If there is one feature that helps app marketers to persevere through so much of a market change, it is adaptability. As app user acquisition costs were rising and privacy constraints in mobile emerged, marketers came up with the solution - web to app user acquisition channel.

Rather than sending users directly to an app store, marketers now route users to a mobile web page first—typically one optimized for onboarding, education, or even a light product experience. This allows for better control over messaging, tracking, and personalization before nudging users to install the app.

In this episode, we’ll delve into the concept of web-first growth with Gessica, exploring the new playbook for acquiring app users.

• Gessica Bicego's bio
• What convinced Gessica to switch to web-based strategies for mobile app UA
• How to decide what specific "web to app" approach to take - go with mini landing pages, full web onboarding, or else?
• Web versus app testing
• How to avoid getting lost in lots of onboarding screens

• Gessica Bicego on LinkedIn
• Business Of Apps - connecting the app industry

"I would say there are two approaches. Like either you send them to a landing page, but ultimately they convert on an app store - so all the call-to-action will lead to the App Store, or Google Play store. Or you guide them through a web funnel, where you have like lots of questions and you end up purchasing on the web."

Business Of Apps - connecting the app industry since 2012

What makes a mobile ad stick — and what makes it flop?

In this special episode, we feature a panel discussion from App Promotion Summit London 2025, we hosted in April.

Creative leaders explore next gen ad creative — the bold experiments, the unexpected successes, and the flops we can all learn from. From storytelling trends to performance-driven design, discover what’s working, what’s not, and where mobile advertising is heading next.

🎧 Tune in for fresh insights, practical takeaways, and real-world lessons from the frontlines of creative innovation.

The panel of experts included:

• Yoann Pavy, Chief Growth & Marketing Officer at AIApply
• Freya Fine, CMO / Founder of Koru / &Fine
• Mustafa Mohamed, Founder of Shroomi AI

It’s been a couple of weeks since we wrapped up our App Promotion Summit London 2025. We were really happy to have so many bright, smart people under the same roof to share their knowledge and experience in app growth, app product development, ASO and so much more.

We had several hundred folks from all corners of the world listening and learning from presentations and workshops, connecting with each other and do business.

One of the highlights of the event was the “Beyond Installs: the future of app growth 2025” panel and in this episode we want to share it with you.

The panel brought together people from four verticals - navigation, financials, e-Learning and gaming.

This panel of experts included:

• Nidhi Singh, the Regional Marketing Manager for UK & Turkey at AppsFlyer
• Greg Turtle, Head of Growth at what3words
• Giulia Saletto, Head of Performance Marketing & Growth at Tide
• Diane Germann, Head of Paid Content and Social at Blinkist
• Yagiz Ozyurek, UA Team Lead for Product Madness