App Marketing by App Masters The Anatomy of a High-Converting Paywall
Jul 15, 2025
Igor Lyubimov, CEO of Web2Wave and an expert in paywall optimization, dives into the intricacies of effective web-to-app funnels. He explains why web paywalls convert significantly better than mobile ones, highlighting a 14-block structure for creating high-converting paywalls. The conversation covers the importance of personalization, long-form content, and effective pricing strategies like big discounts. Igor also shares tips on leveraging upsells and the integration of quiz responses to tailor offers, all aimed at improving conversion rates and user trust.
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Web Paywalls Need Full-Stack Persuasion
- Web paywalls must answer far more user questions because this is often the last interaction before purchase.
- Igor explains web paywalls require demonstrating value, commitment, visualization, and objection handling to close sales.
Personalize Paywalls With Quiz Data
- Personalize the paywall with quiz answers so users see a plan tailored to their age, gender, and goals.
- Use those specifics to prove the product is not a generic course but built for that user.
Add FAQs And Trust Signals To Web Paywalls
- Web paywalls should include FAQ and trust signals because web buyers lack native-app payment context.
- Spell out refunds, billing, device compatibility, and who the product is for to remove objections.