Been digging into our cohort data and something feels off about the web vs app store signup comparison.
The initial conversion rates tell one story but I’m wondering if there’s a deeper LTV difference we’re missing. Anyone else notice patterns here?
I’ve tracked this across three apps. Web signups consistently had 25-30% higher 6-month LTV, even with similar initial purchases.
It’s about intent. Web users found you through search or content - they’re solving a real problem. App store users are often just browsing and downloading randomly.
Web signups also upgrade way more often. That deliberate signup process creates stickier users.
Found a solid breakdown on retention analysis that’ll help you dig into your cohort data:
The gap widens over time too. Month 1 looks close, but web cohorts pull way ahead by month 6.
Also check payment friction. Web users save their info and can upgrade with one click. IAP users go through Apple’s payment flow every single time - conversion killer. I’ve seen 40% higher web LTV just from smoother billing. How they sign up matters way less than what happens after that first purchase.
Web signups tend to have better retention. App store users may join quickly but leave sooner.