Todd Kane

The more first-party data you can collect, the better. Collecting email or even phone numbers is important, and it doesn’t necessarily hurt the funnel conversion, even if asked early in the funnel.

Reasons to implement a web-based funnel:

• Better LTV/margins due to not paying app store fees
• Cohorts on the web have a higher CLTV due to the audience they reach
• Ability to move past selling a singular subscription and drive more ARPU through cross-selling and bundling
• Unlocks web marketing channels
• Better Attribution

Getting to a more evenly split web vs. app acquisition helps mitigate risks in case of future platform changes. Example: HOMER went from 95% to 50% mobile app acquisition, so mobile acquisition is still there, but it has changed in size and complexity.

New channels that the web funnel unlocked:

• Google web ads (brand and non-brand)
• Affiliates, now a very large business for them
• Brand ambassadors and the network of influencers that support them

Think about how you can drive customers to more long-term plans and move them away from 1M to 12M. This is particularly effective in the web flow, where it can be a huge unlock.