“People are going web-to-app for the wrong reasons…” — Thomas Petit, Independent App Consultant

Web-to-app funnels, increasingly popular among app businesses, offer both opportunities and challenges, as discussed by Thomas Petit, an app growth consultant, on the Sub Club podcast. While many businesses initially adopt this strategy to avoid app store fees, Thomas argues that this motivation is misguided due to the complexities of managing web-based transactions and the value provided by app stores, such as visibility and comprehensive payment processing. However, web-to-app funnels allow for greater control over marketing, flexibility in user attribution, audience expansion beyond traditional app stores, and better support for B2B transactions, which can be limiting within app stores. Additionally, web-to-app strategies enable customized user journeys and can serve as a hybrid approach, combining the benefits of app store presence with targeted web acquisition to maximize conversions and reach broader audiences.