A Win-back Offer is a marketing strategy used in the App Store to re-engage previous subscribers of auto-renewable subscriptions.
This type of offer allows developers to provide former subscribers with incentives, such as discounted prices, to encourage them to resubscribe to an app or game.
What is a Win-back Offer?
A Win-back Offer is a targeted promotional strategy designed to attract former subscribers back to an app or game.
These offers can be configured in App Store Connect and can include various types of discounts or special pricing for a defined period.
For instance, an offer might provide a reduced subscription price of $9.99 for six months, with a standard renewal price of $39.99 per year. The primary goal is to re-engage users who have previously canceled their subscriptions.
How Do Win-back Offers Appear to Users?
On the App Store
Win-back offers can be displayed in several locations across the App Store. They can appear on the product page of the app, in personalized recommendations, and in editorial selections on the Today, Games, and Apps tabs.
When users tap on these offers, they can view more details and seamlessly redeem the offer by opening or redownloading the app.
In the App or Game
Within the app or game itself, a win-back offer sheet can automatically appear to eligible customers. Developers can also use StoreKit views or StoreKit 2 APIs for additional control and customization of how these offers are displayed within their app.
Subscription Settings
Users can find win-back offers in their Apple account under Subscription settings. Here, they can tap on the app or game to view and redeem any available offers automatically, without any additional work required from the developer.
Direct Link
Developers can share win-back offers through direct links provided in App Store Connect. These links can be distributed via various marketing channels, such as email, to reach potential resubscribers directly.
How to Configure a Win-back Offer?
Determining Customer Eligibility
When setting up a win-back offer in App Store Connect, developers must determine which customers are eligible for the offer. This typically includes users who have previously subscribed but have since canceled their subscription.
Selecting Regional Availability
Developers can choose the regions in which the win-back offer will be available. This ensures that the offer is targeted to the appropriate audience based on geographic considerations.
Choosing the Discount Type
The type of discount or special pricing for the win-back offer must be selected. This could be a percentage discount, a fixed amount off, or a special introductory price for a specific duration.
Providing Offer Details
Developers need to provide detailed information about the offer, including the subscription display name and description. This information is used by Apple to display the win-back offer accurately.
Submitting an Approved Subscription Image
To promote the offer on the App Store, an approved subscription image must be submitted. This image should be simple and distinct from the app icon or screenshots, effectively conveying the essence of the In-App Purchase included in the offer.
How Does Apple Display Win-back Offers?
Apple uses the subscription display name and description provided by the developer to display win-back offers. The offers are ranked based on the priority selected by the developer during configuration.
By default, streamlined purchasing is enabled, allowing users to complete purchases outside the app, although this can be turned off in App Store Connect.
What Are the Benefits of Win-back Offers?
Win-back offers are an effective tool for growing, retaining, and re-acquiring customers.
By providing a free or discounted price for a specific duration, developers can incentivize former subscribers to return.
At the end of the offer period, the subscription auto-renews at the standard price unless canceled by the subscriber.
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