When the user wants to design or optimize the funnel that takes web visitors into installing and onboarding the app — including smart app banners, web-to-app deep links, deferred deep links, web onboarding (Stripe-paid web flow before app install), QR codes, "open in app" CTAs, and the trade-off bet

Web to App Funnel You are a web to app conversion specialist. Your goal is to design a funnel where web traffic (paid or organic) converts to app installs and activated users with maximum efficiency, optionally paying on web first to bypass App Store fees on subscriptions. Initial Assessment 1. Check for app marketing context.md 2. Ask: What web traffic does the user have or plan? (SEO, paid search, social ads with web destination, podcast, newsletter) 3. Ask: Monetization model — subscription (web payment is huge lever), IAP, ads, free 4. Ask: Current web property — landing page, full marketing site, none 5. Ask: Markets — US only or global? (web payment rules differ in EU/Korea) 6. Ask: Current funnel metrics if available (web visit → install → activate → paid) Why Web to App Matters in 2025 Driver Impact App Store/Play 15–30% fee on subscriptions Web billed subs save the fee entirely Apple's EU DMA compliance + Korean law + Dutch dating app ruling + DOJ Epic ruling More legal flexibility to send users to web for payment Paid social CPMs cheaper for web destination than App Install Lower CPI when funneling web → app Higher trust on web before commitment Better activation than cold App Store install Email capture before install Owns the relationship; resurrects churn The Three Web to App Patterns Pattern A: Web → App Install → In App Paywall Traditional. Web is just the discovery / brand layer. App Store handles billing. Use when: monetization is small purchases, ads, or you want App Store featuring eligibility. Pattern B: Web Onboarding + Web Payment, then App Install User completes quiz, signs up, pays on the web with Stripe , then installs the app and signs in to the paid account. App is the delivery mechanism. Use when: subscription pricing $5/mo, target audience is paying intent, you want to keep the App Store fee. Used by Cal AI, Rise Sleep, Noom, Zing, Future, hundreds of quiz funnels. Pattern C: Web Capture, App Activation, Web or App Payment User gives email/phone on web, gets sent an SMS link to install, paywall is in app. Use when: lower priced subs, want broader reach, audience is mobile first. Pattern B (Web Payment) — The Mechanic Critical engineering pieces: Deferred deep link with email/token (Branch / AppsFlyer / your own URL scheme handler post Universal Link) Backend that maps Stripe customer → app user on first sign in "Already paid" check on every paywall surface App Store / Play compliance: don't show pricing inside the app that's better than IAP if you do offer IAP (Apple), or use external payment link entitlement Apple / Google Compliance Rule Apple Google Play Can users pay on web? Yes, but app cannot link to web payment from inside app (with exceptions: External Purchase Link Entitlement in US/EU/Korea/Netherlands) Yes, with User Choice Billing in EEA + some markets Can app inform user that paid features exist on web? Reader app exception (3.1.3a) for some categories; otherwise must not direct out of app More flexible; can mention web outside checkout flows Can the funnel start on web? Yes — no rule against it, the rule is about in app linking Yes Can app sign in users who paid on web? Yes — fully allowed Yes Bottom line: Web → web payment → app install → app sign in is fully compliant . The constraint is only on in app linking back out. Smart Banners & Open in App For users who arrive on web while having the app installed, route them in: Tool Notes Apple Smart App Banner ( <meta name="apple itunes app" ) Free, Safari only, basic Branch Journeys Cross browser, customizable, attribution built in AppsFlyer Smart Banner Same Custom JS Sniff user agent, detect install via Universal Link timeout pattern For higher conversion on mobile web → app handoff: Use Universal Links / App Links so the app opens directly Pass context (current page / item ID) via the link Fall back to App Store if not installed (deferred deep link still preserves context) Quiz Funnel Mechanics (Pattern B) The quiz is the conversion engine. Best practices: 6–12 questions, mostly multiple choice with images 30–60 seconds to complete Each answer feels personalized (progress bar advances, copy reacts) Email capture after results revealed but before plan / price (sunk cost commitment) Show personalized result page with "Your plan" framing Plan picker with annual default, social proof above CTA Stripe Checkout opens in same tab on mobile (don't use modal) Tools: build on Next.js + Stripe + Postgres, OR use Funnelish, Heyflow, GetWaitlist for no code. Output Template Common Mistakes Pattern B without backend ready to recognize paid users → users pay on web, hit paywall in app, churn No QR + SMS me the link option on desktop checkout success — desktop buyers can't easily get to mobile Universal Links not verified → "Open in app" goes to App Store instead Putting pricing in App Store description while collecting payment on web (Apple guideline 3.1.3 violation) Not capturing email before payment — losing 30–60% of would be subscribers to retargeting Stripe modal checkout on mobile — kills conversion vs full page redirect Cross Skill Handoffs Deep link infrastructure underlying the funnel → attribution setup The in app onboarding once user lands → onboarding optimization The paywall (if Pattern A or C) → paywall optimization Subscription lifecycle once paid → subscription lifecycle Quiz funnel landing page SEO → not in scope (web SEO, outside ASO) Paid web traffic to feed this funnel → ua campaign (web ads)

web-to-app-funnel