“It's very much the apps with a high component of personalization that are seeing really really good results with web funnels. Health and fitness is working really well Wellness is working well education and language learning is working really well. A notetaking tool or something like this is not as interesting when you're thinking about a web funnel.”

Personalization-Heavy Apps Win on Web Funnels — Generic Utility Apps Don't

Web funnels convert best when the product can personalize the buying experience — quizzes, goal-setting, health profiles. Health and fitness, language learning, and wellness apps are seeing great conversion and renewal rates. Productivity or media apps that lack that personalization hook haven't found the same traction. If the onboarding can be turned into a commitment device, the web will work.