Alice Muir Kocourková

I turn installs into revenue 🧚🏻‍♀️
Author of the Subscription Stack
Writer for RevenueCat
Previous App Marketer of the Year

[Sub Club @SubClubHQ]

20% of your churned subscribers will come back.

The question is whether you have a system to bring them back — or whether you're just hoping 🙏

This Thursday on Sub Club Live: @DaphneTideman and @tlgalice on reactivation and win-back strategies for subscription apps, including a demonstration of a free reactivation revenue opportunity calculator.

The session's interactive – as always – so come with your questions!

📅 July 2 | 9am PT / 6pm CET on YouTube
🔔 Set your reminder. Link below 👇

[RevenueCat @RevenueCat]

Most apps treat cancellation as the end. Our data shows ~20% of monthly subscribers come back within a year.

The difference: a system (timing, context, frictionless re-entry) vs. a random discount 3 months later.

Alice Muir Kocourková's full framework: https://t.co/5sKBB3Y5Tn

[Alice Muir Kocourková @tlgalice]

@ManavGarkel @pcshipp Couldn’t agree more. Reminds me of when MyFitnessPal had their barcode scanner for free. Retained for years, no reason to upgrade.

[Alice Muir Kocourková @tlgalice]

@pcshipp When CVR is that low you’re either giving away too much for free or not enough.

[Alice Muir Kocourková @tlgalice]

Essentially it boils down to:

- give users something they can explore or understand for free (route trialists to actions that are cheap to serve)
- ensure credits and usage limits align with real user behaviour - can a user generate a meaningful output within the limits?

[Alice Muir Kocourková @tlgalice]

If you’re developing an app that has AI features, here’s how to avoid destroying your margins while retaining more of your acquired users.

[Hendrik Haandrikman 🐈 @HHaandr]

Big apps use this hidden Apple beta to keep 25% (!) of their churning subscribers around

Apple's Retention Messaging API lets you display your own offer on the cancellation page - right when the user tries to cancel

We've seen INSANE save rates. Let me break it down 🧵

[Alice Muir Kocourková @tlgalice]

Some great tips in here for what to do/show users after the purchase completion screen. Spoiler alert: conversion doesn’t end there. Love this @DaphneTideman 🔥

[RevenueCat @RevenueCat]

Over 55% of 3-day trials are cancelled on Day 0. That’s over half gone before they can possibly have experienced the value of your app.

But the problem isn’t your paywall. It’s not even your onboarding. It’s the (missing) step in-between: the post-purchase screen.

[RevenueCat @RevenueCat]

Over 55% of 3-day trials are cancelled on Day 0. That’s over half gone before they can possibly have experienced the value of your app.

But the problem isn’t your paywall. It’s not even your onboarding. It’s the (missing) step in-between: the post-purchase screen.

[Alice Muir Kocourková @tlgalice]

@timoxkoehler No lifecycle?

[Alice Muir Kocourková @tlgalice]

@kapilansh_twt Depends entirely on the product and use case. One-off & utilities: Ads and IAP. Long term usage and habit- forming: subsctiption. AI apps: subscription & ads to offset GPU.

[Alice Muir Kocourková @tlgalice]

@seraleev Say it louder for the folks at the back!

[Alice Muir Kocourková @tlgalice]

@muratworks Would love to join the App Leaders Meetup. How do I sign up?

[Alice Muir Kocourková @tlgalice]

@gabriel_mlx moving to web won’t magically fix a product or expectation mismatch problem. It just gives you more flexibility.

I’d audit onboarding promises, paywall messaging, trial cancellation reasons, and refund reasons before pouring fuel on paid again.

[Alice Muir Kocourková @tlgalice]

@psomkar1 Just because you can doesn’t mean you should

[Alice Muir Kocourková @tlgalice]

@drbarnard @ManusAI “Please upgrade to fix the thing we broke” is…certainly a monetization strategy.

[Alice Muir Kocourková @tlgalice]

Unpopular opinion: the average consumer does not give a f*ck if your app’s features are AI powered. They only care if it solves their problem.

[Alice Muir Kocourková @tlgalice]

Ultimately users want to know: (1) if / how you’ll solve their problem (2) at what price (3) and what are the terms (renewals etc). That’s it!

[Alice Muir Kocourková @tlgalice]

How I took a broken fitness app funnel and improved conversion by 525% relative uplift (in other words, got the funnel to work). 🧵👇🏻

[Alice Muir Kocourková @tlgalice]

One key lesson to take from this is that it’s fine to look at competitors for inspiration when you’re starting out. But don’t assume what works for them is going to work for you. Additionally, apps that have huge scale can afford to lose a few users to some cognitive friction.