#236: Web-first growth: the new playbook for app UA with Gessica Bicego, Marketing & Growth Consultant

If there is one feature that helps app marketers to persevere through so much of a market change, it is adaptability. As app user acquisition costs were rising and privacy constraints in mobile emerged, marketers came up with the solution - web to app user acquisition channel.

Rather than sending users directly to an app store, marketers now route users to a mobile web page first—typically one optimized for onboarding, education, or even a light product experience. This allows for better control over messaging, tracking, and personalization before nudging users to install the app.

In this episode, we’ll delve into the concept of web-first growth with Gessica, exploring the new playbook for acquiring app users.

Today’s topics include:

• Gessica Bicego's bio
• What convinced Gessica to switch to web-based strategies for mobile app UA
• How to decide what specific "web to app" approach to take - go with mini landing pages, full web onboarding, or else?
• Web versus app testing
• How to avoid getting lost in lots of onboarding screens

Links and Resources:

• Gessica Bicego on LinkedIn
• Business Of Apps - connecting the app industry

Quotes from Gessica Bicego

"I would say there are two approaches. Like either you send them to a landing page, but ultimately they convert on an app store - so all the call-to-action will lead to the App Store, or Google Play store. Or you guide them through a web funnel, where you have like lots of questions and you end up purchasing on the web."

Host

Business Of Apps - connecting the app industry since 2012