Turn Web Traffic into App Growth
Web2App is a strategy for acquiring and onboarding users on the web — often completing payment there —
before directing them to your mobile app. It delivers faster iteration, lower fees, and deeper analytics control.
What Web2App Is
Web2App uses a web landing + onboarding + checkout flow to qualify and convert users,
then prompts them to download and sign in to the native app. It’s not a workaround —
it’s a deliberate growth motion that complements App Store distribution.
Where It Came From
Web2App emerged after privacy changes like Apple’s ATT and SKAdNetwork made paid attribution harder.
Moving key steps to the web restored reliable tracking and faster experimentation, and reduced store fees for many teams.
Source inspiration: Paddle’s “Web2App funnel fundamentals”. Policies vary by region and evolve over time. :contentReference[oaicite:1]{index=1}
Acquire on Web
Send paid & organic traffic to high-intent landing pages.
Onboard & Pay
Guide users with quizzes/forms, complete checkout or start a trial.
Hand-off to App
Deep-link users to install and sign in with their web account.
How It Works
A simple, testable funnel you can ship in days — then optimize continuously.
1) Traffic Sources
Meta, TikTok, Google Ads, SEO, affiliates, creators.
2) Landing Pages
Message-market fit by audience. Fast, localized, A/B-ready.
3) Web Onboarding
Quiz/survey to segment needs and collect email for continuity.
4) Web Checkout
Sell subscriptions on the web; sync purchase to app account.
5) Install & Deep Link
Send to App Store/Google Play with deep links for instant sign-in.
6) Measure
Use standard web analytics + server events for true incrementality.
Who It’s Best For
Apps with clear value props and subscription models see the strongest gains.
Lifestyle & Fitness
Habit-building, coaching, programs with tiers.
Language & Education
Placement quizzes + trials convert well on the web.
Content & Reader
Catalogs, libraries, and premium archives.
Lower fees
Cleaner attribution
Channel expansion
What This Site Covers
This project is your practical guide to building and scaling a Web2App motion.
Fundamentals
- Strategy & positioning: when Web2App makes sense
- Architecture: accounts, deep links, entitlement sync
- Experimentation: landing pages, paywalls, pricing
Playbooks & Examples
- Funnel templates by vertical
- Channel mix: Meta vs. Search vs. Creators
- KPI dashboards and incrementality testing
Implementation
From MVP to scale: choose your stack (PWA, WebView, or hybrid), payments, analytics, and CRM.
Compliance & Policy
Know the rules by region and store; keep an eye on evolving guidance.
Background reading: Paddle’s overview of what’s allowed and current rulings. :contentReference[oaicite:2]{index=2}
Tooling
Checkout/MoR, deep-linking, attribution, A/B testing, CMS, and localization.
Quick FAQ
Is Web2App “allowed”?
Yes — acquiring on the web and sending users to download your app is standard practice. Specifics differ by region and app category; always review the latest store policies.
Do I need a full web app?
No. Start with a focused landing + onboarding + checkout flow. Expand as you learn.