Why Your App Downloads Aren't Making You Enough Money w/ Nicole Weiss
In this Appfigures Chat, I’m joined by Nicole Weiss, founder of Brass Finch and a growth strategist with over 20 years of experience scaling apps and leading teams across Fortune 500s and high-growth startups. She’s led growth at Audible, Macy’s, and other top consumer apps, bringing deep expertise in turning downloads into revenue.
We’re focusing on how the experience should look after you get the download, digging into what actually drives customer activation, how to design onboarding flows that convert (not just complete), and what to avoid as you guide new users toward becoming loyal, paying customers.
If you’ve nailed acquisition (or even if you haven’t), but still think there's room for improvement in monetization and LTV, this is one you won’t want to miss.
We’re also answering your questions live, so come ready to jump in!
Where to find Nicole:
► LinkedIn: / niweiss
► App Teardowns: https://appfigures.com/resources/app-...
► Start a FREE trial of Appfigures: https://appfigures.com/signup
► Get a demo of the platform: https://fg.rs/getdemo
► Find me on Twitter → / arielmichaeli
00:00:00 - Intro
00:02:20 - Welcome
00:05:56 - Getting Started
00:09:38 - What happens after the download?
00:12:24 - iOS vs Android behavior: why testing separately matters
00:14:13 - Returning vs new users: the hidden retention goldmine
00:17:04 - The right time to show your paywall
00:21:05 - Why a 99¢ trial can outperform free
00:24:27 - The metric that really matters
00:34:01 - Using App Store events for re-engagement
00:38:04 - Branding’s role in long-term growth
00:43:05 - The power of 'Continue'—and why testing saves millions
00:48:03 - Short vs long onboarding: how much is too much?
00:58:48 - Final takeaways
01:00:17 - Thanks for Watching!
#useracquisition #appmarketing #mobileapps #appstoreoptimization #performancemarketing