funnelsgrove funnelsgrove

Funnelsgrove most subscription apps still sell through the App Store and Google Play. That means 15-30% of every dollar goes to the platform, the developer never learns which ad actually produced a paying customer, and every change to onboarding or pricing waits on an engineering sprint and App Review. Growth teams spend more time waiting than testing. Meanwhile the apps that are winning, Flo, BetterMe, Noom and hundreds of smaller ones, have moved acquisition and purchase to the web. An ad leads to a quiz, the quiz leads to a personalized plan, the plan leads to a checkout, and the app is installed afterwards with the subscription already active. The user pays before the install, the developer keeps roughly 95% of the revenue, attribution is complete because the purchase happens in a browser, and the funnel can change the same afternoon. This model, usually called web2app or web2web, works.