Flow
Similar to closing an account, a user can decide to end their experience and stop paying for your product. Just because they're leaving doesn't mean we can't give them a graceful exit. It's important to make a cancellation obvious to find and easy to travel through.
Steps
Reset
Show a link in account details
This doesn't have to be the first or most prominent link, but it should be clearly visible. If you're unsure about including it on the account page, it's suitable to place on the billing settings.
Confirm intent to cancel
Sometimes, a user misclicks. So it's okay to ask if they're sure they want to make this choice, and not just automatically canceling their subscription.
But... while the user is there, you can attempt a last ditch effort to reel them back (it cannot be pressuring or manipulative).
If the product can only be access with a subscription, you can remind them of the product's value.
If the product can be access in a free version, you can remind them of that specific subscription's value.
Request a reason for canceling (optional)
It can be helpful to receive feedback on why a user is canceling. Too expensive? Competitor preferred? Just don't need it anymore?
It's an easy way to start identifying the key factors affecting churn.
Confirm subscription has been cancelled
Now that it's canceled, make sure you tell the user when their subscription is active until.
