Rise Science · B2C · sleep and energy app
On the web, help visitors see their problem before pitching the app
Founder calls it super promising after hundreds of iterations; no numbers
Workedweb-to-apponboarding
What they did
Treat web as a separate channel built from scratch, not a copy of app onboarding. Web visitors are higher in the consideration phase and often not app users, so instead of rushing to an aha moment or showing their plan and features, the funnel goes deeper on understanding and personalizing the user's problem (e.g. 'you're exhausted', 'sleep may be why you have these problems'), then positions the app as a solution to try; solutions come later in the app. Guided by coaching from people who had cracked web funnels; hundreds of iterations.
What happened
Kicked off a learning path that has been 'super promising and super productive'
- Effort
- Hundreds of iterations since 2024
In their words
Sub Club by RevenueCat · Why Web Onboarding Should Sell The Problem, Instead Of The Solution – Leon Sasson, Rise Science“you're just going trying to go deeper on understanding the problem and personalizing it, but not going straight into solutions, because they might not be sold on the solution yet”
“So we sort of started from scratch, about, "This is not at all related to the app, this is a web funnel, and let's make that work, unrelated to what works on the app."”
Related topics
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More 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: 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: Build a separate web funnel for each ad's target personaEarly, interesting wins; not a big breakthrough yet
- Rise Science: Make canceling, refunds and plan changes easy before judging web testsWithout it, trial conversion looks falsely high and chargebacks pile up