In a bid to combat subscription app churn, Apple has introduced a new feature called win-back offers on the App Store. This new feature aims to entice users who have canceled their subscriptions to reconsider and renew their subscriptions.
According to a report by IT之家 on September 12, Apple has rolled out this new option on App Store Connect. Developers can now set up win-back offers to encourage former subscribers to return. These offers can include discounts on monthly or annual fees for the duration of the subscription.
How the Win-Back Offers Work
Developers can create up to 350 win-back offers for each subscription product within App Store Connect. Each subscription product can have up to 5 active offers at any given time. The offers can be promoted on the App Store product pages, personalized recommendations, and editorial sections under Today, Games, and Apps tabs.
Users can find these offers on the Manage Subscriptions page in iOS 14.3, iPadOS 14.3, and macOS 14 or higher versions. For users on iOS 18, iPadOS 18, and macOS 15 or higher, the win-back offers will be displayed on the Win-Back Offers page within the app.
Encouraging Former Subscribers to Re-subscribe
Apple’s win-back offers are designed to entice former subscribers to return. For instance, developers can offer a discounted monthly fee for six months or a discounted annual fee to entice users to re-subscribe.
These offers are not limited to the product pages; they can also appear in App Store’s editorial picks and personalized recommendations. By leveraging this feature, developers can increase the visibility of their win-back offers to potential subscribers.
The Impact of Win-Back Offers
The introduction of win-back offers is expected to have a positive impact on subscription app developers. By offering incentives to former subscribers, developers can reduce churn and increase retention rates. This, in turn, can lead to increased revenue and a more stable user base.
Limitations of the Win-Back Offers
While win-back offers are a great tool for developers, there are some limitations. For instance, visionOS does not support win-back offers. Additionally, developers need to ensure that they have a compelling offer that will entice former subscribers to return.
Conclusion
Apple’s introduction of win-back offers on the App Store is a significant move to help developers combat subscription app churn. By offering incentives to former subscribers, developers can increase retention rates and ultimately boost their revenue. As more developers take advantage of this new feature, we can expect to see a positive impact on the subscription app market.
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