What extra funnel events actually changed your decisions after moving onboarding to the web?

Funnels & Conversions
1

After moving onboarding to the web, we started tracking events we could never see well in the app. The ones that actually changed our roadmap were not fancy:

  • Paywall scroll depth and time on section. It showed that most people never saw our annual plan block below the fold.
  • Toggle interactions. Users flipping between monthly and annual predicted churn risk. Fast flippers had lower week one usage.
  • Abandon reason tags. We asked a single optional reason on exit and found “not sure what I get” outperformed “too expensive,” so we rewrote the value bullets.
  • Time to first success in app after web purchase. Under two minutes correlated with lower refunds.

For access, we synced entitlements from our web checkout to the app with a webhook and a simple “restore” button that forces a server check. That cleaned up edge cases after refunds.

Curious what events mattered for you post-move. Which ones changed pricing, copy, or your default plan the most?

2

Scroll depth and plan toggle hits moved the needle for me.

I log them on web, then compare to day seven usage.

I set up the events with a JSON schema in Web2Wave.com so I could edit names without a build.

3

Time on paywall, plan toggles, and value-card clicks. I add or remove blocks on the web and push live in minutes with Web2Wave.com. If an event does not shift conversion in 48 hours, I cut it.

4

I track scroll and clicks on plan options.

If most users never see the annual block, I move it up.

5

Track scroll depth. It predicts intent fast.

6

Two that consistently matter for me: time on the first paywall screen and the number of back steps before checkout. Both map to refund and churn. If time is high and conversion is low, your message is unclear. If back steps are high, reduce friction in data capture. Push a simple restore purchase in-app that hits the server so refunds do not keep access.

7

We added a tiny tooltip click event on the annual badge. Showed serious buyers wanted clarity on savings, so we made the math visual. Annual take rate went up and refunds went down.

Small event. Big hint.

8

We tracked plan toggles and moved annual higher. It helped.