Rise Science · B2C · sleep and energy app
Build a separate web funnel for each ad's target persona
Early, interesting wins; not a big breakthrough yet
Mixedweb-to-apppaid-socialpositioning-niche
What they did
Creative made for a specific persona leads to a funnel customized for that persona, which app-install campaigns can't do because the download sits in the middle. Example personas: tired people wanting to be more productive in the morning vs women around 50 struggling with menopause-related sleep issues. Currently some customization, going deeper; requires tight marketing-product coordination.
What happened
'Very interesting success' but 'hasn't been a huge breakthrough yet'
In their words
Sub Club by RevenueCat · Why Web Onboarding Should Sell The Problem, Instead Of The Solution – Leon Sasson, Rise Science“It hasn't been a huge breakthrough yet, because it does require an [inaudible 00:16:05] more complex operations between marketing, and product, and coordination of everything”
“That's a very different persona than your 50-year-old female that's struggling with sleep-related issues around menopause”
Related topics
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More from Rise Science
All 9 Rise Science tacticsMore from this episode
- Rise Science: Rebuild the app's onboarding as a web funnelDidn't work in two tries, 'not even close'; project parked
- Rise Science: On the web, help visitors see their problem before pitching the appFounder calls it super promising after hundreds of iterations; no numbers
- Rise Science: Test each ad in both web-funnel and app-install campaigns, separatelyAds that flopped for app installs sometimes win on web, and vice versa
- Rise Science: On the web, charge half price for the first month instead of a free trialTested better than free trials; ads stop finding people who cancel at once
- Rise Science: Push monthly and quarterly plans on the web instead of annualFounder says web needs different packaging; no numbers
- Rise Science: Make canceling, refunds and plan changes easy before judging web testsWithout it, trial conversion looks falsely high and chargebacks pile up