About the client
- Company
- Rino, a mobile app focused on men's health and wellbeing.
- Starting point
- No web funnels at all, just direct-to-app campaigns with no attribution and no room to test pricing.
- Monetization model
- Web2app funnels on FunnelFox, with 4 funnel variations tested and the top performer (51 steps) found and scaled.
Snapshot
Denis MartyntsevFounder, Rino app“The primary reason for switching to web2app funnels was to improve unit economics through better attribution, flexible pricing, and a smoother purchase experience without the App Store getting in the way.”
- The team previously relied on direct-to-app campaigns but ran into issues with poor attribution and limited flexibility in pricing and UX.
- By shifting to web2app funnels, Rino uncovered a major (35%) audience segment and adapted both the product and creatives to better align with this group. The result: improved targeting and more relevant content.
- With FunnelFox, the Rino team quickly built and launched 4 funnels and optimized them based on real-time insights. The top-performing funnel was found and scaled.
- By switching the payment provider and simplifying the payment flow, Rino doubled checkout CR.
Impact at a glance
2.5x
increase in checkout conversion
After switching payment providers and simplifying the checkout flow.
80%
of audience in the newly found segment
Unlocked by adding one clarifying question to the quiz onboarding.
Challenge: Rigid monetization and blind attribution
Before web2app, the team behind Rino faced several key challenges:
- Limited monetization flexibility. App store rules made it difficult to test pricing models or change payment options quickly. Payment flows were rigid, with no room to simplify or optimize for conversion.
- Lack of attribution clarity. The team couldn't reliably connect creative performance to in-app behavior or downstream revenue.
- Unclear audience. The Rino team didn't quite understand who exactly was using the product and how to tailor messaging to resonate with them.
Rino needed a faster way to test hypotheses, control the full customer journey, and get real-time insights.
“The primary reason for switching to web2app funnels was to improve unit economics through better attribution, flexible pricing, and a smoother purchase experience without the App Store getting in the way.”
Denis Martyntsev—Founder, Rino appThe winning funnel was also the most complex one
Using FunnelFox, Rino launched four funnel variations to test different flows, narratives, and pricing models. Surprisingly, the top-performing funnel was also the most complex, with 51 steps. Despite its length, it delivered the highest conversion and engagement metrics.
Screens from Rino's quiz onboarding
Adapting to the right audience
Web2app funnels helped Rino identify who was actually engaging with the product, and the results were unexpected.
The audience turned out to be different from what the team had initially assumed. That insight didn't just inform marketing strategy, but influenced product direction as well.
Best of all, this newly uncovered segment converts at a higher rate and demonstrates stronger engagement.
“After adding a clarifying question to our quiz, we discovered that around 35% of users belonged to a segment we hadn't been targeting. Once we tailored our creatives and content to better match them, that segment grew to 80% of our user base. It completely changed our understanding of our audience.”
Denis Martyntsev—Founder, Rino appSwitching payment provider and optimizing checkout
Not everything worked right away — a bottleneck emerged in the checkout process. The initial payment form required unnecessary fields like ZIP code and full name, creating friction and leading to drop-offs.
After switching to a new provider and simplifying the checkout experience, the team saw a 2–2.5x increase in checkout conversion.
Upsells
Using FunnelFox's built-in components, the Rino team added an upsell screen directly after the initial purchase. All changes were implemented without involving developers.
“The builder is intuitive and fast to work with. I was able to launch a full funnel on my own in a short amount of time, and it looked polished without requiring custom design or developer input.”
Denis Martyntsev—Founder, Rino appServer-side events for better tracking
To improve data accuracy and reduce reliance on front-end signals, the Rino team requested server-side event support. FunnelFox implemented the feature, providing greater flexibility in attribution and analytics.
“I asked for server-side events because we only had front-end pixel tracking, and the FunnelFox team implemented it. It gives us cleaner, more reliable data.”
Denis Martyntsev—Founder, Rino appFunnelFox's impact
- 2.5x
- increase in checkout conversion
- 80%
- of users in the newly found segment
- 51 steps
- in the top-performing funnel
The longest funnel won
Of the four variations Rino tested, the most complex one, with 51 steps, delivered the highest conversion and engagement of them all.
Checkout conversion doubled
Switching payment providers and cutting unnecessary fields like ZIP code and full name took checkout conversion up 2–2.5x.
One quiz question reshaped targeting
A segment the team hadn't been targeting grew from 35% to 80% of the user base once creatives, content, and product direction were adjusted to match it.
Built without engineering
Upsells, subscription logic, and server-side event tracking all shipped inside FunnelFox's builder, with real-time analytics streamlining every round of testing.
Key takeaway
One quiz question can rewrite what you think you know about your audience
Rino's experience shows how web2app funnels can reveal real, actionable insights: after adding just one question to the quiz onboarding, the team uncovered a large segment they hadn't been targeting, which now accounts for 80% of Rino's audience. That discovery led to changes in positioning, content, and growth strategy.
Another turning point came from switching the payment provider and simplifying the checkout flow, resulting in a 2.5× increase in paid conversion, a win that wouldn't have been possible without full control over the funnel experience.
Beyond the metrics, FunnelFox simplified daily operations: faster testing, clearer results, and no need to involve engineering.
“Super-intuitive interface, responsive support, and a convenient format for testing hypotheses — all without development. FunnelFox is perfect for quickly launching and testing funnels.”
Denis Martyntsev—Founder, Rino app