How to Design a Web-to-App Funnel That Converts

Noom's onboarding funnel runs 120 to 140 screens. Some 3-screen funnels convert above 10%. "The length does not matter. Bigger is not always better," as Jacob Rushfinn put it. Part 2 of the FunnelFox panel gets tactical on how web-to-app funnels actually get built.

Part 2 of the FunnelFox webinar panel, with Rocketship HQ as partner. Shamanth Rao moderates Jacob Rushfinn (CEO, Botsi), Andrey Shakhtin (CEO, FunnelFox), Patrick Stuart-Constant (CEO, Sociaaal), Mike Gadd (VP Customer Success, Singular), and Elise Zareie (Head of Paid Social, Lingokids). If Part 1 was about the shift, Part 2 is about the mechanics.

Elise Zareie on why longer funnels convert better in weight-loss and health but fail on kids apps, where a parent just wants to hand the phone over. Andrey Shakhtin on Noom's 120 to 140 screen funnel as the industry ceiling. Mike Gadd on why your MMP, your ad network, and Google Analytics will never agree, and why that is fine once you pick a source of truth. Jacob Rushfinn on cohort-quality guardrails: ROAS alone gets gamed, so you need activation rate, D1, D7, and trial-cancel rates on the same chart. Patrick Stuart-Constant on a Liquid Death-inspired ad that mocked confused users and ran profitably for months.

Video Chapters:
00:00 Recap of Part 1
00:45 Jacob: start with 10 to 15 screens, not 100
02:00 Elise on why funnel length is vertical-specific
04:00 Andrey on Noom's 120 to 140 screen funnel
07:00 Platform hell: MMP, ad networks, and Google Analytics
09:30 Mike on picking a source of truth, using SKAN as a check
11:00 Andrey on optimizing for ROAS over conversion rate
11:45 Down-funnel accountability for UA teams
12:30 Jacob on cohort-quality guardrails (activation, D1, D7)
14:20 Mike on tying campaign data to attribution and events
15:30 Elise on creative-quality health checks
17:00 Quick-fire: paywall and pricing wins
18:30 Quick-fire: standout creative wins
20:00 Closing advice from all 5 panelists

Topics covered:
- Funnel length: when longer converts better, when it kills conversion
- Platform hell: MMP as source of truth, SKAN as check
- ROAS over conversion rate as the campaign KPI
- Down-funnel accountability and cohort quality guardrails
- Creative wins from social listening and negative comments
- Paywall wins: intro offers, multi-page paywalls, paid trials

Learn more:
- Original webinar recording: https://www.youtube.com/watch?v=OYPDZlwLhNA
- FunnelFox (webinar host): https://funnelfox.com
- Rocketship HQ (partner): https://rocketshiphq.com
- Jacob Rushfinn (Botsi): https://www.linkedin.com/in/jacob-rushfinn/
- Andrey Shakhtin (FunnelFox): https://www.linkedin.com/in/andrey-shakhtin/
- Patrick Stuart-Constant (Sociaaal): https://www.linkedin.com/in/patrick-stuart-constant/
- Mike Gadd (Singular): https://www.linkedin.com/in/mike-gadd-27a16427/
- Elise Zareie (Lingokids): https://www.linkedin.com/in/elise-zareie/
- Shamanth Rao (Rocketship HQ): https://www.linkedin.com/in/shamanthrao/