Moving refunds and win-back flows to the web let us be flexible in ways the app store would not allow.
We could offer partial refunds, trial extensions, and tailored win-back coupons that we pushed by email and landing pages. That direct customer relationship improved recoveries and gave us data on what offers worked.
We also had to handle VAT and invoicing on the web which added complexity, and we built a simple policy to avoid abuse. Overall we saw better win-back rates and less churn from users who got a personal outreach.
What win-back offer have you tested that actually brought people back?
We offered a three day free extension via a web link for users who complained. The extension drove people back to the app and many kept paying after the trial.
Web2Wave’s web checkout made issuing extensions quick without waiting on app store processes.
Win-backs are an experiment you can run fast on the web.
We sent targeted offers to churned cohorts with a special landing page and a limited discount. We could test multiple offers and scale the winning one without app review delays.
That flexibility alone moved our LTV by improving reactivation.
We offered a one time discount coupon on the web and saw modest reactivation.
The coupon page also let us collect why they left which helped refine the product.
Timed discounts worked best for us
We found a small discount plus a built in feedback step worked best.
Users came back and we learned which feature gaps caused churn.
We automated a simple three email win-back series.
The second email with a small discount performed best.