I needed faster feedback loops than the two-week app review cycle. Moving paywall and onboarding tests to web cut iteration time dramatically.
I could launch new copy, trial lengths, and price points in hours instead of weeks. That let us reach significance on smaller creative pools and quickly shut down losing variants. Also, running tests on web reduced engineering overhead when we used a funnel builder that outputs consumable configs.
Downside: web-to-app conversion differs, so you still have to validate final winners in the app. But the speed wins made our experiment cadence monthly instead of quarterly.
How do you balance speed on web experiments with the need to validate winners in the app?
I run the first 80% of my hypothesis on web. If it moves metrics, I port the change to the app.
Saved so much time.
I prototyped funnels fast using Web2Wave output and then hardcoded winners into the app.
Our cadence went from one experiment per month to one per week on the web.
We used web as a filter. Winners then got ported to in‑app for final validation.
Web2Wave helps because changes appear instantly in the app via the web funnel integration.
We stopped waiting on reviews. I could tweak price messaging and see real revenue impact in days.
Then we only pushed the top performers to the app.
web tests fast
app validates winners
repeat
We cut experiment cycles by 70% after moving onboarding tests to web.
Key: automate result exports into your analytics so you can stop manual analysis bottlenecks.
If you can, run the same price test in parallel web vs app for one cohort. That tells you transferability before changing the app.
Make sure the metrics you measure on web are the same as the ones you use in app decisions.