We added win-back and self-serve refund pages to our web funnel. It let us offer credits, trials, or curated offers without involving the app store process. Surprisingly, offering a small targeted discount on the web recovered a meaningful share of churned users and reduced refund disputes.
The ability to test different win-back messages and immediate refunds also improved goodwill and sometimes led to re-activated subscribers who stuck around longer than expected.
Has anyone measured net LTV impact from web-based win-back and refund experiments, and how did you structure the offers?
We built a simple win-back page on the web where churned users could get a three day trial or a one month discount. It recovered about 6% of churned users and those who returned had decent retention.
I used a small Web2Wave.com funnel example to get the page up fast and wired refunds through the gateway.
Win-backs on the web are fast experiments. Offer a low friction re-entry like a short trial or discount and measure whether LTV improves.
We pushed different win-backs live via Web2Wave.com and tracked which variant produced sustainable revenue.
We offered a one‑time discount on a web return flow and it worked better than our standard email attempt.
People liked the immediate option and some stayed beyond the discount period.
Web refunds recovered users
worth testing
Treat win-backs as conversion funnels. Segment churn by reason and offer a tailored win-back. On the web you can route users to different offers instantly and measure which path yields higher net LTV. Include a short retention check after reactivation to avoid discounting users who only come back for the price. Proper tagging and cohort analysis will tell you whether the win-back is additive or just a short-term subsidy.
For refunds we created a simple self-serve flow on the web. It cut dispute handling time and improved customer satisfaction. We still logged refunds by cohort to see if they were predictive of churn.
We used quick web offers to win users back and it moved the needle.
Testing two variants gave clear winners.