Creating retention & win-back strategies
This section provides an overview of how you can leverage the Purchasely Platform to create powerful retention and win-back strategies
Introduction
From the version 4.0 of the SDK onwards, Purchasely provides you with everything you need to create retention and win-back strategies, leveraging Promotional Offers, that allow you to offer a discounted price to:
- users with an active subscription in order to retain then and prevent them from churning
- lapsed subscribers (i.e.: users with an expired subscription) in order to win them back
General principles
Purchasely provides you with Built-in User Attributes that allow to target users at every stage of their lifecycle
Purchasely provides you with Built-in User Attributes that allow to target users at every stage of their lifecycle
- When they are not Premium Members yet, to try to turn them into loyal subscribers
- When they are in they are benefiting from the Introductory Offer
- When they are Premium Members paying the regular price
- When they're about to churn because they deactivated the Auto-renewing of their Subscription
- When they encounter a billing issue
- When their premium membership has expired and has not been renewed (win-back)
Sample Use cases
1. Convincing free users to give a try to your subscription (freemium products)
Tips:
- Free users do not have an active subscription (User Attribute
Has Active Sub.
=false
) - The number of Paywalls dismissed is provided by the User Attribute
Number of paywalls / screens dismissed
- By combining the 2 attributes inside an Audience, you can target specifically these sticky freemium users with a more agressive promotion
2. Converting free trial users to paid
Tips:
- The User Attribute
Active Offer Type
(=FREE_TRIAL
orINTRO_OFFER
) carries the type of Offer the subscriber is currently benefiting - The User Attribute
Active Subscription Status
(=AUTO_RENEWING CANCELED
) tells you that the user will probably churn at the end of their introductory offer - Leverage these 2 attributes to target them with a discount when they cancel the auto-renewing of their subscription.
3. Upsell monthly subscribers to yearly subscribers
Tips:
- The User Attribute
Active Plan
can be used to identify users on the shorter Plans (e.g.: Monthly or Weekly) - The User Attribute
Active Sub. start date
provides you the date at which the Subscription was started - Combine these attributes to identify loyal subscribers who started their subscription a few billing cycles ago and are likely to be interested in switching to an annual plan
4. Involuntary churn mitigation
Tips:
- The User Attribute
Subscription Status
=GRACE_PERIOD
can be used to identify users in grace period (i.e.: encountering a billing issue but still benefiting from the premium membership for a few days) - The User Attribute
Expired Sub. Status
=BILLING_RETRY
can be used to identify users in billing retry (i.e.: encountering a billing issue with no more access to the premium membership)
5. Winning-back lapsed subscribers
Tips:
- The set of User Attributes Expired Subscription provide you with all the details you need
- You can target loyal members with aggressive discount to try to win them back or leverage Promotional Offers to offer a second chance Introductory Offer (such as a Free trial).
Process for configuring Win-back & Retention Strategies
Retention and Win-back strategies rely on Promotional Offers. The general process for setting up such strategies is the following:
-
Offer & Paywall Configuration
- Create your Promotional Offers (App Store) or Developer Determined Offer (Play Store) and map it with a Plan in the Purchasely Console
- Associate your Promotional Offer with a Paywall
-
Targeting
-
Create an audience by leveraging the appropriate user attributes in order to display the Paywall integrating your Promotional Offer to the relevant users
-
-
Triggering
-
The trigger can be either done through your usual Engagement / CRM Platform by activating the Integration with Purchasely and then using the Placement deeplink to link back the Push Notifications or In-App messages to the relevant offer
-
You can also create a Placement dedicated to such Promotions, that will map the Audiences and corresponding Paywalls, and will be deactivated for other users (everyone else) who are not concerned by any promotion
Note: to implement this strategy, you need to use the pre-fetching method to display Placements into your app
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Updated 15 days ago