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Users who buy on web are different than those who buy on mobile
Headway confirmed this in their Facebook Ad campaigns, which bring different types of users for each platform. For them, users that buy on web tend to be older. As such:
- They prefer web products and web purchases rather than mobile apps and subscriptions
- They choose different content topics
- They prefer reading content instead of listening to it
- They like taking tests, which is why Headway designed their web funnel as a quiz.
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Advantages of acquiring web users over mobile users
- Higher level of commitment to their subscription
- Higher retention in the product
- Higher renewal rate
- Lower cancelation rate
- Higher lifetime value (2-3 times higher than on mobile). This allows for a higher acquisition cost
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It's more challenging to sell on the web than in an app store
App stores provide a safe space for users to buy a subscription because:
- they have already reviewed the app
- the app store page and the purchase flow are structured in a similar way for all apps
- the cancelation process is easy and clear
In contrast, when a user visits a website there are no similar trust signals. Each website looks different and it's harder to convince users to buy your product. Moreover, conversion to trial is much lower than on mobile because users have to enter their credit card details, which requires them to be convinced that your product is worth paying for.
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Non-trial plans perform as well as trial plans on web
Headway observed that funnels with non-trial subscription plans have the same conversion rate as those with trial plans. This happens because:
- on one hand both plans need you to convince people to enter their credit card details, and
- on the other hand the trial plans confuse people as to why they need to enter their credit card to start a free trial.
In addition, non-trial plans charge immediately and don't suffer the trial-to-subscription drop-off of the trial plans.
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Make the web funnel more sales oriented
- Highlight key information in the funnel: product images, FAQs, social proof (reviews, ratings, media mentions), and product benefits. These help reduce fears, uncertainties, and doubts, and help make the decision to purchase easier.
- Personalize the paywall offer to highlight how your product meets the user's specific needs (declared in the quiz funnel).
- Use limited time offers with a countdown timer to trigger loss aversion, FOMO, and urgency biases.
- Add more payment options, such as Paypal, Apple Pay, or Google Pay, to benefit from the credibility of their brands.
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