FunnelFox

Reading.com turned web into a scalable growth channel without adding engineering overhead. After redesigning and rebuilding their web2app funnel with FunnelFox, they achieved: +50% conversion lift in the initial test +40% conversion at scale +30% revenue Sylvain Gauchet shares what they changed and why it worked. Full case study👇 https://lnkd.in/dw5Kzy9x

How a ride-hailing giant cut driver acquisition cost 8x The problem was its own riders. Drivers and passengers share one app, so both feed the same signal to the ad platforms. Passengers are far more numerous, so every campaign aimed at drivers drifted toward riders and the optimization broke. Cheap passengers, expensive drivers, every time. The fix: move driver acquisition to a web funnel and optimize on finishing a driver quiz instead of an install. Passengers don't complete that quiz, so they stop shaping the campaign. The result: driver acquisition cost down 2 to 8x by region, 21 countries live in three months, every funnel under the standard cost. Full case study: https://lnkd.in/dSWpqiEF

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Before you pick Stripe or Paddle for your web funnel, decide how much of payments you want to run yourself. This is part 1 of Web2App 101, our series on the basics of web funnels. With a PSP like Stripe, Adyen or Braintree, payments go through your own merchant account and the rest is on you: legal liability, taxes, compliance and fraud disputes. In return you get full control over payments, invoices and user notifications, a checkout you can customize as much as you like, and lower fees. With a Merchant of Record like Paddle or FastSpring, you outsource the whole transaction process: legal liability, taxes, compliance, fraud, refunds and chargebacks. It works out of the box and takes a lot of operational work off your team. The trade-off is slightly higher fees and limited checkout UI customization, which may affect conversion. So for a first web launch, the choice is mostly about what your team can take on. If nobody can own sales tax, VAT and disputes yet, an MoR takes that off your plate. If checkout conversion comes first and you can handle the rest, a PSP gives you more to work with. Whichever you pick, don't rely on a single provider. One processor is a single point of failure: if the account gets frozen or the provider goes down, all payments stop. And providers can ban accounts even when dispute rates stay below Visa and Mastercard thresholds. Our Web2App Payments Guide goes deeper on both models, link in the comments.

May: $730. July: $174K. August: $1.35K. That's not churn. That's a frozen processor account. One processor is one point of failure.

🔥 Flashbook grew monthly web revenue by 70% from July to September and cut CPA by 30% Flashbook is a bootstrapped book summary app that grows on Meta ads, and every campaign has to pay back within 7 days. Their in-house web funnel ran one offer for every country and sent Meta only two events, page view and trial start. “In Scandinavia, with our original funnel, we paid three times the CPMs, but the audience wasn’t three times more valuable,” says Thomas Maas, co-founder of Flashbook. After moving to FunnelFox in April, each priority market got its own funnel with its own language, price, currency and trial, and every funnel step started going to ad platforms. Localized funnels now bring in 57% of web revenue, and the extra data for Meta is what brought CPA down. Our Professional Services team set it all up in the first three months, then the Flashbook team took over. Full case study: https://lnkd.in/dF-nMyu2