Win-back
A discounted subscription offer for lapsed subscribers — one of the highest-ROI tactics in subscription apps because you are re-engaging someone who already paid.
Definition
A win-back offer is a discounted pricing plan shown specifically to users whose subscription has lapsed (cancelled or expired). Because the user has previously demonstrated willingness to pay, win-back conversion rates are typically much higher than new-user acquisition. Win-backs directly reduce churn by recovering revenue that would otherwise be lost.
Win-back offers are supported by both Google Play (via subscription save offers and win-back pricing) and the App Store (via promotional offers and win-back pricing APIs). The offer is typically a discounted price for a limited period — for example, 50% off for the first 3 months of re-subscription.
Examples
- A user cancels their $9.99/month subscription. After 30 days, they open the app and see a paywall with a win-back offer: "Welcome back — get 50% off your first 3 months".
- Tierux's paywall config supports per-package win-back pricing. When a user's entitlement is in a lapsed state, the paywall automatically shows the win-back plan variant.
- Google Play Billing Library supports win-back pricing natively through subscription offers, which Tierux maps to paywall packages via the product mapping system.
Win back subscribers with automated offers
Free tier — unlimited apps, 1 paywall. No credit card, no revenue share.
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