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Apr 24 2023
As an app marketer, one of the biggest challenges is dealing with churned app subscribers - users who have unsubscribed or canceled their subscription. However, with the right strategies in place, it is possible to win back these churned subscribers and regain their loyalty.
In this case study, we will explore best practices for winning back churned app subscribers through effective app marketing techniques. We will also highlight the importance of leveraging App Store Optimization (ASO) to optimize the app product page for improved app retention rates.
By implementing these best practices, we can showcase how a reading app successfully won back churned subscribers and increased customer loyalty.
Our client is a reading app that offers a wide range of digital books and magazines for users to read on their smartphones or tablets. The app operates on a subscription-based model, where users can subscribe to a monthly or annual plan to access premium content.
However, like many subscription-based apps, the reading app faced challenges with subscriber churn, where users would cancel their subscriptions and discontinue using the app after a certain period.
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The primary objective of the reading app was to win back churned app subscribers and encourage them to re-subscribe to the app.
The team aimed to reduce churn rate and increase overall revenue by re-engaging with past subscribers and enticing them to return to the app.
We have already demonstrated the importance of understanding how to manage consumer returns. Whether it's because a consumer had a terrible experience with your app or simply changed their mind, having a process for returning app subscribers is essential.
⚡ Customer Win-Back Strategies: How to Lower Churn Rate & Improve App User Retention?
To engage with churned app subscribers, ASO World leveraged the power of personalization and push notifications. By targeting notifications based on users' interests, preferences, and past behaviors, we aimed to remind them of the value of the app and increase user engagement.
For example, the app sent personalized push notifications to users who had previously shown interest in specific genres or authors, offering them discounts on related books or exclusive content. This helped to re-engage with these users and encourage them to resubscribe.
To incentivize churned subscribers to return, the reading app introduced limited-time promo offers. The app sent push notifications and in-app messages to churned users with time-sensitive discounts, encouraging them to resubscribe.
Additionally, We offered a higher subscription plan with added benefits, such as unlimited access to premium content, offline reading, and personalized book recommendations.
This provided an incentive for churned subscribers to upgrade their subscription and regain access to premium features.
We also implemented strategies to interact with non-paying users who had not subscribed or canceled their subscription. The app set up a push campaign with personalized, limited-time discounts, triggered after the user canceled a payment, with a 1-hour delay to the audience of non-paying users.
The app repeated this push notification 2-3 times a week if the payment hadn't been successfully charged. This helped to re-engage with non-paying users, remind them of the value of the app, and encourage them to subscribe.
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To gather feedback and understand the reasons for subscription cancellations, the app set up a push campaign after the subscription had been canceled, with a link to a 2-step paywall scenario.
This allowed users to provide feedback on their reasons for canceling and offered them a time-limited discount to encourage them to reconsider their decision.
This feedback helped to identify areas for improvement and tailor future marketing strategies to address customer concerns.
To win back churned app subscribers, it's crucial to accurately showcase your app on the product page. ASO can greatly help with this. Carefully optimize every element of your app product page, including using relevant and highly searched-for keywords in your metadata such as app title, short description/subtitle, long description, and keyword field (iOS).
⚡ Suggestions for iOS & Android App Promotion on ASOWorld: iOS Vs. Google Play Store Keyword Strategy
Also, ensure that your creatives, such as app icon, screenshots, and preview videos, are optimized. Localize your app page listing for different markets to cater to diverse audiences and implement an effective reviews strategy for your app.
⚡ How To Utilize App Localization Enlarging Your App Market?
By investing in ASO, you can drive more organic traffic to your app, as users will have a clear understanding of what to expect when they download your app.
In conclusion, effective retention methods deployment is critical for subscription app developers in order to ensure user loyalty and long-term profitability. App developers may enhance user engagement and win back lapsed customers by personalizing the user experience, providing incentives, offering discounts, and collecting feedback.
In addition, to assess the overall health of their subscription-based business, they should track key indicators such as retention rate, trial and subscription cancellation rates, cumulative LTV, and cumulative CLTV.
The app team can construct a profitable business and reap the benefits of a satisfied and loyal user base by implementing the appropriate methods.
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