“Most of the conversations about the cancellation flow, they started from this Amazon cancellation flow that looks like it was pretty effective for Amazon, but users were not happy with it. … We don't see a huge uplift in revenue or downlift in subscription churn with these cancellation flows. So again, our recommendation, just give the user the link to cancel the subscription and that's it.”
App Marketing by App Masters · October 2026
Lyubimov was discussing the US "click to cancel" rules for subscriptions sold on the web. He says hard-to-cancel flows don't pay off, and unhappy users raise chargebacks that can get a payment account frozen overnight.
Transcript
…ruin your conversions. It's kind of like fine. Like, it will ruin your conversions if you're if they are not using your application at all. I mean, like, it's worth testing. It's worth measuring. It can lower your conversions, but for normal apps, it will not. Web2App Growth a question here from
…don't do email catcher before the successful payment? That way, you can try to win big people back. I've seen that in the web chat flows where they'll ask for an email before the right before the paywall. Where have you found before the paywall or after the paywall when it comes to email capture?
…year of subscription for just $10, something like that. It's legal, no problem with that. Just don't make it too complex. Make all the buttons visible. I remember Amazon was pretty hard to cancel because they would put all the buttons like cancel subscription, they would hide it, they would change the wording on buttons. You will have to complete five, six different things. Actually, like all most of the conversations about the cancellation flow, they started from this Amazon cancellation flow that looks like it was pretty effective for Amazon, but users were not happy with it. So start with a simple cancellation flow, it will be fine. Then try to optimize it and add win back offers. We don't see a huge uplift in revenue or like downlift in subscription churn with these cancellation flows. So again, like our recommendation, just give the user the link to cancel the subscription and that's it. They would be happy and then try to somehow optimize it. Another good…
Hey, Igor, do you look for a certain percentage? I know people in the app space that take subscriptions through the app, like, you know, Apple has. Refund rate, and we've anecdotally found that if it's under if it's above six percent, you might have problems with Apple. Like Apple has reached out…
Uh, yeah, we have this information here. So, basically, I would say 1.5 percent of chargebacks.
Okay, wow.
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