Copy Headway’s $100M+ Web2App Funnel Strategy (That Converts Like Crazy)

Coming up, we're going to break down one of [music] the biggest spending apps that are using web to app funnels to drive revenues, what they're doing right, what they can improve on, and the winback strategy that they're using via email. Stay tuned. What is up, app nation? It is Steve P. young, founder of appmasters.com, the place you go when you want action-packed content related to helping you grow your app downloads and more importantly those revenues. And today I've got a friend of mine that is the founder of web2ave the number one way for you to build web to app bundles and pay walls that actually convert and will work for you. So without further ado, Eigor, welcome back to the show.

>> Hello. Hello Steve. Yeah, thank you. Thank you one more time for having me. Always always happy for um for our conversations and for the value that we can provide to the people about the the web funnels and converting um converting flows for the apps. >> Now you before we break down and spoiler alert it is headway. It's one of the more popular YouTube videos that we have as well. And I'll link all this into the show notes, but I want to make sure we highlight the first couple of videos that Igor and I have done. So, if you're just new to web two app campaigns, I'm going to link that up into this little somewhere. My team will put it in either the show notes or somewhere in the YouTube video as well. And then that's the beginner's guide to web app campaigns. And then the second video that I have done is how do you run UA campaigns to web to app funnels. That's a phenomenal one that I definitely

recommend you guys check out. But today we're going to really break down Headway who's one of the biggest spenders. I had the one of the people on from Headway and she really talked about web to app funnels and eager that was like 2023 man that was like two years ago and so I'm curious to see the difference and she really said at the time that hey web to app funnels were opening up a brand new audience that the normal app campaigns were sort of like exhausting in a way.

All right, Eigor, take it away. Let's break down Head to Headway's web to app funnel. >> Okay. Yeah. So, before we start like why we are reviewing the headway? Headway is one of the biggest companies who run webop funnels. They uh spend and the revenue that they get from uh the headway is like hundreds of millions of dollars per year. It's hard to to get the exact data because there is no sensor tower for web funnels. But when we see the the number of created they are testing the uh information that we can get about site uh visitors we understand that they they they are huge. They are part of uh the bigger company that operates other multiple funnels and they are huge too.

So when we look into the headway funnel, we understand that they tested it a lot. They did a lot of variations. I personally saw multiple um funnels that are slightly different with other sometimes different offers or even with a different flow. Like for instance, the headway was the only funnel that I saw that looked like a chatbot. So they took the wall funnel, the same questions and they just changed the UI and made it in the chatbot. I saw this funnel for maybe a month. After that I never saw it. So I suspect that the experiment wasn't successful. It's a learning for us too.

So do not try to um to invent the wheel and try new UI for the funnels. uh follow the headway structure. So yeah, at first they are big meaning that they spent a lot on the experiments and the funnel is polished. Then their funnel is pretty simple. It does not have any complex uh stuff inside it. For instance, there are a lot of Talson fitness funnels where they ask uh what's your weight, what's your head, they calculate BMI, then they ask for the event uh that you want to to to to be prepared for. Then they create custom graphs. I mean complex things that uh not working for for every niche, but the headways is pretty simple. So yeah, let's let's dive in.

So at first we have the first screen. So the user saw the advertisement on usually it's meta or it can be Tik Tok, Snapchat, Applian. These are the main sources for the web funnels. Then they saw an offer in advertisements. They are sent to the first screen and this screen is perfect. Why? because they have a great value proposition, unique value proposition and offer in the beginning become the most interesting person in the room. So they are not saying like welcome to headway or our app is great.

They're focusing on what people want to get. Then they mention three minute quiz. It simplifies the it it makes the user feel that the quiz is really simple. Three minute, why not? And then simple question. What is your age? Like always the first questions are simple like usually is it's it's an age or gender. Sometimes yes no questions. Mostly on the first screen we have it uh as a question. In other funnels sometimes we have just the button get started but mostly we recommend asking the question on the first screen. So then um to start the funnel it's pretty easy. They start the funnel and we are going to the next screen. And here we have to ex get some trust um from the user.

So they complete the quiz like to start the quiz. Uh it may be simple task but then they need to complete and here we add social trust like 40 million people tried that. Yahoo News, Forbes, Techrunch, Entrepreneur, Hikernon, a lot of funnels put the logos like this uh into into the their screens. A lot of them are lying about that, let's be frank. Um but they just copy the the Headway style the funnel. That's why they all uh have the logos. So on the second screen we increase the social trust. Then next question is pretty simple. Again we start with the simplest uh questions like gender, age, something like that. We do not put any complex uh questions in terms of like the the question itself and the answer. The answer should be pretty simple for the user too.

And the next screen is um like it helps people understand that this will not be a boring survey where just answer the questions. What's your gender? What's your age? Do you have children? What's your job? No, we congratulate them. We show them that this funnel can be interesting because like the illustration is great. It's it's fun. It's bright. uh so the people basically it works that as as as a reward for their answers. So they will get small dose of dopamine and they will understand that after the question they can get a congratulation screen reward screen and by that like we are using basic biosychology I would say so they are not bored to complete the the question. So like we refilled their brain fuel and we send them to the next question. So here they see that this application helps with different things.

Self-confidence, mindset, empathy, exercise, self-care, personal finance, creativity. So like everyone will get something for them and they start with a broader question. So people like every person we will find something for uh for their need and by that they will be curious about the product. Then again we make another unique value proposition starting to explain what is our product because when we started here on the first screen become the most interesting person in the room. It's not clear what is the app is about.

Um and we have just an offer here. We start to explain what is our product but we are not selling the features. We are not saying that uh it's a summary it's application for summaries of books. No they they focus on just the values that uh the people will get. Next screen. Uh, every time when I see this I I get caught here. So because when I see the like Steve Jobs, Richard Branson, LeBron James, I start to think that these applications have content from these people, >> right?

meaning that at first the content is great because well they are celebrities they are one of the best persons in their um in their jobs and in their niches. So I trust the content and second I trust the application if they have the connections with um these persons I start to trust them but the magic here is that they are not saying that we have a content from these people they just ask like who's life principle success and personality inspire you the most so people may even skip the question but they start choosing these persons So again it it can work like an authority bias social trust and we we or they they they do not pretend they're not saying that like we have this content and it's a magic of these funnels that by asking the questions we create a curiosity about the product and uh we change the perception of what would be the product without selling the features themselves. But not

>> I completely agree. I think this is one where as new apps and we always talk about using social proof and this is one way that we this is a great example of using social proof in a very creative way versus like you said that they have content from these people and so you start to associate these big brands these well-known celebrities with Edway without explicitly saying that they sponsor us. So I love this. So the next screen are you big picture or detail oriented person. So this called a labeling effect. When we ask the person um who are they and they answer it they start to uh behave the same way and they start to think about themsel uh the other way. And on the next screen again we are not just asking the questions we're also providing the feedback. So this screen kind of is is changed depending on their previous answer.

Having big picture thinking is helpful trait for solving problems. So for the detail oriented they they will have another screen uh another text and by that they the user feel that they are heard the product will adapt to themsel and they have a conversation. In the previous video that uh we were shooting I was saying that uh your survey should not be like the boarding survey. which should be a conversation and for the conversation for every answer the person needs to receive a feedback and this is another way to give a feedback. So you can give a feedback when they make an answers. So here did you know that people spend 4.9 hours a day on their phones on average?

>> Yeah that >> and it's just another way to to make a conversation with a person. So you don't do only just the screens. You can provide hints on every screen. Second, I tend to doubt myself and my or and my skills. If I make a mistake here, the magic that almost every person would say like yes, sure I make a mistake. I may start doubting myself or every person that would be on this funnel, every person that can be a client of this self-growth application.

So most of people will say yes and by saying yes, they will like wow how do they know? They feel me, they understand me. And we here support them like if you don't make mistakes, you don't make anything. And we at first uh ask them about their weakness. So they um they give us some um intimate information I would say and we support them. So like we are really as a psychologist, we don't judge them and we support them.

Uh so next screen what describes you more like false dichotomy a leader or a follower and uh again it's like label and effect people start to think about themselves I I often find it challenging to make decision quickly so all of these question they have no connection with the the product itself they they are talking about the users's problems their state of mind their feelings their needs and Every answer, every response, every feedback to the screen is just supporting them.

There is nothing about the product and there will be a lot of questions like this and they just support the person. So like it's a pure psychology. We don't sell any feature here and almost all the questions like do you like your job activity? I mean what is what are the question? You you are not personalizing the product for that. Do you maintain a healthy work life balance? This is an application with summary of books. It so the the questions have no relation to the product itself.

But um they are talking about the their target audience and their target audience they want to uh they want to have a self growth. They want to be smarter. They want to be the smartest person in the room. You remember the offer the valuable position. >> Yes. A most yeah interesting person in the room and if you want to be this person then you think about yourself that is what they show in the funnel. So like talk about yourself, we will feel you, we will understand you and uh the people will start thinking that the application will understand them because you had this such a great conversation with it.

>> This is what we want to do in the funnels. So again a lot of a lot of screens they are the same. Do you often worry that you are not good enough? I mean like it's I would say it's a rephrase of the question like if you have a problem are you um starting to think about that like that you lack of some skills. So yeah the same questions the same idea psychology and only here they start to explain that you will read more and they again with simple questions like yes no they present what kind of books do you want to to have like deep work how to talk to anyone and these are actually like the the titles here are relevant to the real books but they are not showing the these books because of like the copyrights and the stuff but like everyone understand like I will teach you how to be rich. Everyone's to to be able to talk to anyone to be focused love languages.

So it's just an ideas of what can be in the application and by that they create this curiosity gap between the point A where the user is and point B where they will read all of these books. Um, so yeah, then closer to the end, usually all the funnels start to add additional social proof >> here. Join over 40 million people, 5 million users in your location. I mean, what is your >> I love that. >> Yeah. In in your location, it's static in every location. Yeah. uh and uh other applications usually uh closer to the end show the the logos of uh universities something like that and they can even format in the way like our application or our product like our program is based on the researches from Stanford. They're not saying that they are from Stanford or they are affiliated with it but people see just logos and you increase the social um social trust.

Um yeah then specific reason for self growth again we are anchoring them into like why do you want to to solve your problem? Why do you want to uh read more books? So they increase the value of uh solving this problem that they have then the timing and here on the loaders uh it's really important um I saw a lot of funnels when the loaders are the only thing on the screen. So the user is just waiting for the loader to complete. And when our clients launch it, the funnels with the progress bars, the drop offs on this screen was always higher than on the other screens. So your goal here is to add some helpful information to the lower screen.

like it can be a user review uh maybe a sneak peek into the application the content that you have so they are not bored by just the loaders they can read something and then you add these small questions like do you self-reflect and it makes the it creates the feel that the application is personalized for you like we we almost created the program but there are just few some details that we need from you. Do you self-reflect? I love the this question. Do you like to learn by listening? So they like make an implication that the the application will have audio books but they are not saying it directly. So they're not selling the feature directly. Um and it's better way to ask the user they will start thinking about that and when they are thinking about that they increase the value of the problem. So we ask few questions here then um we finish with the loaders email screen. It's really important to not

keep uh the user in front of just the email field. We need to support uh the questions here will be like why do you need my email? Will you spam to me? I don't want um more uh more emails um and in my inbox. And that's why you have to support like you either show like the logos that like your best mobile application editor's choice app of the day something like that or you may show the the product that they will get after they leave their email. If it will be just a screen enter your email with email field and continue button it may have a huge drop off. So you have to work on this screen and explain that you will get the results and we will not spam you.

Then these two screens they follow like almost any funnel. At first they visualize your future with some metric and then they show before after images like full books too many hours in sight in in 15 minutes. A lot of other funnels they they show the people on the left and on the right. Usually I would say the people um are selling more but headway they have their own like design uh and the their style. They have a lot of illustration with this brain. So for them it's fine. Another good um blocks here is like 1,002 people have learned self growth and you show some emails here. It also increases the social trust like the booking does it like someone purchased the hotel that you're looking into. So yeah, that's that's good. And then the payroll itself. So we start with the discount.

So there is an urgency to make the payment. Um, it's also critical to show the discounts. You always start with a huge discount like at least 50 persons, not 10, not 20. People don't care about uh 10% discounts. 50 persons you start with that and continue button. So here they can start the payment right away. But a lot of people will start thinking they will have some objections and they will have the questions and then you start answering the questions like the questions will be what is the product and the answer like what you get with the headway because still we never explained in details how the product looks like what will be inside like during the wall funnel but here we do what you get with the headway then they have another questions and we answer them and it's different than in mobile application. Usually mobile apps do not have this FAQ section because in mobile apps people downloaded your application.

They saw your user reviews. They understand that this is mobile application. They know how how they work, how the subscription works. But here they on the web they they were just in their reals and like in three five minutes um maybe seven minutes because the quiz is long 50 screens um they still need to get uh trust for your application. So we answer in this question we explained that it's pay um it's secured to pay here. We answer their question. we show that other people's laugh headway.

Um then we again show the um the ratings of the apps and again the prices. Then users clicks on continue here and we open the payment form. Um in these payment forms we show the PayPal button, Google pay button. On iOS there will be um Apple Pay button >> and if they close it, we send them to the same pay wall but with a high discount. We call it downell. It it works great. Most of the applications, big applications use this technique. Uh so uh the user assigned to the discount.

>> Can we compare the prices, Eigor? Let's let's see that. So that was 6 36 cents and then what was the normal pricing? >> 45. Okay. Wow. >> Yeah. >> So they decrease they decrease the price for real. Yeah. Um, I saw the funnels that do not change the prices, but they just add the logos uh that the you have a discount, but I'm sure it's just like an experiment to compare the the effect of just the discount block. So, okay, we completed the payment and then the user is sent not to the mobile application but to the upsell page and it's really important to have them. So the magic with the um web payments is that for instance with with stripe when the user makes the first payment their payment token is saved in stripe and after that you can charge the user one more time even without their request.

So when they click add infographics, you can charge them uh immediately without asking them to provide their uh payment details one more time. It's not like in the mobile application where they have to confirm every payment on web. You can do that and you can add multiple upsells here. every upsell uh is like 1459 959 and also important to have different prices for every upsell because if the upsells would be with the same price people may see uh multiple charges with the same price and they will think that they were charged um as a doubled purchase. So that's why it's important to have different um different prices and then you can add down cells for the the upsell. So it's possible like when you click continue without welcome offer you can send them to another pay wall with the same upsell but with lower price. So it's possible to do these two. So yeah, every time they click integra infographics,

uh they are charged in in stripe in their payment system and then we are going closer to the the funnel. Um headway ask one more time is this email correct? And you can edit uh email here. Not all of the funnels uh do that. Uh well they do. Then payment successful after the user um and it's important here that they ask for additional information but on the final screen they they using deferred deep links so they send the user directly to mobile application where the user will have their subscription activated. So they are not asking them to copy the password or add the password and then use it in mobile application. You want it to be like um one click flow. So they are not copying anything and uh logging into the application. So yeah and then again in the mobile application they have another upsell when you launch it.

>> What? [laughter] >> Yes. Yes. And uh now in the US it's even possible to charge the user in mobile application with their saved payment method from webfunnel. So in this case you will not pay 30% to the app store. >> Wow. Yeah. like we we did it in our SDK and it's it's really helpful for the application that have upsells inside the app like >> you can sell subscriptions on web and then additional purchases in mobile application with the same saved payment card.

>> So is that like a web view egor is this page or >> yeah it's not a web view. So you just here when they click get now you just quiry one API method and that's it and you charge the user >> and we can do that within web two wave. >> Yes. >> Wow that's insane. Yeah that's cool. >> Then um another thing is the email. >> Before you go to the emails Eigor I want to kind of hit on this a little bit because we talked about this in the beginner's guide of the web two app flows right like a we've seen that education space and the fitness space tend to have long onboardings. So we we we counted well Eigor Kate counted but like we had 50 screens in there and sometimes you know uh my wife would be like oh that's too long I don't want to fill that out but like we've seen that yes it's a long funnel but the people that make it all the way through are actually then more likely to pay. And so you know you don't have to find that

fine balance between how long your onboarding should be. But definitely if you're in the fitness and education space you can be a super long funnel. Um yeah so we always say that the most spontaneous purchase the longest should be the funnel. So for instance for the utility subs >> the funnels are usually short. So here as we work with um they work with the psychology of the users the funnels are long because we need to warm up the user before the purchase and to do that we have to make them anxious about their problem and we have to engage them in conversation so they they will be they will be heard.

>> Um yeah. Okay, so this is like the successful flow for the user who completed the purchase. But those who left their email here and did not complete the purchase, they sent emails. And the magic with these emails that uh they're pretty straightforward. They are talking mostly about the discounts and here the magic like the first one confirm your registration they add emojis into the title it does increase the open rate then there is just one button confirm when you click confirm you are sent to the payable if you didn't buy in uh sometime I don't have here exact timings but usually It's uh like few hours then one day then two days um but not the P between emails is not more than two three days because you have to push uh the the user when they are like warm the when they just completed the quiz.

And here we focus on the in the title yourself crows plan is ready now up to 70% off just one button. They do not send any content here. Here again additional 10% off. They use the other format like uh like a person um sent it to you not the fancy email with the illustrations. the higher discount and then they well they go up to 90% discounts basically like the chances that people will pay you are going lower and lower the more time is going after the funnel so like why not to sell with the 90% or even like 95% I mean like go all in because if they will not pay now the chances like For almost all the average mobile applications, the emails are not like the the the best way to to increase conversions. Like 20% is the maximum.

And I would say like it's a miracle if you can have 20% of sales from the emails. So on average, it's like 10% and less. Um and um yeah, you just focus on the discounts and pushing the user with multiple emails like how many? Eight. One, two, three, four, five, six, seven, eight. Eight emails that are sent to the user to complete the payment. Um, and yeah, this is how they generate hundreds of millions of dollars with uh this simple simple funnel and with the emails and with the upsells that they have here and um yeah, it works. So yeah, this is how we recommend to do the funnels because like this funnel follows almost all our recommendations for uh for new funnels. The my biggest takeaways were the email funnels. I love that Eigor. You know, I signed up for a sauna rebel just to see what they web to app flow looks like and they do a ton of emails. It's I was looking at it as we were recording and I got the

confirmation email on April 30th on May 1st, get 50% off. And I got like two emails on May 1. So it wasn't just like one a day and then on May 2nd get 50% off. Only a few hours left on May 3rd double. and then it gave me six months off. And so I think email like you said it the best and I I really borrow a lot of principles from e-commerce and a couple of principles that you highlighted where the I would call it like real time social proof. So like you know you said it was the 5 million in your area a thousand people just signed up within the last 12 hours that that really works. And then secondly the e-commerce stuff a lot of people what they'll try to do is I think they call it a trip wire. to try to get you to purchase a small little amount first because knowing that even getting a obvious we know the rule of marketing right easier to keep a customer than try to find a new one. So, just a small

amount and like you said it the best. You said, "Hey, why not offer 95%. Who cares? You need to get them to pay a little bit. That way, they're willing to pay you more." And we even seen that type of promo work really well on just the app side of things where you'll do like the first week is just 99 cents and that renews at the normal weekly rate. For one of our clients, we saw that being their number one winning subscription plan was just a really really tiny small amount.

>> Yeah. And by the way, I forgot to say that here when uh we sell it for 19 um 98 then the price in 3 months will go higher. So they sell the introductory offer and then the price uh goes higher. This is like we the way we usually recommend to do that all the free trials or the like free trials we don't recommend to do it at all. Sometimes you can work with something like 99 cents for one week or for three days, something like that. Uh but this is the perfect pricing that we see um in most of the funnels and it works fine.

>> Yeah, I love it. And we already said it. Spoiler alert if you don't watch the video one per day pricing works tends to work the best from the web campaigns. >> Yes. >> Eigor, anything we missed that we want to make sure that we hit on? >> No, not really. I think we covered. >> Yeah. >> Well, go check out web the number twowave.com. webb2wave.com if you want to start following some of the best principles here. They make it super easy for you to create these funnels within what how long is it going to take, Eigor? How long is it going to take me to to build a quick little funnel like this?

>> Well, you can start with few hours because we have a bunch of templates and then you can edit them. Um but if you want to have it like in your design and uh yeah you can even send us your Figma and we'll transfer everything to the platform and it will be ready in a couple days. >> Some of the biggest brands like HubX are already using web2ave right now. So go check them out. It is web the number two wave.com webwave.com.

And guys we got a special offer. So Eigor I hear you got a special offer for all our app masters audience. Yes. And the offer is the the lowest price for any uh web top funnel builder. So the lowest plan for the viewers of app masters will be 199 and we can even help you building the funnel like a concier service. So just message us in the chat and we'll help you to to build the funnel and in your design and with your content. Egor, I'm going to use some of the principles you said. That's a more than a 50% offer, right, Eigor? That's more than 50% off their normal plans.

So, Eigor's eating his own dog food. He told you guys, "Hey, give a steep off offer." And he's doing that just for you. So, when you go check out webwave.com, just mention, you heard Igor onappmasters, he'll give you that 199 sweet offer as well. Eigor, anything else? Any other special things you want to give? [laughter] No, no, no, no. I mean, do the web funnels. It's the growing market and don't miss it. >> It is true. All right, guys. That is it.

The website once again is web the number [music] twowave.com. webb2wave.com and just mention appmasters to get the concierge special treatment and that $1.99 per month offer. Till next time, I'll see you on the next video. [music]