Consumer SaaS · Dishquo
Getting a meal planning app ready for paid traffic
Dishquo had the traffic budget but not the infrastructure to convert it. We rebuilt the funnel, rewrote the messaging, and instrumented everything before a dollar of paid spend went live.
Services: Landing Page Creation · Tracking & Analytics · Website Experience Testing
The challenge
Dishquo is a meal planning subscription at $12/mo. The product was ready and the team wanted to run paid traffic, but the site wasn’t built to convert it. Visitors landed on a direct signup page with no warm-up, no credibility signals, and no clear reason to commit. Hotjar data showed most people dropped before ever reaching the CTA. Attribution was unmeasured, so there was no way to know what was working or where to spend.
What we did
- Rebuilt the opt-in flow: replaced the direct-to-signup path with a lead magnet funnel, using video content and a meal planning assessment to collect email before asking for a purchase decision.
- Rewrote core messaging: tested multiple framings of the 14-day trial, using Hotjar session data to identify scroll drop-off points and restructure the page around them.
- Set up attribution before spend: built Goals in Google Analytics and wired drip campaign tracking from opt-in through trial through paid conversion, so every channel could be evaluated on actual revenue.
- Ran three weeks of split tests: copy variations, alternate user flows, pain point angles, and email CTAs, converging on the combination that moved trial-to-member rate.
The outcome
With the funnel and attribution in place, Dishquo had a site worth sending traffic to. Member conversion tripled, CAC fell 42%, and opt-in rate hit 13.5%. The team now has benchmarks, a testing framework, and clean data to make paid decisions against.
"Builtwell not only helped with conversions but also helped rebuild our entire website, optimized our mobile app conversion funnel. Their work has been a game changer for my business."
Marcos
CEO, Dishquo
