I was inspired by this post from Ruben Gamez to improve my pretty weak cancelation form.
Previously I’d ask an open ended paragraph text “Why are you canceling?” and then require a checkbox confirming that you know I’m not keeping your data. Now I do this
UPDATE: I wasn’t tracking the form submission rate before I implemented this change but I am now and the submission rate is lower than 30%. I don’t know if this is good or bad but what it tells me is that 7 out of 10 times when someone is going to cancel they change their minds while they’re on this page. I suspect it has to do with the fact that I am sending them of to solve their specific problems via the links to the resources embedded in the questions.