Been testing different pricing strategies between web and app store purchases.
Seems like there’s always this debate about whether to price web higher to account for better margins or keep it the same to avoid confusing users.
What’s actually working for you?
Price your web version 20-30% lower than the App Store. Apple takes their cut anyway, so you can pass those savings to users and still hit the same margins. Web conversions are usually higher when there’s a clear price advantage. I’ve seen this work across different app categories. Price shoppers will go with web, and you keep more revenue per sale. Just make sure your web checkout is smooth since you’re competing on price.
I’ve actually had better luck pricing web subscriptions higher than App Store versions. I know it sounds backwards.
Tested this with a productivity app - web was 15% more expensive. Web users are already warmer when they hit your paywall. They’ve used the app, bumped into limits, and actively looked for an upgrade. Way less price sensitive.
Positioning matters though. We called it “direct billing” and threw in perks like faster support. Conversion dropped 8% but revenue per user jumped 22%.
App Store users browse and compare prices. Web users want their problem solved now. Completely different mindsets.
Definitely test both though. Your users might act totally different.
Same price everywhere. Keep it simple and test later.
I keep my web pricing 20-30% lower than the App Store to attract users to the web version first. They often compare prices, so a lower price gives them a sense of a deal. The increased margins from direct sales offset the lower price.