Apple has announced the launch of win-back offers for auto-renewable subscriptions, enabling app developers to entice former subscribers back with special discounts and promotions.
This feature, available via App Store Connect, allows developers to configure offers that appear across various Apple platforms.
How Win-Back Offers Work
Reaching Previous Subscribers
Win-back offers are designed to target users who have previously subscribed to an app or game but have since canceled their subscription.
Developers can configure these offers to provide a reduced subscription price for a set period, after which the subscription auto-renews at the standard rate.
For example, a developer might offer a six-month subscription at $9.99, with an annual renewal price of $39.99.
Multiple Discovery Points
Eligible customers can discover win-back offers in several locations:
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App Store: Offers can appear on the product page and in personalized recommendations across the Today, Games, and Apps tabs.
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In-App: A win-back offer sheet can automatically appear within the app, or developers can use StoreKit views or StoreKit 2 APIs for customized displays.
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Subscription Settings: Users can find offers in their Apple account under Subscription settings.
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Direct Links: Developers can share direct links to offers via their own marketing channels, such as email.
Configuring Offers
When setting up win-back offers in App Store Connect, developers determine customer eligibility, select regional availability, and choose the type of discount.
Developers can also prioritize how these offers are displayed across different platforms and ensure that subscription display names and descriptions are accurate.
Benefits of Win-Back Offers
Customer Retention and Growth
Win-back offers provide a strategic way to grow, retain, and re-acquire customers by offering free or discounted prices for a specific duration. This approach can help developers maintain a steady subscriber base and increase long-term revenue.
Streamlined Purchasing
By default, streamlined purchasing is enabled, allowing users to complete purchases from outside the app. Developers have the option to disable this feature if they prefer.
Editor's Comments
Apple's introduction of win-back offers is a significant step in helping app developers maximize their subscription revenue.
By providing multiple discovery points and customization options, developers can effectively target and re-engage their previous subscribers.
This feature is likely to benefit both developers and users, as it offers a seamless way to manage and redeem subscription offers.
As the competition in the app market intensifies, such innovative features can provide a competitive edge.
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