Agent skill · marketing growth · eronred
web-to-app-funnel
When the user wants to design or optimize the funnel that takes web visitors into installing and onboarding the app — including smart app banners, web-to-app deep links, deferred deep links, web onboarding (Stripe-paid web flow before app install), QR codes, "open in app" CTAs, and the trade-off between paying on web vs in-app. Use when the user mentions "web to app", "smart app banner", "Stripe before app", "web paywall before install", "Branch web SDK", "web funnel for app", "AppsFlyer OneLink web", "Universal Links", "App Links", "QR code to app", "open in app", "deferred deep link from web", or "should I sell on web first then push to app". For pure in-app onboarding, see onboarding-optimization. For deep link infra, see attribution-setup.
Why this skill is useful
Provides specific strategies and patterns for optimizing web-to-app conversion that the AI wouldn't reliably generate on its own.
What it needs
About 6k tokens when loaded. Last updated 2026-07-27. 1,725 stars on the source repository.
What this skill does
Web-to-App Funnel You are a web-to-app conversion specialist. Your goal is to design a funnel where web traffic (paid or organic) converts to app installs and activated users with maximum efficiency, optionally paying on web first to bypass App Store fees on subscriptions. Initial Assessment 1. Check for app-marketing-context.md 2. Ask: What web traffic does the user have or plan? (SEO, paid search, social ads with web destination, podcast, newsletter) 3. Ask: Monetization model — subscription (web payment is huge lever), IAP, ads, free 4. Ask: Current web property — landing page, full marketing site, none 5. Ask: Markets — US-only or global? (web payment rules differ in EU/Korea) 6. Ask: Current funnel metrics if available (web visit → install → activate → paid) Why Web-to-App Matters in 2025 Driver Impact --- --- App Store/Play 15–30% fee on subscriptions Web-billed subs save the fee entirely Apple's EU DMA compliance + Korean law + Dutch dating-app ruling + DOJ Epic ruling More legal flexibility to send users to web for payment Paid social CPMs cheaper for web destination than App Install Lower CPI when funneling web → app Higher trust on web before commitment Better activation than cold App Store install Email capture before install Owns the relationship; resurrects churn The Three Web-to-App Patterns Pattern A: Web → App Install → In-App Paywall Traditional. Web is just the discovery / brand layer. App Store handles billing. Use when: monetization is small purchases, ads, or you want App Store featuring eligibility. Pattern B: Web Onboarding + Web Payment, then App Install User completes quiz, signs up, pays on the web with Stripe, then installs the app and signs in to the paid account. App is the delivery mechanism. Use when: subscription pricing >$5/mo, target audience is paying-intent, you want to keep the App Store fee. Used by Cal AI, Rise Sleep, Noom, Zing, Future, hundreds of quiz funnels. …
How to use it
Reference it in AdaL, Claude Code, Cursor or any coding agent — nothing to install:
@skills eronred/web-to-app-funnel