| Source | https://www.youtube.com/watch?v=7B3Y2THVEEw |
|---|---|
| Readwise URL | https://read.readwise.io/read/01kty4z7ssb7921102sd7yvf2b |
| Readwise ID | 01kty4z7ssb7921102sd7yvf2b |
| Date | 2025-07-15 |
| Author | App Masters |
| Category | video |
| Cover image | https://i.ytimg.com/vi/7B3Y2THVEEw/sddefault.jpg |
Coming up, we’re going to dissect some of the highest converting web to app pay walls so that you can learn all the different elements that you need to have on your payw wall to reach those high conversions. Stay tuned. [Music] What is up app nation? It is Steve P. Young, founder of appmasters.com and today we’re going to talk all about webtopp payw walls. the differences between app just normal mobile app pay
walls and differences that you can have on your web to app campaigns as well. And joining me today is the founder and CEO of web towave. One of the easiest ways to start building your web to app funnels. So go check them out. It is web the number twowave.com. Eigor, welcome to the show. >> Thank you. Thank you for having me. Hey, so what we’re going to do is I’m going to put a little link to our live stream where Eigor really broke down your web to app funnels. All the things like it
was a 101 class on web to app funnels. So go check that out. But today we’re going to just talk about payw walls and what you really need on a high converting payw wall. All right, Eigor, without further ado, take it away, my friend. >> We already talked about the content in the quiz. uh what you should put there, how to convince the user to to to make a subscription to make a payment on your web funnel. Uh and there we uh covered
that the most two most important parts of the funnel is like the first screen where you show the hook and the last screen the payw wall. So yeah, let’s dive in into the structure of converting payw wall. Um so yeah I’m maker I’m founder of web towave we are the easiest way to to build web to app funnel. The anatomy winning funnel consists of two parts. The first one is the hook uh that
you show on the first screen. It convinces user why they have to complete the quiz what they will get after uh completing the quiz. And the second most important part is payw wall is where you convince user to buy your product and you explain what they will get after uh they will purchase the subscription for your product and uh how their life will be different after they solve their
problem. The payable structure that you have to have is different from uh pay walls that you usually have in mobile application. In mobile application, payables are pretty easy, I’d say. We show a title, something like choose your plan or get premium, get subscribe, get all the features. Then we list some features that we have. We may list them as a text uh text list or we may put some images, maybe some videos, but
relatively simple. Then we show the prices, free trial, yearly uh yearly trial toggle, something like that. We show the prices and the continue button. That’s it. It’s pretty easy in mobile. We spent a lot of time experimenting with the pay walls. So, and we found that the first payable should be as short as easy as possible for users to convince because like they already download your application, they
want to try it. That’s why we don’t show them too much information. So, they are not going from the pay wall. But the web type pay wall is a little bit different because this is the last part where we interact with the user. If we are not selling uh to them on this on this step then we probably will never get these users back. So it’s like allin situation we have to put
everything that we have uh in front of the user so they will understand how the product will look like what they will get what are the payment terms. Basically they have a lot of other questions uh in their head. So the structure should be with should starts with the value that we are giving to the user. Then we make a commitment that the user will get these uh results like
something in one month or in one year depending on your product because people are paying not for the product they’re paying for solutions of their problem and they want to understand when their problem will be solved. Because of that we have to put a commitment from our side. We have to visualize how they will achieve this uh problem by showing some graphs or visualizing their life after. >> And for those users who are not convinced, we have to answer their
question that they have in their head uh to resolve their objections. And usually these are problems with trust with value. And the questions are like what I am paying for who are the other usersh who are using it if I don’t like it can I get my money back is it mobile application is it it will will be like a video course or like for whom it is what problem does it solve so people are
having these questions when they’re considering uh to buy your product or not and because of that you have to show it on your pay wall. These are few examples of really good pay walls. And when I’m saying pay wall, I’m talking about not only the the very last page, but I’d say like few last pages that explain to the user what they’re paying for. So when I say pay wall, I mean like you’re going to have two screens in the
end of the quiz that are like starting the pay wall, starting to talk about the money or about the results that users will get. After these two screens then you show the prices. So here important part that we show the progress that user will get. So in this case they they will lose some weight and this is how how they see their uh results measured. Uh then we show uh personalized value prop.
Personalization is important here. So we have to explain that we creating a personalized plan for you. So it’s not just a random program. It’s not just like static video courses that are targeted like everyone. This stuff is created for you. That’s why we show like your users’s age, users gender, their goals that they selected. It’s really important to reflect it on the payable so they understand that they’re paying for something that is created uh
specifically for them. And commitment, there are multiple ways how to show a commitment. So we can put like our promise. So like we are promising that we will provide you with the best results or this you will lose 10 kilograms by September 20 24. It’s also a commitment. So we’re saying like you will get these results >> and these are all long these just just one long page right because back when I
used to talk about long pay walls >> I noticed on the web long pay walls perform better. So for those who are just watching this is just one long scrolling screen that you just swipe up on so you can read more. >> Yeah. Um so like you can split it in two pages something like that. Start with the one page and uh I think this one is like the prepay page >> and this is uh the main pay wall page but still yes they are way more longer.
So on mobile it’s pretty simple. Choose your plan. these are our prices continue button features that’s it but on the web like you have to answer all of their questions so we provide unique value proposition unique per user uh and handling common objections that’s why usually uh all of these uh pay walls they have FAQ section which is like usually never exists in mobile
application yeah and because of like you in mobile application they know how to subscribe to your app. They know how to cancel their subscription. They know what card will be charged. They know how to get refund, something like that. But on the web, they know nothing about your payment methods. So when you ask to put their critical information, their bank card, you have to explain everything in details. How the process will look like that they they have 30 days money back
guarantee. It’s really important to put everywhere again like in mobile it just does not make sense to to put it there. So the pricing also little bit different we have to add huge discounts like 50% 60 persons a lot of experiments we that we launched show that the bigger discount the better. >> I mean like you can create like the base prices old prices like too high. It’s I’d say like a gray area when you do
some manipulative uh things with the prices but still it does convert. So we have to show these big prices. So here yeah six months plan discount $200 and the total price is 66 >> uh dollars. >> And I know you put in timers too, Eigor, right? And I remember from our live stream I would say you had a different visual but I was asking you about like hey I always see per day pricing on web two app payw walls and you know you said
hey per day showing prices per day tend to work a lot better. >> Yes. Yes. Yes. So you can put prices per day and this is one of the differences that you have on web compared to the mobile like on mobile you can show prices in days on web you can do whatever you want. You will have some problems after that like from people complaining that they will they did not understand how the subscription works. They may not understand that they’re
paying for subscription at all. Like when we show six months plan they may think that they are paying for just six months. Yeah. >> And they may not expect that it will be renewed in 6 months, but obviously it will. Um, so yeah, show compare the prices as you want. Make the compared prices way more bigger than other prices. Again, you can’t do it on mobile because like you have to make the bigger like real price and all of these
comparison price should be smaller. on web you can do whatever you want and that’s why not only the content of the pay wall is different but the way how you present the prices and the prices itself >> and in this pay wall just so you guys are watching because I said mentioned the per day I would rather push show it per month because this is 11 per month is completely normal price so why not to show it here >> yeah having discount timers it worked
works on mobile, works on definitely definitely definitely works on the web stuff too. >> Yeah. And even in the mobile we we had some experience especially on Android >> all the timers are working pretty pretty good. >> Yeah. Great. Um so yeah and then when we show prices again they’re different from uh mobile prices we usually uh sell what we call introductory offers and they can be different than in uh in mobile. So
for instance, the simplest one like 24.99 a month, this can be done in mobile, but selling a weekly subscription for 79.99 a year. You can do it on mobile but it’s
not that common uh in in mobile applications but on web like everyone is using the variations of the these changes and especially like on web free trials are not working really good because the conversions from free trial to real purchase are two three times lower than we have in mobile And eventually
the um the results of your campaigns on meta are getting worse and worse. If you optimize on um uh free trial event, then you get more users who subscribe to free trials. And if you are not optimizing on real conversions, then you will get more users who subscribe but not paying. on web the way there is an ability to still sell free trials but optimize uh your campaigns to subscribe event like real conversion event but it’s not what we
usually recommend like usually we recommend start selling and getting money as soon as possible at least sell a trial like 9 cents per three days and then switch to a yearly subscription or a monthly subscription it will work way will work better >> you I’m going to pause here real quick too because I’ve actually seen one of our clients who to 99 cents for the first week and then renews at their normal weekend pricing. They only show it on like the third open. It works really well for them, too. And so, I
would say that was the big difference for me was web 2 app campaigns. You don’t need a 7-day free trial, which is normal, or a three-day free trial on on the app side of things. But on the web side of things, you want like paid trials, which is money right into the door and better signals to Facebook as well. So faster signals to Facebook I should say. >> Love it. >> Um yeah. So when we showed the prices another way to to increase LTV to increase conversion is to add upsells.
Again it’s not that common in mobile applications because with an upsells uh it works when the user made a purchase subscribe to our main subscription. We can show them another products. Usually these uh may maybe physical products or some PDFs or additional subscriptions and when the user clicks add infographics add to my program we charge the user the same time without asking their payment methods one more time and there are ways when you you can add like
multiple upsells one by one. So if the user purchases one thing, try to sell something more expensive or if they they are not uh buying your product, try to sell something cheaper. >> And with these upselles, you can increase your LTV like by 20 30% easily. That’s why also and this is where I think it’s going to be headed the
because look web campaigns people who’ve been selling courses digital courses have been using this e-commerce people have been using this they’ll try to break even on their ads with the initial offer and the money right here the rorowass the positive rorowass comes on these upsells so don’t sleep on these upsells they can dramatically dramatically increase that LTV for your users >> yes agree agree agree agree like educational um professionals know how to work with these upsells and they may even start
with a really simple product. I don’t know like $2 product >> you start with it use it as a lead magnet and then you are converting to more uh more expensive products. >> So yeah at first we do upsells is really easy to do then we do downells. This is works when uh people you present like and you can do downells on the upsells page and you can do
downells on the main pay wall. So like you can put uh these popups that are saying like hey don’t go away like everywhere and you will not be punished by app store or Google play. uh that’s why they also can increase the conversions. And what we usually do for our clients is that we present the price when the user clicks like continue with without these guys uh guides or open the payment form and close it. Then we show
uh a popup saying hey you have a bigger discount. And when they click use now or close this popup we are just redirecting them to another pay wall with lower prices. we change the content of of the payable adding like extra 25% discount has been applied something like that but usually it’s kind of the same structure more focus on the discount that they getting and uh yeah it works too it
works too the the outcome of it is not that big like say hard to get 30% of additional revenue but still it increased the conversions >> yeah we have a downell thing in our and on the app side of things that they haven’t shared publicly, but I know it works and it’s just one of those things where not a lot of people do it, but if you do do it, you can just add extra income incremental. It’s not going to be huge, but within the first month of launching it for like a $15,000 a month app, MR,
we brought in easily one to thou one to $2,000 a month with the downell. >> So, it’s like 10% easily you can get from it. >> Yeah, exactly. Um so yeah to wrap up the winning payable structure. So like if in mobile we have just one two three four five blocks here you have to have like 14 blocks. Uh so just screenshot it and like compare with your pay walls. If
they don’t have like 14 blocks then add add more add more. it will increase commissions. And uh a few more examples from better me. They are like leaders on this market. Personalized value offer CTA button. Um show some numbers. Explain what they’re paying for uh what problem that they will solve, what what will be in the plan because they may not understand what they’re paying for.
Again, visualize before uh after. So they want to see how their life will be different and with images is pretty easy to show it. Also try to add real humans, people on your payable, illustrations with people convert better than some random um graphics without people. Uh so we show prices, ETA button, features list, FAQ. So it follows the same structure as we showed before.
here again user reviews that answer the questions like who else is using your application what I will get in the end >> hey eager can we go back real quick to the the couple of slides right there right here now does web towave make it easy because I know you said you broke it down for those who were just watching the first part you said the quiz or the hook sorry the hook was the main thing so that’s that first page on your quiz right and then you have the quiz element
and then you have the payw Does web towake make it easy for us to use some of the questions we’re asking in the quiz and then show that personalization on the payw wall. >> Yes, definitely you can change the wall content of uh >> so like the previous slide will have a better example of this if you want to go back real quick. So it’s like Tess see your relationship progress by October 14th right and you can help us kind of kind of think through like because I pro why I picked on the second screen I I selected hey I want to improve my
self-belief right and so eager will your platform help me say hey people who selected this show this particular graphic >> yeah that’s a great question yes we can help it uh to do to do it and in the like templates library that we have it they already uh have examples on what you can change on the pay wall uh depending on users u answers to the questions in the quiz. >> Awesome. Hey, I want to move on to next
is okay you you know what are the like what’s a normal subscription rate that we should be seeing on these pay walls if we did everything right and did all those 14 blocks and those 14 elements and what are some mistakes that we should avoid. So, do you have any like rough numbers on what a normal conversion rate should look like on a good pay wall? >> We have these numbers right on the platform. So, uh let me just pull it. >> Is that Do I have to log in for the platform or do I
can we just Yes. Yes. Yes. Yes. >> Okay. I can pull it too. >> So, the conversion from pay wall to active subscription on average is 6%. But visa average numbers they can be lower they can be bigger and you still can be profitable but on average is uh six% >> and egore just to give you a sense that is amazing this is actual paying customers so on the mobile app side of things 5 to 10% is good trial activation rate so typically it is about a 2% conversion rate on mobile that’s what
I’ve heard from really big wigs at these you know at really big companies how about I just say it that way and about On average an app an install to paying customer is about 2%. Now ego is saying on average the web to app campaigns it’s six%. That’s three times more than the app itself. >> Yeah. But this conversion on the pay wall so we still lose some users during the completion of the quiz. So not everyone Yeah. Yeah. >> Right. Of course. Yes. Agreed. Same same with the app stuff of things. We lose
some things on the quiz too. Um yeah but uh yeah in general average 6% and I’d say the range is like from two to 15% we have projects who show 15 persons conversion uh with drop off during the quiz like 20 completion of the quiz 20 to 30%. So users who land on your uh quiz only well 70% of them they you will lose them
during the quiz and then on average six persons will convert on >> wow we lose 70 to 80% on the quiz. >> Yes. Yes. And it’s fine. It’s completely fine. >> Okay that’s good to know. >> Yeah. uh your goal is those users who are like completing the quiz they kind of like ready to pay and the world unique economics is better than on mobile. Well, it depends on the project but usually it’s
better on on mobile because you don’t pay the 30% to the app store. You have different attribution. You can scale faster. You get the money in two days not in six weeks. So there are a lot of reasons why it converts better but still if it’s not converting really good for you. Uh if you see huge drop off on the pay wall uh usually you have to start with the content of the pay wall and ask yourself like did did we provide enough
value? Do they understand that uh their problem will be solved or we need to explain it the other way. Second, simplify payment form and remove payment terms. Like in a lot of applications, let me find it somewhere here. Yeah. So here we have explo by clicking get my plan. I agree to pay $15 for my plan. These are paying terms. If you skip them, your conversions will be higher,
but you may get more chargebacks from the users. So they will come to you to to get refunds. So you have to experiment. In the initial phase, I’d recommend to skip this part and then gradually add it because like you need to get more events faster. That’s why make the the pay wall as converting as possible and then work with the chargeback problems if you have it. You may not
have it and it will be fine for you without uh these payment terms. um add more timers and discounts, big discounts. Then you can add Apple Pay button um right after the uh prices. So users can start their payment with just one click. They don’t need to open your payment form and then select Apple Pay as a method. It does increase the conversions and also check Stripe errors. You may
have a lot of problems with u approval rates and uh if you have problems with approval rates meaning that you user tries to make a payment but they are not succeeded with the payment and here you see the conversions may be different uh in different countries. So when you have uh crossber payment, so if the company is ini the European Union
and the user is in United States, it will be a crossber payment which the bank or the end user treats as more risky transaction. So the conversions will be lower. With Stripe, it’s um better to have the same uh entity in the same country where your users are but still well it’s not possible to have entity in every country. So you have to consider this part then there may be a
lot of um errors about the uh fraudulent payments. You can try to play with it and make the rules not that strict. And um if you still have lower approval rates, then you you may use some more complex payment solutions like primer.io for payment orchestration. With primer, you can set up multiple payment systems
and have uh fall back payment systems uh for uh the main payment system or use pedal who do the payment registration and they also you pay taxes for you uh but they are not that customizable. So when you scale and when you see problems with the payments uh try to change uh the payment solutions and uh it may increase your conversions. So if you want to learn more and start building your first web to app funnel
which eager with Eigor’s team’s help we are building our first web to app funnel for our own apps too and we’re going to be testing out and sharing all those results with you. Go check them out. It is webthe number twowave.com. webb2wave.com and Eigor, if the audience wants to connect with you in any other way to thank you for coming on and doing this, where would you want to send them? >> Uh, well, contact me on LinkedIn or messagewave.com. I will be there.
Awesome. Once again, it is webtowave.com. Thank you so much, Eigor, for coming on and doing this. Thank you guys for watching and I’ll see you on the next video. [Music]