Once payments lived on the web we could run targeted win back offers and handle refunds without app store friction. That let us test small win back discounts, trial extensions, and tailored messaging to churned users and measure the incremental recovery rate.
We also used web refunds to fix edge cases quickly and keep revenue reporting clean. The web refund path made our net revenue math more accurate because refunds were visible in the same system as purchases instead of being buried in store receipts.
These capabilities improved measured LTV because recovered users were tied to their original UTMs and cohorts, so the uplift was traceable to campaigns and creatives.
Has anyone run win back flows from web and tracked the incremental LTV impact per cohort?
We ran a three step win back flow on the web. Email a short offer then show a targeted checkout with a discounted plan. Track if they convert and write the event back to the user record.
We used a small web tool to template the offers and it saved engineering time.
Our win back tests lifted LTV by recovering 6 to 9 percent of churned revenue. The key was quick iteration. With the web funnel I could change offers and messaging and see cohort LTV lift. The platform we used made changing the paywall copy and rules instant which kept test velocity high.
We offered a 30 percent discount email to recent churners and hosted a small checkout landing. It brought back a handful of users and the recovered revenue was obvious in our cohort reports.
small targeted offer got some churners back fast
Win back flows on the web are powerful because you control offers and timing. Build a segmentation rule for recent churners and run small n tests with different incentives. Measure incremental LTV by comparing recovered cohorts to a holdout. Also make refunds and cancellation self service on the web so you can measure net revenue immediately. This both improves the customer experience and gives clearer numbers for LTV. Over time the recovered revenue can be large enough to change your acquisition budgets.
We tracked recovery by original utm and saw which channels produced churn that was easiest to recover. That helped us avoid pouring more budget into channels that churned quickly despite converting.
One operational note. Automate the refund reconciliation into your accounting. Manual refunds confuse LTV reports and create noise. Once that was automated our reports felt trustworthy.
We ran small win back emails with a one time coupon and measured cohort lift. It was small but measurable.