A high-priced app on a sensitive topic · B2C · Perceptycs client
Advertise a free recorded masterclass, not the app, then sell the app at the end
Agency says it worked, especially long-form on YouTube; no numbers shared
Workedweb-to-appcontentpaid-social
What they did
For a ~£200/year app on an emotionally sensitive topic whose audience needed time to commit (and skewed older, often on desktop Facebook), built a webinar funnel instead of pushing to a trial or going freemium. Recorded a VSL/masterclass-style webinar. Ads ran on Meta (Facebook, Instagram) and YouTube; YouTube ads were clips and edits of the webinar that sent people to watch the full-length version. Ads did not mention the app, only the problem and the solution. Viewing was gated (sign-up); tested making it feel live with a session 'starting every 5 minutes'. The app was pitched at the end of the webinar. Done early, not at scale, because the audience needed longer to convert while app campaigns needed a fast trial-start postback.
What happened
Guest says long-form YouTube worked really well for this funnel; no conversion or revenue figures.
- Stage
- early
In their words
Sub Club by RevenueCat · Making Web2App Work: From Basic Landing Pages to Complex Sales Funnels — Nathan Hudson, Perceptycs“So, one example was a project I worked on where we ended up building out an entire webinar funnel to push a subscription app.”
“we could just take portions of that video and edits of that video, upload them to YouTube, run them as YouTube ads, and then direct people to watch the full-length webinar.”
“You can, nowadays, you can kind of make it seem as though it's live, so you can have people, you know, a webinar that starts every 5 minutes”
“Yeah, no mention of the app. More like, "This is the topic you're struggling with. This is the solution."”
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
- Copy your working in-app onboarding to the web before inventing a new quizAgency rarely sees a profitable in-app flow fail when mirrored on web
- Launch your first paid ads to a web checkout so money and data come back fastPayouts in days, not ~60; about $1K of spend can teach you something
- Measure Meta app ads with AEM instead of SKANMuch more accurate; big accounts fully migrated
- Give each creator their own web page with tracking links instead of an App Store linkGuest calls influencers and affiliates 'amazing with web'; no numbers
- Run web sales ads and free guides to reach people who ignore app adsReaches new user pools and keeps data on non-buyers; no numbers
- Send sign-up, trial and purchase events from your web funnel back to MetaStandard practice; value-based bidding tried with no results yet
- Put screens between quiz questions that prove, reassure and show how the app works
- None to Run: Write a blog post that ranks for 'alternative to Couch to 5K' and links to the appBecame the app's main traffic source
- Elevate: Soft launch a rough version on Android and watch replays of every user~500 downloads a day; learned a lot without needing scale
- Charge $1 for the first month on web instead of a free trialScreens out fake cards; small net effect on conversion
- Dipsea: Test a money-back guarantee instead of a free trial on the webExperiment in progress; no results shared