Exit survey template
A ready-made cancellation survey for SaaS and subscription products: the main reason, one follow-up that fits it, then where they are going, what would bring them back and whether you may ask more. Six logic rules ship switched on, so nobody answers more than six questions.
Free plan, no card. Unlimited forms and unlimited responses, forever.
10
Questions, six at most per person
6
Logic rules pre-built
∞
Responses on the free plan
$0
To clone, publish and send
What's inside
One reason, then the question that fits it
The whole survey branches off question 1. Here is that screen as a customer sees it on the way out.
1 →
What's the main reason you're leaving?
Pick the one that mattered most. A person on our team reads every answer.
A Single Choice question, one of 21 types and free on every plan. One option per reason means the answers count cleanly at month end. See how conversational forms behave.
The full step list
What's the main reason you're leaving?
Single ChoiceWhich part of the price didn't work?
Single Choice Shown on PriceWhich feature were you missing?
Long Text Shown on A missing featureWhat changed on your side?
Single Choice Shown on No longer need itWhat happened?
Long Text Shown on Something elseWhich tool are you moving to?
Short Text Hidden on No longer need it OptionalWhat does it do better for you?
Long Text Shown on Switched toolWhat would bring you back?
Long Text OptionalCan someone from our team follow up?
Yes/NoWhich email is on your account?
EmailThank you
Thank You
Questions 2 to 5 and 7 are one branch with five arms: each customer sees exactly one. Question 6 steps aside for anyone who no longer needs the product. The Thank You screen is pinned last and can redirect to your own confirmation page. Swap any question type, add your own, or drag the order around.
Before you send
How to run a cancellation survey people answer
An exit survey is the cheapest research you will run: the person has already decided and will tell you the truth in twenty seconds, if you ask at the right moment.
Ask at the moment of canceling, not a week later
The best place for a cancellation survey is the step between the cancel button and the final confirmation. The reason is still fresh and they are still on your site. Link to it from that step or put it inside the page (see how to embed a form), and keep the cancel button working whether or not they answer.
One reason, not a checklist
Question 1 is a Single Choice on purpose. Hand people a checkbox list and most tick three, which says nothing about what tipped the decision. Five options cover most SaaS churn: price, a missing feature, a switch to another tool, no longer needing it, and something else. If more than one answer in five lands in Something else, your list is missing a reason.
Why each reason gets its own follow-up
A single "any other comments?" box gets skipped. So the template asks a different second question per reason. Price leavers pick which part failed: too much for what they used, a budget cut, a cheaper option, or a bill that was hard to predict. Those are four different fixes, and one price bucket would hide which one you need. Feature leavers name the feature. People who no longer need the product say what changed. Everyone else explains in a sentence.
The two questions that pay for the survey
"Which tool are you moving to?" is the most useful free-text answer you will collect: ten exits naming the same competitor tell you who you are really up against. Switchers then say what that tool does better for them. "What would bring you back?" turns every exit into a condition you can meet later, such as a feature shipping, a smaller plan or an annual price. Both are optional, so nobody drops out over them.
Ask for permission, then for the email
Question 9 asks whether the team may follow up. Question 10 asks for the account email, which is how an answer finds its customer record and its HubSpot contact. Whoever picks up an exit checks that yes or no before replying. Say on screen why you ask for the email, and read up on GDPR-compliant forms if you sell into Europe.
Read it monthly, by reason
Single exits are anecdotes; the mix is the signal. Once a month, count responses by main reason (a Google Sheets pivot table does it) and compare with last month. Pair it with the NPS survey template for active customers, or the customer feedback form template after a support conversation, to see why people stay as well as why they go.
Looking for an employee exit interview?
"Exit survey" also means the HR version, for staff who are leaving. The shape carries over, but the questions move to the manager, workload, pay and growth. Start from the employee feedback form template.
Already wired in
Six rules that ship with the template
The same Logic panel every form uses: AND/OR conditions, 20 operators and four actions (show, hide, jump and end form). All six read question 1.
Conditional Logic
6 rules configured
Rule Summary
When Main reason is any of "Price" → Show field: Which part of the price didn't work?
What each rule does
Main reason is Price
Show field Question 2Main reason is A missing feature
Show field Question 3Main reason is I no longer need it
Show field Question 4Main reason is Something else
Show field Question 5Main reason is I switched to another tool
Show field Question 7Main reason is I no longer need it
Hide field Question 6
Each rule has one condition on question 1. To send two reasons down one branch, add a second condition and join them with OR. The full operator table is on the conditional logic page.
After the submit
Where the cancellations land
Every exit lands in the form's responses table, with search, a date filter and CSV export. Then send it where the team already works.
Connect integrations
Send your form responses to your favorite tools.
SlackPosts each response to #churnConnected
HubSpotCreates or updates the contactConnected
Google SheetsAppends every response to a sheetConnect
NotionAdds a row to a database you shareConnect
n8nSigned webhook, no n8n credentials neededConnectSlack: every exit, as it happens
Click Add to Slack, approve it in your own workspace and pick a channel such as #churn. Every new response then posts there as a message, so a customer who left over a missing feature is in front of the product team the same day. Setup is on the Slack integration page.
HubSpot: the contact, matched by email
HubSpot matches on the email from question 10: an existing contact is updated, a missing one is created. The mapping covers contact fields only (email, first name, last name, phone and company), so the exit reason stays in Upform and Slack. Search the responses table by email to find it. More on the HubSpot integration.
Add Google Sheets for the running count by reason, or n8n for anything else. All of them are on the free plan.
Related templates
Four more forms from the same free library.
How likely are you to recommend us?
NPS survey
The 0–10 recommend question, with a different follow-up per score band.
FeedbackHow was your experience today?
Customer feedback form
A star rating plus the open follow-up that explains the score.
FeedbackWhich feature do you use most?
Product feedback form
What people use, what is missing, what would make them pay.
FeedbackHow supported do you feel by your manager?
Employee feedback form
Managers, workload and growth, in the words of the people doing the work.
HRFrequently asked questions
Is this exit survey template free?
Yes. Cloning it, publishing it and collecting answers all sit on the Upform free plan, and that plan is permanent, not a trial. There is no response cap, so a month with five cancellations and a month with five hundred cost the same. Pro is $12 a month and removes the Upform mark, lifts file storage and adds up to five team members.
What questions should an exit survey ask?
The main reason for leaving, as a single choice. One follow-up that fits that reason. Which tool they are moving to, what would bring them back, and whether you may get in touch. That is five or six answers per person, and every question past that costs you replies from people who are already on their way out.
Where should a cancellation survey go in the cancel flow?
Between the cancel button and the final confirmation, or on the confirmation page itself, while the reason is still fresh. Link to the survey from that step or embed it in the page. Keep the cancel button working whether or not someone answers, because a survey that blocks cancellation collects rushed clicks, not reasons.
How does the survey ask a different question for each reason?
Six logic rules ship switched on. Five of them each show one follow-up, depending on the reason picked in question 1, and the sixth hides the which-tool question from people who no longer need the product. Each customer sees one follow-up and never the others, so nobody answers more than six questions.
How do cancellations reach Slack and HubSpot?
Connect each one with your own account in the Connect panel. Slack posts a message for every new response in the channel you choose. HubSpot matches on the email from the last question: it updates the contact if one exists and creates it if not. HubSpot takes contact fields only, so the exit reason stays in Upform and Slack. Both are included on the free plan.
Can I use this template for employee exit interviews?
The shape works, the questions do not. Staff who leave answer about their manager, workload, pay and growth, not pricing and features. Start from the employee feedback form template instead, and if you tell people their answers are not tied to their name, leave out every question that asks for a name or an email.
Get started
Find out why they leave
Clone the exit survey template, put it between your cancel button and the confirmation, connect Slack. About ten minutes.
No credit card. Unlimited forms and unlimited responses on the free plan.