This episode is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report.

On the podcast: driving first-year renewals, how Strava connects users with retention-boosting features, and why creating value and keeping users engaged is the foundation for subscription success.

Top Takeaways:

💡Focus on product usage, not just paid features
To secure the first renewal, drive overall product engagement, not just paid feature usage. Users don’t think about features in isolation - they renew because they find the product valuable as a whole. Make sure they connect with your app’s core value early on.

⚡️Activate users through strategic feature education
Help users discover valuable features by using nudges, tooltips, and notifications to guide exploration. Most users stick to the home tab, so strategically surface underutilized features to maximize engagement. Avoid aggressive pop-ups - use subtle reminders that enhance the user experience.

🛠️Bridge engagement gaps with substitute value
If your app is seasonal or offers value at specific moments, fill the gaps with complementary features or content to keep users engaged year-round. Even light engagement helps maintain an active connection, increasing the likelihood of renewal.

About Jason van der Merwe:

🚴‍♂️ Director of Product Engineering at Strava, focused on improving first-year renewals and creating seamless transitions between free and paid experiences for subscribers.

📊 Jason leverages data-driven insights to connect users with high-retention features, balancing product-led growth with thoughtful value delivery.

💡 "Your users need to love your product. It’s about solving their core problems, delivering value consistently, and keeping them engaged through every step of their journey."

👋 Connect with Jason on LinkedIn!

Resources:

Strava

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How to Secure the First Renewal — Jason van der Merwe, Strava

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