#252: Fixing app store funnel drop-offs with Vivian Dang, Senior Director of Accounts & Client Services at Gummicube

In today’s episode, we’re digging into one of the most overlooked levers in mobile growth: the App Store page itself. Developers obsess over UA budgets, creative variations, and dashboards — yet leave untapped conversion sitting on the table simply because the storefront experience isn’t aligned with how users actually arrive. To get clarity on what really moves the needle, we’re sharing with you our App Talks interview with Vivian Dang, Senior Director of Accounts & Client Services at Gummicube. Vivian breaks down why most teams still treat their App Store presence as static, why aggregate conversion numbers hide more than they reveal, and how to rebuild your storefront around traffic sources, intent, and user expectations. Across this conversation, Vivian shares practical strategies you can apply immediately — from structuring A/B tests that produce meaningful learnings, to building custom product pages that match funnel entry points, to using in-app events and promotional content to re-engage segments. If you want a clearer playbook for improving conversion and getting more value from every campaign, this episode is a must-listen. Let’s dive in: here’s Vivian Dang, Senior Director of Accounts & Client Services at Gummicube. Today’s topics include: Why aggregate conversion rates hide the real performance issues inside your App Store funnel How to use custom product pages and custom store listings to tailor the storefront to each traffic source Leveraging in-app events and promotional content to surface new features and re-engage lapsed users Building disciplined, hypothesis-driven A/B testing frameworks that deliver continuous learnings The key metrics that actually matter on iOS and Google Play — and how to measure impact channel by channel Links and Resources: Vivian Dang on LinkedIn Gummicube website Business Of Apps - connecting the app industry Quotes from Vivian Dang “If you’re not tailoring your App Store experience to each of the different traffic funnels that exist, then you’re literally just spending money to drive users to the page and then lose them.” “A/B testing needs to be something where it’s extremely structured, where you have hypotheses going in so that you can get clearer answers at the very end of it.” “You should be taking stock of every single individual channel and source you have so you can best prepare yourself for launch and ultimately for your long-term success.” Host Business Of Apps - connecting the app industry since 2012

For years, mobile marketers have been navigating a storm of signal loss, rising UA costs, siloed data, and an explosion of tools that promise growth but rarely deliver clarity. Now, with 2026 on the horizon — and budgets tightening even further — one question keeps resurfacing: How do you drive confident, profitable app growth in the year ahead? In this App Talk special of the Business of Apps Podcast, David Murphy speaks with Eoin Hallahan, Chief Revenue Officer at SplitMetrics, about what the mobile growth landscape is really demanding of teams as they prepare for 2026. Eoin lays out the new realities UA and ASO managers are facing: deeper signal loss, more channel fragmentation, and rising internal pressure to deliver results without expanding headcount. You’ll hear how SplitMetrics is reshaping app growth with a unified approach to Apple Ads, App Store Optimization, and AI — including SplitMetrics Iris, an AI agent trained specifically on mobile marketing data. Eoin explains how Iris gives UA teams a strategic edge by turning competitor activity, keyword trends, and performance blind spots into instant, actionable guidance. If you’re reevaluating your growth playbook for 2026 — or looking for a smarter, faster way to connect the dots across UA, ASO, and analytics — this conversation is essential listening. Let’s dive in: here’s Eoin Hallahan, CRO at SplitMetrics. Today’s topics include: Why app growth is getting harder heading into 2026, from signal loss to budget pressure and fragmented data. How UA and ASO workflows need to evolve, and why aligning paid and organic strategies is now essential. What SplitMetrics Iris does, and how an AI agent built specifically for mobile marketing changes decision-making. How AI speeds up competitive research, keyword strategy, and campaign optimization — with examples from Flow and NordVPN. Where app growth is heading next, including automation, real-time intelligence, and a new operating model for mobile growth. Links and Resources: Eoin Hallahan on LinkedIn SplitMetrics website SplitMetrics Iris Business Of Apps - connecting the app industry Quotes from Eoin Hallahan “Mobile app marketing is hard, and SplitMetrics exists to make it easy for our customers and to drive growth.” “Conditions today are more volatile and unpredictable than ever, with trends shifting all the time — marketers need a new way of working to keep up.” “Iris isn’t just automation; it’s a new operating system for mobile growth — it flips the model from dashboards and guesswork to instant, actionable clarity.” Host Business Of Apps - connecting the app industry since 2012

As mobile marketers head into another year of rising costs, shrinking signal, and fiercer competition across search and social, one performance channel keeps gaining momentum where few expected it: connected TV. What used to be dismissed as “just a brand play” is now becoming a measurable, high-intent driver of installs and in-app actions — especially when powered by OEM data. In this App Talk special of the Business of Apps Podcast, David Murphy sits down with Kaitlin Stebbins, Mobile Growth & Performance Media Lead at Samsung Ads, to unpack what CTV can really do for app growth. Kaitlin breaks down how Samsung’s unique data layer, measurement integrations, and precision targeting are helping mobile marketers reach new audiences, hit their KPIs, and diversify beyond the crowded Meta-Google-TikTok triangle. You’ll hear why CTV is no longer an upper-funnel luxury, how Samsung connects exposure to mobile conversions, and why even allocating 5–10% of spend can unlock incremental users that traditional channels miss. If you’re rethinking your performance mix for 2026 — this conversation is your roadmap. Today’s topics include: Why CTV is no longer just brand awareness and how it now drives installs and in-app actions. How Samsung Ads leverages OEM data to deliver precise, performance-focused targeting. Why mobile marketers should diversify beyond search and social to reach higher-value audiences. How CTV measurement works, including IP-based attribution through mobile measurement partners. What success on CTV looks like, from KPI alignment to full-funnel performance across TV, mobile, and web. Links and Resources: Kaitlin Stebbins on LinkedIn Samsung Ads website Business Of Apps - connecting the app industry Quotes from Kaitlin Stebbins “The idea that CTV can’t drive performance is a big misnomer — we’ve been working with direct-response advertisers for years, and it absolutely drives action.” “CTV reaches a completely different audience than social — older, higher-income, and far more likely to take meaningful action after seeing an ad.” “Lean heavily into CTV in 2026. Your big, beautiful creative deserves to be seen on the largest screen in the home — served to the right person at the right time.” Host Business Of Apps - connecting the app industry since 2012

You know it better than us - acquiring users is no longer the finish line. It’s barely the starting line. In 2025, growth happens in the layers after the click — where segmentation, onboarding, product activation and value messaging determine whether a user becomes a one-and-done trial or a compounding revenue cohort. In this special episode, we’re syndicating the App Promotion Summit NYC 2025 panel The Modern UA Funnel — from Acquisition to Unstoppable Retention. It’s a real-world look at how UA has changed — not just in channels, but in how teams measure success, attribute value, and design creative that bridges acquisition, activation and loyalty. From ATT- pressure to creative fatigue to first-party signal strategy — this is where modern growth teams are now placing their bets. Moderated by Nicole Weiss, Founder of Brass Finch, the panel of experts included: Vincent Eterlet, Senior Director of Marketing at Fubo 🎗️ Jonathan Reich 🎗️, CEO of ZEDGE The panel’s topics include: the shift from measuring ROAS to measuring incremental value across the user lifecycle full-funnel UA as one system — not acquisition vs retention teams how creative testing now needs first-party signals, not broad meta heuristics turning trial users into long-term revenue cohorts through moments that matter durable growth during ATT era — building compounding retention loops instead of chasing cheap installs

As app marketers navigate rising costs and tightening privacy rules, one truth is becoming clear — relying solely on Meta, Google, and TikTok is no longer sustainable. Beyond those walled gardens lies a vast, often overlooked landscape — the open internet — where opportunities for user acquisition remain untapped. In this App Talks special of the Business of Apps Podcast, David Murphy sits down with Omri Argaman, Co-Founder and CMO of Zoomd, to unpack how brands can scale efficiently outside the major ad platforms. Omri shares lessons from running thousands of campaigns across more than 600 integrated channels — from SDK and OEM partnerships to mobile operators and in-game ads. You’ll hear why advertisers need to rethink where their users are, how to combat fraud while operating in open markets, and what strategies help brands grow globally without overspending on the usual platforms. If your growth plan still starts and ends with Meta or Google — this episode will change how you think about your acquisition mix. Let’s dive in: here’s Omri Argaman, Co-Founder and CMO at Zoomd. Today’s topics include: Expanding beyond walled gardens: Why advertisers should move past Meta, Google, and TikTok to access untapped audiences and reduce competition. Understanding the open internet: Overview of ad channels like SDK networks, OEMs, mobile operators, DSPs, affiliate, native, and in-game advertising. Key challenges: Need for experienced partners, patience in optimization, regional differences, and higher exposure to ad fraud. Success stories: Case studies showing 200% growth for a streaming app and 30% lower acquisition costs for an e-commerce brand. Practical advice: Start small with test budgets, focus on performance models, use anti-fraud tools, and find reliable partners for sustainable scale. Links and Resources: Omri Argaman on LinkedIn Zoomd website Business Of Apps - connecting the app industry Quotes from Omri Argaman “A lot of advertisers avoid the open internet because they don’t have the knowledge or the right partner — but that doesn’t mean their customers aren’t there.” “Success outside the walled gardens takes patience. You need to test, measure, and adapt across regions — not just spend and hope for results.” “Don’t be afraid to step beyond Meta and Google. Start small, work on performance models, and you’ll find a whole new ocean of users to acquire.” Host Business Of Apps - connecting the app industry since 2012

What happens when AI meets lifecycle marketing? In this special episode, we’re bringing you a panel discussion from App Promotion Summit NYC 2025, featuring leaders from WHOOP, theCut, and Grohaus. They unpack how AI is transforming app engagement — from personalization at scale to the rise of 100,000-message permutations. You’ll hear where AI makes a real impact, where it still stumbles, and what it takes to maintain brand voice when your intern is… ChatGPT. 🎧 Tune in for tactical insights, candid lessons, and fresh perspectives from the frontlines of app growth in the age of AI. The panel of experts included: David Brown-Landron, Founder & CEO of Grohaus Samantha Smith, Sr. Lifecycle Marketing Manager, Engagement & Retention at WHOOP Darrian Cate, Head of Growth at theCut

Building a sustainable game business has never been more complex—or more full of opportunity. As platforms evolve and user acquisition costs rise, developers are rethinking how they monetize and engage their players directly. In this episode, Chris Hewish, President of Xsolla, breaks down the rise of Direct-to-Consumer (D2C) transactions and how Xsolla’s Web Shop is helping game studios reclaim ownership over their player relationships. We explore how going D2C opens new revenue streams, what infrastructure developers need to support it, and why the Web Shop is becoming more than just a payment layer—it’s turning into a strategic channel for growth, loyalty, and long-term success. Today’s topics include: Why D2C model's popularity grows among mobile game development studios What is Web Shop and how it works How Xsolla helps developers handle regulatory compliance, fraud prevention, global payments, and more Building stronger connections with game players via D2C presence What's next for the Web Shoo and D2C What Chris would like to change in mobile space Links and Resources: Chris Hewish  on LinkedIn Xsolla website Business Of Apps - connecting the app industry Quotes from Chris Hewish “When you go direct-to-consumer, you get the full power of e-commerce, the full power of the web for discovery, and the full power of building community. It creates a better, healthier business environment for your games.” “It’s not just putting your in-game store on the web. It’s about doing much more with it—rotating sales, personalized offers, regional pricing, loyalty programs, and having full control over your player data.” “Going off-platform sounds great, but now you’re responsible for taxes, VAT, compliance, and customer support. That’s why you need a partner who can be your merchant of record—handling it all while you focus on making great games.” Host Business Of Apps - connecting the app industry since 2012

September rolls on—Apple’s big reveal is behind us, and the tech world is still catching its breath. With the unveiling of the iPhone Air, Apple has once again raised the bar in mobile innovation. But while hardware dominates headlines, we’re zooming in on a quieter, yet equally game-changing shift: the migration of payments from app stores to the web. This week’s episode of The Business of Apps Podcast features another App Talk special—conducted by David Murphy with Andrey Shakhtin, Founder & CEO of FunnelFox. The topic? The future of web-to-app funnels for app growth. Andrey brings a wealth of insight from helping leading apps optimize their revenue stacks. He explains why the move to web payments isn’t just about saving fees—it introduces new friction points in refunds, compliance, and orchestration that many teams overlook. You’ll also hear how performance, UX, and product-led strategies are becoming central to making the transition stick. If your team is exploring app-to-web monetization—or already deep in the trenches—this episode is your playbook for avoiding costly missteps. Let’s dive in: here’s Andrey Shakhtin, CEO at FunnelFox Today’s topics include: More app developers are shifting payments from in-app to web to gain control and increase revenue, but the shift comes with serious operational complexity. Web-to-app transitions often neglect the payment flow, leading to revenue leakage and conversion drop-offs due to poor infrastructure or oversight. Optimizing the payment stack is now critical, and requires orchestration tools and performance visibility similar to what’s used in user funnels. Many apps make the mistake of treating payments as an afterthought, ignoring failure handling, tax compliance, and retry logic. The future lies in hybrid web–app monetization models, giving developers more flexibility and users more choice. Speed, clarity, and trust in the payment flow are essential, especially as users become less tolerant of friction or confusion at checkout. Links and Resources: Andrey Shakhtin on LinkedIn FunnelFox website Business Of Apps - connecting the app industry Quotes from Andrey Shakhtin “Web-to-app funnels unlock attribution, reduce payment commissions, and give developers the flexibility to design user journeys that simply aren’t possible inside the app stores.” “The main mistake I see is teams trying to build everything in-house. It slows down experimentation, drains resources, and pulls focus away from the product itself.” “The future of app growth will belong to the teams that experiment fast, diversify acquisition channels, and master web-based monetization.” Host Business Of Apps - connecting the app industry since 2012

September is in full swing - Apple is about to host its highly anticipated event - fingers crossed the new iPhone will be awesome! “Back to School” theme is everywhere you look; one of the things that kids need to learn about is obviously finance. OK, not for kids but for app brands and developers, we want to share yet another App Talk interviewconducted by Peggy Anne Salz with Andrew Davies, Chief Innovation Officer at Paddle. Yes - you will hear about innovation in the app pricing and payment; Andrew is a brilliant speaker and really knows the space. He explains how Paddle simplifies back-office complexity, enables web-to-app monetization, shares best practices in pricing and retention, highlights data-driven strategies to reduce churn, and outlines a future shaped by AI, no-code tools, and democratized monetization. Today’s topics include: Paddle’s role in solving back-office complexity: simplifying global payments, taxes, fraud prevention, and subscription management so founders can focus on product and growth. The rise of web-to-app monetization: why app developers are diversifying beyond app stores and the opportunities this creates for both scaled and early-stage apps. Customer insights and best practices: pricing experimentation, retention tactics like downgrade/pause offers, and the importance of true localization. Retention strategies: macro trends like growth via reactivation, reducing involuntary churn, and Paddle’s case studies on churn prevention. Future vision: preparing for the shift of volume out of app stores, the impact of AI and no-code on app creation, and Paddle’s mission to democratize monetization. Links and Resources: Andrew Davies  on LinkedIn Paddle website Business Of Apps - connecting the app industry Quotes from Andrew Davies “We often say second time founders choose Paddle because first time round you don’t really know what the problems are that are going to come tomorrow. But second time around you think, okay, I’ll put something in place at the beginning that means I’m not building up debt for the future.” “If you are changing your price every quarter, you’ll outperform someone who isn’t by about 103% on ARPU. It’s not that every pricing change is good—it’s that you’re building a muscle for testing.” “This is not just about making business work or removing complexity. You’re actually democratizing it for everyone who’s going to be a maker—to make and to sell. Because what’s the fun of making if you can’t monetize it?” Host Business Of Apps - connecting the app industry since 2012

Yet another summer is wizzed by with a jet speed. With a few days left, we want to signify this moment by sharing with you yet another App Talk interview from App Promotion Summit London 2025, this time with Rui Mateus, CTO of Mobrand. At the interview, Rui brilliantly laid out the state of programmatic advertising for mobile apps. He touched on the need for control and transparency in programmatic, the performance-based model, scaling and rebranding, ad fraud challenges, the role of AI in programmatic, and more. Today’s topics include: Control and transparency in programmatic: why marketers now demand visibility into KPIs, performance, and audience targeting rather than just raw results. Performance-based model: Mobrand’s approach of charging advertisers only when quality users take meaningful in-app actions. Technology as core DNA: Mobrand building its own bidder, using open RTB, and positioning itself as a tech company in the ad tech ecosystem. Scaling and rebranding: maintaining momentum, keeping a lean but skilled team, and presenting Mobrand as a premium partner for app developers. Ad fraud challenges: the scale of invalid traffic, detecting fraud through behavioural analysis, and the constant “arms race” with fraudsters. Role of AI in programmatic: lowering entry barriers, enabling better audience modelling, and driving higher quality performance for advertisers. Expansion of programmatic channels: growth in connected TV (CTV), digital out-of-home, and cross-channel strategies. Client focus: subscription apps, gambling, and finance apps with long conversion funnels where performance and quality users are critical. Future vision: becoming a one-stop shop for app developers, simplifying promotion, and delivering seamless growth without unnecessary complexity. Links and Resources: Rui Mateus on LinkedIn Mobrand website Business Of Apps - connecting the app industry Quotes from Rui Mateus “I consider that Mobrand is not necessarily a marketing company. It’s a tech company. We have a very big technological background, and when you have the technology, you have the control — and then you can give that to the companies you’re working with.” “Our biggest challenge with programmatic at the moment is the amount of invalid traffic that exists on the bidstream. You think you are bidding on real users and you are not. There is a lot of bots making the whole flow as if they were users” “Our objective is to be an alternative for app developers and to provide real value. We want to cut a little bit of the complexity of this market and build a platform where everything is as seamless as possible.” Host Business Of Apps - connecting the app industry since 2012