The Pros and Cons of Web to App
Could skipping app store fees boost your revenue by 34% or tank your user base? Web-to-app strategies offer potentially significant benefits, but they come with complex trade-offs that many developers underestimate. This post breaks down the financial advantages, user experience challenges, and strategic considerations to help you determine if this approach fits your app business.
In today's competitive mobile app landscape, developers seek efficient ways to acquire users and maximize revenue. Web-to-app strategies guide users from websites to mobile applications rather than relying solely on app store discovery. While the concept seems straightforward, successful implementation requires sophisticated technical infrastructure, compliance management, and user experience design.
The Perks of Web-to-App Strategies
1. Reduced Platform Commission Fees
App stores typically charge 15-30% commission on all in-app purchases and subscriptions. Processing payments through web platforms instead allows developers to retain substantially more revenue per transaction.
A $10 monthly subscription processed through Apple's App Store yields approximately $7 for the developer after Apple's 30% commission (15% for small businesses)
The same transaction processed via Stripe costs roughly 2.9% plus $0.30, resulting in approximately $9.41 in net revenue - a 34% increase in per-transaction value
This economic advantage compounds over a customer's lifetime
A subscriber with a 12-month average lifespan represents $84 in app store revenue versus $112.92 through web payment processing, assuming identical subscription pricing
Some companies leverage this difference by offering slight discounts for web payments while still improving their margins
2. Enhanced User Data Collection
Unlike app stores that restrict user information, web platforms permit more extensive data collection than mobile environments, particularly on iOS where privacy restrictions have tightened significantly. Web funnels enable developers to:
01Capture email addresses and contact information prior to app installation, creating direct communication channels for marketing, recovery, and retention
02Implement comprehensive conversion tracking across marketing channels to understand which sources drive valuable users
03Build retargeting audiences for users who don't immediately convert, allowing for recovery campaigns that bring them back
04Create detailed attribution models for optimizing marketing spend across channels and campaigns
According to industry research, this data advantage extends beyond acquisition. Direct user relationships established through web sign-ups enable more sophisticated lifecycle marketing, potentially increasing customer lifetime value by 25-40% through targeted engagement campaigns.
3. Marketing Flexibility and Control
Web-to-app funnels give developers significantly more marketing flexibility than direct app store acquisition. Web environments allow for:
01Testing different value propositions and messaging without app store review delays, enabling rapid iteration and optimization
02Creating customized landing pages for different audience segments based on acquisition source, interests, or demographics
03Implementing dynamic pricing and promotional offers that would be difficult or impossible within app store constraints
04Developing elaborate onboarding sequences before installation to better qualify and prepare users
05Capturing leads who aren't immediately ready to install, nurturing them over time through email or retargeting
Many subscription apps report 15-30% higher conversion rates when tailoring messaging and offers to specific user segments, compared to the one-size-fits-all approach required in app stores according to conversion optimization specialists.
4. Improved User Qualification and Intent
Web stages in the acquisition funnel act as pre-qualification filters, ensuring users who eventually install the app have higher intent and better understanding of the value proposition. Users who complete multiple steps before installing demonstrate stronger commitment than those who download directly from an app store advertisement.
01Users acquired through web-to-app funnels typically show 20-35% higher activation rates
02These users demonstrate 15-25% higher 30-day retention compared to users acquired directly through app store ads
03The additional friction filters out low-intent users who might otherwise contribute to high churn rates
04Pre-qualified users often have better understanding of the product's value proposition before installation
05Multiple touchpoints before installation help build brand familiarity and trust
“
Users acquired through web-to-app funnels typically show 20-35% higher activation rates. These users demonstrate 15-25% higher 30-day retention compared to users acquired directly through app store ads.
5. Circumvention of App Store Restrictions
Beyond financial considerations, web-to-app strategies allow developers to bypass certain app store restrictions that limit business model flexibility. Through web platforms, developers can:
01Implement subscription management features that would violate app store guidelines but provide better user experiences
02Offer payment options not supported within app stores, including regional methods or alternative processors
03Create tiered pricing structures or bundle offerings without app store approval processes
04Establish direct communication channels not mediated by platform policies, enabling more personalized customer relationships
05Design more flexible trial and promotional offerings than typically allowed in app stores
This freedom from platform constraints allows businesses to experiment with innovative monetization approaches. For B2B applications in particular, the ability to implement enterprise pricing, team billing, and custom packages represents a significant advantage over app store limitations.
The Pitfalls of Web-to-App Strategies
1. Increased User Journey Friction
The most significant drawback of web-to-app strategies is the additional friction introduced in the user acquisition funnel. Each step between initial interest and active app usage creates an opportunity for drop-off:
Funnel Breakdown:
01Web landing page visitors to app store click: 20-35%
02App store page view to app installation: 20-40%
03App installation to first launch: 70-85%
04First launch to account creation/login: 40-60%
05Account setup to meaningful engagement: 50-70%
This compounding effect means only 1-5% of initial web visitors typically become valuable app users. The conversion rate is significantly lower than direct app store acquisition, where installation rates from targeted ads can reach 15-25% according to mobile measurement partners.
For lesser-known apps, this friction is even more problematic
Users might hesitate to install apps from unfamiliar brands via web journeys
Lesser-known apps see conversion rates reduced by 40-60% compared to established brands with similar functionality
Each additional step in the funnel creates another opportunity for users to reconsider or get distracted
Context switching between web browser and app store creates significant drop-off
2. Complex Technical Implementation
Implementing effective web-to-app flows requires substantial technical infrastructure, particularly for maintaining user context across platforms:
01Deep linking mechanisms to preserve user journey context often fail under various circumstances
02Cold start issues occur when links behave differently when the app is already running versus closed
03Different operating systems and browsers handle links inconsistently
04Failure rates for deep links typically range from 5-15% depending on implementation quality
05Cross-platform authentication systems present ongoing challenges
06Even well-implemented systems face issues with device transitions, multiple device usage, and account merging
07Approximately 5-8% of support tickets for apps with web-to-app flows relate to authentication issues, even with mature implementations
08Attribution tracking across the web-to-app boundary has become increasingly difficult with platform privacy changes
09Due to iOS privacy restrictions, deferred deep linking success rates have dropped from over 90% to approximately 60-75% since Apple's App Tracking Transparency introduction
A typical implementation for a moderately complex app requires 4-8 weeks of dedicated engineering time across both web and mobile disciplines. Integration with third-party deep linking and attribution platforms adds costs ranging from $500-$2,000 monthly depending on scale.
3. Hidden Costs of Payment Processing
While avoiding app store commissions appears financially advantageous, direct payment processing introduces costs and responsibilities that partially offset the savings:
Payment Infrastructure Requirements:
01Payment gateway fees (2.9-3.5% plus fixed transaction fees)
02Tax compliance services (0.5-2% or fixed monthly costs)
03Fraud prevention systems (0.5-1% of transaction volume)
04Subscription management tools (0.5-1% of revenue)
05Dispute/chargeback handling ($15-25 per dispute)
06Additional customer support (0.5-1.5% of revenue)
Tax compliance presents particularly complex challenges:
01European Union VAT requires collecting tax based on customer location, with rates varying from 17-27%
02United States sales tax creates a fragmented compliance landscape
03Economic nexus typically triggers after reaching $100,000 in sales or 200 transactions annually in many states
04International digital services taxes have emerged in many markets beyond the EU and US
05Each tax jurisdiction has unique reporting and filing requirements
For small to mid-sized businesses, these responsibilities typically cost 5-8% of transaction value. While lower than app store fees, this difference is less dramatic than the headline 15-30% figure suggests. Companies implementing direct billing often underestimate these operational costs by 30-50% in initial projections.
4. Platform Policy Risks
Web-to-app strategies often operate in gray areas of app store policies, creating compliance risks:
01Apple's App Store guidelines restrict directing users to external payment mechanisms
02Guidelines prohibit mentioning alternative purchase options within apps
03Display of external purchase buttons or links is not permitted
04Language suggesting app store fees as a reason for price differences is disallowed
05While Apple has relaxed some restrictions for "reader" apps following regulatory pressure, most applications remain subject to strict limitations
06Google's policies are somewhat more permissive but still restrict certain practices
07The company has introduced User Choice Billing in some regions, allowing alternative payment options with a reduced service fee
08Businesses pursuing aggressive web-to-app strategies face potential consequences:
09App rejections during review
10Removal from app stores
11Forced business model changes
12Account termination in extreme cases
These risks are not theoretical. Epic Games' Fortnite was removed from the App Store in 2020 after implementing direct payment options that violated platform policies.5. User Experience Fragmentation
5. User Experience Fragmentation
Web-to-app strategies can create confusing user experiences, particularly around subscription management:
01Users who purchase via web must manage subscriptions through the web platform
02App store subscribers must manage through respective app stores
03This creates confusion about where to change plans, update payment methods, or cancel subscriptions
04Customer support teams must navigate this complexity for troubleshooting
05Support contacts related to subscription management typically increase by 25-40%
06Users accustomed to consolidated subscription management through app stores often perceive this fragmentation as a degraded experience
07Subscription retention tends to suffer with web-processed subscriptions
08Web subscriptions show 10-15% lower retention rates on average compared to app store billing
09Automatic renewal success rates are typically 5-10% higher through app stores
10Platform-managed payment updating and retry logic improves renewal outcomes
Strategic Considerations for Implementation
The decision to implement web-to-app strategies should be based on a nuanced analysis of your specific business context rather than viewing this approach as universally beneficial or problematic.
Business Model Compatibility
Subscription businesses with high average revenue per user (ARPU) benefit most from web-to-app strategies. The economics become particularly favorable when:
01Subscription price exceeds $10-15 monthly, making the savings meaningful in absolute terms
02Average user lifetime extends beyond 6 months, allowing the economic advantages to compound over time
03Gross margins can absorb additional operational costs for payment processing and compliance
04Product naturally spans web and mobile environments, creating logical cross-platform journeys
For example, a productivity app charging $19.99 monthly with a 12-month average user lifetime saves approximately $72 per user by processing payments directly. A casual game selling $1.99 power-ups might save only $0.60 per transaction while introducing friction that reduces overall purchase volume.
Businesses less likely to benefit include:
01Low-priced in-app purchases ($0.99-$4.99)
02Game mechanics requiring frictionless microtransactions
03Heavy reliance on impulse purchases
04Limited operational capacity for payment management
05Team Capabilities and Resources
Successful implementation requires cross-functional expertise:
01Mobile developers must implement deep linking and authentication systems that work reliably across device types and states
02Web developers need to create optimized landing experiences focused on conversion to app installation
03Marketing specialists should analyze funnel performance and attribution across platforms
04Financial operations must handle payment processing, tax compliance, and fraud prevention
05Legal counsel should address compliance with platform policies and regional regulations
Organizations should conduct a candid assessment of these capabilities before committing to web-to-app strategies. For smaller teams, the operational overhead may outweigh the benefits until the business reaches sufficient scale to justify dedicated resources.
Market Position and User Acquisition Strategy
Web-to-app strategies align better with certain acquisition approaches:
Most Compatible:
01Content marketing and SEO-driven acquisition
02Email marketing campaigns
03Influencer marketing with trackable links
04Paid search campaigns for solution-seeking audiences
05Referral programs with web tracking
Less Compatible:
01App store optimization (ASO) as primary channel
02Social media app install campaigns
03In-app cross-promotion networks • App store featuring opportunities
04Direct app store search traffic
Businesses should analyze their user acquisition mix before implementing web-to-app funnels. Organizations with established web traffic sources typically find implementation more natural than those heavily dependent on app store discovery.
Hybrid Approaches
Many successful implementations adopt nuanced hybrid approaches rather than fully committing to web-to-app:
01A meditation app might sell monthly plans in-app but push annual deals through their website, blending convenience with savings
02B2C apps might use traditional in-app purchases for individual consumers while implementing web payment flows for B2B customers with different needs
03Content apps could offer basic access through app stores while selling premium features or bundles via web to maximize flexibility
04Apps might maintain standard pricing in-app while offering promotional discounts exclusively on web
05Some companies reserve web payment options for specific geographical regions based on local payment preferences
These balanced approaches allow businesses to capture key benefits of web-to-app strategies while minimizing associated risks and complexity.
Practical Implementation Steps
For organizations ready to explore web-to-app strategies, a phased approach minimizes risk:
Phase 1: Foundation (1-2 Months)
01Implement authentication for cross-platform identity management
02Build basic deep linking infrastructure
03Create analytics to measure user journeys
04Design simple web landing experiences
Phase 2: Optimization (2-3 Months)
01Enhance deep linking with fallback mechanisms
02Test different landing page variants
03Improve conversion funnel recovery tactics
04Integrate marketing attribution
Phase 3: Monetization (If Appropriate)
01Implement payment processing infrastructure
02Choose tax compliance solution
03Develop customer support workflows
04Test hybrid monetization approaches
Tools like Stripe and Paddle can simplify payment processing, while Branch and Firebase Dynamic Links help with deep linking implementation. These solutions reduce development time but require ongoing maintenance as platforms evolve.
Conclusion
Web-to-app strategies are neither a universal solution for app monetization challenges nor inherently flawed. Their effectiveness depends on alignment with your business model, user acquisition channels, team capabilities, and risk tolerance.
For subscription businesses with high lifetime value, established web presence, and sufficient operational resources, web-to-app funnels can significantly improve unit economics and marketing effectiveness. For games, impulse-purchase apps, or teams with limited cross-platform development resources, the additional friction and implementation complexity may outweigh potential benefits.
Ask yourself:
01Can you handle tax compliance across multiple jurisdictions?
02Do you have existing web traffic to leverage?
03Is your team equipped to maintain cross-platform systems?
Test the approach incrementally. Try web payments with a specific segment like annual subscribers or enterprise customers. Track conversion metrics carefully at each funnel stage. Pay particular attention to user experience continuity across platforms, as this directly impacts conversion rates.
The landscape continues to evolve as platform policies change and technical solutions mature. Regulatory pressures may eventually force app stores to accommodate alternative payment systems, potentially altering both the benefits and risks of web-to-app approaches. Until then, businesses must carefully navigate this complex landscape, balancing financial incentives against technical challenges and compliance considerations.
