About the client
- Company
- Shmoody, a leading mood and habit tracker app.
- Starting point
- An estimated 2–3 months of dev, design, and growth work to build web2app funnels in-house, on a $150K mobile UA budget.
- Monetization model
- Web2app funnels on FunnelFox's pre-built components, now 70% of a UA budget that has since doubled to $300K.
Snapshot
Mike McSweeneyCPO & Co-Founder, Shmoody“Didn't want to allocate the dev resources to build web-to-app funnels. My estimation was best case two months, but it could take three plus. And then the other concern was having to maintain it. Which is why, when I heard of FunnelFox, it was an easy yes for me.”
Impact at a glance
+80%
ROAS increase in 3 months
Achieved after shifting from mobile UA to web2app funnels.
+41%
payments CR in the first week
After pivoting from a replicated in-app flow to FunnelFox's pre-built mechanics.
Scaling UA without more App Store fees
Shmoody, a leading mood & habit tracker, faced a critical decision: how to scale their user acquisition while avoiding the high costs of app store fees.
They knew the potential of web-to-app funnels, but estimated it would take 2-3 months of intensive development and significant involvement from growth, design, and engineering teams.
The goal was clear: increase ROAS and reduce the dependency on app store fees, with a sizable $150k budget for mobile UA at stake.
“Didn't want to allocate the dev resources to build web-to-app funnels. My estimation was best case two months, but it could take three plus. And then the other concern was having to maintain it. Which is why, when I heard of FunnelFox, it was an easy yes for me.”
Mike McSweeney—CPO & Co-Founder, ShmoodyThe power of web-to-app funnels
Shmoody chose FunnelFox, initially replicating their in-app onboarding using FunnelFox's builder.
But when early results showed the original flow underperformed, they quickly pivoted to FunnelFox's pre-built mechanics. Within just one week, conversion rates jumped by 41%.
“It was very easy to iterate within FunnelFox, and we launched a series of experiments using the prebuilt components and A/B testing features. I have seen a lot of growth since then. Now we're using many of the prebuilt components, and our flow looks very different from the in-app flow.”
Mike McSweeney—CPO & Co-Founder, Shmoody
Inspired by these quick wins, the team ramped up their testing efforts, shifting budget allocations from mobile UA to web and leaning heavily into weekly experiments.
Pre-built success
- Achieved an 80% increase in ROAS within just 3 months
- Enacted weekly A/B testing and saw continuous optimization
- Web acquisition grew to 70% of total UA budget, which has since doubled to $300K
In just three months, FunnelFox transformed Shmoody's acquisition strategy, freed up development resources, and delivered a game-changing boost in ROAS.
“FunnelFox frees up my dev team to focus on the core app experience instead of constantly working on onboarding. My growth team, who are not developers, can design and launch experiments on their own without using any dev resources, shipping a new test every single week. That's huge. It allows us to get results faster, which is why we've seen such rapid growth in ROAS. The prebuilt components make it even quicker to execute with drag-and-drop functionality, something that would otherwise take developers hours, or even days for more complex ideas.”
Mike McSweeney—CPO & Co-Founder, Shmoody
Key takeaway
Once web outperformed mobile, the budget followed
The success was so compelling that Shmoody made a strategic shift, reallocating most of their mobile UA budget to the web channel. The impact was clear: a leaner approach, greater control, and stronger returns.
“Now that we've been seeing stronger returns on web through FunnelFox, we've consistently shifted more of our mobile UA budget to web acquisition and scaled it. Initially, our mobile acquisition budget was much higher than our web budget, but in the last few weeks, web has actually overtaken mobile. And any less money I can give to Apple makes me happier.”
Mike McSweeney—CPO & Co-Founder, Shmoody