Zach Witzel

guess how many taps it takes to cancel duolingo 15 ‼️‼️‼️ you might think adding an in-app cancellation flow increases cancellations. but in reality, it can actually reduce cancellation rates by 10-15% here’s how to do it: 1/ add a subtle cancel button. users should only find it if they’re looking (e.g., under “manage profile”) 2/ add a form asking the cancellation reason — show different flows depending on each user’s cancellation reason (trial-end, price, product) 3/ add 2-3 screens that emphasize lost progress ("you’ve already achieved 85% of goal X") 4/ if they’re on annual, offer a downgrade ("do you want to try monthly instead?") 5/ give winback discounts ("here’s 20% off so you don’t cancel") test these flows and churn rates will drop 🤞🏻

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