Glossary
Cancellation flow
Also known as: Save flow, Cancel deflection, Win-back flow
The UI sequence a subscriber goes through when they click cancel — survey, offer, confirm, cancel.
A well-designed cancellation flow does three things: (1) asks one question about why the customer is leaving, (2) routes to a targeted offer based on the answer, (3) allows a single-click cancel at any step. Flows that require more than one required question violate the FTC click-to-cancel rule and destroy save rate — Churnkey data shows each extra required question drops save rate by ~6.7%.
Related terms
- Save rate- The percentage of cancellation attempts that a save flow keeps as active subscribers.
- Click to cancel- The FTC rule (effective May 2025) requiring subscription cancellation to be as easy as signup. Applies to US businesses.
Related reading
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