Sub Club by RevenueCat

In this engaging conversation, Dan Layfield, Founder of Subscription Index, shares his expertise on subscription product strategy. He emphasizes the importance of ROI-first thinking to smartly prioritize development projects. Dan discusses how understanding churn math can reveal the limits of growth potential, highlighting the need for iterative improvements to maximize effectiveness. He also points out that small UX enhancements can sometimes yield greater results than major features, showcasing the power of careful user experience design.

Ajay Mehta, co-founder of Portola, discusses the exciting potential of AI in app development. He shares insights on how generative AI enabled the creation of Tolan, a personalized AI companion app. Ajay emphasizes the importance of monetization in refining product clarity and how TikTok can amplify growth with user-generated content. He also highlights the significance of engaging character design for app recognition and user retention, advocating for a blend of creativity and technology to thrive in today’s competitive landscape.

Discover how AI is revolutionizing app capabilities and monetization models. Apps leveraging AI can earn more per user, but they must offer real, unique value to thrive. The podcast delves into the importance of rapid user engagement; most churn occurs after the first month. Hybrid monetization strategies are rising, allowing apps to cater to diverse consumer preferences. Plus, learn why effective trial placements can significantly impact conversion rates, with most starting on day one. It's a must-listen for anyone in the subscription app space!

Sylvain Gauchet, Director of Revenue Strategy at Babbel, shares his expertise in mobile growth and revenue optimization. He discusses the art of crafting effective user experiences leading up to paywalls, emphasizing storytelling during onboarding to enhance conversions. Sylvain highlights using loss aversion techniques to reinforce premium value and advocates for multi-screen paywalls to improve engagement. His insights provide actionable strategies for app developers to balance user experience with monetization, ensuring better long-term success.

This episode is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report.On the podcast: The state of major acquisition channels in 2025, how improved measurement is boosting confidence in ad spend, and why Reddit might be your next top-performing user acquisition channel.Top Takeaways:📡 Signal recovery is improving ad efficiencyiOS signal loss made UA harder, but advanced self-attributing networks (SRNs) on TikTok, Meta, and Snapchat are restoring key data points. Apple Search Ads now supports view-through attribution, helping capture conversions that might have been missed.🌐 Web-to-app funnels create new acquisition opportunitiesMore apps are using landing pages and web subscriptions to capture high-intent users before directing them to the app. Meta and Google Ads support these flows, allowing apps to bypass platform fees and test more flexible pricing strategies.🔍Reddit and alternative channels are gaining tractionReddit is investing in app install campaigns, making it an overlooked but promising UA channel - especially for niche communities. AppsFlyer data shows growing spend across multiple platforms, as confidence in attribution continues to improve.About Shane Ly:📱 Solutions Architect at AppsFlyer, specializing in mobile attribution and user acquisition strategies for subscription apps.📈 Shane helps companies make sense of their ad spend, optimize attribution across channels like Meta, Google, TikTok, and Reddit, and turn better data into smarter marketing decisions.💡 "Having a good pipeline for how to notify that a subscription was actually done back into this measurement partner—reason for that is we need to effectively know where did that user come from and did they actually convert or did they actually subscribe?"👋 Connect with Shane on LinkedIn!Resources: AppsFlyer websiteFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQ

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 opportunityMany 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 paywallSuccessful 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 engagedWith 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 websiteFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQ

Tammy Taw, a Product & Business Growth Consultant at Google Play, shares her expertise in optimizing app monetization. She discusses how diversifying revenue beyond subscriptions can attract new buyers, especially in emerging markets where users favor one-time purchases. Tammy highlights the impact of localized pricing and alternative payment methods on boosting conversions. Furthermore, she emphasizes the importance of optimizing purchase flows to reduce friction and increase lifetime value by leveraging user behavior signals for tailored offers.

Matt Rouif, Co-founder and CEO of Photoroom, dives into the stark revenue disparities between iOS and Android apps. He reveals that iOS users can generate up to 30 times more revenue per user, thanks to Apple's brand strength. However, Android excels in global reach, especially in emerging markets. Rouif discusses the unique challenges of cross-platform development, like device fragmentation on Android, and emphasizes the financial advantages of lower commission rates. He also highlights the importance of localization and tailored monetization strategies for each platform.

In this insightful discussion, Greg Stewart, CEO of Ladder, a leading fitness app, delves into the art of segmentation for maximizing long-term value. He outlines how early user segmentation through quizzes leads to better engagement. Instead of pushing for immediate sign-ups, he advocates focusing on trial workout completion to enhance conversion. Additionally, Greg emphasizes tailoring pricing offers to user engagement, suggesting that active users should be nudged towards annual plans, while inactive ones benefit from lower entry barriers.

Caroline Walthall, Director of Product & Lifecycle Marketing at Quizlet, dives into the art of re-engaging churned users. She discusses the significance of cancellation surveys and how understanding user motivations can enhance retention. Personalizing content and employing social proof are key strategies that drive reconnection. Walthall also emphasizes the power of flexible subscription options, which help users feel in control. Discover how targeted discounts can be used wisely to bring back price-sensitive users while maintaining revenue.