Practitioner pattern · Lucas Lovell (VP Product at Paddle, which sells the web billing, checkout and retention tooling he recommends)
When web subscribers cancel, ask why and offer a cheaper plan or a pause
Claimed to lift renewals; no numbers
Unknowncancellation-flowweb-to-app
What they did
Keep cancel one click (FTC click-to-cancel rule) but, on click, show a cancellation flow that asks why they are cancelling and presents alternatives: a downgrade to a cheaper plan or a pause instead of a full cancel. Run reactivation and win-back campaigns for those who leave. Pair with transparent pricing at the paywall; no dark patterns. Track renewal at the end of the first subscription cycle alongside funnel conversion.
What happened
Guest says successful web-first apps use cancellation and downgrade flows to reduce churn and raise renewal rate; no figures.
In their words
Sub Club by RevenueCat · How to Maximize Web Subscriptions for Sustainable Growth — Lucas Lovell, Paddle“when someone clicks a cancel button, and it might be a one-click cancel button, but you can present a cancellation flow which can ask some questions about why are they canceling, and present some alternative options.”
“You can build ways to trigger a downgrade flow or a pause flow instead of a cancel flow, which means you might be downgrading them from one plan to another, but you're not losing them entirely.”
Related topics
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