Trial Exit Survey
When users end their free trial without converting, understanding why is crucial for improving your product and conversion funnel. This Trial Exit Survey uses intelligent branching to dive deep into specific barriers - whether it's pricing, missing features, complexity, or timing. The multi-page format keeps users engaged while collecting comprehensive insights that drive product improvements and conversion optimization.
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export function trialExitSurvey(form: FormTs) {
// Trial Exit Survey - Understanding why users don't convert
// Demonstrates: Pages (multi-page), RadioButton, CheckboxList, MatrixQuestion, conditional flows, dynamic content
// ============================================
// STATE
// ============================================
const primaryReason = form.state<string | null>(null);
const trialRating = form.state<number | null>(null);
// ============================================
// HEADER
// ============================================
form.addRow(row => {
row.addTextPanel('header', {
label: 'Before You Go...',
computedValue: () => "We'd love to understand your experience to make our product better.",
customStyles: {
background: 'linear-gradient(135deg, #f093fb 0%, #f5576c 100%)',
color: 'white',
padding: '24px',
borderRadius: '12px',
textAlign: 'center'
}
});
});
// ============================================
// MULTI-PAGE WIZARD
// ============================================
const pages = form.addPages('trialPages');
// ============================================
// PAGE 1: Primary Reason
// ============================================
const page1 = pages.addPage('reason');
const reasonSection = page1.addSubform('reasonSection', {
title: 'Step 1: Why Are You Leaving?'
});
reasonSection.addRow(row => {
row.addRadioButton('primaryReason', {
label: 'What is the main reason you decided not to continue?',
options: [
{ id: 'pricing', name: 'Pricing is too high for my budget' },
{ id: 'features', name: 'Missing features I need' },
{ id: 'complex', name: 'Too complex or hard to learn' },
{ id: 'time', name: "Didn't have enough time to evaluate" },
{ id: 'alternative', name: 'Found a better alternative' },
{ id: 'project', name: 'Project or priorities changed' },
{ id: 'other', name: 'Other reason' }
],
orientation: 'vertical',
isRequired: true,
onValueChange: (val) => primaryReason.set(val ?? null)
});
});
reasonSection.addRow(row => {
row.addTextarea('otherReason', {
label: 'Please specify:',
placeholder: 'Tell us more about your reason...',
rows: 2,
isVisible: () => reasonSection.radioButton('primaryReason')?.value() === 'other',
isRequired: () => reasonSection.radioButton('primaryReason')?.value() === 'other'
});
});
// ============================================
// PAGE 2: Reason-specific follow-up
// ============================================
const page2 = pages.addPage('details');
// --- Pricing Follow-up ---
const pricingSection = page2.addSubform('pricingDetails', {
title: 'Step 2: Pricing Feedback',
isVisible: () => primaryReason() === 'pricing'
});
pricingSection.addRow(row => {
row.addRadioButton('budgetFit', {
label: 'At what price point would you consider subscribing?',
options: [
{ id: 'half', name: 'At 50% of current price' },
{ id: 'third', name: 'At 30% less than current' },
{ id: 'quarter', name: 'At 25% less than current' },
{ id: 'free', name: 'Only if free' },
{ id: 'never', name: 'Would not subscribe at any price' }
],
orientation: 'vertical'
});
});
pricingSection.addRow(row => {
row.addCheckboxList('pricingFactors', {
label: 'What would make the current price acceptable?',
options: [
{ id: 'more_features', name: 'More features included' },
{ id: 'better_support', name: 'Better customer support' },
{ id: 'more_storage', name: 'More storage/limits' },
{ id: 'team_discount', name: 'Team/volume discounts' },
{ id: 'annual_discount', name: 'Bigger annual discount' },
{ id: 'nothing', name: 'Nothing - price is just too high' }
],
orientation: 'vertical'
});
});
// --- Missing Features Follow-up ---
const featuresSection = page2.addSubform('featuresDetails', {
title: 'Step 2: Missing Features',
isVisible: () => primaryReason() === 'features'
});
featuresSection.addRow(row => {
row.addCheckboxList('missingFeatures', {
label: 'Which features were you looking for?',
options: [
{ id: 'integrations', name: 'Integrations with other tools' },
{ id: 'reporting', name: 'Advanced reporting/analytics' },
{ id: 'automation', name: 'Automation capabilities' },
{ id: 'mobile', name: 'Mobile app' },
{ id: 'collaboration', name: 'Team collaboration' },
{ id: 'api', name: 'API access' },
{ id: 'custom', name: 'Customization options' },
{ id: 'other', name: 'Other features' }
],
orientation: 'vertical'
});
});
featuresSection.addSpacer({ height: '16px' });
featuresSection.addRow(row => {
row.addTextarea('featureDetails', {
label: 'Please describe the features you need:',
placeholder: 'Be as specific as possible - this helps our product team...',
rows: 3,
autoExpand: true
});
});
// --- Complexity Follow-up ---
const complexitySection = page2.addSubform('complexityDetails', {
title: 'Step 2: Usability Feedback',
isVisible: () => primaryReason() === 'complex'
});
complexitySection.addRow(row => {
row.addRatingScale('easeOfUse', {
label: 'How easy was the product to use?',
preset: 'ces',
size: 'md',
alignment: 'center'
});
});
complexitySection.addRow(row => {
row.addCheckboxList('complexityAreas', {
label: 'Which areas were most confusing?',
options: [
{ id: 'setup', name: 'Initial setup' },
{ id: 'navigation', name: 'Finding features/navigation' },
{ id: 'terminology', name: 'Understanding terminology' },
{ id: 'workflow', name: 'Creating workflows' },
{ id: 'docs', name: 'Documentation/help' },
{ id: 'all', name: 'Everything felt overwhelming' }
],
orientation: 'vertical'
});
});
complexitySection.addRow(row => {
row.addRadioButton('wouldHelp', {
label: 'Would personalized onboarding help you succeed?',
options: [
{ id: 'yes', name: 'Yes, I would try again with help' },
{ id: 'maybe', name: 'Maybe, depends on time investment' },
{ id: 'no', name: 'No, the product is not for me' }
],
orientation: 'vertical'
});
});
// --- Time Follow-up ---
const timeSection = page2.addSubform('timeDetails', {
title: 'Step 2: Trial Duration',
isVisible: () => primaryReason() === 'time'
});
timeSection.addRow(row => {
row.addRadioButton('trialLength', {
label: 'How much more time would you have needed?',
options: [
{ id: 'week', name: '1 more week' },
{ id: 'two_weeks', name: '2 more weeks' },
{ id: 'month', name: 'About a month' },
{ id: 'longer', name: 'More than a month' }
],
orientation: 'vertical'
});
});
timeSection.addRow(row => {
row.addCheckbox('extendTrial', {
label: 'I would like a trial extension to properly evaluate the product'
});
});
// --- Alternative Follow-up ---
const alternativeSection = page2.addSubform('alternativeDetails', {
title: 'Step 2: Competitive Insights',
isVisible: () => primaryReason() === 'alternative'
});
alternativeSection.addRow(row => {
row.addTextbox('competitor', {
label: 'Which alternative are you considering?',
placeholder: 'Product name (optional)'
});
});
alternativeSection.addRow(row => {
row.addCheckboxList('alternativeReasons', {
label: 'What makes the alternative more attractive?',
options: [
{ id: 'price', name: 'Better pricing' },
{ id: 'features', name: 'Has features I need' },
{ id: 'easier', name: 'Easier to use' },
{ id: 'familiar', name: 'Already familiar with it' },
{ id: 'team', name: 'Team already uses it' },
{ id: 'support', name: 'Better support/community' }
],
orientation: 'vertical'
});
});
// --- Project Changed (brief) ---
const projectSection = page2.addSubform('projectDetails', {
title: 'Step 2: Project Status',
isVisible: () => primaryReason() === 'project'
});
projectSection.addRow(row => {
row.addRadioButton('projectStatus', {
label: 'What happened to your project?',
options: [
{ id: 'paused', name: 'Project paused, may resume later' },
{ id: 'cancelled', name: 'Project cancelled' },
{ id: 'different', name: 'Going in a different direction' },
{ id: 'budget', name: 'Lost budget/funding' }
],
orientation: 'vertical'
});
});
projectSection.addRow(row => {
row.addCheckbox('keepInTouch', {
label: 'Keep me updated about product changes - I may return'
});
});
// ============================================
// PAGE 3: Trial Experience Rating
// ============================================
const page3 = pages.addPage('experience');
const experienceSection = page3.addSubform('experienceSection', {
title: 'Step 3: Your Trial Experience'
});
experienceSection.addRow(row => {
row.addStarRating('overallExperience', {
label: 'How would you rate your overall trial experience?',
maxStars: 5,
size: 'lg',
alignment: 'center',
onValueChange: (val) => trialRating.set(val ?? null)
});
});
experienceSection.addRow(row => {
row.addMatrixQuestion('featureRatings', {
label: 'Rate the features you tried:',
rows: [
{ id: 'ui', label: 'User Interface' },
{ id: 'performance', label: 'Speed & Performance' },
{ id: 'docs', label: 'Documentation & Help' },
{ id: 'onboarding', label: 'Onboarding Experience' }
],
columns: [
{ id: 'na', label: "Didn't Try" },
{ id: 'poor', label: 'Poor' },
{ id: 'ok', label: 'OK' },
{ id: 'good', label: 'Good' },
{ id: 'great', label: 'Great' }
],
striped: true,
fullWidth: true
});
});
experienceSection.addRow(row => {
row.addEmojiRating('emotionalResponse', {
label: 'How did using our product make you feel?',
preset: 'satisfaction',
size: 'lg',
showLabels: true,
alignment: 'center'
});
});
// ============================================
// PAGE 4: Final Thoughts & Contact
// ============================================
const page4 = pages.addPage('final');
const finalSection = page4.addSubform('finalSection', {
title: 'Step 4: Final Thoughts'
});
finalSection.addRow(row => {
row.addSlider('returnLikelihood', {
label: 'How likely are you to try us again in the future?',
min: 0,
max: 10,
step: 1,
defaultValue: 5,
showValue: true
});
});
finalSection.addSpacer({ height: '16px' });
finalSection.addRow(row => {
row.addTextarea('additionalFeedback', {
label: 'Any additional feedback or suggestions?',
placeholder: 'Your honest feedback helps us improve...',
rows: 3,
autoExpand: true
});
});
// --- Contact for follow-up ---
const contactSection = page4.addSubform('contactSection', {
title: 'Stay Connected',
isVisible: () => {
// Show if they rated highly or want to return
return trialRating() !== null && trialRating()! >= 3;
}
});
contactSection.addRow(row => {
row.addCheckbox('allowContact', {
label: 'You may contact me about product updates or special offers'
});
});
contactSection.addRow(row => {
row.addEmail('email', {
label: 'Email address',
placeholder: 'your@email.com',
isVisible: () => contactSection.checkbox('allowContact')?.value() === true,
isRequired: () => contactSection.checkbox('allowContact')?.value() === true
});
});
// ============================================
// SUMMARY SECTION
// ============================================
const summarySection = page4.addSubform('summary', {
title: 'Feedback Summary'
});
summarySection.addRow(row => {
row.addTextPanel('summaryContent', {
computedValue: () => {
const reason = primaryReason();
const rating = trialRating();
const returnChance = finalSection.slider('returnLikelihood')?.value() ?? 5;
const reasonLabels: Record<string, string> = {
'pricing': 'Pricing concerns',
'features': 'Missing features',
'complex': 'Complexity issues',
'time': 'Needed more time',
'alternative': 'Found alternative',
'project': 'Project changed',
'other': 'Other reason'
};
let summary = `Trial Exit Summary\n${'═'.repeat(25)}\n\n`;
summary += `Primary Reason: ${reasonLabels[reason || ''] || 'Not specified'}\n`;
if (rating) {
summary += `Experience Rating: ${'★'.repeat(rating)}${'☆'.repeat(5 - rating)}\n`;
}
summary += `Return Likelihood: ${returnChance}/10\n`;
if (returnChance >= 7) {
summary += '\n💚 High chance of return - nurture this lead!';
} else if (returnChance <= 3) {
summary += '\n🔴 Low return likelihood - focus on feedback';
}
return summary;
},
customStyles: () => {
const returnChance = finalSection.slider('returnLikelihood')?.value() ?? 5;
const baseStyles = {
padding: '16px',
borderRadius: '8px',
whiteSpace: 'pre-wrap',
fontFamily: 'monospace',
fontSize: '13px'
};
if (returnChance >= 7) {
return { ...baseStyles, backgroundColor: '#d1fae5', borderLeft: '4px solid #10b981' };
} else if (returnChance <= 3) {
return { ...baseStyles, backgroundColor: '#fee2e2', borderLeft: '4px solid #ef4444' };
}
return { ...baseStyles, backgroundColor: '#fef3c7', borderLeft: '4px solid #f59e0b' };
}
});
});
// ============================================
// FORM CONFIGURATION
// ============================================
form.configureSubmitButton({
label: 'Submit Feedback'
});
form.configureCompletionScreen({
type: 'text',
title: 'Thank You for Your Feedback!',
message: 'Your insights help us build a better product. We hope to see you again in the future. If your circumstances change, your trial data will be here waiting for you.'
});
}
Frequently Asked Questions
When should I show the trial exit survey?
Show the survey when a user's trial expires without converting, or when they actively cancel during the trial. Consider a softer approach with a modal before full expiration to capture feedback while the experience is fresh.
How do I reduce survey abandonment?
Keep it short - this template uses conditional logic to show only relevant questions. The multi-page format makes it feel less overwhelming. Consider offering an incentive like a trial extension for completing the survey.
What are the most common trial exit reasons?
Typically: pricing too high, missing needed features, too complex to learn, not enough time to evaluate, found alternative solution, or project/priorities changed. This survey captures all these and more.
Can I use this to win back churned trials?
Yes! Based on their responses, you can offer targeted solutions - extended trial for 'not enough time', discount for pricing concerns, or personalized onboarding for complexity issues. Use the email capture to follow up.
How do I analyze trial exit data?
Look for patterns in primary reasons and barriers. High 'pricing' responses may indicate positioning issues. 'Missing features' responses reveal product gaps. Track trends over time to measure impact of improvements.
Should I include a retention offer in the survey?
You can customize the completion screen to show relevant offers based on their responses. However, focus first on understanding the 'why' - a discount won't help if the product doesn't meet their needs.