Web2app
Wrapping a mobile app in a web funnel: the visitor lands on a web page, is qualified and offered a subscription, and finishes by installing the app. Short for web-to-app.
+38%median install rate lift over a plain app banner2.4xtrial starts from the same website traffic6 minto a published funnel on average
The web2app glossary, in plain English
Every term you meet while building a web-to-app funnel, with the one-line definition you would give a colleague rather than a search engine.
- Built from your own website and app listing
- Quiz, paywall and install screens in one flow
- Change any screen with a sentence, no redesign
Funnel anatomy
The parts of the funnel itself, from the first question to the install.
Qualifier
The first screen, usually a question or two, whose answer decides what the rest of the funnel shows. Also called a quiz or a survey step.
Branching
Routing visitors down different screens depending on the answer they gave. It is what lets one funnel serve several audiences without a generic message.
Soft paywall
A paywall the visitor can close and still use something. Good for retention, weaker for immediate revenue.
Hard paywall
A paywall with no way past it. It converts the intent you already have and loses everyone else, so it belongs at the end of a qualified funnel.
Install step
The final screen: add to home screen on the web, or the app store listing on mobile, followed by the notification permission request.
Deep link
A URL that opens a specific screen inside the app. It is how the funnel hands the context it collected back to the product.
Attribution window
The period after a click in which an install or trial is credited to that campaign. Web funnels usually see longer, more reliable windows than store pages.
Progressive web app install
Add-to-home-screen for a site that behaves like an app. It gives a web-first product the same funnel without a store listing.
The numbers
What each metric measures, and the screen it belongs to.
Quiz start rate
Visitors who answer the first question, divided by visitors who landed. The headline is doing its job if this is high.
Quiz completion rate
Visitors who reach the end of the questions. A low number means the questions are too many, too vague or too personal.
Paywall view rate
Visitors who see an offer. This is the number that proves the quiz earned its place.
Checkout start rate
Visitors who begin paying. If the paywall is seen often and checkout starts rarely, the offer or the price is wrong.
Install rate
Visitors who complete the install step. The one number that compares cleanly against a store listing.
Install to trial rate
Installed users who start a trial or subscribe. It tells you whether the funnel promised something the app delivers.
Frequently asked questions
Yes. Web2app is shorthand for web-to-app, and both describe funnels that start on the web and end in an app install or a web subscription.
Where to go next
Put the vocabulary to work on a real funnel.
How it works
The three screens explained, with the metric each one owns.
Learn moreFunnel examples
The glossary terms applied to three real funnel structures.
Learn moreFunnel builder
Generate a qualified quiz, paywall and install screen from your link.
Learn morePut the language to work
Generate your own funnel and watch each of these numbers arrive in the first week.
- Built from your own website and app listing
- Quiz, paywall and install screens in one flow
- Change any screen with a sentence, no redesign