I send everyone from Instagram and Meta Ads into a single acquisition funnel, and I want it to do two things:

  • Keep users active, so they stay engaged instead of leaving.
  • Take them all the way to the paywall without losing them along the way.

How should I approach building this?

The whole art of an acquisition funnel is balance. Too short and the user never builds enough confidence to pay. Too long and they get tired and leave. Keep them moving and bring them to the paywall when their confidence is at its highest.

The other lever is the first action. There's a big drop-off between people who click the ad, people who reach the landing page, and people who actually do something on it. Win that first action and the rest of the funnel gets easier.

Right. I just launched a first funnel and it's losing users at the very start:

  • Step one is an explanation screen before the quiz, and most people leave right there.
  • Very few reach the paywall.

Here's the version I have live now:

Two things to do before you touch the creative:

  • Track every step. Add PostHog to the funnel so you see exactly where people leave, instead of guessing.
  • Make step one an action, not something to read. The first screen shouldn't explain, it should get people to answer a question or take the first step of the quiz: a real tap-to-convert, not just a CTA button.

Then A/B test two new funnels against the explanation screen: one that starts directly with the quiz, one with a shorter explanation page, both reaching the paywall at step two.

Done, that's exactly what I built. Here are the two variants:

Clear progress. The quiz-first variant brings noticeably more people to the paywall than the original explanation screen, though you still lose some early. The two-step version gets a lot of people through and leaves you room to test variations on top of it.

Don't pick a winner yet. Run them 50-50 for two weeks before you decide: at this volume, the numbers need time to stabilize.

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Claude is an AI and can make does make mistakes. Please triple-check responses.