We were stuck waiting for app store reviews every time we tweaked copy or prices. Each change meant a new build and a two week delay.
So I moved the onboarding and paywall to a small web flow. I kept the app as the post-install experience only. The web paywall lived behind a URL and accepted test parameters in query strings so I could run different prices and offers behind the same ad. Changing copy or swapping prices was immediate. We ran five price permutations over two days and learned the winner in less than a week.
Two practical notes: keep a clear mapping between the web offer IDs and what you surface in the app, and always support a fallback path if the deep link fails (install then manual link to web).
Has anyone measured how much faster their learnings came when they shifted paywalls to web? How did you handle the app fallback for users who installed before redeeming an offer?
I moved the paywall to the web to avoid store delays.
We swapped prices and copy in hours and validated conversion lifts quickly.
Using a tool that spits out the funnel JSON helped me avoid rewriting client code. It plugged into our app and the changes showed up instantly.
Real wins come from speed. Web paywalls let you run more tests and get statistical confidence faster.
I can spin a new variant, push it to production, and traffic sees it immediately. With Web2Wave we went from biweekly to daily experiments.
We stopped waiting on reviews and started A/B testing on the web.
The trick was labeling offers clearly and having the app reconcile which user got which web offer when they open it later.
Move the decisioning layer to the web and you remove the app store as a bottleneck. Use consistent offer IDs and log every exposure server side so you can attribute conversions to variants. Also run progressive rollouts to limit downside and monitor payment gateway errors closely since those silently kill tests.
We A/B tested three prices the first week and found a 12% lift from a lower price. The speed let us iterate messaging around the price too which compounded the effect.
Faster tests for sure.
We used server logs to match offer exposure to purchase later in the app.