Project summary
- A web-based subscription app offers personalized content.
- Well before launch, the team built web funnels in-house to validate demand and explore product–market fit. These 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 funnel tailored to this creative.
- 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 began shaping the product around the 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 have been the core engine of user acquisition.
Before the product even launched, the team rolled out their first funnels to validate demand and test early hypotheses. Built entirely in-house, those initial funnels proved there was real interest and a market willing to pay.
But each funnel took two weeks to build and required both a designer and a developer. For a lean team with limited resources, that pace wasn’t sustainable. It slowed them down and made it hard to test ideas and iterate quickly.
What the team needed was a faster, more agile way to test ideas without being dependent on design or engineering for every launch.
Solution
FunnelFox quickly became their go-to tool for funnel building. With our simple, intuitive builder, Yulia, the app’s product manager, now builds funnels solo, without needing support from design or development. Each funnel takes just a day or two to complete, depending on complexity and quiz content readiness.
Using FunnelFox’s library of pre-built components, Yulia creates a wide range of funnel experiences — from classic quizzes to more interactive, unconventional flows. For example, the team tested a funnel designed to mimic a live chat to see if a more conversational UX would influence user behavior.
Creative-led web funnel strategy
Yulia starts with creatives. She launches a batch of concepts, tracks performance, and when one gains traction, she quickly builds a funnel around it.
Each web funnel extends the narrative of the creative that brought the user in. And the product picks it up from there: in-app content is personalized based on the specific funnel the user came through.
Users from one funnel experience a different version of the product than those from another — whether in terms of content, positioning, or even available features.
One experimental creative — one Yulia hadn’t bet heavily on — started outperforming all expectations. When she noticed the spike in CTR, she quickly built a funnel around the concept. Within days, the team validated strong demand for that specific theme.
FunnelFox made it possible to move fast — the entire test was up and running before this idea would’ve even made it into the queue if they were building funnels in-house.
And the payoff was big: that web unnel now converts at roughly 5%, while acquisition costs are 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 just 1–2 days (down from 2+ weeks).
- Click-through rate from the second screen to checkout reaches as high as 75%.
Final thoughts
Web funnels aren’t just a growth tool for existing products — they’re just as powerful at the idea stage.
For early-stage teams, they offer a fast, lightweight way to validate demand and test key hypotheses before building anything complex. Funnels reveal what resonates, what converts, and whether an idea is worth pursuing — all based on real user behavior.
But their value goes beyond validation. Web funnels uncover rich insights: which message clicks with which audience, what kind of experience drives action, and where untapped demand may be hiding. These signals inform both product strategy and positioning.
In this case, FunnelFox made it possible to run tests and launch web funnels in days instead of weeks. That speed enabled faster learning and helped turn early insights into a product direction that drives real revenue.
