Pause · Cancel
32% Cancel to Pause.
What Pause Delivers
A buyer in cancel mode is often in temporary distress: vacation, cash crunch, overstocked. A pause option as the default catches 32% of them, keeping the subscription active. After 4 to 8 weeks, the buyer returns because a reactivation email triggers.
01
32%
Cancel to Pause
02
71%
Reactivation After Pause
03
UI
Setup Lever
Setup Logic
- Cancel flow shows pause as step 1 (before cancel confirmation)
- Pause period selectable (2, 4, or 8 weeks)
- Reactivation email 7 days before pause ends
- Win-back sequence if not reactivated
- Tracking on pause share and reactivation rate
Example
A pet food brand introduced the pause option and cut cancel rate from 12% to 8%. Pause share reached 28%, of which 71% reactivated. Significant LTV lift with no discount inflation.
What Does Not Work
Hiding the pause option in the settings menu. A pause without a reactivation email. A pause period that is too short (2 days is not enough for buyer recovery). Setup discipline decides the outcome.
„Pause is not friction. It is a trust signal.”