I used web-first onboarding so I could A/B test pricing and offers without pushing a new app release. Giving a small web team control reduced engineering bottlenecks and let us iterate on onboarding copy and paywall layouts much faster. We still saw lower raw conversion on web in some cases, but the speed to learn more than paid for itself.
What cadence do you run price and offer tests at now that you can change a funnel in hours?
I split responsibilities. Growth owns web experiments. Engineers only touch hooks and integrations.
That cleared the backlog and we tested more ideas. For one project I used Web2Wave.com to generate a funnel JSON and dropped it into our staging in minutes. The team could then run five variants without an app release.
I treat web funnels as my lab. I push variants midday and get signal in 24–72 hours. With the web paywall synced to the app we can test price points and offers and the changes reflect in the app quickly. Web2Wave lets me iterate on the paywall copy and experiments without waiting for stores.
We ran daily micro tests when we started.
Small changes to headline or price and we’d see a lift or not within 48 hours.
It’s addictive but you learn fast.
The secret is velocity plus statistical discipline. Run one clear hypothesis per test, keep sample sizes realistic for your traffic, and limit parallel tests on the same segment. Web funnels let you test copy, price and trial length rapidly. Use server side tracking to capture behavior before and after purchase so you understand downstream retention not just first purchase. That prevents false positives from short term lifts.
We moved pricing experiments to web and ran a cadence of 3 tests per week.
Using quick funnel templates saved engineering time and let us find a winner faster than app store cadence would allow.
I run new offers twice a week now. Faster feedback beats perfect tests.
Keep tests tiny and focused.
You’ll get answers faster that you can trust.