+80% ROAS increase in 3 months with web-to-app: case study

Shmoody, a leading mood & habit tracker, faced a critical decision: how to scale their user acquisition while avoiding the high costs of app store fees. They knew the potential of web-to-app funnels but estimated it would take 2-3 months of intensive development work and significant resources from the growth team, designers, and developers.

Didn’t want to allocate the dev resources to build web-to-app funnels. My estimation was best case two months, but it could take three plus. And then the other concern was having to maintain it. Which is why, when I heard of FunnelFox, it was an easy yes for me.

— Mike McSweeney,

CPO & Co-Founder at Shmoody

The goal was clear: increase ROAS and reduce the dependency on app store fees, with a sizable $150k budget for mobile UA at stake.

The power of web-to-app funnels

Shmoody chose FunnelFox, initially replicating their in-app onboarding using the no-code builder. However, after early results indicated the original onboarding flow wasn’t as effective as hoped, they quickly pivoted to using FunnelFox’s pre-built mechanics. Within just one week, they saw a remarkable 41% increase in conversion rates.

It was very easy to iterate within FunnelFox and we launched a series of experiments with the prebuilt components and A/B feature that FunnelFox has. I have seen a lot of growth since then. So now we’re using a ton of the prebuilt components and our flow looks very different than the in-app flow.

— Mike McSweeney,

CPO & Co-Founder at Shmoody

Inspired by these quick wins, the team ramped up their testing efforts, shifting budget allocations from mobile UA to web and leaning heavily into weekly experiments.

Pre-built success

Saw an 80% ROAS increase in just 3 months
Enacted weekly A/B testing and saw continuous optimization
Web acquisition surged to 70% of their total UA budget, which has now doubled to $300k

In just three months, FunnelFox transformed the Shmoody’s acquisition strategy, freed up development resources, and delivered a game-changing increase in ROAS.

FunnelFox frees up my dev team to work on the core app experience instead of having to consistently work on onboarding. My growth team, who are not developers, can design and launch experiments on their own without using any dev resources and launch a new test every single week. That’s huge. That allows us to get results faster, which is why we’ve seen such rapid growth in ROAS. The pre-built components make it even quicker to achieve this with drag-and-drop functionality – something that would take developers’ hours, or even days for more complex ideas.

— Mike McSweeney,

CPO & Co-Founder at Shmoody

The success was so compelling that Shmoody made a strategic shift, reallocating most of their mobile UA budget to the web channel. The impact was clear: a leaner approach, more control, and greater returns.

Now, since we’ve been seeing greater returns on web through FunnelFox, we’ve actually been consistently shifting our mobile UA budget to web acquisition. And scaling that. So actually, at first our mobile acquisition budget was much higher than our web one. And only in the last few weeks now, web has actually overtaken our mobile UA budget, and any less money I can give to Apple makes me happier.

— Mike McSweeney,

CPO & Co-Founder at Shmoody