“Web-to-app gives you the ability to control the user journey and funnel more effectively” — Nathan Hudson, Perceptycs

Nathan Hudson, Founder & CEO of Perceptics and this year’s App Marketer of the Year, discusses the increasing trend and benefits of web-to-app strategies on the Sub Club podcast. He explains that web-to-app involves converting users from web platforms to apps through intentional touchpoints such as quizzes and webinars, allowing for tailored user experiences that exceed traditional app store limitations. This strategy enhances control over the user journey, enabling developers to experiment with custom landing pages and alternative pricing models, ultimately improving conversion rates and user engagement. Additionally, web-to-app strategies offer cash flow advantages by facilitating faster fund access and providing enhanced attribution tools for better budget allocation and decision-making. Hudson highlights the potential to reach new demographics, such as desktop users and those who avoid app downloads, through creative web campaigns that build trust before introducing the app experience. This approach allows for more nuanced marketing strategies, including email nurturing and influencer collaborations, leveraging the data-rich nature of web funnels to capture and retarget users effectively.