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.