A couples therapy app · B2C · Thomas Petit client
Open with a fun web quiz or mini-game before pitching a serious app
Chosen over building a second app; no results given
Unknownweb-to-apponboarding
What they did
For a premium couples therapy app whose ads weren't catchy and whose topic is heavy, the team started users in a softer, fun flow (a minigame or playful quiz) that people complete easily, then moved them gradually toward the real product and qualified them. They first considered building a separate simple game app as a lead source for the main app, then built the flow on the web instead because minigames are flexible to build there. Fun ads for the quiz are cheaper to get clicks on.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Understanding When to Use Web2App and How to Do It Well — Thomas Petit, Independent App Consultant“But then they realized they can drive a flow where we can start in a much softer way, more like a minigame”
“They've actually decided not to build a second app, but to do this flow on the web, and it makes a lot of sense because those sort of minigames, uh it's very flexible to build them on the web.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Blinkist: Send Taboola and Outbrain ads to a page that reads like an articleBlinkist cracked this channel; Facebook traffic gets a different flow; no numbers
- Noom: Run a 50-screen onboarding quiz on the web for a high-intent productStill works for Noom; the guest doubts it would for a quick-use app
- Photoroom: Put 10+ of the app's features on your website as free tools, no loginGuest thinks it pays off long term; no internal numbers
- Ladder: Send ad clicks to a web survey and flag likely payers to TikTok and InstagramWorking really well, host says, even with fuzzy web-to-install tracking
- Run 'What's your IQ?' ads into an easy web quiz, then send people to the appA success, guest says; asking for payment on the web would have hurt
- Let small teams pay on the web with invoices in the company's nameTeams wanted to pay regardless of price; no results given
- When web subscribers cancel, offer half their money back to stay subscribedMany cancellers took it; profitable, good feedback and decent retention
- 8fit: Send Taboola and Outbrain ads straight to the App StoreStore install rate stayed very low; web funnels worked better
- Run web and app-install ads side by side on Meta to reach more peopleTotal reach significantly higher than either alone; app-only can plateau at 2M of 20M
- Buy Google Search and YouTube ads to your website to control keywords and channelsReaches a different audience than App campaigns; no numbers
- Bid more for new high-end Android phones, less for older devicesPremium Android converts close to iPhone; older versions convert worse
- Sell on the Amazon Appstore to reach Amazon tablet ownersNot as big as the App Store but a significant revenue source
- Put a simple landing page between the ad and the storeWorked for one game; the same setup failed for several of the guest's apps
- Change the first-day experience so it shows within 24 hours who will payGame companies did this to survive the 24-hour SKAdNetwork window; no numbers
- Charge some users on the web and send others to in-app purchaseFinds new revenue highs per segment; no numbers