“We took our existing in-app onboarding and just replicated it one-to-one in a web funnel and started sending some traffic to that — and I think it was 50% better conversion to trial and then a 30% better conversion to paid than the same exact onboarding in the app.”

Replicating in-app onboarding one-to-one on the web converted 50% better to trial and 30% better to paid

When Reading.com's first web2app test replicated the exact in-app onboarding with no changes, it outperformed the native app on every metric — without any optimization. The gain is attributed in part to brand trust from the reading.com domain (an easily memorable, authoritative URL that users type directly after seeing an ad) and the web's ability to build context before any purchase request is made.