Definition
The process of converting users from a web page, landing experience, or email into app installers, and eventually subscribers. Optimizing this flow requires deep linking, continuity of messaging, and frictionless onboarding.
Web-to-App Rate = App Installs from Web / Total Web Visitors x 100. Web-to-Subscriber Rate = Subscribers from Web / Web Visitors x 100.
Use smart app banners, deep links that preserve context (what the user was reading), continue the value proposition from web to app, and minimize steps between web and app experience. The most critical element: deferred deep linking so the user lands in the right spot after install.
2-5% of web visitors installing the app is typical. Higher for intent-driven pages (tool landing pages, feature demos) and lower for informational content (blog posts). Optimize your smart banners, CTAs, and app store listing to maximize this rate.
If your primary revenue model is mobile subscriptions, focus on mobile and use web as a funnel to drive app installs and web subscriptions. A progressive web app (PWA) can serve as a trial experience that drives users to the native app for the full experience.
A subscription purchased through a website (commonly using Stripe or Paddle) instead of in-app purchase systems. Web subscriptions allow apps to avoid platform fees and offer more flexible pricing or promotional options.
An automated, real-time message sent from a system (e.g., Stripe, Botsi) to your backend when a subscription event occurs, such as a renewal, cancellation, or trial start. Webhooks enable immediate updates to user status and CRM sync.
The number of unique users who engage with the app within a 7-day period. WAU is a useful middle-ground metric between DAU and MAU, and is often tied to user health scoring and retention tracking.
The onboarding sequence shown to new users, often guiding them through feature highlights, value communication, and eventually a paywall or trial prompt. A strong welcome flow increases trial starts and early retention.
An app developed once but branded and resold by multiple companies or partners. Common in fitness, education, or wellness categories where the core functionality is the same, but the front-end branding and messaging differ.
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