How to Maximize Web Subscriptions for Sustainable Growth — Lucas Lovell, Paddle

This episode is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report.

On the podcast: maximizing success with web subscriptions, how payment flexibility creates better user experiences, and why making cancellations difficult can do more harm than good.

Top Takeaways:

💳Web subscriptions aren’t just a cost-saving play - they’re a growth opportunity
Many apps start exploring web payments to avoid platform fees, but the real advantage is flexibility. The web allows for custom billing models, deeper pricing experiments, and new user acquisition channels, especially for high-intent verticals like health, fitness, and education.

🛠️Optimize the entire funnel - not just the paywall
Successful web-first apps think beyond conversion. They experiment heavily with onboarding flows, checkout experiences, and post-purchase retention tactics like cancellation flows and downgrade options to reduce churn and maximize lifetime value.

🏆Leverage win-backs and flexible pricing to keep users engaged
With more control over pricing and communication, web subscriptions open up retention opportunities that aren’t possible in the app stores. Offering discounted renewals, pausing options, or money-back guarantees can significantly improve customer satisfaction and long-term retention.

About Lucas Lovell:

📑 VP of Product at Paddle, focused on optimizing web-based billing and payment solutions for subscription apps.

📈 Lucas has deep expertise in monetization strategy, retention tooling, and payment flexibility, helping mobile app companies maximize revenue and customer lifetime value beyond the app stores.

💡 "The web is giving you opportunity and flexibility and tooling to do things that you are unable to do in the App Store, and that's the unlock that people are realizing when they come to the web. They're coming for the fees and staying for the flexibility."

👋 Connect with Lucas on LinkedIn!

Resources:

• Paddle website

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