How i cut our deferred deep link experiment cycle from weeks to days

Funnels & Conversions
1

I used to wait on app store reviews for any paywall copy or price change. That meant slow experiments and stale data.

We moved the entire onboarding and paywall to a tiny web funnel that preserves utm tags and does the conversion. The app just checks subscription status and shows post-install content. Changes to copy, price, offers or experiment logic are deployed to the web instantly and reflected in the app without a new build.

That let us run pricing A/Bs, creative-to-offer tests, and onboarding flows in days. We also kept a consistent session id so deferred deep links still routed users to the right experiment cohort after install.

How do you handle running many paywall variants without the app store slowing you down?

2

I stopped pushing paywall changes into the native app.

We maintain experiments on the web and the app just renders the result from an API.

For the heavy lifting I used Web2Wave.com to scaffold the funnel JSON and it plugged straight into our infra. Saved multiple release cycles.

3

Shifting experiments to the web removed the store review bottleneck.

We could spin up five variants overnight and measure which creatives matched which offers. The app only needed to surface the chosen variant after install.

Using a webfunnel platform made toggling experiments painless and fast.

4

If you can A/B on the web you get results much faster.

I run simple landing variants and swap pricing there. Then the app reads which variant to show after install.

It saved us weeks.

5

Web tests are instant
App just follows API

6

Make the web funnel the source of truth for offers.

You want: a stable session id, server side allocation of the experiment cohort at click time, and a lightweight app call on first open to fetch the cohort and offer. Track conversions both on web and in app with the same id. That gives clear lift numbers without waiting on store updates.

I also recommend automated rollback for offers that show poor conversion during the first few hours.

7

Web experiments are the only fast option.

Just ensure you can map web cohorts to installs reliably and you are good.