Project summary
- Rino is a mobile app focused on men’s health and wellbeing.
- The team previously relied on direct-to-app campaigns but ran into issues with poor attribution and limited flexibility in pricing and UX.
- By shifting to web2app funnels, Rino uncovered a major (35%) audience segment and adapted both the product and creatives to better align with this group. The result: improved targeting and more relevant content.
- With FunnelFox, the Rino team quickly built and launched 4 funnels and optimized them based on real-time insights. 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:
- Limited monetization flexibility. App store rules made it difficult to test pricing models or change payment options quickly. Payment flows were rigid, with no room to simplify or optimize for conversion.
- Lack of attribution clarity. The team couldn’t reliably connect creative performance to in-app behavior or downstream revenue.
- Unclear audience. The Rino team didn’t quite understand who exactly was using the product and how to tailor messaging to resonate 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. Surprisingly, the top-performing funnel was also the most complex, with 51 steps. Despite its length, it delivered the highest conversion and engagement metrics.
Adapting to the right audience
Web2app funnels helped Rino identify who was actually engaging with the product, and the results were unexpected.
The audience turned out to be different from what the team had initially assumed. That insight didn’t just inform marketing strategy, but influenced product direction as well.
Best of all, this newly uncovered segment converts at a higher rate and demonstrates stronger 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, creating friction and leading to 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 Rino team added an upsell screen directly after the initial purchase. All changes were implemented without involving 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, providing greater flexibility in attribution and analytics.
Impact
- 2.5× increase in checkout conversion after simplifying the payment flow
- A 51-step funnel outperformed all previous versions
- Funnel data enabled clearer audience segmentation, leading to improved targeting and product adjustments
- Upsell flow and subscription logic launched without engineering support
- Continuous testing streamlined via 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 uncovered a large segment they hadn’t been targeting, which now accounts for 80% of Rino’s audience. That discovery led to changes in positioning, content, and growth strategy.
Another turning point came from switching the payment provider and simplifying the checkout flow, resulting in a 2.5× increase in paid conversion — a win that wouldn’t have been possible without full control over the funnel experience.
Beyond the metrics, FunnelFox simplified daily operations: faster testing, clearer results, and no need to involve engineering.
