DEC-57Web2App funnel intelligence
Best in class web2app captures

Copy the machine. Not the manipulation.

The research pack is now a browsable site: Meta Ad Library leaders, full BetterMe and Headway capture summaries, benchmark screenshots, and the Opal adaptation path.

Start with the Opal read Open capture sheets Download evidence zip

The winning machine

The best funnels do not jump from ad to App Store. They preserve intent, manufacture a personalized object, then sell activation of that object.

Tradeoff: BetterMe and WalkFit prove the conversion system, but the brand tax is real. Opal should copy routing, plan preview, proof placement, checkout clarity, and app handoff continuity. Do not copy fake urgency, casino discounts, or shame-pressure loops.

Competitor map

Ranked from the Consumer App Index proxy where available, then expanded with Meta Ad Library capture density and qualitative pattern reads.

Captured evidence

The site embeds the compact visual evidence. Raw JSON, Markdown notes, and the full bundle are linked below.

BetterMe and Headway mobile funnel contact sheet

BetterMe + Headway

87 mobile screens: diagnostic input, proof bridges, account/paywall, plan selector.
Open image
DEC-57 Meta Ad Library contact sheet

Meta Ad Library

Top Web2App creative patterns and active ad surfaces.
Figma benchmark boards contact sheet

Figma benchmarks

Calm, Blinkist, PlantIn, YNAB, Photoroom board exports.

Deep capture read

BetterMe and Headway are long because they are producing felt commitment. Opal should compress the useful parts into a visible plan state.

BetterMe: health diagnosis to discount bridge

44 screens from gender/body hook to scratch-card/checkout prelude.

1
Gender/body hook, goal, target zones, dream body.
2
Training intent, schedule, equipment, workout frequency.
3
Lifestyle and diet intake: energy, sleep, hydration, habits, cravings.
4
Health-data gate: height, weight, goal weight, age, profile.
5
Motivation chart, loader testimonials, email/name gate.
6
Discount theater and checkout prelude.

Headway: identity loops to tariff selector

43 screens from landing page through plan paywall.

1
Broad self-improvement landing with direct CTA.
2
Gender, age, daily time target.
3
Repeated motivation and habit micro-commitments.
4
Psychographic agreement scales across life domains.
5
App Store proof, reading facts, social proof.
6
Email/account, then 1/3/6 month plan selector.

Opal adaptation

The leverage point is continuity: ad promise, landing, questions, proof, plan, paywall, checkout, and installed app must all describe the same user-specific object.

First shippable slice

Start with bedtime. It is narrow enough to test the whole thesis without rebuilding every funnel route.

Source files

Everything here is static and noindexed. The raw research remains downloadable for audit or reuse.

DEC-57 Meta scanRanked Web2App creative research and Opal adaptation. DEC-51 recommendationsLanding, reinforcement, proof, plan, paywall, checkout, handoff. BetterMe + Headway summaryCapture structure and tradeoff read. Meta JSONRaw card snippets, links, result counts. BetterMe manifest44-screen crawl metadata. Headway manifest43-screen crawl metadata. Evidence zipAll consolidated sources in one file. Back to topReturn to the executive read.