Ahead · B2C · AI therapy app
When someone closes the paywall, offer a free Paramount+ month plus 30 more days
About 10% of paywall closers claim, vs 0.1-0.2% who normally come back; early data
Workedcancellation-flowpaywallpartnerships
What they did
When a user taps X/back on the paywall (or cancels a trial), show about three exclusive brand gifts they can pick (a month of Disney+, Paramount+, ClassPass, BetterHelp, DoorDash/Uber Eats credit, Capital One $10). Claiming a gift also starts another 30 days (Ahead: 3 months) of the app's premium trial, which converts to paid automatically; the brand pays the app for the new customer (BetterHelp pays Ahead over $200 per claim). Sign-up happens in an in-app Safari sheet, the brand verifies a new user, then the user drops back into the app. Frame it as a gift you lose if you click away, not a discount, so full-price payers aren't undercut. Can follow a discount offer that was declined. Set up as a 50/50 A/B test against the existing flow with a dashboard of comeback, offer and resubscribe rates. During the extended window, show an annual-plan discount (30-70% off) right after the user's first great experience.
What happened
Around 10% of paywall closers claim an offer vs 0.1-0.2% standard comeback (10-100x); Ahead earns >$200 per BetterHelp claim. Early data.
- Stage
- Exit (paywall exit / trial cancel)
“Give us these exclusive offers that feel like a gift, and we'll get you users at a way lower CAC.”
“what we're finding in in sort of our initial test is around 10% are coming and claiming that offer after clicking the X”
“Okay, fair enough, we're going to give you three months of Ahead for free, if you just download Capital One.”
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