Web Audience Traits and Creative Differences

On the podcast: why web onboarding should sell the problem instead of the solution, how discounted paid trials are beating free trials, and why creative that flopped for app ads might crush it for web funnels.

This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators.

Top Takeaways:

🎯Web funnels should sell the problem, not the solution
App onboarding works by rushing users to an "aha moment" because they already want a solution. Web audiences are higher in the consideration phase, so effective web funnels go deeper on helping users recognize and personalize the problem before introducing the product.

💰Discounted paid trials outperform free trials on web
Rise found that offering a heavily discounted first month instead of a free trial improves both conversion quality and ad optimization. Free trials often attract users who cancel immediately, polluting the signal that ad platforms use to find high-value customers.

🎨Creative that flops on app campaigns can crush it on web, and vice versa
Web funnels attract a different audience than app install campaigns, often older and more e-commerce minded. Rise runs creative across both channels separately and regularly finds winners on one side that failed on the other, effectively doubling the chances of finding a hit from every creative concept.

About Leon Sasson: 

🚀 Leon is Co-Founder and CTO at Rise Science. RISE is the first energy management app that makes it easy to improve your sleep and daily energy to reach your potential. 

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Episode Highlights:

[0:00] Introduction to Leon Sasson, Co-Founder & CTO at Rise Science
[1:05] Leon discusses the evolution of web funnels and their unique challenges
[2:10] The difference between app onboarding and web onboarding strategies
[3:15] How Leon’s team pivoted to improve web funnels and found success
[4:25] The shift in consumer behavior: Web audiences vs. app users
[5:50] Insights on why discounted paid trials work better than free trials on the web
[7:00] Balancing the user experience with a smooth billing process
[8:20] How to test and optimize creatives for both web and app funnels
[9:35] Leon’s approach to personalizing funnels based on user personas
[10:40] Lessons learned from handling subscription billing outside Apple’s ecosystem [11:55] The future of hybrid monetization and web/app funnel strategies 
[12:30] Closing thoughts on evolving marketing and product strategies through testing and iteration