Definition
Offering a lower-priced plan or reduced feature set to users who show signs of canceling or resisting a premium offer. Downselling helps preserve revenue and reduce full churn by keeping users subscribed at a lower commitment level.
Downsell Recovery Revenue = Churning Users x Downsell Acceptance Rate x Downsell Plan Price. For example: 500 canceling users x 22% acceptance x $39.99/year = $4,399/month saved. Compare to: 500 x $0 (full churn) = $0 retained.
The ideal moment is during the cancellation flow, after the user indicates they want to cancel but before the cancellation is finalized. You can also show downsells when users dismiss a premium paywall or when a free trial is about to expire without conversion. The key is timing it when the user has shown reluctance to pay the full price.
Not if positioned correctly. Frame the downsell as a helpful alternative, not as the ‘real’ price. Use language like ‘We would hate to see you go — would a lighter plan work better for now?’ This positions the lower tier as a temporary solution rather than the premium plan being overpriced.
Include enough value that users stay engaged but leave enough premium features locked that upgrading remains attractive. Common approaches: fewer usage limits (5 exports/month vs unlimited), basic features only (no advanced filters), or ad-supported access. The plan should feel fair at its price point, not like a punishment for not paying full price.
The set of policies and regulations that govern how user data is collected, stored, and used. For subscription apps, compliance with standards like GDPR, CCPA, and Apple’s App Tracking Transparency (ATT) is essential, particularly when dealing with personal, behavioral, or payment data.
Links that direct users to specific in-app locations rather than simply opening the app. When combined with attribution and deferred deep linking, they enable seamless experiences across channels and platforms — valuable for re-engagement, referrals, and onboarding.
A technique that routes users to a specific screen or piece of content in the app after installation — often used for campaigns, referrals, or personalized onboarding. It enables seamless user flows from ad click to in-app action, even when the app isn’t already installed.
A promotional code that offers users a reduced subscription price, often used during onboarding, seasonal campaigns, or win-back efforts. Codes can drive urgency, personalize offers, or reward referrals.
The percentage of users who abandon a process before completing it — such as leaving onboarding, exiting at the paywall, or quitting checkout. Drop-off analysis helps identify friction points and optimize the user journey for higher conversion.
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