Interviewer: Ivan, thanks so much for being here. Let’s get right into it—what exactly is a Web2App funnel, and why is it such a hot topic in mobile marketing right now?
Ivan Dorofeyev: Great to be here! So, a Web2App funnel is a structured user journey that takes people from a web environment—whether that’s a landing page, a blog post, or even a mobile web ad—all the way to becoming a loyal, engaged user of your mobile app. It’s not just about the install. It’s about optimizing every step so that users want to install your app, and more importantly, continue using it.
It’s such a hot topic because the competition in the app ecosystem is brutal. CPIs (cost per install) are rising, retention is falling, and marketers are under pressure to drive sustainable growth. Web2App funnels give you more control, especially with the decline of third-party cookies and stricter privacy policies.
Interviewer: That makes sense. Can you walk us through what a typical Web2App funnel might look like?
Ivan Dorofeyev: Absolutely. Let’s say a user Googles something like “best productivity tools for remote workers.” They land on your blog post, which lists top tools—including your app. That is top of funnel—awareness.
From there, the page includes a smart app banner or contextual CTA—“Download our free app to streamline your workday.” If the user clicks, they’re either sent to the App Store, or ideally, you use deferred deep linking to remember where they came from.
Once they install and open the app, they land directly on the same feature or topic they saw on the web. That’s key—continuity. Then you onboard them, maybe with a tutorial or value-focused message, and encourage activation.
The final step is retention. If you have done everything right, that user sticks around. But if you haven’t optimized the funnel, they churn right after the first open.
Interviewer: That seems like a lot of steps where you can lose users. Where do you see the biggest drop-offs?
Ivan Dorofeyev: Oh, there are plenty. One major drop-off is the App Store bounce. If your App Store page doesn’t align with what the user expects—based on what they saw on your web page—they’ll abandon.
Another is during the onboarding experience. If the app opens and it feels totally disconnected from what the user saw on the web, it creates friction. Imagine reading an article about budgeting tips, clicking to download the app, and then the app drops you on a generic homepage about crypto. That disconnect kills conversion.
The third drop-off is timing. If your CTA comes too early—like a full-screen popup right when someone opens your blog—you risk annoying users who aren’t ready. Timing and relevance are everything.
Interviewer: Let’s talk tech for a minute. You mentioned deferred deep linking. What are the key tools and technologies involved in building high-performing Web2App funnels?
Ivan Dorofeyev: Great question. Deferred deep linking is definitely one of the big ones. Platforms like Branch, Firebase Dynamic Links, Adjust, and AppsFlyer provide this functionality. Basically, they preserve the user’s web context even if the app isn’t installed yet. So after the install, the app can take the user to the relevant screen.
You also need smart banners or interstitials. Tools like Smart App Banners on iOS, Google Play Install Referrer, or third-party SDKs let you create subtle, elegant prompts for app installs. They can be triggered based on behavior, scroll depth, time on page, etc.
Then there’s A/B testing tools—VWO, Optimizely, or Firebase A/B Testing—to test variations of your funnel. You want to experiment with copy, CTA placement, banner timing, and even the landing page content.
And finally, analytics is crucial. Whether you use Amplitude, Mixpanel, or something else, you have to track users across both web and app environments. Attribution is tricky, but it’s doable with the right stack.
Interviewer: How much of this comes down to messaging and creative? Is it all about the tech?
Ivan Dorofeyev: Messaging is everything. The tech enables the experience, but what you say to the user—how you frame the value of your app—is what really drives conversions.
A good Web2App funnel has three key narrative components:
Problem awareness on the web (“Are you tired of juggling 10 productivity tools?”)
Solution framing (“Try our all-in-one productivity app—free to start.”)
App reinforcement (“Download now to start with your personalized workflow.”)
It’s all about alignment. If your copy on the blog says one thing, your CTA says another, and your app says something else entirely, users get confused. Confused users bounce.
Interviewer: You’ve worked with some big brands. Can you share a real-world example of a successful Web2App funnel you helped build?
Ivan Dorofeyev: Sure. One client was a meditation app. They had great SEO traffic to blog posts like “How to deal with anxiety at work.” We built a Web2App funnel where:
The blog had subtle banners with a calm, supportive CTA: “Get daily mental health check-ins.”
Clicks triggered a dedicated landing page with real user stories and app previews.
Install links used Branch for deferred deep linking, preserving context.
After install, the user landed on a check-in screen pre-filled with “Anxiety at work” as the topic.
That alignment—from content to app experience—led to an +80% ROAS increase and improved Day 1 retention by over 30% for that campaign.
Interviewer: What are the biggest mistakes you see companies making when trying to set up these funnels?
Ivan Dorofeyev: Several come to mind:
Pushing too aggressively for installs. Users aren’t always ready—educate first.
Treating web and app as separate silos. Often the teams don’t talk and the content isn’t synced, so the experience breaks.
Neglecting the post-install experience. You got the install… now what? If you don’t deliver immediate value, users uninstall within minutes.
Not measuring the full funnel. Some teams only look at App Store conversion rates, not what happens after install or where users originally came from.
A good funnel takes coordination between marketing, product, and engineering. It’s not a one-team job.
Interviewer: As user acquisition costs rise, do you think Web2App strategies are becoming essential?
Ivan Dorofeyev: 100%. Especially for companies that already have good web traffic. If you’re spending money on content marketing, SEO, influencer campaigns, etc., and not tying that back to your app growth, you’re leaving money on the table.
Also, with iOS privacy changes and limited ad tracking, first-party channels like your own website are your best assets. A Web2App funnel lets you own the relationship and control the narrative.
Interviewer: Last question—what’s the future of Web2App? Any trends you’re excited about?
Ivan Dorofeyev: Tons. One is contextual AI—real-time personalization of funnels based on user behavior or intent. Another is progressive onboarding, where the user starts engaging with your product on the web and continues in the app without ever feeling a break in the flow.
Also, Instant Apps on Android and App Clips on iOS are reducing install friction. Imagine letting users try your app instantly with no download, and then prompting them to install when they’re hooked.
And I’m really excited about zero-party data strategies. Asking users directly what they want during onboarding—and tailoring the app experience instantly—is going to be a game changer.
