Built With Science · B2C · science-based fitness coaching app
Send ad clicks to a long personal quiz on your website, not the App Store
Quiz beat direct-to-store; now gets ~90% of traffic; same quiz in the iOS app did worse
Workedweb-to-apponboarding
What they did
About 90% of traffic goes to a long personalized quiz on the website. The quiz educates users on the product, overcomes objections, raises perceived value and shows how personalized the plan will be; answers are used to build the user's plan in the app. Tested traffic to the App Store vs the quiz: the quiz converted much higher. An almost identical quiz inside the iOS app converted worse than web, while the same quiz on Android converted about as well as web. They may retest App Store traffic later.
What happened
Web quiz converted much higher than direct App Store traffic; iOS in-app quiz underperformed, Android matched web.
In their words
Sub Club by RevenueCat · Scaling Meta Ads from zero to $100K a month — Ethan Ethier, Built With Science“it educates the user on the actual product, it overcomes objections, and it increases the perceived value of the product while also helping them understand how personalized the product actually will be for them”
“we've also tested the running traffic to the app store versus the quiz, and we've noticed that the quiz just has a much higher conversion”
“we ran that same experiment with setting up the quiz on Android, and that actually is converting equivalent to our conversions on the web. It's just not the Apple Store users.”
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