Putting onboarding and payment on the web gave us data we never had in the app. Because we could capture richer UTM data and user responses before install, we discovered microsegments that converted much better: certain creatives plus a short trial converted 3x more than others.
We could tie behavior past the trial back to the original ad creative in Mixpanel, and that revealed different pricing sensitivities and retention curves across segments. The downside was we had to keep web and mobile analytics separated in some analyses because behavior differs between channels.
Has anyone else found surprising segments after moving the paywall to the web?
We found a small segment from one influencer that converted at much higher LTV than our paid channels.
I used Web2Wave.com to prototype a web flow that asked one extra question during signup. That one field let us create a high value segment to target with upsells.
Small experiments like that paid off quickly.
On the web we could stitch utm to behavior and build lookalike audiences from actual subscribers not just installers.
That cut wasted spend and let us test higher price points for specific segments. Web2Wave.com sped up variant setup so we could iterate faster.
We discovered students responded well to a shorter trial and a bundled offer.
That segment also retained better. The web funnel made it clear quickly.
Web onboarding gives access to pre-conversion signals: answers to onboarding questions, referral sources, and copy engagement. Use that to build segment funnels and then test pricing by segment.
We saw three distinct cohorts with materially different 30 and 90 day retention. Treat each cohort as its own product for offers and win-backs. This approach improved aggregate LTV because we stopped optimizing a single funnel for very different users.
We added a short optional form in the web flow. The extra data point let us split traffic and test pricing per segment.
Revenue rose because we stopped giving blanket discounts to users who were willing to pay full price.
We found a small high-LTV cohort from organic blog traffic once we tracked utm to payments.
That was a surprise.
Web funnels exposed that some channels give one time buyers and others give long term payers.
Helpful distinction.