Rise Science · B2C · sleep app
On your web funnel, spend time selling the problem before the fix
Web became where the app-first sleep app finally found success; no numbers
Workedweb-to-applanding-page
What they did
App onboarding jumps straight to the solution because downloaders already believe they have a problem. The web funnel instead sells the problem at length (you're tired all the time, etc.), since web visitors are in e-commerce, read-up mode.
What happened
Described as what they 'finally found success with' on the web; no numbers.
“on the web, what they finally found success with was like, "We need to really sell the problem of sleep, of like, you know, you're tired all the time, you know, all these kind of things."”
“in the app, they jump right to the solution, because if somebody's downloading your app, it's like they're convinced they have a problem”
Related topics
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More from Rise Science
All 9 Rise Science tactics- 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
- On the web, help visitors see their problem before pitching the appFounder calls it super promising after hundreds of iterations; no numbers
- Test each ad in both web-funnel and app-install campaigns, separatelyAds that flopped for app installs sometimes win on web, and vice versa
- Build a separate web funnel for each ad's target personaEarly, interesting wins; not a big breakthrough yet
- Rebuild the app's onboarding as a web funnelDidn't work in two tries, 'not even close'; project parked
- Make canceling, refunds and plan changes easy before judging web testsWithout it, trial conversion looks falsely high and chargebacks pile up
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