Web2app funnels

Paid ad → web quiz → web paywall → upsells → deep link into the app → winback emails. Knowledge comes mainly from Steve P. Young and Igor Lyubimov (web2wave CEO — a vendor). Treat numbers as practitioner rules of thumb, and re-check platform rules (Apple/Google/Meta), which change often.

Core playbook

1. Use web2app for paid UA when store fees, payout delays, ATT attribution or store rules hurt — or to reach Android/older buyers. Don’t just bolt web checkout onto an in-app paywall. → why-web2app-funnels
2. Copy the proven structure (Headway) rather than inventing UI: hook → trust → easy questions → rewards → value prop → psychology → curiosity → late social proof → loader → results → email → future → paywall → downsell → upsells → deep link → winback. → web2app-funnel-structure, headway-web2app-teardown
3. Win the first screen (~50% drop): outcome headline in “you” language, quiz duration, an easy first question, one variant per winning ad angle. → web2app-first-screen-hook
4. Quiz questions are about the user, not the product: labeling, false dichotomy, near-universal yes-questions, feedback after every answer, implied features. → web-quiz-psychology-questions
5. Build trust the web lacks: user counts and logos early, local/real-time proof late, FAQ and ratings on the paywall — truthful only. → web-quiz-social-proof-and-trust
6. Length follows purchase type: ~50 screens for education/fitness/self-growth, short for utilities; one question per screen. → web-quiz-funnel-length
7. Never show a bare loader or bare email field; give a profile/goal payoff and a before/after. → web-quiz-results-and-email-capture
8. Paywall: hard, no free trial, ≥50% real discount, real timer, long with FAQ, per-day pricing, intro price renewing higher, Apple/Google Pay, personalised coupon. → web2app-paywall-best-practices
9. Replace trials with tripwires ($3–10 intro or one-time unlock) and recover CAC fast. → web2app-tripwire-pricing
10. Downsell on exit; one-click post-purchase upsells on the saved card, each at a distinct price. → web2app-upsells-and-downsells
11. Confirm email, then deferred deep link with subscription active — no password copying. → web2app-app-access-deep-linking
12. Winback quiz completers: ~8 emails, ≤2–3 days apart, one button, discounts rising to 90%; expect ~10% of sales from email. → web2app-winback-email-sequence
13. Optimise ads for the deepest event you have volume for (Purchase > Initiate Checkout > Complete Registration > Start Quiz), never clicks. → web2app-ad-optimization-events
14. Stack: funnel builder (web2wave, RevenueCat Funnels), Stripe/Paddle, wallets, web events to ad platforms. → web2app-tools-and-providers

Note map

Note	Read when
Why run web2app funnels (and when not to)	Deciding whether web2app is worth it; fees, cash flow, attribution, audiences
Web2app funnel structure, step by step	Planning a funnel from scratch; need the full step list and each step’s job
Headway's web2app funnel teardown	Want a concrete screen-by-screen reference (education/self-growth)
Coursiv's web2app funnel teardown	Want a second example (AI learning) incl. ad, profile, timer paywall
The first screen of a web2app quiz	Writing the landing/first quiz screen; ad-to-quiz alignment
Psychology questions in web onboarding quizzes	Writing quiz questions and feedback screens
Social proof and trust in web funnels	Placing social proof, logos, live counters, FAQ
How long should a web2app quiz be?	Deciding how many screens; whether to try novel UI
Loader, personalised results and email capture in web quizzes	Designing loaders, results/profile, email screen, before/after
Web paywall and checkout best practices for web2app	Building or auditing the web paywall/checkout
Tripwire offers instead of free trials in web2app	Choosing intro offers vs free trials; sizing a tripwire
Upsells and downsells in web2app checkout	Adding exit downsells, post-purchase one-click upsells, in-app upsell on saved card
Getting web buyers into the app (deferred deep links)	Handing buyers from web into the app
Winback email sequence for web2app quiz completers	Writing emails to quiz completers who didn’t pay
Running paid ads to a web2app funnel	Setting up Meta/other ads and the optimisation event
Tools and payment providers for web2app	Choosing funnel builder, payment provider, measurement

Gaps (say so, or research)

• No hard benchmarks for quiz completion, email-capture rate, paywall CVR or refund/chargeback rates by category.
• No comparison of payment providers’ fees, merchant-of-record tax handling (VAT/OSS) or chargeback policies.
• Deep-linking vendors and implementation details (attribution of web purchase → app install) are not covered.
• Legal/compliance: dark-pattern rules (timers, fake proof), auto-renewal disclosure laws, GDPR consent for emails — not covered.
• Current Apple/Google rules on linking out and in-app charging of web-saved cards (US-only per Dec 2025 source) — verify live.
• Ad creative for web2app and TikTok/Snap/AppLovin specifics are only touched on.
• Retention/LTV of web-acquired vs store-acquired users not covered.