Mobile Dev Memo Podcast Season 4, Episode 8: Click-to-cancel, web-to-app, and all things subscription apps (with Thomas Petit)
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Oct 22, 2024 Thomas Petit, a leading voice in mobile marketing and an expert on subscription apps, shares his insights on the evolving landscape of web-to-app transitions. He discusses how the FTC's 'click-to-cancel' rule could reshape subscription dynamics and the differences in web acquisition strategies between gaming and non-gaming apps. Petit highlights the challenges posed by Apple's App Tracking Transparency and the necessity for marketers to innovate amid stringent app store regulations. Tune in for a deep dive into the future of app subscriptions!
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Post-ATT Sparked Rapid Web Adoption
- Adoption of web acquisition for non-gaming apps exploded around 2022 post-ATT, rising quickly from marginal use to majority.
- The shift was driven by profitability pressure from post-ATT data restrictions.
Web Acquisition Increases Operational Complexity
- Web acquisition faces challenges: requires dual skill sets across web and app marketing.
- Managing transactions, taxes, refunds, and fraud adds complexity absent from in-app purchases.
Web To App Install Dropoff Anecdote
- Users coming from web browsers drop off significantly at app install step compared to direct app store visits.
- Understanding motivations across web and native app contexts is critical to optimize conversion.