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What is Web2App? A New Way to Convert Users before the App Store

— Marcus Persson

What is Web2App? A New Way to Convert Users before the App Store
Photo by Matthew Stephenson / Unsplash

Introduction

Mobile apps are in a bottleneck. User acquisition has never been more expensive, attribution is broken post-iOS 14, and 30% of every subscription still disappears into Apple or Google’s pocket. Despite the best growth teams, CAC is up, LTV is down, and app store conversion rates hover around 1-2%.

That’s where Web2App comes in. It’s a new strategy that lets mobile teams shift the user journey to the web, before sending users to the app store or paywall — improving conversion, control, and retention.

This article breaks it down.

What is Web2App?

Web2App is a funnel strategy that lets mobile apps convert users before they hit the App Store. Instead of sending ad traffic straight to an app install page, mobile app developers send users to a branded, high-converting web funnel that explains the product, qualifies users, and captures intent.

Typical Web2App Flow:

  1. User clicks ad (e.g., TikTok, Meta, Snap)
  2. Lands on web-based quiz or landing page
  3. Answers a few questions (personalized funnel)
  4. Gets a tailored result or offer
  5. Sees web paywall or call-to-action to download app

This structure:

  • Warms up the user
  • Personalizes messaging based on ad/user type
  • Gives full control over copy, visuals, value framing
  • Enables A/B testing, analytics, CRM capture
  • Avoids the high-friction jump directly into the app store

Why It Matters in 2025

🔴 1. App Store Friction is Killing Conversions

App store pages are static. You can’t personalize them, can’t run A/B tests, and you can’t track user behavior. Web2App gives you all of that, before the user lands in the app store.

🚫 2. Apple & Google Take 30% of Revenue

Web paywalls allow you to charge users outside the store. This means:

  • No 30% cut
  • Flexible pricing
  • Direct Stripe/Paddle payouts

📊 3. Better Attribution

By running funnels on the web, you regain control of:

  • UTM tracking
  • Retargeting
  • Email capture
  • First-party analytics (e.g., GA4, Mixpanel, Amplitude)

🌐 4. DMA & Regulation Tailwinds

The EU's Digital Markets Act (DMA) is forcing Apple and Google to open up payment competition and sideloading. Web2App is perfectly timed to capitalize on this shift.

Real-World Example

Let’s say you run a fitness app.

You’re running 100 TikTok ads with different creators. Some focus on weight loss, others on flexibility, others on mindset.

With Web2App:

  • You route each ad to a matching quiz funnel (e.g., "Find your ideal fitness plan")
  • The quiz logic tailors the result to what the user saw in the ad
  • You show a dynamic landing page and web paywall before the app download

Result:

  • Higher intent
  • Better conversion
  • You own the journey

This isn’t theory. Apps using Zellify’s Web2App builder today have:

  • Doubled conversion vs App Store direct
  • Reduced CAC by up to 40%
  • Created 30+ custom funnels for one app

Why Now?

🌐 iOS Changes

  • Post iOS 14.5 (App Tracking Transparency), mobile UA became a black box
  • Web-based funnels help re-capture attribution clarity

✨ Rise of Influencer & Creator Ads

  • Every creator pushes a different angle
  • Web2App lets you reflect each creator’s pitch with a matchingweb - funnel

⌛ Speed of Testing

  • Traditional App Store flows take weeks to change
  • Web2App lets you test, launch, and optimize the same day

How It Works with Zellify

Zellify is a no-code Web2App platform that lets mobile teams:

  • Build quiz funnels, onboarding flows, and paywalls
  • Track everything with built-in analytics
  • Run A/B tests without engineers
  • Ship changes instantly

You don’t need a dev team. You don’t need a custom CMS. With Zellify you can spin up live funnels in under 5 minutes.

Key Benefits Summary

Benefit Traditional App Flow Web2App Funnel
Control over copy/UX Low Full
Conversion Rate 1-2% 5-15%
Attribution data Limited (SKaD) Full (UTM, GA4)
A/B Testing App updates required Instant
Payment flexibility None (Apple/Google only) Stripe, Paddle, more
Regulation alignment App Store rules DMA compliant

FAQs

Is this allowed by Apple/Google?
Yes. You’re allowed to market your app however you want on the web. You can collect emails, run paywalls, and direct people to the App Store or not.

Can I use Web2App for Android too?
Yes. On Android, you also have the flexibility to distribute your app outside the Play Store entirely, using sideloading or alternative app stores.

Do I need to be technical?
No. Zellify is fully no-code.

How does it work with subscriptions?
You can route users to a web paywall (Stripe, Paddle, etc.) or to an in-app purchase. Zellify supports both flows.

Final Thoughts

Web2App isn’t just a workaround. It’s the next evolution in mobile growth.

The old way: pay Meta, drive to App Store, hope they convert.

The new way: guide users through value, onboard them intelligently, monetize where it makes sense.

In 2025, the winners in the mobile app space won’t just have better products — they’ll be the best at conveying their value clearly, quickly, and convincingly through optimized funnels.

Start building yours today.

Try Zellify Free

Tagged: Web2App, Mobile Growth, App Funnel, App Monetization, Zellify, DMA