Subscription apps are all about decreasing friction and increasing loyalty or the value of your product or experience. Believe it or not, having great unsubscribe flows, and making it easier for customers to skip a month or flat out cancel the subcription actually decreases churn and increases the likelihood of winning that customer back, or keeping them.

‍

You see, churn is divided into two categories: Voluntary and Involuntary. And you need to use all the tools at your disposal to improve (lower) both. There are many tools that can help with dunning - the process of updating credit card information to reduce involuntary churn. And other tools that help integrate subscription with loyalty, upsells, or cross-marketing. The best subscription apps are going to be the ones that really understand the customer experience and make it easy for the customer to get what they want.