Simply · B2C · creative hobby learning apps
Send Facebook ad clicks to a short web quiz and paywall, not the App Store
~20% of revenue from web; Facebook worked for the first time
Workedweb-to-apppaid-socialonboarding
What they did
Instead of sending social-ad clicks straight to the App Store (a big ask for people in a 'lean-back' scrolling mindset), run a web flow that carries the ad's message through onboarding to the paywall: e.g. a parent-targeted ad leads to onboarding addressing a parent's needs for their kid. The flow takes about two minutes, builds intent and explains value before the download. Deliberately not a copy of the App Store experience; framed as audience expansion rather than fee savings or attribution. Creative, placement and destination (web vs store) are tested per app and maturity.
What happened
About 20% of revenue in the past year came from web flows; some tests of the holistic ad-to-paywall flow increased conversion significantly; for Simply Piano it made Facebook work for the first time.
- Stage
- scale
- Effort
- Ongoing channel; ~20% of revenue over the past year
In their words
Sub Club by RevenueCat · How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply“what we found that working really well for us is the ability to have a holistic flow from the ad. Exactly to your point through onboarding and all the way to the payroll itself”
“So, the web flow, for example, for us, it helped us be successful with Facebook for the first time.”
“For Simply Piano, it didn't work before because the lean back mindset.”
“And by the way, it's also you don't just replicate your app store to web experience.”
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