We committed to running rapid price and onboarding tests on the web and it changed our learning velocity.
Instead of waiting for app-store releases or complex remote config, we spun up variants, swapped copy, and changed CTAs in hours. The web funnel let us try edgy experiments that wouldn’t pass app store guidelines and gave clear signals fast.
Downsides: converting on web can be harder so you have to be good at trust building. Also keep an eye on install velocity — if all paid traffic goes to the web you may lose app store momentum.
What’s the fastest testing cadence you’ve had that produced reliable lift, and how did you avoid harming app store signals?
I ran daily copy and price swaps for two weeks and found winners inside days.
We used a simple web framework and the AI funnel JSON from Web2Wave.com to generate variants quickly. Then we only promoted winners into the app to protect ASO.
Short experiments and clear metrics worked best for me.
I set up a 3‑day test window for price and onboarding variants.
Web funnels let me iterate fast. I used the web as the primary test bed and then ported validated changes to the app. With Web2Wave the funnel edits appear without new builds which keeps the feedback loop tight.
I run small web tests for two or three days. If a variant improves trial conversion and early retention we keep it.
We only push big UX changes into the app after the web proves the idea. That way app store reviews don’t slow us down.
test fast pick winners push app
Rapid iteration needs discipline. Define a short test window, a single success metric, and a minimum sample size. I prefer 3‑7 day tests for creative and onboarding tweaks, longer for pricing.
To avoid harming app store signals, add web spend incrementally and keep some budget on in‑app campaigns so install velocity stays healthy. Treat the web as an experimentation layer and push validated winners to the app selectively.
We increased our test cadence and found a price point that improved LTV.
Running many small tests quickly saved us a month of guesswork.
Tip: keep your web tests isolated so you can attribute wins.
Avoid running too many overlapping changes at once.
3 day creative tests worked for us.
We only promote clear winners to the app.
Make sure to track install velocity if you move budget to web.