Make canceling, refunds and plan changes easy before judging web tests

David BarnardLast question, pricing and packaging. Are you using different pricing and packaging on the web versus the app? And then even on specific funnels or specific customizations, are you showing them different offerings, like only monthly, monthly and annual, annual only, lifetime? How are you thinking about pricing and packaging on the web versus app, and then even with individual funnels?

Leon SassonYeah. So the answer is, for sure. And before I even say that, I would say the building relationship is incredibly important, because when you move away from, "Hey, letting Apple handle all the subscription stuff." The reality is Apple does solve a lot of problems that you don't have to think about, and you can argue whether that's worth 30% or something else, but Apple does solve the problem for users, and users know how that works. When you are on web, that's your problem now, and you have the trust of the customer. So everything from taking the payment, to canceling your subscription, to changing plans, to requesting refunds, to the customer support, to potentially handling chargebacks, you have to get incredibly good at that as table stakes, because if not, you're either just making money on people that have no clue how to cancel subscription, or even worse, that's just going to destroy your app reviews, and your credit card... You're going to get flack with all the credit card systems.

Leon SassonSo the billing work stream of the journey needs to be just super polished. Everything from starting, to canceling, to changing plans. We just spend a tremendous amount of time polishing that as much as we can. So that cannot be an understatement of, "Oh, we'll do that later after with signal." Because the other caveat is, if you don't have all of that fleshed out when you're testing, the signal you get, you might see, "Oh, your trial conversion is super high." And it's like, "Oh, well, because you don't have a way to cancel the subscription. So of course the trail conversion is high, but everyone is super upset at you because they don't have to cancel the subscription." So-

David BarnardAnd you're getting high chargebacks and high refunds, which means your payment acceptance rate is lower.