Yeva Koldovska

It’s not fair to compare the conversion rate on the web (e.g., ‘visit → purchase’) to the one in the app (‘install → subscription’) because the app store listing does a lot of the “filtering”. Product page views do not account for search results impressions, so ‘impressions → subscription’ might be a better comparison (although not perfect).

Back to the web flow and how it differs from the app flow…

Yeva shared that the questions asked might differ, and because of the longer funnel, you can better connect with customers and build multiple customized flows.

How much longer is the web flow in Headway’s case, you ask? See below.

This is not just a specificity of Headway, so check out some other apps’ funnels.

Now, let’s play the “10 differences” game 🔍

I don’t have room for that many visuals, but you can see what I spotted here.

See on LinkedIn

I wouldn’t carry results automatically from one platform to the other, as you can’t guarantee things will translate.

However, instead of testing brand new hypotheses on each platform, you can A/B test wherever it is faster and only test what worked on the other platforms (plus any platform-specific hypotheses).

Implementing web to app doesn’t mean you completely stop running app campaigns, and it can be done gradually: you can first test it on specific channel(s) (e.g., Meta and web-specific channels).

You’ll notice that many companies still push users to download their apps from their websites’ homepages. This totally makes sense when the focus is to get users on the app because it makes them more valuable (e.g., an eCommerce brand), but in a lot of cases it’s because they haven’t nailed how to convert on the web.

Many also run both Google web search ads and app install ads via Google UAC (which has Google search placements).

Yeva shared that some users are not ready to buy the product at full price and that offering a trial won’t change that.

That’s why limited offers to the yearly plan (without a trial) work well in the app.

On the web, she recommends discounting the first period (e.g., first month, first quarter, first year) to increase your conversion rates (it will lower LTV, so consider the tradeoff and test your way into it).