Sub Club by RevenueCat

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.

Brandon Gador, Growth Lead at onX Maps and expert in monetization strategies for apps, shares valuable insights on maximizing subscription success. He discusses the importance of educating users about premium features to enhance perceived value. Timing is crucial for upsells; targeting users based on their behavior can lead to higher conversion rates. Additionally, Gador emphasizes maintaining a seamless user experience by integrating upgrade prompts naturally within the app, avoiding disruptive pop-ups. Listen in for actionable tips on improving monetization!

Jackson Shuttleworth, Head of Retention at Duolingo, shares insights on user engagement and reactivation. He explains that acting quickly is crucial, as most users don't return after a week. His team personalizes win-back messages based on past behavior, optimizing timing for maximum impact. Shuttleworth also highlights the power of social connections, revealing that prompting friends to reconnect outperforms standard campaigns. These strategies help maintain daily habits, ensuring long-term user retention.

On the podcast, I talk with Anton about building sustainable viral growth loops at scale, how to effectively gamify user incentives, and why emotional connections drive more value than economic ones.Top Takeaways: 🚀 Building sustainable virality through strategic growth loopsSweatcoin’s explosive growth didn’t happen by chance. Anton detailed how they engineered a viral engine through a combination of influencer-driven groundswell, controlled user-to-user invites, and strategic use of organic boosts. By balancing short viral spikes with long-term retention strategies, Sweatcoin has maintained stability and continued scaling without relying on traditional paid acquisition.🎮 Gamification redefined: Turning steps into currencyUnlike traditional gamification tactics, Sweatcoin reframes users’ steps into a virtual currency, creating a balance they feel emotionally invested in. This subtle but powerful shift motivates users to keep walking—not just for rewards but to maintain and grow their “wealth.” It’s less about streaks and badges, and more about building perceived value.❤️ Emotional connections outweigh economic incentivesAnton shared a fascinating insight: Sweatcoin users valued their own coins up to 50 times more than they’d pay for someone else’s. This shows the power of emotional connection and personal investment. By helping users see value in their own activity, Sweatcoin taps into a deeper motivational layer than just financial incentives.🔄 Retention through positive habits, not guiltSweatcoin’s success is partly due to its focus on positive reinforcement rather than guilt-based nudges. By emphasizing natural daily habits and offering fun, valuable incentives, Sweatcoin maintains high retention without making users feel pressured or judged. This approach resonates with a broader audience, including the 70% of people who struggle with intrinsic motivation for fitness.📈 From freemium to subscription—scaling with intentInstead of starting with hard paywalls, Sweatcoin built a value-packed free tier that users love. This created a loyal, engaged user base before introducing premium features like ad-free experiences and advanced fitness tools. By establishing this solid foundation, Sweatcoin avoids the pitfalls of high customer acquisition costs and effectively bridges the gap from free to paid without alienating users.About Anton Derlyatka:👟 Co-founder & CEO of Sweatcoin, the app that turns movement into currency—used by 180M+ people worldwide.🎯 Anton built one of the most viral fitness apps by rethinking incentives, gamification, and how people form habits.💡 “We’re not born to be active—we’re born to be lazy. The challenge is building an experience that makes movement rewarding.”👋  LinkedInFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQ

Dmitry Gurski, CEO and Co-Founder of Flo Health, leads the world’s largest health app with 73 million monthly users. He dives into the significance of regional pricing in app strategies, highlighting how iOS and Android users differ in emerging markets. He emphasizes the need to understand local audiences beyond simple economic indexes. Dmitry also shares how adaptive pricing can enhance user retention and unlock new revenue opportunities while stressing the mission-driven nature of their work in improving health access globally.

Rachel Chukura, Head of Consumer Product at The Weather Company, is an expert in subscription growth and user experience optimization. In this discussion, she reveals how AI predicts subscriber behavior and the importance of focusing on user value over mere monetization. Rachel dives into the significance of deep user research and segmentation for tailored experiences. She also emphasizes testing and iterating continuously, utilizing contextual signals like weather data to engage users at the right moment for higher conversion rates.