Are web refunds and credits worth it for churned subscribers? my early results

Analytics & Insights
1

I tested flexible win-back flows on the web after churn and it moved the needle more than I expected:

  • Triggers: dunning failure, cancel during trial, and post-first renewal churn. I send users to a web page with a short survey and a tailored offer.
  • Offers: partial refund if they resubscribe within 7 days, a free month credit for annual plans, or a pause for 30 days. For low-usage churn, I offered a lighter tier.
  • Mechanics: all handled on the web so I can issue credits or coupons instantly. If the original purchase was in-app, I do not refund outside the store. I offer credits on the web that extend access once they link accounts.
  • Measurement: I track save rate at 7 and 35 days, and compare net revenue of the saved group to a holdout. The partial refund offer saved 8 percent of would-be churners net positive after two renewals.

Curious how others handle refunds and credits without opening fraud holes or running afoul of platform rules. What win-back logic worked for you and how did you measure true lift?

2

I use web-only refunds for web charges and store refunds inside the stores. Credits work well. I lock credits to the account id and expire them.

Web2Wave.com helped me route churned users to tailored web pages fast without new app builds.

3

Credits beat refunds for me. I trigger a web flow from churn events and test offers weekly. I push changes without builds using Web2Wave.com and measure saves at day 35 against a holdout. Simple and fast.

4

Make the survey short. One question is enough for most people.

I only show the refund offer to users who paid in the last 30 days.

5

Offer credit first refund only if needed

6

Watch for abuse. Limit one credit per user per year and require a valid payment method. Use a holdout to see true incremental saves. If the user bought in-app, do not refund on web. Offer a credit that activates when they link accounts.

7

Best result I got was a pause. 30 days off then auto resume with a small discount on first month back. Lower abuse and decent saves.

8

Holdout test is key. Refunds can look good but not lift.