funnelsgrove

Funnelsgrove most subscription apps still sell through the App Store and Google Play. That means 15-30% of every dollar goes to the platform, the developer never learns which ad actually produced a paying customer, and every change to onboarding or pricing waits on an engineering sprint and App Review. Growth teams spend more time waiting than testing. Meanwhile the apps that are winning, Flo, BetterMe, Noom and hundreds of smaller ones, have moved acquisition and purchase to the web. An ad leads to a quiz, the quiz leads to a personalized plan, the plan leads to a checkout, and the app is installed afterwards with the subscription already active. The user pays before the install, the developer keeps roughly 95% of the revenue, attribution is complete because the purchase happens in a browser, and the funnel can change the same afternoon. This model, usually called web2app or web2web, works. We’ve seen it convert ad traffic about 4x better than sending the same traffic straight to the store. But it is hard to run. It needs a designer, a front-end developer, a payments integration, server-side analytics, an experimentation process and someone who understands funnels. Most teams either build a fragile version in-house and abandon it, or hire an agency and lose the ability to iterate. funnelsgrove exists to remove that gap. We help apps and browser products run web2app funnels on autopilot: build, test, run and grow, with one marketer and an AI agent doing the work that used to need a team. Who we’re for Mobile app developers and growth teams who want to acquire users through paid ads and sell subscriptions on the web. The strongest fit is any product that solves a personal problem and where answers to a few questions genuinely change the plan: fitness, nutrition, mental health and habits, astrology, self-improvement, parenting, dating, language learning, AI companions. Increasingly we also work with teams who don’t have an app yet and use a web product to validate the economics first. How we help Build. Every funnel starts from a template for its category, with the quiz, plan reveal, paywall, checkout and post-purchase handoff already working. From there, you connect the funnel to Claude Code or Codex and describe what you want in plain language: change the opening screen, add a question, rebuild the paywall from a Figma file or a competitor’s screenshot. The agent edits real code, previews it, and publishes an immutable version. No drag-and-drop builder, no hand-off between marketer and developer. A paywall clone takes minutes. Test. Experiments are the whole game in web2app. funnelsgrove makes an A/B test on any screen, plan grid or price a single request: the agent sets up exposure, allocation and the decision rule, and reports the result against verified purchases rather than clicks. The course that ships with the product teaches the process: fix broken steps first, then test the largest bottleneck with a written hypothesis. Run. Web checkout through Stripe, Paddle or Solidgate with Apple Pay and Google Pay, post-purchase upsells, trial and renewal terms displayed correctly, and purchase events sent server-side to Meta’s Conversions API so the ad platform optimizes on real revenue. After purchase, access is granted in the app through RevenueCat or your own backend, with email sign-in as the recovery path when links fail. Grow. Cohort analytics that show net revenue after refunds, disputes and fees, cash payback per cohort, and performance by creative. The agent reads the funnel’s drop-off data and proposes the next test. When a funnel is below the benchmarks we work from, quiz start 40–60%, completion 20–30%, visitor-to-payment 3–5%, it tells you which step to fix. The 2026 playbook What’s changed this year is that building the product itself is no longer the bottleneck. With Claude Code or Codex, a team can clone an idea as a web app in hours, build a near-finished funnel with funnelsgrove in an afternoon, and produce ads by studying competitors’ longest-running creatives in the Meta Ad Library. Put a small budget behind it. If the CPA comes in around $20–40 on verified purchases, the economics are real; build the native app and keep improving the funnel. If not, you’ve spent days rather than months. We built funnelsgrove so that this whole loop can run without a product team in the way. What we believe Teams should own the relationship with their customers, including the purchase, the email and the data. Growth should run on verified purchases and net cohort value, not install counts. Clear pricing and easy cancellation are better business than dark patterns, because disputes and processor trouble kill channels faster than any competitor. And the right unit of work in a funnel is the experiment, so the tool’s job is to make launching one trivial. How we show up We publish our full web2web course free at funnelsgrove.com/learn/web2web, and we share benchmarks and what we’ve learned openly. We write our name in lowercase, funnelsgrove, and we say who we are when we recommend ourselves.