Difference (%) in Cancellations per Reason

Quickly compare the reasons people cancel their memberships. By default you see the change from the last 30 days to the previous 31 to 60 days.

Changes in cancellation reasons help you to see the impact of change you are making to your product in a unique way. It also helps you to track changes in your market that may have nothing to do with the product (ex. an economic upturn or downturn).


The formatting of the text can make it difficult to see the cancellation reason in some browsers. Simply mouse over the bar to see the cancellation reason.


To view the data in a table you can click on the menu icon on the upper right of the graph and download the actual count for the selection and comparison.


Here is the data in a spreadsheet. You can easily sort the data by reason. There are four main categories of reasons that people cancel the memberships: content, price, risk and technical.


The Terms

Technical - Access problems

The customer cancels because technical reasons prevented access to the product / service.

Technical - Not easy to navigate the site, features not working as expected

Inability to navigate the site easily and features that didn't work (ex. broken links, video player malfunction, etc.) caused the member to cancel.

Content - Trial content too limited

The customer cancelled because they found the trial content to be too limited.

Content - Not enough updates or content

The customer perceived a lack of updates to content or the total amount of content.

Content - Content not matching expectations

The customer cancelled because the content did not match his / her expectations.

Content - Not happy with the quality of content

A customer cancels because he / she is not happy with the quality of the content.

Price - Too expensive

The customer ended the membership because he / she found the price to be too high.

Price - Great site, no money at the moment

The customer loves the site but is out of cash.

Unknown Reason

The customer cancels without giving a reason for ending the membership.

No reason - Merchant Request

The merchant requested the cancellation on the part of the customer without giving a reason.

No reason - CS - Cardholder request

The cardholder asked a customer support (CS) agent to cancel the membership without giving a reason.

Risk - CS - it is not my membership

A customer told a support agent that it was not his / her membership. The agent identified a risk of refund or chargeback and cancelled the membership.

Risk - 3rd party request

Someone other than the merchant and the cardholder requested the cancellation to avoid a refund or chargeback.

Risk - Unwanted additional purchase (xsales, onetime shots, oneclicks, xsale upsale)

The customer claims that they made an accidental additional purchase. The customer support team identifies a risk of refund or chargeback.

Risk - Risk rejection - bank reject

The acquiring bank rejects the transaction based on its own risk assessment.

Risk - CS - Fraud/it's not my membership!

A customer tells a customer support agent that fraud has been committed and / or the customer did not create the membership .

Risk - Unwanted rebill/upgrade

A customer claims that the rebill / upgrade was unwanted. The customer support agent identifies a risk of refund or chargeback.

Risk - Chargeback threat

The customer support agent perceived a significant threat of a chargeback and cancelled the membership.

The Math

Difference (%) in Cancellation Reasons

Count of cancelled members by cancellation reason for the selection divided by the comparison.

The Visuals

X axis (or horizontal axis)

Calendar days

Y axis (or vertical axis)

The Y axis is centered on 0

Left of Center

Reductions in a cancellation reason for the selection versus the comparison.

Right of Center

Increases in a cancellation reason for the selection versus the comparison.

The Updates

This report updates daily at 21:00 CET / GMT+2. It shows data from the day before.

The Filters

Default is 30 days like almost all reports

When comparing data ranges it is good to use the same amount of days in the selection and comparison.