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<aside> 💎 #1: Even with mobile web clicks not necessarily cheaper and more drop-offs on the web funnel, ads leading to a web onboarding flow can still be worth it: it can allow you to broaden the audience beyond the reach of app install campaigns (some networks don't target LAT people, some people don't click on app install ads and end up seeing less of them). @08:40
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<aside> 💎 #2: A long web onboarding flow is actually more challenging because once people download an app you can get a great completion rate even with longer in-app onboarding. @09:09
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<aside> 💎 #3: With a web onboarding you only pay 3% to Stripe instead of 30% to the app store but the added friction might bring your conversion rate down 27%, making things even. @09:34
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<aside> 💎 #4: The real benefit of a web onboarding flow is that people become your direct customers. It is a massive benefit to have that direct relationship, as it brings flexibility when it comes to cancellations, refunds, renewals, etc. @10:09
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<aside> 💎 #5: Having a direct relationship with the customer allows you to do things like partial refunds: instead of cancelling a yearly subscription directly for the customer, you can offer them to refund half of the subscription while keeping their access on. It's a win-win. @10:52
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<aside> 💎 #6: With the IDFA deprecation coming up, a lot of people are trying to move to web. But it's a different mindset and very few people have the skills to understand the app store ecosystem AND the web ecosystem at the same time. @17:05
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<aside> 💎 #7: You are losing a lot of users at that App Store page step. You can't control it, and you think you could do better with landing pages. But still the bounce rate can be higher on the web! @18:08
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<aside> 💎 #8: A lot of people try to increase just one metric and think it could trickle down all the way. But early drop-offs (like on the App Store page) can filter out low-intent people that would never convert anyway. @19:16
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<aside> 💎 #9: The growth hacking mindset when it comes to funnels is not the right one. You can endlessly A/B test an onboarding flow yet still have your conversion rate go down, or fail to increase revenue. @20:22
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<aside> 💎 #10: You can not just focus on A/B testing specific parts of the funnel because these local optimizations often disregard the impact on down-funnel metrics. Another critical aspect is the traffic composition. @21:10
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<aside> 💎 #11: Even if you consider both deeper-funnel events and traffic composition, be careful about over optimizing for revenue. Short term gains can end up being long term losses and prevent you from really scaling. Example: great payback period but high churn. @27:12
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<aside> 💎 #12: Put secondary metrics ("tradeoff metrics") to every test you're doing. It's more complex but leads you to think bigger picture. Example: retention when optimizing for revenue, email sales when adding SSO, etc. @28:12
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<aside> 💎 #13: Eric has seen some games where subscription players (often high LTV ones) end up up paying more on in-app purchases after subscribing. Players get a subscription to be more competitive, but as more players subscribe as well they still need to buy IAPs. @29:30
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<aside> 💎 #14: A lot of games are not doing subscriptions because they have already found a way to get their players to spend as much as possible. @30:47
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<aside> 💎 #15: The beauty of the subscription model is the predictability/security but a major flaw is that you have a high floor and a low ceiling.
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