“the trial conversion rate is much higher on the web than it is in the app so that made up for the lower trial start rate more trials did convert even though fewer trials were started”

Web trials: far fewer users start them, but those who do convert at a much higher rate

Dipsy's web-only variant saw a dramatic drop in trial starts compared to IAP — users are reluctant to leave the app even with Apple Pay available. But those who did start a web trial converted to paid at a significantly higher rate. These two effects partially cancel: fewer starters, higher converters, near-equal aggregate conversion to paying.