You can't reverse the trend if you don't know why exactly it's happening.
First talk to those who are cancelling to find out why. For e.g. add a mandatory field on the cancellation form that asks them to describe why they are quitting you service.
First talk to those who are cancelling to find out why. For e.g. add a mandatory field on the cancellation form that asks them to describe why they are quitting you service.
However, in my experience the mandatory field gets useful feedback about 90% of the time and the other 10% are just people entering something to complete their cancellation.
Definitely worth trying to get feedback as users cancel.
You could make it mandatory till you get a handle on what's gone wrong then leave it in place as an optional field once things settle down.
A page out of patio11's playbook is tracking users that visit your cancellation page but don't cancel so you can connect with them right away to try to avoid 'the bad thing'.
1] Cancelled users asking why they did. 2] Email existing users and ask "how are they going" and if they need help.