On the podcast we talk with Nathan about the strategic opportunity of web2app, how and when to use web2app, and why one app found success using webinars in their web2app funnel.

Top Takeaways:
🔑 Web-to-app opens up opportunities for small apps
Smaller apps can use web-to-app strategies to improve cash flow, gain better attribution data, and test acquisition campaigns with smaller budgets. It’s an effective way to experiment with paid growth without relying solely on app store mechanics.

🎯 Gain full control over the user journey
Web-to-app lets developers craft highly personalized and seamless user journeys. Build onboarding flows, quizzes, and paywalls tailored to your users, free from app store restrictions.

🌎 Reach untapped audiences with web-first content
Web-to-app opens the door to users who don’t convert directly through app ads. Channels like blogs, gated content, or webinars are excellent for capturing lower-intent users and nurturing them into app subscribers over time.

💸 Increase revenue with smarter sales tactics
Web-to-app enables upsells, cross-sells, and product bundling that aren’t always feasible in-app. This strategy is particularly effective for higher ticket subscriptions or apps looking to diversify revenue streams.

📣 Leverage unique channels to drive growth
Web-to-app expands the range of channels you can use effectively, from influencer campaigns with trackable links to affiliate partnerships, YouTube ads, and beyond. Each channel provides new ways to engage users at different stages of the funnel.

About Nathan Hudson

• 👨‍💻 Founder & CEO of Perceptycs, a growth consultancy specializing in web-to-app strategies that drive user acquisition, retention, and revenue for mobile apps.
• 👥 Nathan Hudson is passionate about helping apps reach their full growth potential by leveraging personalized user journeys, strategic web funnels, and creative acquisition channels tailored to their unique goals.
• 💡 “A huge advantage of web-to-app is how much control you have. You’re not locked into the app store’s rules—you can fully tailor the experience, from onboarding questions to paywalls, in ways that resonate with your users”
• 👋  LinkedIn

Resoureces:

• Perceptycs Website

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights:

[3:01] What does web-to-app mean?: Nathan Hudson explains the concept as converting traffic on the web or starting on the web before directing users to the app.

[5:28] Web-to-app strategies for different use cases: Nathan highlights common approaches such as quizzes, blog posts, and webinars to drive user engagement and app downloads.

[6:31] Defining web-to-app: Jacob Eiting describes it as using the web as part of either an acquisition or retention funnel.

[8:50] The benefits of cash flow: Nathan explains how web-to-app helps early-stage apps avoid waiting for long payment cycles by leveraging web purchases.

[10:50] Comparing conversion rates: Nathan shares that web often achieves higher conversion rates than app stores, particularly for higher-ticket subscription products.

[14:28] The role of attribution: Nathan discusses the advantage of better attribution tools on the web compared to app-only campaigns.

[20:23] Controlling user journeys: Nathan highlights how web-to-app allows brands to tailor onboarding experiences based on ad campaigns and user behavior.

[30:01] Reaching new audiences: Nathan explains how web-to-app campaigns can attract low-intent users and nurture them through lead magnets and webinars.

[37:07] Expanding to older audiences: Nathan discusses how web funnels allow brands to engage with desktop users and older demographics who may avoid app-only experiences.

[52:46] Personalization for success: Nathan emphasizes the importance of tailoring user experiences on web-to-app journeys to reflect user needs and context effectively.

On the podcast we talk with Phil about how to effectively use benchmarks to aid decision making, the limitations of benchmarks, and why even the best companies aren’t top quartile in every single metric.

Top Takeaways:

📏 Benchmarks are a starting point, not a roadmap
Treat benchmarks as directional indicators to uncover growth opportunities and prioritize actions, but don’t chase them blindly. They work best as tools for identifying areas to explore rather than metrics to perfect.

🏆 Focus on strengths over chasing perfection
It’s unrealistic to aim for excellence in every area. The most successful companies lean into their strengths, improve key weaknesses, and focus resources where they will make the biggest impact.

⚔️ Beware of misleading benchmarks
Not all benchmarks are helpful. Poorly sourced, overly generic, or irrelevant data can lead to wasted effort or misguided decisions. Use benchmarks that are specific to your category, geography, or growth stage.

🔍 Metrics only matter with context
Numbers on their own don’t tell the full story. A high churn rate might be fine if you acquire users cost-effectively and retain high-value customers. Metrics need to be interpreted with a deep understanding of your product and target audience.

💡 Data is powerful, but intuition seals the deal
Data highlights where to focus, but the most effective decisions come from pairing metrics with experience, intuition, and a clear understanding of your customers. This balance of analysis and instinct drives smarter, more impactful strategies.

About Phil Carter

👨‍💻 Growth Advisor at Elemental Growth, a consultancy dedicated to scaling consumer subscription companies through actionable benchmarks and strategic insights

👥 Phil Carter is committed on empowering consumer subscription companies to achieve sustainable growth by leveraging benchmarks, refining growth strategies, and identifying key opportunities for value creation, delivery, and capture.

💡  “Where people get in trouble with benchmarks is they try to make them the end-all. be-all right. They try to do more with them than they really should be.”

👋  LinkedIn

Resources:

• Elemental Growth Website

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights:

[1:37] The Subscription Value Loop: Phil introduces his framework for driving sustainable growth through value creation, delivery, and capture, and how it applies to subscription businesses.

[5:52] Benchmarks as tools: Phil explains how benchmarks are a directional tool to guide decision-making and identify growth opportunities rather than an end-all, be-all.

[13:07] Judging good ideas: The team discusses how great execution relies on judgment and filtering good ideas to focus on what moves the business forward.

[20:53] Using the Subscription Value Loop: Phil shares how the framework acts as a diagnostic tool for spotting bottlenecks in client businesses and setting growth priorities.

[24:47] The impact of pricing and free value: Phil describes a fitness app’s challenge with over-delivering value for free, resulting in low subscription conversion rates and pricing adjustments.

[30:26] The power of subscription retention insights: Phil explains how understanding differences in retention between annual and monthly subscribers can shape pricing and product strategy.

[36:32] Interpreting benchmarks through context: The hosts discuss how benchmarks differ based on the business model, user acquisition strategy, and market dynamics.

[42:46] Paid vs. organic growth strategies: Phil underscores the risks of being overly dependent on paid ads and the value of diversifying acquisition through organic channels.

[47:18] Value capture and monetization: Phil explores strategies for optimizing conversion rates, pricing, and paywalls to increase revenue capture from free users.

[55:45] What’s next for the Subscription Value Loop Calculator: Phil shares plans for enhancing the tool with better data, new filters, and expanded benchmarks in future versions.

On the podcast: estimating the revenue potential of an app, crafting an exit strategy, and why LTV is such a terrible metric.

Top Takeaways:
🎯 Finding the right market fit – Not all apps have billion-dollar potential, and chasing massive markets often means competing with big players. Instead, focus on markets where your app has room to stand out. By positioning yourself in a "Goldilocks zone"—big enough to scale but niche enough to avoid overcrowding—you’ll lay the groundwork for sustainable growth.

📈 Portfolios over all-in strategies – Instead of putting all your effort into scaling one app, building a portfolio of smaller, successful apps can diversify risk and drive steady revenue. Portfolios give you the flexibility to test new ideas and spread your earnings across multiple use cases, avoiding the pitfalls of over-concentrating on one product.

🔍 When to expand features or create a new app – Apps with focused, singular value propositions tend to attract and retain users better than those overloaded with features. Before adding more functionality, ask: Does this align with the app’s core mission? If not, consider launching a complementary app to avoid cluttering your existing product.

🧪 Price testing without regrets – Effective price testing requires patience and precision. Run small tests, and use early retention patterns—such as trial-to-paid or monthly renewal rates—to model the impact on long-term subscribers. Always prepare for possible retention dips by planning worst-case scenarios to protect your bottom line.

✍🏻 Set up for a strategic exit – If acquisition is your goal, build your app to be buyer-ready. Private equity and strategic acquirers look for apps with clean operations, predictable revenue, and scalable systems. Crafting a clear differentiation and avoiding operational mess increases your chances of attracting high-value offers and makes the process smoother.

About Patrick Falzon
👨‍💼 Co-founder of The App Shop, Patrick helps app developers build sustainable portfolios, optimize monetization, and prepare for strategic exits.

📈 With extensive experience in app monetization and growth strategies, Patrick is focused on creating streamlined user experiences while identifying opportunities for sustainable scaling and market differentiation.

💡 “A big market is great only if you can take a substantial or specific share of that market. If it’s so competitive that you can’t garner any market share, it’s not actually valuable to you."

👋 Patrick on LinkedIn

Resources
The App Shop website

Follow Us:
• David Barnard: https://twitter.com/drbarnard
• Jacob Eiting: https://twitter.com/jeiting
• RevenueCat: https://twitter.com/RevenueCat
• Sub Club: https://twitter.com/SubClubHQ

Episode Highlights
[1:41] The story begins: Patrick’s career evolution — from investing in to operating at Mosaic Group.
[7:59] A stand-out app: Why RoboKiller, an app for blocking spam calls and texts, stood out in Mosaic’s portfolio.
[9:07] Evaluating market size: Mosaic’s framework for assessing an app’s revenue potential balances market depth with competition and user demand.
[14:20] Tough markets to crack: Mosaic avoided saturated app categories (like VPNs and personal finance), due to high acquisition costs and competitive pressure.
[19:36] Depth vs. breadth: How Mosaic decided whether to enhance existing apps or create new ones.
[25:52] Portfolio strategies: Building a diverse portfolio of smaller apps, instead of scaling a single app, can reduce risk and increase sustainable revenue.
[32:14] LTV pitfalls: Patrick stresses the importance of capping LTV projections and focusing on shorter payback periods to make realistic growth decisions.
[39:20] Exit strategy: Aligning operational processes, profitability, and a clean setup improves the chances of a successful app exit.
[49:12] Retain to sustain: Why user retention metrics are key to building durable, long-term revenue.
[1:01:05] Good press: How Mosaic leveraged proprietary data to secure media coverage, boosting RoboKiller’s organic growth and user trust.

On the podcast: the power of user segmentation, executing bold strategic shifts, and why imaginary customer conversations are sometimes better than real ones.

Key Takeaways:
💡 Simplification drives growth - Alex shares how transitioning from a freemium to a free trial model simplified V1 Sports' monetization strategy, aligning better with their users and discovering new revenue opportunities.

🤔 Rethink assumptions to uncover opportunities - Alex emphasizes the importance of questioning outdated business assumptions, using user feedback and internal discussions to refine strategies and reignite growth.

📊 User segmentation unveils hidden value - By identifying key user needs, like connecting golfers with coaches, V1 Sports leveraged segmentation to create tailored offerings that boosted engagement and revenue.

⏳ Bold decisions can pay off - Switching longstanding free features to paid access generated friction but ultimately led to a 90% revenue growth, proving that sometimes taking risks is necessary to drive business viability.

🌐 Focus on ideal users for long-term success - Alex highlights the importance of catering to highly engaged users who find value in the product, ensuring sustainable growth while reducing churn from less committed users.

About Alex Prasad

👨‍💻 CEO of V1 Sports, a leading provider of video golf swing analysis software and seamless video lesson solutions for golfers and instructors.

👥 Alex Prasad is committed to driving growth through bold strategic shifts, user segmentation, and simplifying complex monetization models to serve better the needs of both consumers and professionals in the golf industry.

💡  "You can’t please everybody—much harder when those people are already in the tent and some may perceive it as you kicking them out because you’re changing the rules of the game."

👋  LinkedIn

Resources - Alex

• V1 Sports Website

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights

[2:10] Adapting for success: How V1 Sports, a 30-year-old technology company, became a leader in video golf swing analysis by adapting to market changes.

[5:48] Trials and tribulations: Why V1 Sports switched from freemium to free trials, and the challenges it created.

[10:32] Keep it simple: How simplifying monetization can lead to new revenue opportunities.

[17:15] Bold bets and backlash: Asking long-time users to pay for previously free features and navigating the resulting backlash.

[24:30] Segmentation wins: How V1 Sports identified key user needs, like finding a coach, to create tailored solutions and increase engagement.

[30:22] Innovation meets tradition: The challenges of preserving legacy app features while modernizing your product to meet new user demands.

[36:48] Critical feedback: The dreaded one-star review can be an opportunity to improve and grow your business.
[43:10] Talking it out: How Alex uses hypothetical user dialogues to guide product and customer strategy decisions.
[57:20] Know your audience: Alex emphasizes the importance of catering to ideal customers and avoiding the trap of chasing uncommitted users.

On the podcast: what’s currently working for apps on TikTok, how to create viral content, why you should try working with influencers who don’t have many followers.

Key Takeaways:

🔍 Getting noticed: How TikTok’s algorithm amplifies reach - TikTok’s “For You Page” prioritizes engaging content over follower count, so apps can go viral without a big audience.

📈 E-commerce strategies that work for apps on TikTok - E-commerce brands have mastered quick, punchy content on TikTok, and app marketers can adopt similar tactics. Short tutorials, “top 5” lists, and problem-solution demos grab attention fast and build trust.

🚀 Adding viral-ready app features for growth loops - Viral-ready features, like progress trackers or custom shareable visuals, give users a reason to promote the app. Highlighting milestones, achievements, or unique app insights adds a built-in social layer that drives organic growth.

📝 Think like a TikTok producer, not a consumer - Scroll with intention. Save top content by category to keep your ideas fresh and aligned with TikTok trends.

🧪 Testing app ideas and features on TikTok - Test app ideas and features on TikTok with waitlists and concept marketing to validate user interest before building.

About Joseph Choi
👨‍💼 Founder of the Viral App Founders Community, with a background in e-commerce marketing and a keen focus on helping app developers go viral, especially through innovative approaches on TikTok.

📈 Joseph has a deep understanding of viral marketing and influencer strategies, emphasizing the value of working with “micro-influencers” or creators with smaller followings who often drive authentic engagement.

💡 "On TikTok, it’s not about having a huge follower count; it’s about connecting with users through genuine, engaging content. Even a new account can achieve millions of views with the right approach."

👋  Follow Joseph on X → https://x.com/JosephKChoi

🗣️ Register for the upcoming webinar with Joseph.

Subscribe to the podcast → https://www.subclub.co

Follow Us:
• David Barnard: https://x.com/drbarnard
• Jacob Eiting: https://x.com/jeiting
• RevenueCat: https:/x.com/RevenueCat
• Sub Club: https://x.com/SubClubHQ

Episode Highlights 

[5:12] Leverage with TikTok: Joseph explains why TikTok’s unique “For You” page allows even new accounts to reach massive audiences without needing followers.
[11:35] Influencer shift: Why working with micro-influencers, or creators with smaller followings, can lead to higher engagement and more authentic content for apps.
[18:43] TikTok Shop revolution: Joseph dives into how TikTok Shop’s affiliate model has changed the game for e-commerce, allowing products to reach audiences quickly with creator-driven content.
[24:58] Crafting a viral hook: Apps that create emotional, relatable hooks gain traction, especially when leveraging TikTok’s algorithm to amplify visually appealing content.
[32:12] Power of authenticity: How TikTok users value authenticity over polished content and what that means for brands looking to grow on the platform.
[39:47] AI and content quality: Joseph discusses the intersection of TikTok’s AI and quality content, stressing that no algorithm trick beats a strong story and engaging format.
[45:09] Effective CTAs on TikTok: Best practices for call-to-actions on TikTok, focusing on subtle prompts over traditional “link in bio” strategies.
[53:20] Content inspiration: Joseph’s method of tracking viral content trends and adapting successful formats to keep app marketing fresh and engaging.

On the podcast: the risk of ad creative concentration, how to reach older, high-value demographics, and why the ultimate KPI is revenue.

Key Takeaways:

🛠️ A unified roadmap eliminates silos - Operating with one shared roadmap ensures alignment across product, marketing, and engineering, promoting collaboration and agility.

💡 Monetization might require more than just subscriptions - Post-IDFA, blending subscriptions with ads and one-time purchases maximizes revenue and reaches non-subscribers.

📺 TV and radio ads still build trust - Older audiences trust TV more than digital ads. A diversified media mix and real-time tracking can make these channels highly effective.

📊 Creative testing prevents costly surprises - Diversifying creative assets across platforms reduces risk and ensures consistent ad performance, even when policies change.

🎯 Empathy boosts customer loyalty in niche markets - High-touch, personal responses to customer feedback—especially in sensitive sectors—can build trust and long-term loyalty.

About Ryan Beck 

👨‍💻 Co-founder and CTO at Pray.com — an app with a mission to grow faith, cultivate community, and leave a legacy of helping others through faith-based content and community-building features.

👥 Ryan Beck is driven by innovation in technology for the faith space, successfully navigating the complexities of building digital platforms that resonate with older, high-value demographics while maintaining exceptional retention rates.

💡 "We saw a space that was underserved, where technology could bridge the gap between faith organizations and their communities, making faith more accessible in the digital age.”

👋  LinkedIn

Resources

• Pray.com

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Subscribe to the podcast → https://www.subclub.co

Follow Us:
• David Barnard: https://twitter.com/drbarnard
• Jacob Eiting: https://twitter.com/jeiting
• RevenueCat: https://twitter.com/RevenueCat
• Sub Club: https://twitter.com/SubClubHQ

Episode Highlights:

[00:57] Digitizing faith: Pray.com’s mission to modernize faith organizations with digital platforms.
[02:49] Better together: The challenges and benefits of building a platform for diverse faiths with shared goals.
[04:47] Generation gap: Addressing tech adoption and user retention challenges with older demographics.
[06:47] Traditional values: How Pray.com used TV and radio ads to reach older, high-value users.
[09:16] Say your prayers: The devotional content that strengthened Pray.com’s user engagement and retention.
[11:52] Keeping the faith: Introducing subscription models without losing the trust of a faith-driven community.
[19:59] Lessons in diversification: The risks of relying too heavily on a single ad creative.
[31:08] Faith meets tech: Blending technology with spirituality to create accessible digital content for all.
[41:26] Data-driven decisions: How the Pray.com team optimized their TV and digital ad strategies for maximum impact.

On the podcast: effectively scaling support for an app, why the time to first response is so important, and why you should treat support more like a concierge experience.

Key Takeaways:

💡 Personalized customer support is a competitive advantage - Eli emphasizes that providing fast, personal responses to customers sets brands apart from competitors. Even in a world of increasing automation, building a concierge-like experience can boost customer loyalty.

🤖 AI and human support can work in harmony - Eli explains how Captions blends AI-driven automation with human agents, allowing the support team to focus on more complex customer needs while AI handles repetitive tasks, creating a seamless experience.

⏳ Speed matters: Time to first response is key - Captions prides itself on a 58-second average response time, which Eli believes is critical to keeping customers satisfied and preventing churn. Quick responses signal that the company is engaged and ready to help.

📊 Building customers for life through proactive support - Eli shares Captions’ philosophy of nurturing “customers for life” by going beyond just resolving issues. Sharing customer success stories with the team helps build a culture focused on long-term user satisfaction.

🌐 Scaling with localization and 24/7 support - Captions serves users globally by providing 24/7 support and localized services, ensuring that customers in every market receive timely, effective assistance regardless of their language or region.

About Eli Winderbaum:

👨‍💻 Head of Customer Experience at Captions, an AI-powered video creation and editing app designed to help users tell better stories through seamless video content.

👥 Eli is passionate about scaling customer support with a focus on personal, concierge-level experiences that build long-term customer loyalty, rather than simply deflecting inquiries with automation.

💡 "Even if we don't resolve their issue right away, providing a fast, empathetic response builds trust and shows our users that we're here to support them—turning a quick interaction into a lasting connection."

👋 LinkedIn

Resources: 

• Captions website

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights 

[3:18] Don’t just deflect: Why support isn’t just about reducing tickets—it’s about creating a concierge-like experience.
[8:26] Support as a moat: Great customer support can be your competitive edge, especially when users are comparing similar apps.
[12:15] Hiring right: How curiosity and embracing change are key traits for building a top-tier support team.
[16:44] The AI edge: Blending AI and human agents to enhance, not replace, the customer experience.
[21:22] Scaling globally: How Captions offers 24/7 support across different time zones and languages.
[27:50] Community roots: The role that platforms like Discord can play in early-stage customer feedback and feature development.
[34:10] Docs and AI: Keeping documentation up to date is crucial for effective AI-powered support.
[41:35] Turn feedback into features: Captions' approach to quickly implementing user feedback to create loyal customers.

On the podcast: the rebound of consumer subscription valuations and investor interest, how to generate Net Revenue Retention in consumer, and why you should pinpoint where your app sits on Maslow’s Hierarchy of Needs.

Key Takeaways:

📈 The subscription app industry is rebounding in 2024 - After setbacks in 2022 and 2023, surviving companies are now leaner, more focused, and showing strong profitability and retention. This resurgence is reflected in both private transactions and public valuations, signaling positive momentum.

💡 Net Revenue Retention (NRR) is achievable in consumer apps - Top-performing apps boost NRR by stabilizing churn and driving revenue growth through price increases, family plans, and premium features. The key is delivering ongoing value to loyal users while maintaining strong retention.

🎯 Maslow's Hierarchy of Subscription Needs offers a roadmap for retention - Successful apps align with user passions by addressing needs like safety (e.g., Life360) or self-actualization (e.g., Calm). Integrating features like leaderboards and community functions deepens user engagement and fosters long-term loyalty.

🛡 Platform threats like Apple's "Sherlocking" can be overcome with specialization - Apps that go deep in their verticals (e.g., Flo or AllTrails) offer premium, differentiated experiences that platform-native features can’t replicate. Innovation and specialization are key to thriving despite competition from OS-level features.

🚀 Flo’s success shows the power of retention and long-term engagement - Flo’s $200M raise and $1B+ valuation were driven by its freemium model and strong user retention across life stages. By building long-term relationships with users, Flo has positioned itself as a leader in the female health space.

About Eric Crowley

👨‍💻  Technology investment banker and partner at GP Bullhound.

💵 Eric is passionate about providing advice and capital to consumer subscription software (CSS) businesses.

👋  LinkedIn

Resources:

• GP Bullhound website
• 2024 Consumer Subscription Software (CSS) Report — GP Bullhound

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• Sub Club - @SubClubHQ

Episode Highlights

[4:32] The Rule of 40: A good rule of thumb for correlating your business’s trading value with your growth rate and profitability.

[9:10] Rising tide: Successful app businesses like Flo are part of a recent wave of mergers and acquisitions in the CSS industry.

[15:39] Land and expand: How consumer subscription services are improving net revenue retention (NRR) with their existing users.

[23:15] Sherlocked: The threat of Apple and Google releasing new platform features that compete with niche subscription apps.

[31:52] Law and order: How app business owners and investors are thinking about new regulations like the Digital Markets Act (DMA).

On the podcast: The benefits of building something you personally care about, how to balance user feedback with product intuition, and why process, frameworks, and outside advice are often worth ignoring.

Key Takeaways:

🚀 You don’t need complex processes to build a successful product

Building something meaningful doesn’t always require elaborate processes or formal business structures. With passion, a clear vision, and consistent execution, developers can create successful products without overcomplicating the journey.

🔄 A strong feedback loop with your community can drive product evolution

Engaging with an active user community creates a continuous feedback loop that helps developers iterate faster and build more relevant features. Listening to real users and balancing their input with your vision can transform a product into something that truly resonates.

📈 Pricing strategies require experimentation, not perfection

Initial pricing doesn’t need to be perfect. By experimenting with different price points over time, you can find a balance that works for your users. Significant price increases might not impact demand as much as you’d expect, giving you room to adjust and optimize without overthinking the starting point.

💡 Reactive development can lead to faster, more informed decisions

Acting quickly in response to persistent customer requests can help validate new features and insights faster. Instead of over-analyzing, shipping updates rapidly provides real-world feedback that guides better decision-making.

💸 Plan for risks when relying on third-party dependencies

Building heavily on a third-party API can expose you to unexpected changes in pricing or policies, potentially leading to unsustainable costs. Always evaluate the long-term stability and alignment of external platforms with your business goals to safeguard against disruption.

About Christian Selig 

👨‍💻 Indie iOS developer and creator of the Apollo for Reddit app.

📱In addition to Apollo, Christian is also the creator of Juno, Pixel Pals, and a burgeoning YouTube channel.

👋 LinkedIn

Follow us on X:

• David Barnard
• Jacob Eiting
• RevenueCat
• Sub Club

Episode Highlights

[3:33] Origin story: Christian’s time at Apple and path to indie development.

[4:58] Positive feedback loop: How collecting user input from Reddit users helped shape Apollo.

[8:23] Go your own way: There’s no one-size-fits-all formula for creating a successful app.

[15:25] Passion project: Truly caring about what you’re building is one of the most important factors for success.

[26:48] Just say no: How to decline feature requests without alienating your users.

[30:10] Choose your own adventure: Understanding the venture-backed model versus indie development.

[36:30] End of the line: How and why Christian made the decision to shut down Apollo.

[47:40] Vision for the future: Christian’s post-Apollo projects: Juno, Pixel Pals, and YouTube.

On the podcast: The impact of Apple Search Ads on organic search, how to save money on brand defense, and why ROAS shouldn’t be the only thing you optimize for.

Key Takeaways:

📊 Optimizing brand keyword bids can protect traffic and reduce costs
Running ads on brand keywords helps protect your traffic from competitors. By experimenting with lower bids, you can often maintain visibility while reducing costs, ensuring that you capture valuable traffic efficiently.

💸 Long-term ROAS is key for subscription app growth
Subscription apps should focus on the lifetime value (LTV) of users rather than just immediate ROAS. A campaign that breaks even over 365 days, rather than in the first week, can still be highly profitable if it contributes to stacking valuable subscriber cohorts that generate long-term revenue.

🔄 Broad match keywords can uncover valuable, unexpected search terms
Using broad match in Apple Search Ads can help discover new, high-intent keywords that might not have been initially considered. Regularly reviewing search term reports allows you to identify and capitalize on these hidden opportunities, expanding your app’s reach effectively.

🌍 Emerging markets offer untapped Apple Search Ads potential
As Apple expands its App Store presence in new regions, testing campaigns in countries like Brazil can lead to unexpected gains. Often, these markets have less competition and lower CPAs, making them fertile ground for scaling your app’s user base efficiently.

🛠️ Custom product pages can enhance campaign performance by targeting specific user segments
Leveraging custom product pages in Apple Search Ads allows you to tailor the App Store experience to specific keywords or user segments. This strategy can improve conversion rates by aligning the app's messaging and visuals with the search intent, making it especially useful during seasonal promotions or for targeting niche audiences.

About Guest

👨‍💻 Data engineer and founder of Search Ads Optimization.

📢 Dilip helps app developers and marketers optimize their Apple Search Ads campaigns and increase their ROI using data-driven insights and automation.

👋 LinkedIn

Follow us on X:

• David Barnard
• Jacob Eiting
• RevenueCat
• Sub Club

Episode Highlights

[5:35] Everybody’s changing: Trends for Apple Search Ads in 2024.

[11:09] Running (brand) defense: Experimenting with lower bids to save money while maintaining the level of impressions you want.

[19:16] Widening the search: How to leverage exact match and broad match keywords in Apple Search Ads.

[29:46] ‘Tis the season: How different times of year and holidays can affect CPA and ROI for Apple Search Ads campaigns.

[35:05] Playing the long game: Why subscription app developers should think about long-term — not short-term — return on ad spend (ROAS).

[48:16] Tipping the scales: How to scale Apple Search Ads.

[55:11] Custom-fit: How to implement custom product pages in your Apple Search Ads strategy.