Send Facebook ad clicks to a short web quiz and paywall, not the App Store

David BarnardAnd there's a little bit of ways to hack around that now with product pages where you can send the app campaign to a different product page and then you know what product page they landed on so you can customize a little bit. But it's kind of fascinating to me that the part of the draw to the web was actually Apple's rules making it harder to do these kinds of like customizations on it. Any other comments on that or just lessons from the web?

Yoav SharonNo, exactly that. And many companies, it's very popular web flows, right? You have Noom on the one side of the extreme side and you have single page web flows on the other side and what we found that working really well for us is the ability to have a holistic flow from the ad. Exactly to your point through onboarding and all the way to the payroll itself, if someone clicked on a parent ad and addressed at parents, we can address through the onboarding the entire pains and the entire needs of that parent that looks for an app for their kid. And through that, if I'm taking I think one step back, when we browse our social networks, people on Facebook and stuff, we're in a very lean back mindset.

Yoav SharonWe're scrolling and going from a lean back mindset to an app store and immediately ask to download an app, it's quite a friction and people are, "No, I'm chilling. Okay, I have an ad, but I'm not ready to download an app and start learning a new skill." Whereas our web flow helps us move people from a lean back mindset through consideration.

Jacob EitingSure. So, it's not like we're only doing web app. It's just like web to app is one of the types, you pair a piece of creative, a placement plus like where it goes and that those all three of those are being tested and optimized.

Yoav SharonExactly. And actually, I mentioned earlier that it allows us to get to incremental audience. So, the web flow, for example, for us, it helped us be successful with Facebook for the first time.

Jacob EitingI've heard that before. Yeah.

Yoav SharonFor Simply Piano, it didn't work before because the lean back mindset. And so, first of all, we're able now finally to reach out to audiences on Facebook.

Jacob EitingYeah, I've heard that. It's just like the universe of people who download apps, it's almost like an identity thing. It's like, I don't do apps, right? And so, it's the same thing you got to prime them to be like, "No, actually you should do apps," right? And, yeah, I've heard the same from other apps as well.

David Barnard… as like ... I mean, I think that's really insightful for folks to say, "Okay, we never found success on Facebook before. Let's try web flow from Facebook and not replicate our Instagram funnel." Any other top lessons like that that you think people can take away and like where to experiment, how to experiment. It sounds like y'all have done a lot of experimentation. So, I'd be curious to hear any other kind of top lessons people can take away.

Yoav SharonWe don't look at web flow as only a place where we can save some platform fees. And usually this is one of the drivers, right? Attribution is one driver, platform fees, but we learned that it's just a way to reach incremental audiences. You just need to understand what works with web flow, how can you communicate your value in a way ... And by the way, it's also you don't just replicate your app store to web experience. It's not about that. It's about how you can make your users or potential users understand some of the value they're going to get, set up the right expectations so that when they hit the paywall, they really understand the value they're going to get.

David BarnardThat's a really different perspective, I think, than a lot of people these days. I mean, I hear from more and more people that it's just like, "Screw Apple. I'm going to send all my stuff to the web." And there's this weird hostility, but it sounds like you take a much more pragmatic approach of whatever makes us the most money, that's what we're going to do. How do you think about that?