How to plan Black Friday and Cyber Monday for subscription apps

A single discount shown to every user gives money away to people who would have paid full price. In this session, Michael Bardin walks through how to build a Black Friday and Cyber Monday campaign that decides who sees an offer, when they see it, and what that offer is.

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What we’ll cover:

• Segmentation by subscription life stage: new installs, free users, lapsed subscribers, and active subscribers, plus which App Store and Google Play offer types fit each group

• Triggers inside and outside the app: paywall and onboarding events, usage moments, push and email cadence, and frequency caps and suppression rules

• Offer design: discount depth by segment, which plans and billing periods to discount, in-app purchase vs web checkout, and how to present price, urgency, and plan layout

• Execution: what to test before the sale window, how to measure incrementality, and a launch timeline from preparation through the Cyber Monday wave

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Speakers

Michael Bardin, Growth Product Manager at Applica

Katya Madonova, Product Marketing Lead at web2wave

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About Applica

Applica is a growth agency with experts in product management, product design, and marketing that helps app businesses grow revenue, conversions, and retention. It works with apps like Loona, Fabulous, Drops, Fitonomy, Photovault, and Slumber, covering App Store Optimisation and subscription rate optimisation.

About web2wave

web2wave is a no-code platform for building web2app funnels: quiz flows and web paywalls that engage and convert users before app installation.