Practitioner pattern · Igor Lyubimov (Founder & CEO of Web2Wave, the web-to-app funnel platform recommended in the episode)
Put renewal and refund terms right next to the pay button
Required by Visa/Mastercard rules; no conversion numbers
Unknownpaywallpayments-checkout
What they did
Always state renewal terms (e.g. an intro price like $10 for the first month that renews at $50/month), placed directly next to the payment button and payment form, not several blocks below. Also state refund and cancellation rules: cancel anytime, refund of the last payment, or a pro-rated refund (a yearly buyer asking after a week or a month gets ~90% back). Read the Visa and Mastercard subscription rules for how paywalls must look.
What happened
Guest says many funnels put terms at the bottom of the page; correct placement is a card-network requirement and keeps users happy.
“Again, by Visa and MasterCard rules, you have to put the terms right near the the payment button and right near the payment form.”
“Refund them like 90% of their money. It it is compliant, and it's completely fine, and in most cases, users would be happy with uh with that.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Add a discount countdown, and really shrink the discount when it endsTimers lift conversion 'almost anytime'; honest step-down keeps it compliant
- Add a box to tick for the terms on every paywallLost some conversions; margins could absorb it
- After payment, offer a one-click add-on with its price and a 'Purchase' buttonRaises LTV; hidden-price versions convert 60-70% but anger users
- Genesis: Sell a $1 first month with the renewal terms in small printDrew an FTC case; the funnels named were taken down
- Ask for an email at checkout and email buyers a link that logs them inLets buyers find charges and cancel; no conversion numbers
- Get the email from Apple Pay, then ask for their real one after paymentAvoids losing people at an email step; email win-back adds 5-10% at most
- Turn on Stripe's renewal emails, which are off by defaultGuest says it doesn't cut revenue for apps people use; worth testing
- Let web buyers cancel in one click from their account pageComplex save flows showed no big revenue or churn change
- Cancel subscriptions for people who pay but never open the appHealthier than handling their complaints later; no numbers
- Use a tool that refunds a chargeback before the bank opens a disputeKeeps chargebacks under the 1.5% danger line; ~$25 per refund
- When a renewal fails, email a link to update the card, plus a cancel buttonGuest says it lifts revenue and keeps payments healthy; no numbers
- Connect several payment processors and retry failed charges on the next oneRaises conversion and keeps selling if one account is blocked; no numbers
- Generate a sample of the user's personal result inside the signup quizGuest has many clients with successful AI generation funnels; no numbers
- Run ads from a different Facebook page when Meta's quality score dropsSometimes fixes rising CPMs; can't be repeated often
- Web2Wave: Post a teardown of someone else's funnel on LinkedIn every week30-40 reviews so far across niches; no reach or lead numbers
- Go after small, easier keywords in a crowded app category$3-4K MRR in a category the host thought was too crowded
- Run Meta ads for installs and trial starts that go to the App StoreHasn't worked; competitors use web-to-app instead