How Rino found their core audience with 1 quiz question and doubled checkout CR

Project summary

• Rino is a mobile app focused on men’s health and wellbeing.
• Previously, Rino’s team relied on direct-to-app campaigns but struggled with poor attribution and limited flexibility on pricing and UX.
• Web2app funnels helped Rino uncover a major (35%) audience segment and adjust product and creatives accordingly, leading to better targeting and more relevant content.
• With FunnelFox, the Rino team built and launched 4 funnels quickly and optimized them based on real-time insights. As a result, the top-performing funnel was found and scaled.
• By switching the payment provider and simplifying the payment flow, Rino doubled checkout CR.

Challenge

Before web2app, the team behind Rino faced several key challenges:

1. Limited flexibility in monetization. App store rules made it hard to test pricing models or change payment options quickly, and payment flows are fixed with no way to simplify or optimize them for conversion.
2. Poor attribution. There was no clear way to connect creative performance to in-app behavior or revenue.
3. Unclear audience. The Rino team didn’t quite understand who exactly was using the product and how to communicate with them.

Rino needed a faster way to test hypotheses, control the full customer journey, and get real-time insights.

Solution

Using FunnelFox, Rino launched four funnel variations to test different flows, narratives, and pricing models. The winning funnel ended up being the most complex, with 51 steps. Yet it showed higher conversion and engagement metrics.

Adapting to the right audience

Web2app funnels helped Rino uncover who was actually engaging with the product, and the audience turned out to be different from what they initially expected.

That insight didn’t just change marketing; it also influenced the product itself. The best part is that this newly uncovered segment converts better and shows higher engagement.

Switching payment provider and optimizing checkout

Not everything worked right away — a bottleneck emerged in the checkout process. The initial payment form required unnecessary fields like ZIP code and full name, causing friction and drop-offs.

After switching to a new provider and simplifying the checkout experience, the team saw a 2–2.5x increase in checkout conversion.

Upsells

Using FunnelFox’s built-in components, the team added an upsell screen directly after the initial purchase. FunnelFox allowed the team to implement all changes without developers.

Server-side events for better tracking

To improve data accuracy and reduce reliance on front-end signals, the Rino team requested server-side event support. FunnelFox implemented the feature, giving the team more flexibility in attribution and analytics.

Impact

• 2.5x conversion lift from simplified checkout flow
• One funnel with 51 steps outperformed all previous ones
• Funnel data allowed for clearer audience segmentation, which resulted in better targeting and product adjustments
• Launched upsell flow and subscription logic without engineering resources
• Continuous testing made easier with FunnelFox’s visual editor and real-time analytics

Final thoughts

Rino’s experience shows how web2app funnels can reveal real, actionable insights: after adding just one question to the quiz onboarding, the team identified a large segment they hadn’t been targeting, which now accounts for 80% of Rino’s audience. That insight led to changes in positioning, content, and growth strategy.

Switching the payment provider and simplifying the checkout flow was another turning point. It led to a 2.5x lift in paid conversion — a result that wouldn’t have been possible without full control over the funnel experience.

Beyond the numbers, FunnelFox made day-to-day work simpler: faster testing, clearer results, and no need to involve engineering.