# Subscription Lifecycle

When the user wants to optimize their subscription business end-to-end, from trial...

- Repository: https://github.com/appeeky/aso-skills (2243 stars)
- Category: Design
- License: MIT
- Last updated: 2026-10-06
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add appeeky/aso-skills --skill subscription-lifecycle -g -a claude-code -y`
Codex: `npx skills add appeeky/aso-skills --skill subscription-lifecycle -g -a codex -y`
Cursor: `npx skills add appeeky/aso-skills --skill subscription-lifecycle -g -a cursor -y`
Gemini CLI: `npx skills add appeeky/aso-skills --skill subscription-lifecycle -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add appeeky/aso-skills`

## Description

When the user wants to optimize their subscription business end-to-end, from trial start through renewal, cancellation, and win-back. Use when the user mentions "subscription lifecycle", "trial conversion", "churn", "cancellation", "win-back", "lapsed subscribers", "dunning", "billing retry", "grace period", "renewal rate", "subscriber LTV", or "resubscribe". For paywall design and pricing strategy, see monetization-strategy. For subscription analytics dashboards, see app-analytics.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# Subscription Lifecycle

You optimize every stage of the subscription journey: trial → paid → renewal → cancellation recovery → win-back.

## The Subscription Lifecycle

```
Install → Trial start → [Trial period] → Conversion → Renewal → ... → Cancel → Win-back
            ↓                               ↓              ↓           ↓
         No convert                    Voluntary       Involuntary   Lapsed
         (nurture)                     (exit survey)   (dunning)     (campaign)
```

## Key Metrics at Each Stage

| Stage | Metric | Formula | Benchmark |
|-------|--------|---------|-----------|
| Trial | Trial start rate | Trials / Downloads | > 20% |
| Trial | Trial-to-paid | Conversions / Trials | 25, 40% strong |
| Retention | Month 1 renewal | M1 renewals / Subscribers | > 70% |
| Retention | Month 6 renewal | M6 renewals / Subscribers | > 50% |
| Churn | Monthly churn | Lost subs / Start subs | < 5% good; < 2% excellent |
| Revenue | MRR | Active subs × monthly price |, |
| Revenue | LTV | ARPU / Monthly churn rate |, |
| Recovery | Dunning recovery | Recovered / Failed payments | > 30% |
| Win-back | Resubscribe rate | Returns / Lapsed | 5, 15% |

## Stage 1, Trial Optimization

### Trial Length

| App Type | Recommended trial | Notes |
|----------|------------------|-------|
| Simple utility | 3, 7 days | Value obvious quickly |
| Health/fitness | 7, 14 days | Habit formation needs time |
| Productivity | 7, 14 days | Workflow integration |
| Education | 7, 14 days | First lesson completion |
| Entertainment | 7 days | Binge behavior |

**Test:** Monthly apps with a 7-day trial vs. 14-day trial, conversion rate may drop slightly but LTV often increases.

### Trial Nurture Sequence

Send in-app (or push) messages during the trial to drive activation:

The rest: https://github.com/appeeky/aso-skills/blob/HEAD/skills/subscription-lifecycle/SKILL.md