About the client
- Company
- Glam AI is a mobile app that uses generative AI to transform photos and videos with creative styles like art filters, anime effects, and social media trends.
- Starting point
- Direct-to-store campaigns losing 30% of every transaction to App Store fees, with no in-house dev resources to build funnels.
- Monetization model
- Web2app funnels on FunnelFox, launched in a single day and now built solo by new hires within 1–2 weeks.
Snapshot
Anastasiia OshevaHead of UA, Glam AI“We tried to build it ourselves, but we didn't have the resources. Finding the right developer and creating a working funnel on our own would take at least a month. We needed a faster and more efficient solution.”
- Glam AI is a mobile app that uses generative AI to transform photos and videos with creative styles like art filters, anime effects, and social media trends.
- The team initially ran direct-to-store user acquisition campaigns, losing 30% of revenue on every transaction to platform fees.
- They saw the potential of web2app funnels, but lacked the dev resources to build them in-house, so they turned to FunnelFox.
- Using FunnelFox's pre-built components, the team launched their first funnel in a single day.
- As Glam AI scaled, new hires were able to pick up FunnelFox quickly and start building web2app funnels on their own within 1–2 weeks.
- With FunnelFox, Glam AI scaled web2app as their primary growth strategy, improving ROI by cutting out platform fees and speeding up experiments and iterations.
Impact at a glance
30%
App Store fees cut out
Moving payments to the web strengthened margins without hurting CAC.
1 day
to launch the first funnel
Built solo using FunnelFox's pre-built components.
Challenge: 30% platform fees, and no dev resources to fix it
Glam AI is a visual-first AI app, monetized through affordable subscription plans. While UA campaigns drove steady installs, App Store was taking a 30% cut on every transaction, a painful margin loss for a product with lower-priced subscriptions.
The team saw an opportunity in web2app funnels: more control over monetization, no platform fees, and faster access to revenue.
Glam AI had big growth plans, but limited hands. When the team tried building funnels in-house, they quickly hit a wall.
That's when it became clear: to move fast and make web2app work, the team needed the right tool.
“We tried to build it ourselves, but we didn't have the resources. Finding the right developer and creating a working funnel on our own would take at least a month. We needed a faster and more efficient solution.”
Anastasiia Osheva—Head of UA, Glam AISolution: An A/B test, then a funnel built in a few hours
The team began looking for the right tool to power their funnel strategy. Out of all the options on the market, they narrowed it down to two: FunnelFox and a direct competitor.
They ran an A/B test between the two, and FunnelFox outperformed across the board.
“We tested both platforms and saw better results with FunnelFox, the pages loaded faster, rendered cleaner, and the first screen converted better. Plus, it was simply easier to use.”
Dmitrii Solomakin—Product Manager, Glam AIAnastasiia built the first version of the funnel herself in a few hours, using only FunnelFox's built-in components. After a few weeks of iteration, the funnel started delivering strong results. Nearly a year later, it's still live, and still converting.
As the team grew, new hires quickly ramped up. Even without prior experience, they were building full web2app funnels on their own within 1–2 weeks.
“The interface is highly intuitive. Even new team members were able to build full funnels within a week or two.”
Glam AI onboarding with the photo upload feature
New onboarding mechanics: photo upload
One key unlock was the ability to let users upload a photo during onboarding and preview results, a natural extension of the Glam AI experience. FunnelFox shipped the feature in under two months, and the team has started running early experiments with it across new funnels.
“Photo upload was a big deal for us. We asked for it, and FunnelFox delivered.”
Anastasiia Osheva—Head of UA, Glam AICreative-led funnel strategy
For Glam AI, ad creatives are the primary growth driver. With FunnelFox, the team can quickly build funnels tailored to each creative concept, aligning web2app flows with the visual story of each ad.
“Good creative drives 95% of our growth. FunnelFox lets us adapt funnels to match each concept.”
Dmitrii Solomakin—Product Manager, Glam AIScalable team processes
New teammates typically need just 1–2 weeks to fully learn the product and start building solid, conversion-ready funnels on their own. That means Glam AI can scale fast, without sinking time into long onboarding or training.
“FunnelFox gave us the flexibility we needed to test and scale quickly, even with a small team and no engineers working on funnels.”
Anastasiia Osheva—Head of UA, Glam AICustomer-first product culture
As Glam AI scaled, so did FunnelFox. The team pointed to faster support, consistent feature delivery, and a growing FunnelFox team focused on helping customers succeed.
“You can tell FunnelFox is putting effort where it matters, support has become faster, features ship quicker, and it's clear they're listening.”
Anastasiia Osheva—Head of UA, Glam AIFunnelFox's impact
- 30%
- App Store fees cut out
- 1 day
- to launch the first funnel
- 95%
- of growth driven by creative
No more 30% App Store cut
Although CAC held steady, moving payments to the web significantly improved ROI. Cutting out the 30% App Store commission strengthened margins and gave the team more flexibility to reinvest in growth.
First funnel live in a day
Anastasiia built the first version of the funnel herself in a few hours, using only FunnelFox's built-in components. Nearly a year later, it's still live, and still converting.
New hires ramp up in 1–2 weeks
As the team grew, new hires quickly ramped up. Even without prior experience, they were building full web2app funnels on their own within 1–2 weeks.
Creative drives 95% of growth
For Glam AI, ad creatives are the primary growth driver. With FunnelFox, the team can quickly build funnels tailored to each creative concept, aligning web2app flows with the visual story of each ad.
Key takeaway
Cutting out the App Store cut turned into a full growth strategy
Switching to web2app helped Glam AI keep more revenue. With FunnelFox, they built their first funnel in a day and scaled web2app into a repeatable growth channel: no store fees, no dev work, just faster experiments, more control, and better returns.