for any other tier.

Loss Aversion

Executed in two moments. The feature loss page (Step 2) lists what disappears on Free with X marks. The confirmation checkbox forces you to acknowledge the change date and consequences. But Typeform's loss aversion is softer than Canva's because they don't show personalized usage data. No "you created 47 forms" or "you collected 1,200 responses." Just feature names.

Competitive Intelligence

The real differentiator. No other product in this series asks directly about competitors. Typeform wants to know: are you switching? To what kind of tool? Because of pricing, features, simplicity, or integrations? This data feeds directly into product roadmap decisions, pricing strategy, and competitive positioning. It's research disguised as a cancellation step.

Commitment & Consistency

The confirmation checkbox is a commitment device. Checking "I understand" before clicking cancel creates a moment of deliberate action. The exit survey also works as commitment: once you've articulated your reasons across 3 questions, you're less likely to reverse the decision. But for the small percentage who reconsider while answering, the progress bar's "Back" button is always visible.

Downgrade Path

Framing cancellation as "choose a plan" rather than "leave" keeps users on the platform. The Free tier with unlimited forms means canceled users remain Typeform users. They just use less. This creates a natural reactivation path: when they need more than 10 responses, they upgrade. No win-back emails needed.

Frequently Asked Questions About Canceling Typeform

Go to Organization > Plan & billing, click "Cancel my plan." You'll go through a 4-step wizard: choose a new plan (including Free), review what features you'll lose, complete a 3-question exit survey, and confirm the cancellation with a checkbox. The process takes about 2-3 minutes.

No. Typeform doesn't offer discounts, free months, or pause options during cancellation. Instead, the first step shows a full pricing comparison where you can switch to a cheaper tier (Plus, Basic, or Free) rather than canceling entirely.

Typeform Free includes 10 responses per month, 1 seat, unlimited forms, and Create with AI. When you cancel a paid plan, you're downgraded to Free rather than losing your account entirely. Your existing forms and collected responses remain accessible.

Three questions in an embedded Typeform survey: (1) Will you replace Typeform with an alternative tool? (Likert scale), (2) What makes you consider a different tool? (multi-select with options like pricing, features, simplicity, integrations), and (3) Optional open feedback. The first two are required.

Yes. You can view all previously created forms and collected responses. However, you'll be limited to 10 responses per month on the Free plan, you may lose access to paid features, and some forms may be closed automatically if they use features not available on Free.

Yes. The cancellation exit survey is an embedded Typeform with Typeform branding, one-question-at-a-time format, and keyboard shortcuts. It's a meta moment: you're filling out a Typeform while canceling Typeform.

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