February 17, 2026
+40% CR and +30% revenue for Reading.com’s web2app funnels
Kristina Margulets
5 min read
Conversion uplift
+40%
Revenue growth
+30%
Reading.com, a learning app for kids and parents, wanted to grow through the web and build a more scalable web2app setup.
They turned to FunnelFox to build and launch web2app funnels faster and independently, without relying on engineering.
Later, the FunnelFox Professional Services team fully redesigned Reading.com’s funnel. They reworked the screen order, restructured the paywall, and added Apple Pay.
The new flow lifted conversion by 50% in testing and 40% at scale, increasing revenue by 30%.
Today, FunnelFox powers both execution and continuous experimentation across Reading.com’s web channel.
Challenge: Infrastructure & resources
Sylvain Gauchet had been leading growth at Reading.com since the app’s launch in 2022. Early on, the focus was on app campaigns to build ratings and keyword rankings, but from past experience, Sylvain knew that web funnels could become a strategic lever.
At the time, their web channel was limited to a simple landing page that sent users directly to a Stripe-hosted checkout, with no real infrastructure to test, learn, or scale.
As Reading.com continued to scale, the ambition to test and iterate grew even faster than available resources.
Sylvain was leading growth end-to-end, from idea generation to execution and analysis. With increasing acquisition spend and expanding opportunities, the team needed a way to turn strong hypotheses into shipped tests faster.
Unlocking that speed became the next priority.
Within three months, web funnels built in FunnelFox had become Reading.com’s primary traffic destination, especially on Meta.
Bringing in Professional Services team
To accelerate the growth, Reading.com brought in FunnelFox’s Professional Services (PS team), both for strategic input and to turn hypotheses into live experiments faster.
The PS team kicked things off with a full audit of existing funnels and a competitive teardown.
They reworked the screen order.
They also improved paywall structure and messaging and introduced Apple Pay as the primary payment option.
Rather than making small tweaks, both teams aligned on a full rebuild — designing a new funnel from the ground up, using product insights and user context provided by Sylvain.
Results: 40% CR uplift, +30% revenue
Small-scale test
The rebuilt funnel was first tested on a single ad set. Conversion jumped by 50%, and blended revenue increased by 40%, despite a drop in ARPPU.
It was a strong early signal that the new flow worked: it reduced friction, made the monthly plan more visible, and simplified decision-making.
Validation at scale
The same funnel was then rolled out across all traffic, and the results held steady, with a 40% lift in conversion.
The economic trade-off
Although ARPPU dipped, total revenue went up by 30%.
The team consciously prioritized higher conversion, a more scalable structure, and revenue growth through volume.
That bet paid off.
Operational and strategic impact
“Now I can just do it. I don’t need to wait on anyone or explain things to engineers — I build, launch, and move on.”
Sylvain Gauchet, Chief Marketing Officer @ Prehab
Testing web funnels also produced early signals that shaped new onboarding experiences in the app, which outperformed the previous version.
Bringing in Professional Services amplified the impact: the team not only added an external perspective and competitive insights, but also had deep knowledge of the FunnelFox platform. The collaboration helped create a new funnel structure — grounded in product context, competitive insights, and performance data — that scaled successfully and became the foundation for ongoing growth and experimentation.
“The collaboration was smooth and effective. The team brought sharp ideas, knew when to push and when to listen, and got things done fast. I didn’t have to chase anything — I could trust it would happen and focus on other things.”
Sylvain Gauchet, Chief Marketing Officer @ Prehab
As an early customer, Reading.com experienced FunnelFox growth firsthand.
“We started working with FunnelFox when the product was still in its early stages. The team was extremely responsive to feedback and quickly prioritized and built meaningful features that materially impacted our operations. Excited to see how the platform continues to evolve.”
Tim Dikun. COO at Teaching.com
Final thoughts
For Reading.com, FunnelFox became the foundation for sustainable growth through web funnels.
It gave the team a way to build and iterate fast. And when they brought in Professional Services, they moved from incremental tweaks to a full structural rethink, shaped by data, product insight, and proven best practices.
The results weren’t a one-off. The new funnel scaled, set a new baseline, and opened the door to ongoing testing and compounding growth. What started as “just another channel” became a core growth asset for Reading.com.
Want to turn web into a reliable growth driver? Book a FunnelFox demo, we’ll show you how.
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