Project summary:
- Reading.com, a learning app for kids and parents, wanted to grow through the web and build a more scalable web2app setup.
- They turned to FunnelFox to build and launch web2app funnels faster and independently, without relying on engineering.
- Later, the FunnelFox Professional Services team fully redesigned Reading.com’s funnel. They reworked the screen order, restructured the paywall, and added Apple Pay.
- The new flow lifted conversion by 50% in testing and 40% at scale, increasing revenue by 30%.
- Today, FunnelFox powers both execution and continuous experimentation across Reading.com’s web channel.
About Reading.com
Reading.com is a leading phonics learning app for children, built by Teaching.com, an established edtech company recognized for its literacy and classroom learning tools. Through structured lessons and daily practice, the app guides kids from their first letters to confident reading. Today, it is trusted by over 2 million parents and holds a 4.7-star App Store rating across 40,000+ reviews.
Challenge: Infrastructure & resources
Sylvain Gauchet had been leading growth at Reading.com since the app’s launch in 2022. Early on, the focus was on app campaigns to build ratings and keyword rankings, but from past experience, Sylvain knew that web funnels could become a strategic lever.
At the time, their web channel was limited to a simple landing page that sent users directly to a Stripe-hosted checkout, with no real infrastructure to test, learn, or scale.
I wanted a longer funnel, better tracking, and the ability to build independently, without waiting on engineers.
As Reading.com continued to scale, the ambition to test and iterate grew even faster than available resources.
Sylvain was leading growth end-to-end, from idea generation to execution and analysis. With increasing acquisition spend and expanding opportunities, the team needed a way to turn strong hypotheses into shipped tests faster.
Unlocking that speed became the next priority.
FunnelFox: Infrastructure to build, expertise to grow
In May 2024, Sylvain started using FunnelFox in self-service mode to finally build the kind of funnel setup he’d been missing: deeper structure, better tracking, and full independence from engineering.
With FunnelFox, he could quickly launch new funnels, test structure, and iterate without technical blockers.
Of all the tools I’ve tried, FunnelFox has the most intuitive and effective funnel builder.
Within three months, web funnels built in FunnelFox had become Reading.com’s primary traffic destination, especially on Meta.
We realized pretty quickly that funnels built in FunnelFox were driving the best results. Within a couple of months, they became our #1 traffic destination.
FunnelFox also changed how experimentation worked day to day. Instead of managing separate funnel versions and rebuilding campaigns for each test, Sylvain could work from a single A/B test link and adjust the control-vs-variant split as ideas evolved.
The Canvas view — a visual map of the funnel with connected mobile screens that can be shared and reviewed collaboratively — moved the funnel structure out of Sylvain’s head into a workspace the team could use together. This simplified planning and team discussions around changes.
Pre-built checkout elements and integrations with Amplitude and Stripe also helped the funnels fit directly into Reading.com’s existing workflow, removing much of the operational overhead around setup and tracking.
Now I send traffic to one A/B test link, I can see the funnel clearly, and it works with the tools we already use — it just makes testing easier.
Bringing in Professional Services team
To accelerate the growth, Reading.com brought in FunnelFox’s Professional Services (PS team), both for strategic input and to turn hypotheses into live experiments faster.
FunnelFox’s services felt like a perfect fit for our setup and growth plans — they knew the tool inside out and brought ideas I hadn’t even considered.
The PS team kicked things off with a full audit of existing funnels and a competitive teardown. They reworked the screen order.
They also improved paywall structure and messaging and introduced Apple Pay as the primary payment option.
Rather than making small tweaks, both teams aligned on a full rebuild — designing a new funnel from the ground up, using product insights and user context provided by Sylvain.
Reading.com already had a strong product and clear value, so our goal was to reflect that in the funnel. We focused on clarity, structure, and decision flow to reduce friction and help more users reach that value faster.
Results: 40% CR uplift, +30% revenue
1. Small-scale test
The rebuilt funnel was first tested on a single ad set. Conversion jumped by 50%, and blended revenue increased by 40%, despite a drop in ARPPU.
It was a strong early signal that the new flow worked: it reduced friction, made the monthly plan more visible, and simplified decision-making.
2. Validation at scale
The same funnel was then rolled out across all traffic, and the results held steady, with a 40% lift in conversion.
“Often in those kinds of wins, it doesn’t last. But this one did — it’s a sustained win.” — Sylvain Gauchet
3. The economic trade-off
Although ARPPU dipped, total revenue went up by 30%.
The team consciously prioritized higher conversion, a more scalable structure, and revenue growth through volume.
That bet paid off.
4. Operational and strategic impact
With FunnelFox, Sylvain could build and iterate on web funnels fast without waiting for engineers. He ran experiments, tested hypotheses, and shipped changes independently, staying focused on growth instead of execution.
Now I can just do it. I don’t need to wait on anyone or explain things to engineers — I build, launch, and move on.
Testing web funnels also produced early signals that shaped new onboarding experiences in the app, which outperformed the previous version.
Bringing in Professional Services amplified the impact: the team not only added an external perspective and competitive insights, but also had deep knowledge of the FunnelFox platform. The collaboration helped create a new funnel structure — grounded in product context, competitive insights, and performance data — that scaled successfully and became the foundation for ongoing growth and experimentation.
The collaboration was smooth and effective. The team brought sharp ideas, knew when to push and when to listen, and got things done fast. I didn’t have to chase anything — I could trust it would happen and focus on other things.
As an early customer, Reading.com experienced FunnelFox growth firsthand.
We started working with FunnelFox when the product was still in its early stages. The team was extremely responsive to feedback and quickly prioritized and built meaningful features that materially impacted our operations. Excited to see how the platform continues to evolve.
Final thoughts
For Reading.com, FunnelFox became the foundation for sustainable growth through web funnels.
It gave the team a way to build and iterate fast. And when they brought in Professional Services, they moved from incremental tweaks to a full structural rethink, shaped by data, product insight, and proven best practices.
The results weren’t a one-off. The new funnel scaled, set a new baseline, and opened the door to ongoing testing and compounding growth. What started as “just another channel” became a core growth asset for Reading.com.
Want to turn web into a reliable growth driver? Book a FunnelFox demo, we’ll show you how.
