4 ways to stop revenue leaks across the subscriber lifecycle
While your teams focus on optimizing the subscriber journey, you might be ignoring a crucial factor that is negatively impacting your business: subscription revenue leakage. Throughout the subscriber lifecycle, you may be using insufficient tools and error-prone processes that are causing you to unknowingly lose revenue, starting as early as the subscriber acquisition stage to the renewal period.
Think of revenue leakage as akin to a gradual water leak in a house. It may appear harmless initially, but if left unaddressed, the consequences can be financially devastating. Identifying and rectifying subscription revenue leakage can be challenging, so read on to learn where it might be happening throughout your subscriber lifecycle.
1. During promotional and pricing ploys
Revenue leakage significantly impacts the cost of acquiring new subscribers due to the unintentional creation of setup errors, loopholes, and more. Most commonly, subscription revenue leakage stems from:
Promotional pricing & setup errors: Revenue leakage is often exacerbated by promotional pricing plays and faulty setup of such. For example, offering promotional pricing beyond the introductory period, granting discounts to ineligible customers, or incorrectly setting up free trials or coupons can all lead to revenue leakage.
Pricing strategies: With the rise of consumption-based pricing models that cater to diverse customer preferences, adapting to changing consumer demands and managing business costs can inadvertently create loopholes for revenue leakage. Striking the right balance between monetizing products and services while meeting customer needs requires a careful evaluation of the downstream impact on customer lifetime value and revenue recognition.
Without a robust billing system in place to oversee distribution and usage, businesses face an increased risk of revenue leakage due to inadequate oversight of these acquisition tactics. An automated subscription management and recurring billing system becomes essential to minimize billing risks and manage customer contracts, customizations, modifications, and renewals effectively.
2. During multi-platform acquisition
Multi-platform acquisition opens up more doors for revenue leakage, particularly concerning mobile acquisition through app stores. Today, most consumer subscription brands are challenged with how to optimize channel acquisition and cost strategies across web and popular platforms like the Apple App Store and Google Play.
While app stores attract subscribers through their massive, highly-visited marketplace ecosystems, the lack of transparent insights into subscriber analytics and lifecycle events can lead to missed revenue, higher costs, lower retention, and reduced subscriber value.
To boost subscription revenue and subscriber growth, understanding the performance of acquisition channels and promotional strategies is vital. This involves weighing the benefits of app store signups and in-app purchases against incremental acquisition costs from app store commissions. While you can optimize for a specific app store or reduce acquisition costs by offering a choice for both external subscriptions through web and in-app purchases, the challenge is the inability to analyze data in aggregate across different acquisition platforms.
With its automated data synchronization and consolidation of subscription metrics, businesses can use a tool like Recurly app management to gain a unified view of app store and web subscription performance to optimize recurring revenue. With such a tool, you can minimize revenue leakage by uncovering new acquisition and retention insights through cross-platform analytics.
3. During chargebacks and fraudulent events
A weak financial infrastructure is among the primary reasons for revenue leakage, which can mostly be attributed to:
Refunds & chargebacks: Managing refunds and chargebacks becomes critical, and one of the most significant problems with chargebacks is the operating costs required to deal with false positives, fees, fines, and more. Such circumstances can result in substantial revenue losses without sufficient recourse to prevent exploitation of the system.
Subscription fraud: Fake account sign-ups and stolen credit card information, for example, present a considerable threat to revenue by granting unauthorized access to products and services, leading to financial losses. Additionally, some fraudulent users take advantage of free trials without converting to paying subscribers, further impacting revenue streams.
To combat these revenue leakage challenges, businesses must deploy fraud management solutions like Recurly and its partnership with Kount. The integration offers real-time fraud detection and employs machine learning algorithms to identify and block suspicious activities, providing a strong defense against fraudulent practices and protecting revenue.
Additionally, by replacing sensitive payment information with unique network tokens, there is a reduced risk of data breaches and fraudulent activities. Many card networks like Visa also reward merchants with lower transaction rates when using tokenization. Subscription businesses that implement these measures alongside a robust billing platform can protect revenue streams and reduce payment processing expenses to foster sustainable growth.
4. During the renewal stage
Renewal processes are crucial revenue events for existing subscribers, making them a significant source of revenue leakage. During subscription renewal periods, businesses must be vigilant to prevent and recover revenue from failed payments and seize opportunities to enhance the subscriber experience.
Involuntary churn: Revenue leakage from involuntary churn occurs when users encounter payment problems, such as expired credit cards or insufficient funds during a billing or transaction event. When a billing system fails to collect payment, the subscription is canceled, and the business loses a paying customer. Additionally, customers may be notified belatedly about failed payments, leaving subscription businesses with little opportunity to rectify the situation.
Upsells, upgrades, and expansions: Renewal opportunities present a chance to boost net dollar retention through upsells, upgrades, and expansions, but many subscription businesses miss out on these opportunities due to the absence of effective churn management and revenue recovery tools.
With a solution like Recurly, you can dramatically reduce involuntary churn using a focused approach that includes intelligent retries, automatic account updater, and dunning campaigns. In 2022 alone, Recurly demonstrated remarkable success, aiding global customers in recovering nearly $1 billion in revenue while safeguarding 76.4% of at-risk subscribers from involuntary churn.
The power of automation against subscription revenue leakage
A key component of recurring revenue management is automation to prevent revenue leakage. With automated subscription management and recurring billing solutions like Recurly, businesses eliminate the risk of a suboptimal subscriber lifecycle prone to involuntary churn, human errors, fraud, and lost revenue.
Automation drives efficiency and accuracy, providing real-time reporting for actionable insights and tracking capabilities. Proactive churn management practices ensure revenue leaks are promptly addressed, while flexible pricing capabilities empower sales and customer success teams to upsell, cross-sell, and adjust plans to accelerate revenue.