Igor Lyubimov
Founder and CEO of web2wave, a platform for building web-to-app quiz funnels, web paywalls and post-purchase upsells for subscription apps. Recurring guest on App Masters, where he tears down the web funnels of top spenders (e.g. Headway) and explains funnel psychology.
Strong on: step-by-step quiz-funnel design, psychology questions, web paywall and upsell mechanics (Stripe saved payment tokens, downsells), winback email sequences, what he sees across his clients’ funnels (e.g. loader-screen drop-offs).
Bias to keep in mind: sells a web2app funnel builder, so he is structurally bullish on web funnels and on features his SDK supports; App Masters episodes with him include a web2wave promo offer. His numbers are aggregated observations from clients, not published benchmarks.
Sources: sources/youtube/app-masters/ (see speakers: [igor-lyubimov]).
Notes citing Igor Lyubimov
- Getting web buyers into the app (deferred deep links)The post-payment handoff in a web2app funnel — confirm the email, then a deferred deep link that opens the app with the subscription already active, no password copying — and the in-app upsell on first launch.
- Headway's web2app funnel teardownScreen-by-screen breakdown of Headway's (book-summary app) ~50-screen web quiz, paywall, upsells and winback emails, with the purpose of each screen — the reference model for a self-improvement/education funnel.
- How long should a web2app quiz be?Funnel length depends on how considered/emotional the purchase is — education, fitness and self-growth funnels run ~50 screens and 3–7 minutes, utilities stay short; plus why to keep UI conventional and logic simple.
- Loader, personalised results and email capture in web quizzesHow to design the end of a web quiz — content-filled loaders with last mini-questions, a profile/results payoff, goal and commitment screens, a supported email screen, and future/before-after visualisation before the paywall.
- Psychology questions in web onboarding quizzesWhich question types make a web quiz convert — labeling, false dichotomies, near-universal "yes" vulnerability questions, authority-by-association, curiosity gaps — and why the quiz should feel like a conversation, not a survey.
- Running paid ads to a web2app funnelWhich ad networks feed web2app funnels and which conversion event to optimise for on Meta (start quiz → complete registration → initiate checkout → purchase/subscribe) given the ~50 events/week learning threshold.
- Social proof and trust in web funnelsWhere and how to place social proof in a web2app quiz and paywall — user counts, press/university logos, local and real-time proof, people photos, FAQ — and why the web needs more trust-building than an in-app paywall.
- The first screen of a web2app quizHow to design the landing/first quiz screen where ~50% of ad clicks drop — outcome-led headline, quiz duration, an easy first question, and per-ad routing.
- Tools and payment providers for web2appThe stack mentioned for web2app — funnel builders (web2wave, RevenueCat Funnels), payment providers (Stripe saved tokens, Paddle as merchant of record), wallets (Apple/Google Pay, PayPal), measurement (AppsFlyer, Google Ads) — with sponsorship caveats.
- Tripwire offers instead of free trials in web2appWhy web funnels replace free trials with tiny paid entry offers ($0.99–$10 intro periods or one-time boosts) that renew or upsell to full price, how to size them, and examples (Audible, Hily, Coursiv, Headway).
- Upsells and downsells in web2app checkoutHow web funnels raise revenue after (and around) the main purchase — downsell on paywall exit, one-click post-purchase upsells charged to the saved card, distinct upsell prices, upsell downsells, and in-app charges on the saved web card (US).
- Web paywall and checkout best practices for web2appChecklist for the web paywall/checkout in a web2app funnel — hard paywall without trial, ≥50% real discount with a real timer, long scroll with FAQ and social proof, per-day pricing, intro price that renews higher, Apple/Google Pay, guarantee, personalised coupon.
- Web2app funnel structure, step by stepThe canonical sequence of a high-converting web2app quiz funnel (hook → trust → value prop → psychology questions → curiosity → loader/results → email → paywall → upsells → app access → winback) with the job of each step.
- Why run web2app funnels (and when not to)The business case for selling app subscriptions through a web quiz + web checkout instead of the app store — fees, cash flow, attribution, control — plus the cases where it underperforms.
- Winback email sequence for web2app quiz completersHow Headway (and Asana Rebel) email users who completed the quiz and left an email but didn't pay — ~8 discount-escalating emails, tight cadence, emoji subjects, one button back to the paywall — and what share of sales to expect.