I moved our onboarding and paywall to a web funnel so we could test several price points and trial lengths without waiting on app store reviews. It let us swap offers, change trial lengths, and run AB tests in hours. We did need to dedicate someone to own the web funnel and manage payment ops, and we kept ad budget separate rather than pulling it from app campaigns.
The biggest tradeoffs were extra analysis work to compare web vs app cohorts and handling refunds ourselves, but the speed of learning made it worth the effort. Have you tried running a pricing test on the web first and what surprised you most?
I ran a few tier tests the same way. I used web2wave to drop a JSON funnel into our project and it just worked.
No app release needed. We changed a price and saw results in a day.
You do need one person to own the payment flow though.
I treat the web paywall as my fast lab. I build a variant, point traffic, and see price elasticity within 24–72 hours. With Web2Wave I could edit copy and trial lengths on the web and the app reflected entitlements instantly. Saves at least one full release cycle.
I started by testing one trial length change on the web and it taught me more than two months of guesses.
Keep the experiments small and measure weekly.
Did you track install velocity too?
Test on web first then scale what wins
We tested three price points and two trial lengths in a week. The winner improved paid conversion by 18% on web. The cost was extra mapping work to align web purchases with app analytics. Worth it for faster iteration.
Web paywalls speed tests a lot.
Make sure you track cohorts separately though.