A few days ago, Nathan Hudson dropped a killer post debunking one of the biggest myths in mobile growth: that web-to-app funnels = onboarding quizzes.
We couldn’t agree more with Nathan— and wanted to build on it with our own perspective as the infrastructure layer powering these funnels.
At Zellify, we help subscription apps build, test, and scale web funnels that convert across channels. Quizzes can work — for the right use case — but they’re not a silver bullet. Too many teams stop there instead of testing more to see what actually moves the needle.
So here’s our take: Quiz funnels work — but they’re not the only play in the Web2App playbook. And if you’re not exploring beyond them, you could be leaving revenue (and data) on the table.
Onboarding Quizzes: High Impact, High Intent
Let’s start with the good news — onboarding quizzes are incredibly powerful.
When paired with the right product, quiz-based funnels can:
- Personalize early user experience, increasing perceived value before install.
- Pre-segment users for tailored in-app flows, boosting LTV.
- Build empathy and intent through narrative-style onboarding.
- Educate users before they even download, improving retention post-install.
We’ve seen quiz funnels crush for apps in categories like Health & Wellness, Productivity and Language Learning. Especially those with multiple use cases or diverse audiences.
And at Zellify, we offer native support for quiz funnel frameworks — with deep linking, web tracking, Stripe / Paddle checkout integrations, and Meta/TikTok CAPI all built in.
So yes — if quiz funnels are working for you, double down.
But What If You’re Not a Quiz App?
Here’s the catch: not every product needs a full diagnostic quiz before the user installs the app.
In fact, for apps with:
- A simple value proposition,
- A low-friction purchase path,
- Or an audience that’s ready to buy now…
…a long quiz can add unnecessary steps and actually suppress conversion.
And that’s where we echo Nathan’s core point: Web-to-App isn’t one funnel — it’s a channel. And like any channel, it demands experimentation.
Other High-Converting Funnels We See Working
Zellify powers a variety of funnel formats across apps doing $150K–$500K MRR. Some of the most effective ones include:
- Landing Page → Instant Checkout
Great for utility apps or single-feature tools where the value is clear upfront. - Email Campaign → Paywall → Back to App
Powerful for re-engagement or product launches with existing email lists. - Blog Post → Organic Traffic → Web Funnel → App
Content-led acquisition that warms up cold traffic organically.
All of these can be launched, tracked, and optimized directly from Zellify’s visual funnel editor — with zero code and full backend observability.
Post-DMA, Flexibility Is Your Moat
The Digital Markets Act (DMA) has changed the rules. App Store rules are opening. Mobile marketers now own the top of the funnel like never before.
That means the winners will be the ones who:
- Control their Web2App stack.
- Use quizzes when actually useful, and skip them when not.
- Send clean conversion signals to ad platforms.
- Combine product context with marketing velocity.
Zellify exists to power that shift — no matter what kind of funnel you're testing next.
Final Thoughts: Start With the Quiz, Expand from There
We believe in quiz funnels. We also believe in checkout-first flows, smart banners, QR journeys, lead magnets, and everything in between.
The key is not choosing one approach — it’s building the infrastructure to test them all.
If you're already running a quiz funnel, ask:
👉 What happens if we test a checkout-first flow on warm traffic?
👉 What if we use a lead magnet for our higher-intent audience?
👉 What if we test a no-code email → funnel → checkout setup for winbacks?
With Zellify, it takes minutes to launch these experiments — and that’s when the real growth begins.
P.S. If you're looking to scale your Web2App engine (with or without quizzes), we’d love to show you what’s possible...
Build your first web funnel using Zellify