Web2App · Growth Fundamentals
Acquire, educate, and often convert users on the web, then hand them off to your native app with deep links and a synced account.
This play gives you faster iteration, clearer attribution, and more control over pricing and payments.
What Is Web2App?
Web2App uses a high-intent web funnel – landing page, onboarding quiz, and checkout or trial – to qualify and convert users,
then invites them to install the native app and sign in with the account they just created. It complements, not replaces,
App Store and Google Play distribution.
Teams choose Web2App to iterate messaging and pricing at web speed, to own first-party data, and to integrate standard web analytics
without mobile release cycles. The same account, plan, and entitlements follow the user into the app via secure sync.
Where Did It Come From?
As privacy changes limited ad tracking signals, many mobile teams moved early funnel steps to the web.
Doing so restored reliable measurement, enabled faster tests, and sometimes reduced store fees by transacting on the web where allowed.
Always review current platform policies for your category and region.
Acquire on Web
Route paid & organic traffic to focused landing pages.
Convert or Trial
Use web checkout or a short trial with email capture.
Deep-Link to App
Install, sign in, and sync entitlements and progress.
How Web2App Works
Traffic & Targeting
Meta, TikTok, Google, SEO, affiliates, creators. Segment by intent.
- UTM hygiene, server events
- Geo/language variants
Landing Pages
Fast, persuasive, and A/B-ready. Clear value and social proof.
- Headline + benefits
- Logos, ratings, outcomes
Web Onboarding
Short quiz to personalize plan and set expectations.
- Email capture
- Preferences & goals
Pricing & Paywall
Test tiers, trials, and bundles. Transparent policies.
Checkout
Transact on the web where permitted; provision account.
App Hand-Off
Smart banners, deferred deep links, auto sign-in.
Activation
Guide to first value; checklist, push opt-in, tips.
Measurement
Blend web analytics with app telemetry.
Iteration
Weekly tests on copy, pricing, and friction.
What This Site Will Teach You
Fundamentals
- When Web2App makes sense
- Funnel design: landing → quiz → paywall → checkout → deep link
- Architecture: accounts, entitlements, sync
- Experimentation: copy, creatives, pricing, trials
Playbooks & Tooling
- Templates by vertical and channel
- Deep linking, attribution, analytics
- Payments, tax, localization basics
- KPI dashboards & incrementality testing
Benefits and Trade-offs
| Benefit | Why it matters | Trade-off / Mitigation |
|---|---|---|
| Faster iteration | Ship tests daily without app releases. | Maintain design parity via shared components. |
| Cleaner attribution | Standard web analytics + server events. | Respect privacy/consent with a clear CMP. |
| Payment control | Flexible pricing, discounts, trials. | Follow store & regional policies. |
| Better LTV | Personalized onboarding pre-install. | Keep steps tight; monitor drop-off. |
Always check the latest platform rules for your category and markets.
Quick Answers
Is Web2App allowed?
Acquiring on the web and directing to your app is common. Details vary by region and category – review current policies.
Do I need a full web app?
No. Start with landing + onboarding + checkout, then expand.
Will extra steps hurt conversion?
Not when they’re focused and personalized – often total paid installs rise.
How do I track the funnel?
Combine web analytics, server-side events, and in-app telemetry.