Chapter #10. How to Maximize User Acquisition Using Web2Web Funnels. Interview with a PRO.

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Synopsis of chapter #10. Today is the special edition on 10th publication!

I took an interview from Kirill Makarov in the podcast style to enhance your performance in web2web funnels.

Kirill is Growth Marketing in Zing Coach , ex-GrowFood, ex-Mobio.

In this episode, we dive deep into web2web funnels - a game-changing strategy for mobile app marketing.

Learn how this approach differs from traditional app install funnels, its benefits for user acquisition and revenue, and why it's particularly effective for health and education apps.

We'll explore how web2web funnels provide better attribution, expand audience reach, and offer more control over the payment process.

Plus, get insights on implementation challenges and best practices for optimizing your funnel. Don't miss this comprehensive look at the future of app marketing!

In recent years, the mobile app industry has seen significant changes in user acquisition strategies. One approach that's gained traction is the web2web funnel.

Unlike traditional app install funnels that direct users straight to app stores, web2web funnels introduce an intermediate step on the web before app installation. This method has been adopted by several successful apps, particularly in the health and education sectors.

Users go through a quiz/landing page complete the payment on the web, and then receive a link to download the app. This approach allows for a smoother payment process before the app is downloaded.

So, let's dive in and explore what web2web funnels are, how they differ from conventional approaches, and why some companies are finding success with this strategy.

?? You've had success with web2web funnels at Zing Coach. Can you share some key metrics or results that highlight the effectiveness of this approach?

Kirill: At Zing Coach, we struggled with optimizing our direct-to-app funnel for a long time. In January 2023, we shifted to a web2web funnel approach. Over the course of a year, we scaled it to generate several million dollars in monthly revenue.

?? Impressive indeed! We've seen several successful apps like Noom, Betterme, and Headway using web2web funnels. What do you think makes this strategy particularly effective for health and education apps?

Kirill: Web2web funnels are effective across various industries, not just health and fitness. They are effective because they offer better ad targeting through transparent attribution and higher LTV by avoiding app store fees. But in health and fitness, web2web quizzes work especially well by tapping into users’ emotional and impulsive desire for self-improvement. They personalize the flow to align with the user’s specific pain points and aspirations. This makes the experience more relevant and compelling, which in turn drives higher conversions.

?? How does a web2web funnel typically improve user acquisition costs (CPA) compared to traditional app install campaigns?

Kirill: It depends, but often CPA can be higher in a web2web funnel due to additional friction and less trust in making purchases on an external website. However, the LTV (Lifetime Value) of users tends to be higher because the business avoids app store fees and has more control over the payment process, which can offset the increased CPA.

?? In your experience, how does a web2web funnel expand the potential audience reach for a mobile app?

Kirill: Meta reports show only 15-20% audience overlap between App Campaigns and Web conversions, meaning web2web funnels can tap into a much larger audience. They also unlock new traffic sources like Google Search and allow for CPA model partnerships with affiliate networks, which isn’t possible with iOS due to SKAN. This broadens your reach and enhances acquisition opportunities.

?? You mentioned that web2web funnels tap into a different auction environment. Can you explain the advantages of targeting e-commerce buyers instead of app installers?

Kirill: The key advantage is that you’re accessing a new paying audience. Meta’s algorithm optimizes ad delivery based on different events, like Web Purchase versus Mobile Purchase. If you frequently click on mobile app ads, your feed is dominated by similar ads. Conversely, targeting e-commerce buyers with web2web funnels introduces your app to a distinct audience who may not be exposed to mobile app ads.

?? How does a web2web funnel enable better personalization throughout the user journey, and how does this impact conversion rates?

Kirill: A web2web funnel, especially with a quiz, allows you to personalize the entire user journey based on their responses. With precise attribution, you can also match the flow to what the user saw in the ad, creating a more relevant and engaging experience. This tailored approach effectively communicates the product’s value, leading to higher conversion rates.

?? Can you discuss the financial benefits of web2web funnels, particularly in relation to Apple's commission fees?

Kirill: 1. Avoiding Apple’s 30% Commission: By handling payments directly through a web2web funnel, you bypass Apple’s 30% commission fee, retaining more revenue from each sale.

2. Increased LTV: Controlling the payment flow allows you to enhance Lifetime Value (LTV) by offering more complex subscription products, such as promo periods, gifts, promo codes, and multiple subscription tiers. You can also implement upsells and upgrades post-purchase and retain users at the point of cancellation by offering a lower-priced plan. This flexibility boosts overall profitability and user retention.

?? What are some of the custom payment products or strategies that become possible with a web2web funnel?

Kirill: The most popular custom payment strategies include:

• Intro Offers: Offering an initial period at a discounted rate, with subsequent periods at full price.
• Upgrade Offers: Encouraging users to upgrade to a longer subscription immediately after purchasing a trial or short-term plan.
• Upsells: Creating a series of upsells, such as workbooks, chat access, webinars, or even physical products, that are offered sequentially after the initial purchase.

?? While there are many benefits, what are some of the challenges or potential drawbacks of implementing a web2web funnel? And how can it be solved?

Kirill: The main challenges are the significant resource demands and the complexity of new operational processes. You’ll need dedicated teams for development, growth experiments, and user acquisition, as well as systems to handle payments, refunds, taxes and customer support. These can be managed by starting small, using third-party and no-code tools and automatization.

?? How does a web2web funnel impact user trust and confidence compared to a direct app install process?

Kirill: Users tend to trust third-party websites less than official platforms like Apple or Google. However, this can be mitigated with effective onboarding that includes strong storytelling, showcasing your expertise, client testimonials, media coverage, and using familiar, transparent payment methods.

?? What advice would you give to app developers considering implementing a web2web funnel for the first time?

Kirill: Treat it as a major project and allocate a significant budget for experimentation. Ensure full focus from your team, including dedicated resources for development, user acquisition, and creative content.

?? How do you see the future of user acquisition evolving with strategies like web2web funnels?

Kirill: I see web2web funnels becoming increasingly popular among major apps as they successfully leverage this strategy. If I were launching a new app today, I would start with a web2web funnel from the outset.

?? Can you share any best practices for optimizing a web2web funnel to maximize conversions and retention?

Kirill: To optimize a web2web funnel, focus on industry best practices:

Study and copy successful strategies from major players using web funnels.

Ensure a consistent user journey from the ad creative to purchase, targeting user pain points.

Utilize onboarding data to personalize the experience based on user needs.

Prioritize ad creatives, monetization, and payment flows as key areas to drive conversions and retention.

Continuously refine onboarding to reduce friction and align with user expectations.

Key Takeaways:

1. Web2web funnels direct users to a web page before app download, offering more control over the user journey and payment process.
2. This approach can lead to better ad targeting, higher lifetime value (LTV), and access to a broader audience compared to traditional app install campaigns.
3. Web2web funnels provide more transparent tracking and attribution, especially valuable in the post-IDFA era.
4. They allow for greater personalization throughout the user journey, potentially improving conversion rates.
5. By bypassing app store fees, web2web funnels can significantly increase revenue per user.
6. Custom payment strategies like intro offers, upgrades, and upsells become possible with this method.
7. While implementation can be resource-intensive and complex, the potential benefits make it worth considering for many app developers.
8. Best practices include studying successful competitors, ensuring a consistent user journey, and continuously optimizing the funnel.
9. Web2web funnels are expected to become increasingly popular among major apps in the future.
10. Despite potential challenges with user trust, effective onboarding and transparent practices can mitigate these issues.

It's a wrap! Tell me in comments how did you liked this format of the newsletter!

Or drop me a DM Andrew Shemet , and let's discuss how we can create lead magnet UGC-like ads for either of your funnels!