#252: Fixing app store funnel drop-offs with Vivian Dang, Senior Director of Accounts & Client Services at Gummicube

In today’s episode, we’re digging into one of the most overlooked levers in mobile growth: the App Store page itself.

Developers obsess over UA budgets, creative variations, and dashboards — yet leave untapped conversion sitting on the table simply because the storefront experience isn’t aligned with how users actually arrive.

To get clarity on what really moves the needle, we’re sharing with you our App Talks interview with Vivian Dang, Senior Director of Accounts & Client Services at Gummicube. Vivian breaks down why most teams still treat their App Store presence as static, why aggregate conversion numbers hide more than they reveal, and how to rebuild your storefront around traffic sources, intent, and user expectations.

Across this conversation, Vivian shares practical strategies you can apply immediately — from structuring A/B tests that produce meaningful learnings, to building custom product pages that match funnel entry points, to using in-app events and promotional content to re-engage segments. If you want a clearer playbook for improving conversion and getting more value from every campaign, this episode is a must-listen.

Let’s dive in: here’s Vivian Dang, Senior Director of Accounts & Client Services at Gummicube.

Today’s topics include:

• Why aggregate conversion rates hide the real performance issues inside your App Store funnel
• How to use custom product pages and custom store listings to tailor the storefront to each traffic source
• Leveraging in-app events and promotional content to surface new features and re-engage lapsed users
• Building disciplined, hypothesis-driven A/B testing frameworks that deliver continuous learnings
• The key metrics that actually matter on iOS and Google Play — and how to measure impact channel by channel

Links and Resources:

• • Vivian Dang on LinkedIn
  • Gummicube website
  • Business Of Apps - connecting the app industry

Quotes from Vivian Dang

“If you’re not tailoring your App Store experience to each of the different traffic funnels that exist, then you’re literally just spending money to drive users to the page and then lose them.”

“A/B testing needs to be something where it’s extremely structured, where you have hypotheses going in so that you can get clearer answers at the very end of it.”

“You should be taking stock of every single individual channel and source you have so you can best prepare yourself for launch and ultimately for your long-term success.”

Host

Business Of Apps - connecting the app industry since 2012