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Apple introduces app subscription offer codes

When an app subscription runs out, users have a decision to make: do they get their money’s worth worth subscribing again? Apple has previously added administration subscription tools, such as app subscription billing periods, subscription-free trial periods, and subscription discounts. It is now expanding its offerings with new subscription codes on iOS 14, which can be distributed online and offline to attract and maintain users.

Subscription codes

Subscription codes expand existing discount options and make them easier to distribute and redeem. Each is a unique one-time code that iOS 14 users can use.

The offer codes can be redeemed in the App Store, via a URL or in the app. In order for a code to be redeemed in the app, developers must implement the presentCodeRedemptionSheet API.

How they work

When developers create a new code, they can choose from three different pricing options:

  • A free offer code, which provides free access during the offer
  • A pay-as-you-go offer that invoices the user at the reduced price for each billing period until the discount expires, and then it returns to the normal price
  • An advance offer that allows users to pay a discounted price in advance before invoicing begins

The code can then be distributed in any way the developer deems appropriate, for example via email or printed and delivered with a physical product. Each code can be redeemed once, and customers can only use one code per offer, although developers can offer multiple offers per subscription.

Developers can choose rules for qualifying customers, time, price, duration and number of available codes. Each code expires after six months if it is not redeemed.

What offers quotes codes differently

Offer codes are different from existing introductory offers or promotional offers. While introductory offers are aimed at new users, and promotional offers are designed to retain and re-acquire users, offer codes can be used for both new and returning users.

The codes are designed to help you acquire, retain and win back subscribers in a different way than the existing offers.

A key, unique feature of quote codes is that they can be distributed via any digital or offline method and redeemed in a variety of ways.

Introduction offers and promotional offers are distributed and redeemed in the app or in the App Store. While promotional codes are used for the app, they can be distributed in many ways outside the App Store, from printed codes to email links.

This opens up new opportunities for developers to offer discounted app subscriptions to new or returning users outside and in addition to offers in the app.

What this means for developers

Subscription offers can be a useful tool for user acquisition and re-engagement. If a user is on the fence about subscribing, or they are not sure if the app is worth the expense, providing a discounted offer or free trial period can give them the encouraging pressure they need to convert.

By being able to distribute offers outside the app or store listing, developers can reach users in several ways, such as at events or through email marketing campaigns. This can help attract users to the app and make them repeat subscribers even after the original offer has expired.

It is important to remember that even with the offer code, users still have to make a decision to download your app. If the app listing does not use the ads and description to appear relevant to their needs, they will not install it. This is why an optimized App Store listing is important.

Well-designed and tested advertisements, along with an informative and easy-to-read description, can make all the difference between a new user and a lost sale. While promotional offers are great ways to bring users to an app page, there is no code that can replace proper App Store optimization.

Want to learn more about App Store Optimization? Contact Gummicube and we will help you get the strategy started.

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