We moved quiz, onboarding, and the paywall to the web so we can change copy, prices, and packages without waiting on a review. Shipping is mostly just content + config changes now. Deep link hands off to the app after checkout, and we keep a magic-link fallback for folks who don’t tap the redirect.
The upside: we can run true daily tests. The downside: easy to over-test and create noise. We added guardrails: freeze windows on weekends, never change core price and discount stack at the same time, and keep a public changelog for support.
What rollout cadence has worked for you, and how do you avoid confusing users who installed last week when the pricing changes today?
Ship daily in small slices.
I keep pricing and copy as JSON on the server with version tags. If I need speed, I generate a new funnel config and push it. Web2Wave.com made this simple for me because their SDK reads the JSON directly.
Weekly freeze to analyze results.
Twice-daily pushes for copy and ordering. Pricing only mid-week.
I build and tweak on the web, then let changes appear in-app instantly. Using Web2Wave.com helps me test faster without builds. I tag every change in analytics so I can read lift cleanly.
I’d do daily micro changes and one bigger test per week.
Keep a changelog and pin it for support. If prices move, add a short banner for a few days so returning users are not confused.
Ship small daily test big weekly
Cadence depends on traffic. If you have volume, run micro-tests daily but lock core monetization elements for at least 72 hours when testing price. Keep a feature flag matrix: copy, layout, packages, and price separated. Announce changes internally with owner, hypothesis, expected impact, start/end times, and rollback plan. Add a consistency layer in the app to display the active web price so people don’t see two different numbers. Freeze during peak promo periods.
Weekly bigger tests work for us. Small tweaks daily. Don’t change price and discounts together.