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The Web2App Playbook: Scale Your App Without App Store Limits

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App Masters26:44Open on YouTube
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The bottom line

Sending app users through a web funnel before the app store grows a mobile app business faster, because you keep more money and control the whole offer. Apple and Google limit what you can charge, show and sell, so the web is where small apps can now compete with big ones.

Key takeaways

  • Web-to-app is the fastest-growing owned channel, and the ad platforms are building for it. 0:16
    • AppsFlyer data shows web-to-app growing faster than email, text, QR or referral to app.
    • Google Ads now unifies app events with web events, and MMPs are adding web-to-app features.
  • Selling on the web keeps more revenue and pays faster. 3:19
    • Apple and Google take 15 to 30%, and web checkout avoids that cut.
    • A service like Paddle pays out much faster than the 45 days the stores hold payments.
  • Web ads are easier to track and the store rules do not apply. 4:01
    • Web events avoid ATT prompts and SDK problems, so Meta, TikTok and Snap see conversions more easily.
    • Stores are getting stricter on apps, updates and paywalls, and some developer accounts have been removed.
  • A quiz funnel that ends in a long, hard paywall converts best. 5:27
    • About 50% of visitors drop off on the first page, so it needs a "you" message, social proof and one question per screen.
    • The paywall works with a countdown, per day prices, a personalized coupon, a money-back guarantee, live purchase counts and Apple Pay.
  • Upsells, downsells and low-price tripwire offers return ad spend fast. 21:02
    • A tripwire under $50, ideally $3 to $10, lets you aim for a break-even cost per purchase and earn on the upsells.
    • The dating app Highly sells a $3 one-time boost instead of a free trial, and trial-to-paid averages only 30 to 40%.

Instead of doing a trial, you do a tripwire. And that's what you can do on the web.

Steve P. Young

Chapter summaries

0:00 Why the web is worth your attention

The web reaches users the app stores don't and lets developers decide what to sell.

  • Web-to-app is the channel for hard-to-monetize Android users. 2:43
    • A web campaign is not platform specific, so it targets everybody on the web.
    • Owned media means channels you control yourself, such as email, social and your own app users.
    • Bigger advertisers use it as a revenue source and to widen the pool of users they can reach.
    • Google runs both an ad platform and an app store, so its move toward web-to-app signals the trend.
  • On the web you choose what to offer, upsell and downsell. 4:56
    • A web campaign gives more control and creativity than the stores allow.
    • It also gives more flexibility in how you monetize and offer subscriptions.
    • Steve accepts that it's their app store and we're just playing in it, which is why the web appeals.
    • Upsells and downsells get a full treatment later as part of the funnel.

5:27 The first page decides who starts the quiz

A first page that speaks to the visitor's outcome gets the quiz started, and a started quiz usually gets finished.

  • A web funnel can prove a business before any app exists. 6:00
    • Arya, a past podcast guest, built a million-dollar ARR business from a web product alone.
    • He wanted to validate an app idea, and his funnel worked so well he skipped the app.
    • His product helps couples be more intimate.
    • He told Steve, who needs an app?
  • The first page sells the visitor's result and pushes one action, starting the quiz. 6:29
    • Arya's page says Our friends say we are glowing and invites visitors to uncover your intimate self.
    • A food example names the problem, then offers self-hypnosis as the fix.
    • The copy never explains what the app does in X, Y and Z terms.
    • Once people start a quiz, they are very likely to finish it.

7:50 Match the quiz to the ad, then build commitment

A quiz that mirrors its ad and gets users to name a goal makes the paywall feel like the next step.

  • Each ad should lead to its own matching quiz. 7:53
    • One blanket quiz for everyone fails, so keep optimizing the match.
    • Coursiv made about $250,000 a month at the time of the screenshot, and its ads always send people to the web.
    • The ad says teenagers build businesses with AI while you only know ChatGPT.
    • The page shows an older person, to match the viewer, with social proof at the top.
    • Photos of people beat illustrations.
  • Easy questions and a stated goal lead users to the paywall. 10:58
    • Users pick goals like a new business, a home or a vacation, then say how many minutes a day they will commit.
    • A results profile, like a BuzzFeed quiz, tells them who they are.
    • Duolingo found that commitment pages raise retention.
    • The quiz asks for an email, which matters for lifecycle marketing.
    • The 28-day challenge it sets up matches the four-week plan on the paywall.
  • The paywall opens with a before-and-after and a ticking clock. 12:43
    • A countdown works because people given time say I'll do it tomorrow.
    • Before-and-after images do well in fitness, so they should work for education too.
    • Webinars use the same trick, starting a few hours after the ad.
    • The page shows the user as they are now next to their goal.

13:22 A long paywall earns trust before it asks for money

Stacking reassurance, proof and a personal touch down a long page makes the price feel small and safe.

  • The long paywall calms worries first and shows proof last. 13:22
    • Coursiv's page runs from a readiness score to a 28-day program, then to AI is easier than you think.
    • The social proof says 203 people bought personal AI plans in the last hour.
    • Stores might object to a live purchase counter, but on the web the seller decides.
    • E-commerce already does this, like Amazon's "10 left" and "somebody just bought".
  • Personal touches and small numbers make the offer feel easy. 14:59
    • The coupon code was built from the visitor's name, month and year, like Steve_July2025.
    • Per day prices make plans easy to compare, and the numbers look tiny.
    • The first month costs $20 and then renews at about $40.
    • Streaming services use the same trick, such as 3 months for $15.
    • Per month and per year pricing have worked too, but per day did best on web checkout.

17:03 Checkout details and ad events

A real deadline, a one-tap payment and the right ad event each lift conversions.

  • The countdown is real, and the lost discount creates regret. 17:11
    • After the 9 minutes ran out, the discount was gone.
    • Feeling the loss makes buyers more likely to buy on the next visit.
    • A fake timer that never expires would remove that pressure.
  • Apple Pay and Google Pay remove the typing. 18:00
    • The card is already on the phone, so checkout takes one tap.
    • The button also said 91% of users are satisfied and stay after the plan ends.
    • Show Apple Pay on iOS and Google Pay on Android.
  • Ads should optimize for events down the funnel, not clicks. 19:52
    • Meta delivers whatever it is told to chase, so click goals bring clicks that never buy.
    • Small budgets can start with complete registration or initiate checkout.
    • Meta needs 50 events per week, so earlier events give it data faster.
    • Big budgets should aim for subscribe or purchase.

21:02 Upsells, downsells and tripwires

Extra offers around checkout lift revenue, and a cheap first purchase can replace the free trial.

  • One-click upsells and exit downsells raise what each buyer spends. 21:02
    • An upsell works like the candy at a supermarket checkout.
    • A downsell answers a closed paywall with a new offer.
    • One example cut a $48 plan to $36, saying your success is our top priority.
    • This is almost impossible inside an app.
  • A tripwire sells to buyers who are already yours. 22:12
    • Selling more to a current customer is easier than finding a new one.
    • A $7 offer lets you bid $7 per purchase and break even.
    • Above $50 a purchase becomes one people have to think about.
    • Amazon's Audible deal, 3 months for $3, loses money at first and bets on a long stay.
  • A tripwire should give a small taste of the app. 24:57
    • An AI video app could sell 10 minutes of generation for $3 in the first week.
    • Users who try the product and keep using it are more likely to buy the normal plans.
    • Big companies have done this for years, and smaller ones are starting to.

In the growth library

Steve P. Young, Founder of App Masters, app marketing agency and YouTube channel. Explains why web-to-app funnels are one of the fastest-growing ways to acquire and monetize mobile app users, and walks through the quiz, paywall, checkout, ad optimization, upsell and tripwire tactics that make them work. The case: skipping the app store means avoiding the 15 to 30% fee, getting cash faster, and having far more freedom in how you price and sell.

Lessons that draw on this:

More from App Masters · The whole library, and ask it anything

Transcript680 lines
0:00

Coming up, I'm going to share with you why focusing on the web is actually going to be a key driver to your mobile app growth. Stay tuned. What is up App Nation? It is Steve P. Young, founder of appmasters.com, the YouTube channel, the app marketing agency that you turn to when you want to learn how to grow your downloads and revenues faster and more efficiently. And today, I want to thank my partners App Paddle for helping me put this video together.

0:36

In this video, I want to talk all about web to app and why I feel like it's so important to actually growing a mobile app business. I know, counterintuitive, but let me give you the numbers. So, let me start with the why. Year-over-year growth, this is according to AppsFlyer. Now, this is for owned media. So, think about email, social media, your own app users, right? So, the channels that you own yourself, not dependent on the app stores or social media like Facebook ads, but the channels that you truly own yourself, according to AppsFlyer, web to app has grown the largest by channels, right?

1:22

Instead of referral to app, email to app, text to app, QR to app, web to app is growing at a faster pace than any other channel. Next, Google, all right? Just straight from the source, Google Ads making it a lot easier for you to measure the success of your web to app campaigns. They're just showing you the platforms know where the trend is headed. Including, now within Google Ads, you can unify your conversions, so you can start to measure the app events along with the corresponding web events. So, that gives you the overall view. So, you got to know if Google not only are they ad platform, but they're an app store platform, if they're making moves to web to app, you got to start paying attention as well. And lastly, the MMPs, like AppsFlyer, one of the biggest MMPs, they're coming up with features to help you better manage and measure your web to app campaigns. That just shows you the importance of these campaigns. A lot

2:31

of the bigger bigger advertisers are using it not only as a great revenue source, but also to broaden the amount of users they can go after. And from what I hear, another why you should be focusing on it, if you're having trouble monetizing your Android users, web to app is the channel for you. That's where you're going to attract those Android users because technically, you're not platform specific, right? You're just targeting everybody on the web. We're all on the web. All right. Now, specifically, why for you? All right, those were the macro stats, the macro reasons, but specifically to the developer out there who's like, "What is it for me?" Well, I'm going to show you exactly why it's for you. 15 to 30% I ain't got to tell you, it sucks. I see it on my developer account. I see my sales, and then I see my proceeds. The proceeds are what hits the bank account, and Apple and Google are taking 15 to 30% With web to app

3:34

campaigns, you don't got to worry about that. Secondly, on this point alone, there's payment delays, right? If you use a service like Paddle, you're going to get that cash a lot faster than you would from Apple or Google. All right, forget about the percentages. All All fair, I'm on your platform. You've guys built a great platform. But, you're going to hold my payment for 45 days? Come on now. All right. Secondly, paid ads attribution. It's a lot easier to connect your web events and not worry about ATT prompts, making sure that meta, TikTok, Snap, whatever your ad channel is going to be, that your MMPs and their SDKs, those ad networks, are properly measuring the app events, the conversion events, the install events.

4:27

It's a lot easier on the web. And lastly, I feel personally, this is my personal opinion, okay? But, the regulations from the app stores. I felt it personally, certain developer accounts are being removed. Apple, Google as well, they're getting way more stricter in terms of the types of apps that they're allowing, types of updates, types of paywalls that they're allowing into their app stores. I get it, it's their app store and we're just playing in it, but with the web to app campaign, you have a way more control and way more creativity in what you can offer, in what you can upsell and downsell. Spoiler alert, but you have way more flexibility in the way you monetize and the way you offer your subscriptions.

5:18

All right. Hopefully, you sold by now. Now, let's get into the how and some of the best practices for your web-to-app campaigns. First, and one of the most important things, okay? That's why it's number one. Hook them on that first page. Listen, there's going to be about a 50% drop-off on that first page. Yeah, you worked so hard to create that ad, that beautiful ad that gets people to be hooked on that ad and want to click and learn more and then that first page you're going to lose 50%. That's just industry average. So, here's some things that you got to pay attention to for that first page. Love this. This is Arya. This is a past podcast guest of ours and he built a million dollar ARR business purely off of just a web product. He thought He told me, "Hey, I was thinking about building that app, but I wanted to validate it." And he found a web funnel that was so effective that he decided

6:21

"We actually don't need an app. All right, who needs an app? We can consume without an app, all right?" So, I want to break down his first page. Sorry, Ofer. I'm going to show it off cuz I I love it. Look at this messaging. "Our friends say we are glowing." It's an app that allows couples to be more intimate. Okay, love that, right? "Our friends say we are glowing." And as I scroll down on this first page, so they talk about all the benefits, right? You can This is automatically going to swipe through. And then as I swipe down, it still hits me with that main core messaging. "Our friends say we're glowing. Honestly, they are right.

6:57

Take our 5-minute quiz and uncover your intimate self. Your intimate self, not how our app does this X, Y, and Z for you. We care about us, so always use words like you and your in your marketing. Get started and you're off and running. All right, here we go. Thanks to our friends from Web to Wave. They've got some more examples for you. Here's one. "Discover a new relationship with food." It's own, right? Then you can pick your age group, find and fix root cause of overweight using self-hypnosis. Okay, right? It's like, here is your problem, here's how we're going to fix it with our solution, self-hypnosis. So, these are all great examples of that first page cuz on that first page, you want users to start that quiz. Cuz once they start it, they're very likely to finish it, but you got to get them to start it.

7:50

All right. Now, you want to route users dynamically. What does that mean? It means actually tying your ad to that first page and to that quiz, right? You don't want to just make one quiz that is blanket for everybody. So, you work hard on the ad, you find that it's working really properly. You want to make sure your quiz is fully aligned to that ad, okay? So, you got to constantly optimize. So, here's an example, Course Hero. I did a video on them as well.

8:23

They're making about $250,000 a month when I first grabbed this screenshot. And here's their ad. I see their ads everywhere. And this Course Hero is a great example of a company that is purely reliant on web-to-app campaigns. They aren't even mess around with taking you straight into the app itself. I've never seen an ad for Course Hero where they did not take me to the web, okay? Love this, "Teenagers, because I'm not a teenager, are building businesses with AI while all you know is ChatGPT." And they're like, "Did you know about all these other ones?" I love this creative.

9:01

I see it all the time, right? You hit learn more, they're going to take you, right? They don't have a teenager, they have somebody that's a little bit older like myself. And then, what I love about this is social proof up top. This is key. Social proof up top. The right person. People photos do a lot better than illustrations, so try to have as many photos as possible. And then, are you ready to receive the 28-day challenge?

9:29

Now, 28 days seems reasonable, right? It's 4 weeks, and spoiler alert, I'm going to show you the paywall. It is a 4-week plan. So, I love this type of messaging. It's short, right? I'm not committed to anything. There's some social proof. It's imagery of someone that's similar to me, and then it's easy to hit yes. So, have you ever used AI? Yes, of course I have, right? And then I'm off and running. And the next page, they hit you with some social proof.

9:57

Social proof is so valuable, especially now. You want to mix in questions with just like, hey. No need to overload your brain. Here's some social proof for you. All right. The next thing is, just like apps, you want to stick to one message. Not just apps, just like presentations, okay? I'm not bombarding you with multiple messages on one screen. So, let's go back to Course AI. What is your age? What is your main goal?

10:27

Do you feel overwhelmed? One message, one question per slide, per page. That's what you want to do. Again, and I love the visuals, right? How comfortable are you with AI tools? I can kind of see, just by looking at the emojis, what the answer is. So, love this. Again, worry you no more. So, you got questions, and then take a break. We got you, right? As I'm answering, they also say, hey, we got you. We know what you're struggling with. We got you.

10:58

All right. More questions, and off you go, right? It's a lot of questions, a lot of visuals, income range, what are your goals, so forth. So, I won't bore you guys with this, but now I'm going to stop here. Here's your AI experience profile. So, of all the questions, they took that and said, hey, here's who you are, right? It's like one of those BuzzFeed quizzes. Here's who you are. We'd love to know about those. Is there something special you wish to achieve?

11:27

Now you're setting the goal. Now you're getting the user in mind of like, yeah, I'm really you know, I'd love to start a new business so I can save for a new home. I'd love to earn a little bit more or plan a vacation or maybe I want to use AI to plan a vacation, right? So you now you're starting to think outside of learning AI to what your goal is. Next screen is how much you're willing to invest. We already know from Duolingo that these type of pages actually increase retention as well. You get people to commit to a goal, they're more likely to go forth cuz I'm the one who told you I'm willing to commit 10 minutes, 15 minutes, whatever it is. So base off this, what I put in, did they tell you this is how I will become an AI master, all right? Ask for an email address.

12:14

That's going to be important, especially for life cycle marketing. Name and here's your readiness novelo and then boom, paywall. So before I get into paywall, I'm going to share with you some of the best practices from a paywall. I love me a great paywall, all right? So let's get into this. Here's where we left off. Here is their paywall. Here are some of the elements I absolutely love that I've seen really good results on, okay? Right now, discount expires. Add a little bit of urgency. You might experience this if you're signing up for a webinar, right?

12:51

You get an ad, they take you to a webinar, the webinar starts in like 4 hours. You're like, how's a webinar starting 4 hours? How do they know? It's these time urgency things. If we let time expand, we're as humans just going to be like, I'll do it tomorrow. So they go, hey, you got 10 minutes on the clock. Here's me now and here's the goal. This is before and after, if you think about fitness apps, before and afters do really, really well. Why wouldn't for education, okay?

13:20

I like this. I'm scrolling, it's a long paywall. Longer paywalls work better. Definitely on the web and mostly on the app itself, but longer paywalls on the web actually work really well. So, here's my readiness, here's my four-week program, right? 28-day challenge. AI is easier than you think. You're like, "Hey, it's not a problem. Don't worry. I know you're a little worried. You might be confused. You might be overwhelmed by all these AI tools." And then here's try cursive and here's what you'll get, all this stuff. Now, here's the key part. Social proof. I love this.

13:57

Now, if you put this into an app, 203 people purchased personal AI plans in the last hour. Apple, Google might have a problem with that. I don't know, they might. But on the web, they don't know. They don't control it anymore. You do. And this is what I'm talking about when it comes to regulations. I love this. You see this on every e-commerce website out there, right? Amazon, 10 left. Any digital product, hey, somebody just bought, somebody just bought, somebody just bought, right? You see this type of stuff and this stuff really does help in terms of increasing conversions.

14:36

Here's the other thing. So, I'm still scrolling, right? I'll pause for a moment and see if you can actually discover something that I really love from this paywall right here. All right? So again, this is a long paywall. I'm just scrolling. All right, hit pause if you're still want to guess. Cuz I'm about to get into it. Right here. July Steve_July2025. Remember, I gave them my name. So, they, whether it's a real coupon code or not, they took my name, the month that I was looking at this with the year, and applied the discount code.

15:16

I love it. These little things. Honey, you need this? Probably not. You'll be fine without it. But I love that they added it. Number two, per day pricing. Per day pricing works a lot better when we can sort of justify on a per day cuz that number is going to be tiny, right? I've seen per month, I've seen per year work just as well. The key is to do the math for the end user and from a web to app checkout flow, a web checkout flow, per day has performed the best. So, you want to take your plan and make it into a per day pricing, right? And so, this is great.

15:56

And now I can easily compare which plan I really want. Now, if I don't want to invest this much, obviously this is a lot cheaper from a per day perspective. I don't but I might not be ready. This is a great way to do it, too. And I love that when you if you were to check out from this, it will renew. It says right here, right? It's just 20 bucks for the first month and then renews at the $40 range the month after. So, this is like what I call a tripwire campaign where you lower the price of your product and then you try to get them to come in and then upgrade a little bit later. You'll see this on any streaming services, some of the new streaming services. It's 3 months for 15 bucks, right? So, they make it super cheap and then they get you to hopefully stay on after the 3 months.

16:41

All right. Other best practices, money back guarantee. This is great. Again, Apple might have a problem. Google might have a problem with this. They take care of that for us, but for you, you're going to have to take care of it and Paddle will help you do that, but that is an important thing to do, too. Overcome those objections. Hey, if you hate it, don't worry, we'll give you your money back. And then access courses anywhere using your mobile device.

17:04

Here's what you get, more social proof, and you're off and running. But, what happens cuz I'm always curious, what happens when the time is up? Is this just a decoy? Is this just trying to get me to buy even though it's not truly a timer? So, I waited. I waited to see what happens when time is up. All right. So, here's the timer. 9 minutes left. I waited the 9 minutes just to see what would happen. And guess what? The discount was really gone. All right.

17:35

[laughter] So, it was pretty cool. Uh well, not cool, but I like, "Oh, dang it. I lost it." Now, you need to feel it, right? You need to feel that loss of version as a consumer cuz then you know I really want it. You might hit refresh or the next time you go through that checkout, you're going to more likely to buy cuz you're like, "Oh, I regret it. I regret not buying the cheaper version. I lost it." All right. The last thing I want to cover on my checkout page is Paddle will definitely help you do this is Apple Pay. So, I was on my iPhone. I saw Apple Pay here. That really helps conversions.

18:12

It's already embedded on my phone. The credit card's already there. It's a lot easier than having to input any type of credit card number. So, if it's an Android, make sure you have Google Play. If it's on iOS, make sure you have Apple Pay. And I love that when I say get my plan, it says 91% of users are satisfied with the plan and stay with us after its completion. So, it's a great way to still use social proof on that checkout, which here if you are in the app, Apple starts controlling, right?

18:42

And this is also an opportunity that if I hit X here for you to do down sells and up sells, right? Which stay tuned for that cuz I still got some more info for you, okay? All right. We're going to talk about up sells and down sells. But, just to make it easier for you guys and just for you to take a screenshot, here's some of the best practices when it comes to web to app paywalls. Hard paywall, that means you have to buy.

19:08

Do you notice? No trial, right? Even with the discount, no trial. So, it's a hard paywall. You have to buy. There's no way to get access to the content without you purchasing. Long paywall works better. Have a lot of social proof. It's long for a reason, okay? Time-sensitive. Not necessary, but definitely helpful. No free trials. That's exactly what I said. Small intro prices that renew at regular price. So, that tripwire marketing where it's 50% off for the first month and then renews at the normal monthly price. Definitely have per day pricing and then show the Apple Pay and Google Pay as one of the default payment methods, okay? And here's the bonus, right? Personalized coupon code. Okay.

19:52

Next thing, if you're going to run UA, which you're going to have to, right? Unless you get a lot of organic traffic or you got some SEO juice, you need to optimize for events. So, if you're running UA on Meta, any type of ad platform, here are the events that you want to optimize for. You don't want to optimize for clicks because Meta is great at getting you whatever you optimize for. If you want clicks, they're going to get you a lot of clicks. They may never convert for you.

20:20

So, you want to optimize for a little bit down funnel. If you're just getting started, you might want to try complete registration, so just that email registration. You want to try initiate checkout, right? Maybe if you're on a limited budget. Or you can just hit straight subscribe. You got a big budget, it's really just subscribe and purchase. That's where you ultimately want to get to, but these two, complete registration and initiate checkout, these are a little bit more up funnel, so you can have more data faster because Meta requires you to have 50 events per week, right? So, you can even say start quiz. We've done that before, but ultimately you want to get to complete registration or initiate checkout, okay? That's what you ultimately want to optimize for.

21:02

Okay. Now, upsells and downsells. This is where it gets really, really cool. And this is almost impossible on the app side of things. So, back to my web two wave friends, we did a whole video about this, so I just grabbed their slides. But, access the library of the world's best ideas to beat laziness. Here's a new one. Just one click and you can add to your program. So, as users are starting to check out, you can just make it easy for them to actually upgrade or buy more from their purchase. You think about a supermarket, right? Grocery store.

21:36

What's at the checkout line? A bunch of candy and little snacks that you can just add to cart. Same principle here. Now, the other thing you can do is a down sell, right? If people ex out of your paywall, you can give them a different offer. So, here's one where the user was saying no, right? Look, and they say, "Hey, your success is our top priority. We want to give you 25% off." So, they had it at 48 and they said, "Forget it, we're going to give you at 36." There's another way to do all these down sells where you can try to get people to buy something. And I teased it out before, but tripwire marketing, I really love this. I think this is going to be the future for any web two app campaigns, especially even on the app side of things as well. If you're not familiar with tripwire marketing, it is to get people to buy a really low cost offer. That's anywhere from five to or even three, right? To $50, right? I

22:33

personally would like to keep it under $50 because anything above that becomes considered purchase, a considered purchase. Like, I have to think about this. So, I like to stay around actually seven, let's say three to $10, all right? So, you get them to buy that because psychologically, it's a lot easier to get what your current customers to buy other things from you than to find a brand new customer. And with tripwire marketing, you can start to easily get that money back very fast, right? So, let's say you're like, "Oh, I'm offering a $7 product, low-cost product." Well, I can try to aim for a $7 cost per purchase because I know I'm going to break even on this, and then everything else, all the upsells, that's where I'm going to make my money. So, it's a great way for you to get your ad investment back really, really quickly. All right, so let me give you some examples.

23:33

Amazon, already did it, right? Amazon spring sale includes 3 months of Audible for $3. This is what a tripwire campaign looks like. They're making a bet that, "Hey, we're going to lose money for the first 3 months on you, but we know we're going to make money on you later cuz you're going to stay for a long time." So, if you got content play, it's a great way to do it. Here's what I've seen from Highly, a dating app, and I had them on my podcast, and this is their primary paywall. So, there's an onboarding sequence that I won't bore you with, but after the onboarding, this is what I see before I see anybody in the app itself.

24:13

And I love this cuz this is just a $3 purchase one time, right? So, easy for me to say yes. It caters to somebody who is dating. I'm happily married, but now I want to boost my profile. I'm on a dating app. Of course, I want to boost my profile. I want people to see me. I'm new here. I'm looking for so a soulmate, right? And so, this is a great way to get people to sort of buy a little bit because once you go through the app with a subscription, there's no trial. So, this sort of offsets the fact of even just having a trial because that trial to paid is never going to be 100%, and on average, it's 30 to 40%. So, instead of doing a trial, you do a tripwire. And that's what you can do on the web. And I can I'm going to plant my flag and say this is going to be the future and you're going to see more and more web-to-app campaigns, app campaigns deploy this type of strategy right now, right?

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And what I would do if you want to do this is put in context of what your users can kind of get a taste of your app without giving it all the way. Okay? So, highly it's get seen 10 times more. So, if I have an AI video generator, right? You can say, "Just for $3, you can unlock up to 10 minutes of video generation for the first week." Now you got people using your product, retaining, hopefully if you built a good product, and then ultimately they felt a taste, now they're more likely to purchase your normal plans.

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Make sense? Pretty cool, right? All right. I'm sorry, ladies and gentlemen. This is the end of the presentation, [music] end of the video. Look, big companies have been doing this for years. >> [music] >> Now smaller companies are starting to deploy these strategies. So, if you're looking for an edge on your competition, if you're looking for purely more control on what you can offer and how you can offer it, well, you're going to have to do it on the web. All right?

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All right, that's it for now. Check out appmasters.com. We're on YouTube as well at AppMasters, pretty easy. And thank you for watching [music] and I'll see you on the next video. >> [music]