How Glam AI Cuts 30% Store Fees with Web2App by FunnelFox

Project summary

Glam AI is a mobile app that uses generative AI to transform photos and videos with creative styles like art filters, anime effects, and social media trends.
The team initially ran direct-to-store UA campaigns, losing 30% of revenue to platform fees on every transaction.
They saw an opportunity in web2app funnels, but lacked the dev resources to build them in-house, so they switched to FunnelFox.
Using FunnelFox’s pre-built components, the team launched their first funnel in one day.
As the team grew, new hires were able to learn the product and start building web2app funnels independently within 1–2 weeks.
With FunnelFox, Glam AI scaled web2app as their primary growth strategy, improving ROI by cutting out platform fees and speeding up experiments and iterations.

Challenge

Glam AI is a visual-first AI app monetized through affordable subscription plans. While UA campaigns drove installs, App Store was taking a 30% cut on every transaction — a painful margin loss for a product with lower-priced subscriptions.

The team saw an opportunity in web2app funnels: more control over monetization, no platform fees, and faster access to revenue.

Glam AI had big growth plans, but limited hands. When the team tried building funnels in-house, they quickly hit a wall.

That’s when it became clear: to move fast and make web2app work, the team needed the right tool.

We tried to do it ourselves, but we didn’t have the resources to develop it. Finding the right developer and creating a working funnel alone would take at least a month of work. We needed a better and faster way.

— Anastasiia Osheva,

Head of UA @ Glam AI

Solution

The team began looking for the right tool to power their funnel strategy. Out of all the options on the market, they narrowed it down to two: FunnelFox and a direct competitor.

The team began looking for the right tool to power their funnel strategy. Out of all the options on the market, they narrowed it down to FunnelFox and a direct competitor. They ran an A/B test between the two, and FunnelFox outperformed across the board.

We tested both platforms and saw better results with FunnelFox — the pages loaded faster, rendered cleaner, and the first screen converted better. Plus, it was just easier to use.

— Dmitrii Solomakin,

Product Manager @ Glam AI

Anastasiia built the first version of the funnel herself in a few hours using only FunnelFox’s built-in components, fully no-code. After a few weeks of iteration, the funnel started delivering strong results. Nearly a year later, it’s still live — and still converting.

As the team grew, new teammates picked up funnel creation quickly. Even without prior experience, they were fully up to speed in 1–2 weeks and able to build complete funnels on their own.

The interface is super intuitive. Even new people were building full funnels within a week or two.

— Daria Akimova,

Content Manager @ Glam AI

Impact

Higher revenue without 30% App Store fees

Although CAC remained steady, moving payments to the web improved ROI. Cutting out 30% App Store fees improved margins and gave the team more room to reinvest.

For a visual app with low-priced subscriptions, 30% platform fees are a big hit. Web-based payments changed that.

— Anastasiia Osheva,

Head of UA @ Glam AI

New onboarding mechanics: photo upload

One major unlock was the ability to let users upload a photo as they go through onboarding and preview results — a natural fit for the Glam AI product experience. FunnelFox shipped the feature in under two months, and the team has started running early experiments with it across new funnels.

Glam AI quiz funnel — Glam AI onboarding with the photo upload feature

Photo upload was a big deal for us. We asked for it, and FunnelFox delivered.

— Anastasiia Osheva,

Head of UA @ Glam AI

Creative-led funnel strategy

For Glam AI, ad creatives are the main growth engine. With FunnelFox, the team can quickly build funnels around each creative concept, matching web2app flows to the visual story each ad tells.

Good creative is 95% of our growth. FunnelFox lets us adapt funnels to match each concept.

— Dmitrii Solomakin,

Product Manager @ Glam AI

Scalable team processes

New teammates typically need just 1–2 weeks to fully learn the product and start building solid, conversion-ready funnels on their own. That means Glam AI can scale fast, without sinking time into long onboarding or training.

FunnelFox gave us the flexibility we needed to test and grow fast, even with a small team and no engineers on funnels.

— Anastasiia Osheva,

Head of UA @ Glam AI

Customer-first product culture

As Glam AI scaled, so did we. The team pointed to faster support, steady features delivery, and a growing FunnelFox team focused on helping customers succeed.

You can tell FunnelFox is putting in the effort where it matters — support got faster, features arrive quicker, and it really shows they’re listening.

— Anastasiia Osheva,

Head of UA @ Glam AI

Final thoughts

Switching to web2app helped Glam AI keep more revenue. With FunnelFox, they built their first funnel in a day and scaled web2app into a repeatable growth channel. No store fees, no dev work — just faster experiments, more control, and better returns.