Been tracking our subscription metrics and noticed web subscribers seem to stick around longer than IAP users.
Wondering if this is just us or if others are seeing similar patterns. Could be the friction difference or maybe just different user mindsets.
Yeah, we’ve seen this across three apps. Web users churn 20-30% less in the first 90 days.
I think payment friction actually helps. Web users have to grab their card, type everything in, maybe switch devices. That extra hassle filters out people who aren’t serious.
IAP users? Face ID, two taps, done. Easy in, easy to forget.
Web users are way more engaged too - they dig into settings, use more features, actually read our emails. Half the IAP users don’t even remember signing up when they see the charge.
Web subscribers are cheaper to get since you skip platform fees - you’d win even with identical churn rates.
The web payment process filters for people who actually want your product. If someone’s willing to jump through extra hoops to subscribe outside the app, they’ve already decided you’re worth it.
Cohort data backs this up. Web subscribers convert to annual plans at almost double the rate of IAP users. They clearly see value since they chose to subscribe outside the app store. IAP subscribers often convert during free trials or promotions without fully engaging with the product. Web subscribers usually spend time in your app before deciding to pay.
Web users likely thought it through more before committing. IAP just feels way too easy and impulsive.
IAP users stick to the app and forget about it.