Downgrade Feedback Survey
When customers downgrade their subscription, it's a critical moment to understand what went wrong. This survey captures detailed feedback about pricing perception, feature usage, missing capabilities, and overall satisfaction. Smart conditional logic adapts questions based on the downgrade reason, helping you identify which customers might be won back and what improvements would prevent future downgrades.
Try the Form
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export function downgradeSurvey(form: FormTs) {
// Downgrade Feedback Survey - Understanding why customers reduce their subscription
// Demonstrates: MatrixQuestion, RatingScale, EmojiRating, conditional visibility, dynamic styling
// ============================================
// HEADER
// ============================================
form.addRow(row => {
row.addTextPanel('header', {
label: 'We Want to Understand',
computedValue: () => 'Your feedback helps us improve. Please share why you decided to change your plan.',
customStyles: {
background: 'linear-gradient(135deg, #667eea 0%, #764ba2 100%)',
color: 'white',
padding: '28px',
borderRadius: '12px',
textAlign: 'center'
}
});
});
// ============================================
// SECTION 1: Current Plan Context
// ============================================
const contextSection = form.addSubform('context', {
title: 'Your Plan Change'
});
contextSection.addRow(row => {
row.addDropdown('previousPlan', {
label: 'Which plan are you downgrading from?',
placeholder: 'Select your previous plan',
options: [
{ id: 'enterprise', name: 'Enterprise' },
{ id: 'business', name: 'Business' },
{ id: 'professional', name: 'Professional' },
{ id: 'starter', name: 'Starter' }
],
isRequired: true
}, '1fr');
row.addDropdown('newPlan', {
label: 'Which plan are you moving to?',
placeholder: 'Select your new plan',
options: () => {
const prev = contextSection.dropdown('previousPlan')?.value();
const allPlans = [
{ id: 'business', name: 'Business' },
{ id: 'professional', name: 'Professional' },
{ id: 'starter', name: 'Starter' },
{ id: 'free', name: 'Free' }
];
return allPlans.filter(p => {
const order = ['enterprise', 'business', 'professional', 'starter', 'free'];
return order.indexOf(p.id) > order.indexOf(prev || '');
});
},
isRequired: true
}, '1fr');
});
contextSection.addRow(row => {
row.addTextbox('accountDuration', {
label: 'How long have you been using our product?',
placeholder: 'e.g., 6 months, 2 years',
isRequired: true
});
});
// ============================================
// SECTION 2: Primary Reason
// ============================================
const reasonSection = form.addSubform('reason', {
title: 'Primary Reason for Downgrade',
isVisible: () => !!contextSection.dropdown('newPlan')?.value()
});
reasonSection.addRow(row => {
row.addRadioButton('primaryReason', {
label: 'What is the main reason for your downgrade?',
options: [
{ id: 'pricing', name: 'Price is too high for my needs' },
{ id: 'features-unused', name: 'Not using premium features enough' },
{ id: 'features-missing', name: 'Missing features I need' },
{ id: 'budget', name: 'Budget constraints' },
{ id: 'business-change', name: 'Business needs changed' },
{ id: 'competition', name: 'Found alternative solution' },
{ id: 'support', name: 'Support quality issues' },
{ id: 'other', name: 'Other reason' }
],
isRequired: true
});
});
reasonSection.addRow(row => {
row.addTextarea('otherReason', {
label: 'Please describe your reason',
placeholder: 'Tell us more about why you are downgrading...',
rows: 3,
isVisible: () => reasonSection.radioButton('primaryReason')?.value() === 'other',
isRequired: () => reasonSection.radioButton('primaryReason')?.value() === 'other'
});
});
// ============================================
// SECTION 3: Pricing Deep Dive (conditional)
// ============================================
const pricingSection = form.addSubform('pricing', {
title: 'Pricing Feedback',
isVisible: () => {
const reason = reasonSection.radioButton('primaryReason')?.value();
return reason === 'pricing' || reason === 'budget';
},
customStyles: { backgroundColor: '#fef3c7', padding: '16px', borderRadius: '8px' }
});
pricingSection.addRow(row => {
row.addRatingScale('priceValue', {
label: 'How would you rate the value for money of your previous plan?',
preset: 'satisfaction',
showSegmentColors: false,
alignment: 'center'
});
});
pricingSection.addRow(row => {
row.addSlider('priceReduction', {
label: 'What price reduction would have kept you on the higher plan?',
min: 0,
max: 50,
step: 5,
unit: '%',
defaultValue: 20
});
});
pricingSection.addRow(row => {
row.addCheckboxList('pricingOptions', {
label: 'Which pricing options would help?',
options: [
{ id: 'annual', name: 'Annual billing discount' },
{ id: 'custom', name: 'Custom plan with only features I need' },
{ id: 'usage', name: 'Usage-based pricing' },
{ id: 'seats', name: 'Pay per seat/user' },
{ id: 'nonprofit', name: 'Non-profit/startup discount' }
]
});
});
// ============================================
// SECTION 4: Feature Usage Assessment
// ============================================
const featureSection = form.addSubform('features', {
title: 'Feature Assessment',
isVisible: () => {
const reason = reasonSection.radioButton('primaryReason')?.value();
return reason === 'features-unused' || reason === 'features-missing';
},
customStyles: { backgroundColor: '#dbeafe', padding: '16px', borderRadius: '8px' }
});
featureSection.addRow(row => {
row.addMatrixQuestion('featureUsage', {
label: 'How often did you use these premium features?',
rows: [
{ id: 'analytics', label: 'Advanced Analytics', isRequired: true },
{ id: 'integrations', label: 'Custom Integrations', isRequired: true },
{ id: 'automation', label: 'Workflow Automation', isRequired: true },
{ id: 'support', label: 'Priority Support', isRequired: true },
{ id: 'storage', label: 'Extended Storage', isRequired: true }
],
columns: [
{ id: 'daily', label: 'Daily' },
{ id: 'weekly', label: 'Weekly' },
{ id: 'monthly', label: 'Monthly' },
{ id: 'rarely', label: 'Rarely' },
{ id: 'never', label: 'Never' }
],
fullWidth: true
});
});
featureSection.addSpacer();
featureSection.addRow(row => {
row.addTextarea('missingFeatures', {
label: 'What features were you hoping to find but didn\'t?',
placeholder: 'Describe any features that would have made the upgrade worthwhile...',
rows: 3,
isVisible: () => reasonSection.radioButton('primaryReason')?.value() === 'features-missing'
});
});
// ============================================
// SECTION 5: Competition Analysis
// ============================================
const competitionSection = form.addSubform('competition', {
title: 'Alternative Solutions',
isVisible: () => reasonSection.radioButton('primaryReason')?.value() === 'competition',
customStyles: { backgroundColor: '#fee2e2', padding: '16px', borderRadius: '8px' }
});
competitionSection.addRow(row => {
row.addTextbox('competitorName', {
label: 'Which alternative are you considering or using?',
placeholder: 'e.g., Competitor X'
});
});
competitionSection.addRow(row => {
row.addCheckboxList('competitorAdvantages', {
label: 'What advantages does the alternative offer?',
options: [
{ id: 'price', name: 'Better pricing' },
{ id: 'features', name: 'More features' },
{ id: 'ease', name: 'Easier to use' },
{ id: 'support', name: 'Better support' },
{ id: 'integration', name: 'Better integrations' },
{ id: 'performance', name: 'Better performance' }
]
});
});
// ============================================
// SECTION 6: Overall Satisfaction
// ============================================
const satisfactionSection = form.addSubform('satisfaction', {
title: 'Overall Experience',
isVisible: () => !!reasonSection.radioButton('primaryReason')?.value()
});
satisfactionSection.addRow(row => {
row.addEmojiRating('overallMood', {
label: 'How do you feel about this change?',
preset: 'mood',
size: 'lg',
showLabels: true,
alignment: 'center'
});
});
satisfactionSection.addRow(row => {
row.addMatrixQuestion('satisfactionAspects', {
label: 'Rate your satisfaction with these aspects:',
rows: [
{ id: 'product', label: 'Product Quality' },
{ id: 'support', label: 'Customer Support' },
{ id: 'onboarding', label: 'Onboarding Experience' },
{ id: 'updates', label: 'Product Updates' },
{ id: 'reliability', label: 'Reliability/Uptime' }
],
columns: [
{ id: '1', label: 'Poor' },
{ id: '2', label: 'Fair' },
{ id: '3', label: 'Good' },
{ id: '4', label: 'Very Good' },
{ id: '5', label: 'Excellent' }
],
fullWidth: true
});
});
// ============================================
// SECTION 7: Future Intent
// ============================================
const futureSection = form.addSubform('future', {
title: 'Looking Ahead',
isVisible: () => !!satisfactionSection.emojiRating('overallMood')?.value()
});
futureSection.addRow(row => {
row.addRatingScale('returnLikelihood', {
label: 'How likely are you to upgrade again in the future?',
preset: 'nps',
showSegmentColors: true,
showCategoryLabel: true,
lowLabel: 'Very unlikely',
highLabel: 'Very likely'
});
});
futureSection.addRow(row => {
row.addCheckboxList('returnTriggers', {
label: () => {
const likelihood = futureSection.ratingScale('returnLikelihood')?.value();
if (likelihood !== null && likelihood !== undefined && likelihood >= 7) {
return 'What would make you upgrade again?';
}
return 'What would need to change for you to consider upgrading?';
},
options: [
{ id: 'price-drop', name: 'Lower pricing' },
{ id: 'new-features', name: 'New features I need' },
{ id: 'budget', name: 'Increased budget' },
{ id: 'team-growth', name: 'Team/business growth' },
{ id: 'promo', name: 'Special promotion/discount' },
{ id: 'competitor-fail', name: 'Alternative solution didn\'t work out' }
],
isVisible: () => futureSection.ratingScale('returnLikelihood')?.value() !== null
});
});
futureSection.addSpacer();
futureSection.addRow(row => {
row.addTextarea('finalFeedback', {
label: 'Any additional feedback or suggestions for us?',
placeholder: 'We read every response and use your feedback to improve...',
rows: 3
});
});
// ============================================
// SECTION 8: Summary
// ============================================
const summarySection = form.addSubform('summary', {
title: 'Feedback Summary',
isVisible: () => !!reasonSection.radioButton('primaryReason')?.value()
});
summarySection.addRow(row => {
row.addTextPanel('summaryContent', {
computedValue: () => {
const prevPlan = contextSection.dropdown('previousPlan')?.value();
const newPlan = contextSection.dropdown('newPlan')?.value();
const reason = reasonSection.radioButton('primaryReason')?.value();
const mood = satisfactionSection.emojiRating('overallMood')?.value();
const returnLikelihood = futureSection.ratingScale('returnLikelihood')?.value();
if (!reason) return '';
const reasonLabels: Record<string, string> = {
'pricing': 'Pricing concerns',
'features-unused': 'Underutilized features',
'features-missing': 'Missing features',
'budget': 'Budget constraints',
'business-change': 'Business needs changed',
'competition': 'Alternative solution',
'support': 'Support issues',
'other': 'Other reason'
};
const moodLabels: Record<string, string> = {
'sad': 'Disappointed',
'down': 'Uncertain',
'neutral': 'Neutral',
'happy': 'Satisfied',
'excited': 'Positive'
};
let summary = 'Summary of Your Feedback\n';
summary += '═'.repeat(30) + '\n\n';
if (prevPlan && newPlan) {
summary += `Plan Change: ${prevPlan.charAt(0).toUpperCase() + prevPlan.slice(1)} → ${newPlan.charAt(0).toUpperCase() + newPlan.slice(1)}\n`;
}
summary += `Primary Reason: ${reasonLabels[reason] || reason}\n`;
if (mood) {
summary += `Current Mood: ${moodLabels[mood] || mood}\n`;
}
if (returnLikelihood !== null && returnLikelihood !== undefined) {
const category = returnLikelihood >= 9 ? 'Very Likely' :
returnLikelihood >= 7 ? 'Likely' :
returnLikelihood >= 5 ? 'Neutral' : 'Unlikely';
summary += `Return Likelihood: ${returnLikelihood}/10 (${category})\n`;
}
return summary;
},
customStyles: () => {
const returnLikelihood = futureSection.ratingScale('returnLikelihood')?.value();
const baseStyles = {
padding: '16px',
borderRadius: '8px',
whiteSpace: 'pre-wrap',
fontFamily: 'monospace',
fontSize: '14px'
};
if (returnLikelihood !== null && returnLikelihood !== undefined) {
if (returnLikelihood >= 7) {
return { ...baseStyles, backgroundColor: '#d1fae5', borderLeft: '4px solid #10b981' };
} else if (returnLikelihood >= 5) {
return { ...baseStyles, backgroundColor: '#fef3c7', borderLeft: '4px solid #f59e0b' };
} else {
return { ...baseStyles, backgroundColor: '#fee2e2', borderLeft: '4px solid #ef4444' };
}
}
return { ...baseStyles, backgroundColor: '#f1f5f9', borderLeft: '4px solid #64748b' };
}
});
});
// ============================================
// FORM CONFIGURATION
// ============================================
form.configureSubmitButton({
label: 'Submit Feedback',
isVisible: () => !!reasonSection.radioButton('primaryReason')?.value()
});
form.configureCompletionScreen({
type: 'text',
title: 'Thank You for Your Feedback!',
message: 'We appreciate you taking the time to share your thoughts. Your feedback helps us improve our product and pricing. If you ever want to upgrade again, we\'ll be here!'
});
}
Frequently Asked Questions
When should I send a downgrade survey?
Send the survey immediately after the downgrade is confirmed, while the experience is fresh. You can also send a follow-up 30 days later to see if their needs have changed.
How can I use this data to reduce churn?
Analyze patterns in downgrade reasons to identify product gaps. If pricing is a common issue, consider offering annual discounts. If features are underused, improve onboarding and feature discovery.
Should I offer incentives to complete the survey?
A small incentive can increase response rates, but be careful not to bias responses. Consider offering early access to new features or a small credit instead of monetary rewards.
What's a good response rate for downgrade surveys?
Downgrade surveys typically see 20-35% response rates since customers are already engaged with your product. Keep it under 3 minutes to maximize completions.
How do I handle customers who want to cancel entirely?
This survey focuses on downgrades. For full cancellations, use our Cancellation Survey template which has different questions about leaving entirely vs. reducing usage.