Rise Science · B2C · sleep and energy app
Test each ad in both web-funnel and app-install campaigns, separately
Ads that flopped for app installs sometimes win on web, and vice versa
Workedpaid-socialweb-to-appexperimentation
What they did
Most creatives are run in both web and app campaigns separately rather than making web-specific creative; creative is built around personas, hooks and value props (e.g. more creative for women over 50 because web skews that way). Web campaigns get full e-commerce-style signal without ATT/SKAN limits, so creative winners show up much faster than on app (where it can take 1-2 weeks). Running both also makes performance less correlated month to month.
What happened
More chances of finding a winner per concept; web and app performance move independently, smoothing dips
In their words
Sub Club by RevenueCat · Why Web Onboarding Should Sell The Problem, Instead Of The Solution – Leon Sasson, Rise Science“we often see creative that maybe wasn't working on app that now starts working on web, and the other way around”
“We do test most creative across both app and web separately”
“when you run web and app separate, you realize, "Oh, maybe web is down this month, but app is up."”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
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: On the web, help visitors see their problem before pitching the appFounder calls it super promising after hundreds of iterations; no numbers
- 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