“If your product is complex, emotionally sensitive, or expensive, you need a warming journey before the App Store. A $99/year couples therapy app cannot close in the 30 seconds a product page gives you. You need a web flow that builds trust, addresses objections, and gets commitment before the install.”

High-friction products — finance, couple therapy, premium-priced apps — need web warming before the App Store

Petit segments web2app candidates by product friction: low-friction utility apps (weather, unit converter, simple tracker) can go straight to the App Store from any traffic source. High-friction products — anything requiring trust, emotional investment, or significant financial commitment — need a longer selling journey than an App Store page allows. The web landing experience becomes the sales conversation the product page cannot have.