The fact of the matter is some members will cancel.
Something unexpected may come up that requires them to re-examine their spending habits or they may have simply learned all they needed.
Perhaps they can’t easily find what they are looking for (even though it is located within your site).
These types of things can happen. But those are only a few examples of why a member might leave.
It is difficult to know exactly why a specific individual cancelled their membership.
It might even be a reason that has never crossed your mind and others could be cancelling for that same reason.
So how can you find out why anyone cancels?
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