RevenueCat Report Suggests In-App Purchases Perform Noticeably Better Than Link-Outs to the Web

Speaking of Jacob Eiting, his company RevenueCat today posted some interesting findings from a test comparing conversions rates for IAP vs. web checkout for the same app:

Two weeks ago, there was a court order in the Apple vs Epic case that forced Apple to allow developers to circumvent in-app purchases (IAP). As of April 30th 2025, developers were finally allowed to send customers in the United States to an external website to complete the purchases, and thus avoid the 30% fee that App Store takes. We quickly released Web Purchase Buttons that, combined with our Web Billing product, create a seamless way for developers to drive purchasers out of their app to the web for check out.

IAP in the US is a $52B market, representing about half of all App Store revenue, and this is the first time that Apple has opened up such a major market to web purchasing. Previously, similar court orders have been limited to much smaller markets. It has been much debated over the years how much, or even if, this new-found freedom would help developers make more money. The only real way to know is to run a test, so we took this opportunity to run the biggest open test of web purchases in history.

Last week, we deployed an experiment on Dipsea (the app we acquired last year as a testing-ground) and we’re excited to share initial results.

The initial conversion rate for IAP was around 28%; the conversion rate for the link-out web flow was just 18%. That’s a notable drop-off.

I don’t find it surprising at all though. IAP really is more convenient. Apple’s built a great system, and they don’t need exclusivity to keep users preferring it, and thus keep developers using it.

★ Thursday, 15 May 2025