We wanted to stop losing 15–30% to app stores while we tested dozens of price variants. Moving checkout to the web let us try aggressive and conservative prices quickly. The net margin improvement was immediate on each web subscription.
Notes from running experiments:
- trust issues: long paywalls, social proof, and clear billing explanations reduced refunds.
- syncing entitlements matters. We linked web purchases to in-app access via our subscription sync (RevenueCat/Adapty) so users got gated content after sign in.
- don’t assume all categories will work. For some apps web funnels underperform, so test with a smaller budget first.
Has anyone tracked net revenue change after moving most of their checkout volume to web?
Moving checkout to the web improved our margins fast.
I generated the funnel blueprint with a small tool and copied the JSON into our site. We tested three prices and the winner paid back faster.
Make sure your entitlements sync back into the app so users don’t hit paywalls after install.
Web checkout gave us room to test more prices without the app store overhead.
I ran multiple price experiments and used the winners to inform app pricing. The immediate margin gain lets me scale faster because CAC vs LTV math improves.
Just make sure the web-to-app sync for subscriptions is solid so UX stays seamless.
Selling on the web raised our take rate.
We made the pricing page clearer and added refunds rules. Syncing with RevenueCat kept access tidy in the app.
Web checkout saved fees and sped tests
If you move payment to the web you must plan for two things: trust and sync.
Trust: use long form paywalls, screenshots, testimonials and clear billing language. This reduces chargebacks and refunds. Sync: map the web order to a user in the app and push entitlements into your subscription manager.
Once those are reliable you can test pricing aggressively, see the margin effect, and scale winners without waiting for store approvals.
We tested VAT inclusive pricing on the web and tracked net revenue per cohort. Net margin increased, and we used those learnings to optimise our ad bids.
Make sure your gateway handles invoicing correctly to keep accounting clean.
Web checkout reduces fees but adds operational work.
If you sync purchases into the app it’s worth testing on a small scale first.