Rise Science · B2C · sleep and energy app
Rebuild the app's onboarding as a web funnel
Didn't work in two tries, 'not even close'; project parked
Failedweb-to-apponboarding
What they did
In early 2022, after ATT/IDFA disrupted app marketing, rebuilt the app onboarding on web; tried again ~6 months later. A third attempt (2024) started from the assumption the funnel should look like the app and mainly save Apple fees, which advisors quickly showed was wrong.
What happened
Could not get it to work 'not even close'; team initially blamed reliance on health data and phone integrations and parked web
- Stage
- Exit (post-launch, scaling paid acquisition)
- Effort
- Two builds about six months apart in 2022
In their words
Sub Club by RevenueCat · Why Web Onboarding Should Sell The Problem, Instead Of The Solution – Leon Sasson, Rise Science“I was pretty naive, "Hey, let's rebuild our app onboarding in web."”
“We did that, didn't quite work. Did that again maybe six months later, we just couldn't get it to work, not even close”
Related topics
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More from this episode
- 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: 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