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See how much MRR you could recover by knowing why customers cancel — and what that's worth over a year.
Drag to adjust — defaults are industry averages.
One-click surveys typically get 50–70% response rates.
Of cancellations with a known reason, what % could you address?
Cancellations × response rateNot every customer who cancels will respond to a survey. One-click surveys (where customers click a reason directly in the email) typically get 50–70% response rates — far higher than traditional surveys.
Responses × preventable rateNot all churn is preventable. Some customers cancel because they no longer need your product, they're shutting down their business, or they found a better fit elsewhere. Research suggests 30–40% of churn is fixable once you know the reason.
Preventable cancellations × ARPUEach prevented cancellation saves one month of revenue — and compounds over the customer's remaining lifetime. This figure uses a conservative single-month view.
Annual MRR recovered ÷ annual tool costThe return on investment of running exit surveys. Even recovering a single customer per month typically more than covers the cost of the tooling.
For traditional email surveys, no — response rates are typically 5–15%. But one-click surveys, where the cancellation reasons are links directly in the email, see 50–70% response rates. There's no form to fill out; customers click one button and they're done.
Research across SaaS companies suggests 30–40% of churn is preventable once you understand the reason. Some churn is genuinely unpreventable — a startup shutting down, a customer who outgrew your product, a budget cut. But a meaningful portion comes down to fixable issues: missing features, onboarding gaps, pricing confusion, or poor fit that could have been caught earlier.
Common preventable reasons include: too expensive (could be addressed with a pause, discount, or downgrade), missing a feature (could trigger a product conversation or roadmap prioritisation), not using it enough (could be addressed with onboarding or activation help). "Switching to a competitor" is harder to prevent but knowing it happens frequently is still valuable signal.
No — this calculator only models churn prevention at the point of cancellation. Win-back emails (sent to already-churned customers) can recover additional revenue on top of this. Dropcause supports both: exit surveys at cancellation, and automated win-back sequences triggered by specific cancellation reasons.
Because the cost of the tooling (£29–£79/month) is small relative to the value of even one or two prevented cancellations. If your ARPU is £100 and you prevent two cancellations per month, that's £200/month saved — nearly 7× the tool cost. The ROI figure here is conservative because it only counts single-month revenue, not the lifetime value of a retained customer.
Dropcause sends a one-click survey on every Stripe cancellation. See the reasons in a dashboard — no code required.
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