“We are seeing quite a number of examples of discounted pricing on the web and using discounts of pricing in winback campaigns. We're even seeing companies choose to offer standard pricing at a lower rate on the web just accounting for the fact that the fee component is much smaller on the web and choosing to pass on some of those savings to the user.”

Win-Back Campaigns With Web Discounts Convert Higher Because Intent Is Already There

Win-back campaigns that route lapsed subscribers to a web checkout with a 25–50% discount are outperforming in-app renewal prompts. The user's intent is already established — they've used the product before — so the lower friction of clicking an email link and seeing a genuinely cheaper price converts well. Some apps are permanently offering lower web pricing to incentivize the channel shift.