Project summary
- A web-based subscription app offers personalized content.
- Long before launch, the team built web funnels in-house to validate demand and explore product–market fit. Early funnels confirmed there was a real, paying audience.
- Before FunnelFox, building a funnel took 2+ weeks and required both a developer and a designer.
- Now, a product manager can build and launch a funnel solo in just 1–2 days.
- One experimental creative unexpectedly took off. Using FunnelFox, the team quickly launched a matching funnel.
- That funnel drove high conversion rates and a 30% drop in acquisition costs.
- That result became a turning point: the team redefined their positioning and shaped the product around newly discovered insight.
- Even at premium pricing (up to $9.99/week), top funnels now convert at up to 5%.
Challenge
The product is a web-based subscription app, and from day one, web funnels were the team’s primary user acquisition channel.
The team launched their first funnels long before the product was even live to validate demand and test hypotheses. Built in-house, those early funnels proved there was real interest in the concept.
But each one took two weeks to build and required both design and development. For a lean team with limited resources, it just wasn’t sustainable. It slowed them down and made it hard to test ideas and iterate quickly.
What they needed was a faster way to launch funnels, test new ideas, and move without relying on design or engineering every time.
Solution
FunnelFox became their go-to. With our simple, intuitive builder, Yulia, the app’s product manager, now builds funnels solo, without designers and developers. Each one takes just a day or two, depending on complexity and whether the quiz content is ready.
Yulia uses FunnelFox’s pre-built components to build all kinds of web funnels — from classic quizzes to more interactive, out-of-the-box flows. For example, one of the web funnels mimics a live chat to see if a different UX would shift how users behaved.
Creative-led web funnel strategy
Yulia starts with creatives. She launches a batch of concepts, watches performance, and if something takes off, she builds a funnel around it.
Each web funnel extends the message of the creative that brought the user in. And the product picks it up from there: content inside the app is tailored to match the funnel the user came through. Users from one funnel get one version of the product; users from another get something different — content, positioning, even features.
One experimental creative that Yulia hadn’t particularly bet on started performing much better than expected. She noticed the spike in CTR and quickly built a funnel around that concept. Within days, they confirmed strong demand for that specific theme.
FunnelFox made it possible to move fast — the whole test was up and running before this idea would’ve even made it into the queue if they were building in-house.
And it turned out to be a big one: that web funnel now converts at around 5%, with acquisition costs 30% lower than their average.
This discovery ultimately shaped the product and turned it into what it is today.
Impact
- Top-performing funnel converts at up to 5%, even with a premium price point ($9.99/week, $53.99/3 months).
- One funnel cut acquisition costs by 30% compared to earlier flows.
- The average paid conversion across funnels is around 2.5%.
- Funnels now go live in 1–2 days, instead of 2+ weeks.
- Click-through rate from the second screen to checkout is up to 75%.
Final thoughts
Web funnels aren’t just a growth tool for existing products — they work just as well at the idea stage.
For early-stage teams, web funnels are a way to validate demand and test hypotheses before building out a full product. They help you figure out what resonates, what converts, and whether the idea is worth pursuing — all with real users and real behavior.
But it goes beyond early validation. Web funnels also surface insights about your audience: which message works for whom, what kind of experience drives action, and where demand is hiding. That kind of signal helps shape both product and positioning.
For this product, FunnelFox made it fast to run tests and launch web funnels in days instead of weeks. And that speed meant the team could learn faster and turn early signals into a revenue-driving product direction.
