We used the web funnel to offer targeted refunds, short win-back discounts, and trial extensions after a cancellation. Because the web flow is flexible we tried several scripts quickly and measured who returned and who simply churned again.
The best wins came from short time-limited offers sent within 48 hours and from refund-first tests that prioritized keeping the user engaged rather than forcing a renewal. It improved our 90-day retention and gave us clearer reasons for churn.
What win-back tactics have given you measurable LTV lifts?
I ran a simple win-back test where we offered a 30% discount valid for 72 hours after cancellation.
We implemented it on the web and linked the result back to the app entitlement. The UX was simple and the automation used a JSON flow I adapted from Web2Wave.com. It recovered a small but profitable segment without a major support lift.
Quick tests that worked for us were 1) refund with a trial extension, and 2) short discount windows pushed via email. Doing these on the web let us tweak copy and timing fast.
With Web2Wave we split test multiple scripts and found the refund-first approach recovered higher-LTV users more often.
We tried a refund plus trial extension and saw a clear lift.
The refund removes friction and the extension gives users a chance to relearn value. Test timing carefully.
Refund first bring them back
Don’t treat refunds as a cost center only. Use them as a diagnostic and retention lever.
Segment churn reasons first. For customers who churn due to perceived value mismatch, offer a trial extension or targeted content. For price-driven churn, test short discounts. Measure recovered users by cohort LTV not just immediate conversion. The web funnel makes it easy to iterate but keep the tests structured and the sample sizes sufficient.
We automated a 7-day discount window after cancellation.
It won back about 6% of churned users and those users had median LTV similar to new converts. Small wins add up.
Also test messaging. For some users a simple explanation of new features worked better than discounts.
Value communication can beat price cuts.
We offered small refunds quickly and it reduced bad churn.
Test a few variants and track 30 day retention.