Groove
A customer support and help desk software company.
- Open-ended free text email
- One-word answers like budget
- 10% usable responses
- Open-ended free text email
- Describes what caused the cancel
- 20% usable responses
Usable responses doubled from 10% to 20%
From Jason Cohen on Groove's cancellation email
What was said about Groove
Asking "what made you cancel" doubled usable cancellation responses. Groove changed its cancellation email from "why did you cancel" to "what made you cancel". Usable responses went from 10% to 20%.
The email was open-ended free text, not a dropdown. The "what made you" wording pushes people to describe what about the product or situation caused the cancellation, instead of giving a one-word answer like budget. As Jason Cohen puts it: "What you want to do is say what made you cancel?"
The surprising advice from a founder who built 2 unicorns | Jason Cohen (WP Engine)
Changing its cancellation email from 'why did you cancel' to 'what made you cancel' doubled usable responses from 10% to 20%.
Asking "what made you cancel" doubled usable cancellation responses. Groove changed its cancellation email from "why did you cancel" to "what made you cancel". Usable responses went from 10% to 20%.
The email was open-ended free text, not a dropdown. The "what made you" wording pushes people to describe what about the product or situation caused the cancellation, instead of giving a one-word answer like budget. As Jason Cohen puts it: "What you want to do is say what made you cancel?"
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