# Cancellation flows and save offers Source: Lazyweb Research 13 data-backed questions on Cancellation flows and save offers. HTML: https://www.lazyweb.com/research/category/cancellation-flows-and-save-offers Markdown: https://www.lazyweb.com/research/category/cancellation-flows-and-save-offers.md ## Questions - [How many steps should I expect in a subscription cancel flow?](https://www.lazyweb.com/research/how-many-steps-in-a-subscription-cancel-flow) Across 81 apps with captured cancel screens, the median app surfaces 3 distinct cancel screens (mean 3.78, max 21) [1]. Because step ordering is missing on 329 of 332 canonical rows, treat this per-a… - [What percent of cancel flows show a save offer, and which type?](https://www.lazyweb.com/research/what-percent-of-cancel-flows-show-a-save-offer) Among 48 apps with genuine cancel-intent screens, 30 (63%) surface discount or offer language on a cancel screen [1]. Pause offers (0 of 48) and downgrade offers (0 of 48) are rarely observed in capt… - [Are pause and downgrade save offers worth building for cancellation?](https://www.lazyweb.com/research/are-pause-and-downgrade-save-offers-worth-building) In captured cancel screens, pause appears in 0 of 48 apps and downgrade in 0 of 48, versus discount in 30 of 48 (63%) [1][2][3]. So pause and downgrade are rarely observed relative to discount — open… - [What reasons do cancellation surveys ask about, and how common are they?](https://www.lazyweb.com/research/what-reasons-do-cancellation-surveys-ask-about) Only 2 of 48 apps with genuine cancel-intent screens (4%) show a cancellation-reason survey — confirmed at DoorDash and Instacart [1]. Where present, the reason options observed include 'too expensiv… - [What do click-to-cancel flows look like screen by screen in the field?](https://www.lazyweb.com/research/what-do-compliant-click-to-cancel-flows-look-like) Across 48 apps with genuine cancel-intent screens, the observed building blocks are a confirmation step (12 apps, 25%), a keep/stay retention CTA (10 apps, 21%), a discount offer (30 apps, 63%), and… - [How is the cancel button styled versus the keep/subscribe path?](https://www.lazyweb.com/research/how-is-the-cancel-button-styled-in-cancel-flows) Across 78 cancel/keep/pause/resubscribe CTA buttons, 40 are styled as dismiss and 18 as secondary, versus only 7 primary [1]. So the cancel action is heavily de-emphasized relative to the primary kee… - [How common is an 'are you sure' confirmation step when cancelling?](https://www.lazyweb.com/research/how-common-is-a-confirmation-step-when-cancelling) A confirmation ('are you sure / confirm cancel') step appears in 12 of 48 apps with genuine cancel-intent screens (25%) [1]. A separate keep/stay retention CTA shows up in 10 of 48 apps (21%) [2]. So… - [How common is 'cancel anytime' reassurance copy on paywalls?](https://www.lazyweb.com/research/how-common-is-cancel-anytime-reassurance-on-paywalls) Across 4,406 paywall CTAs, 165 (3.7%) carry 'cancel anytime' language in the CTA, title, or subtitle, spread across 252 apps [1]. So risk-reversal copy is present but far from default at signup. It i… - [Does 'cancel anytime' copy help or hurt paywall conversion?](https://www.lazyweb.com/research/does-cancel-anytime-copy-help-or-hurt-conversion) It is a genuine trade-off, and teams test both directions. Across 4,406 paywall CTAs, only 3.7% use 'cancel anytime,' so it is not a default [1]. Named tests split: PictureThis replaced reassurance w… - [Which app categories lean most on 'cancel anytime' reassurance?](https://www.lazyweb.com/research/which-categories-use-cancel-anytime-most) Among the 252 apps using 'cancel anytime' copy, Health & Fitness leads with 9 apps — the only category cell that clears a reliable sample bar [1]. Other categories (Entertainment 5, Education 5, Musi… - [Should I use in-flow save offers or post-cancellation win-back?](https://www.lazyweb.com/research/win-back-vs-in-flow-save-offers-cancellation) Both appear in the field, and they operate at different moments. In-flow, discount offers dominate (30 of 48 apps, 63%) while pause and downgrade are rarely observed (0 of 48 each) [1][2]. Post-cance… - [How does cancellation-flow coverage compare between web and app?](https://www.lazyweb.com/research/web-vs-app-cancellation-screens-coverage) This research tracks two separate universes: 332 canonical Cancel-Subscription app screens (1,685 screenshots, 81 apps) and 135 labeled in-product web cancellation screens [1][2][3]. All 135 web scre… - [Which app categories show up most in cancel-flow research?](https://www.lazyweb.com/research/which-app-categories-have-the-deepest-cancel-flows) Among the 48 apps with genuine cancel-intent screens, Health & Fitness is the largest category cell with 7 apps, followed by Education (6) and Productivity (4) [1]. Every per-category cell is below N…