When it comes to growing a mobile application, we often talk about sales funnels. A user discovers the app, signs up, starts using it, and eventually takes the desired action – such as making a purchase or subscribing to a service.
In recent years, however, another model has been receiving increasing attention: growth loops.
While a funnel describes the user's journey from the first touchpoint to conversion, a growth loop aims to create a cycle in which one user action helps generate new users or additional value.
So, what is the difference between the two, and when does each approach make sense?