How Obvi Built a Profitable $40M/yr Funnel For Their Ecommerce Brand (And What You Can Steal)

Hey it’s Max from The Inbox Newsletter.

You ever see a brand printing money and wonder: How are they doing this?!

I do…

Obvi scaled to $40M/year with one of the cleanest, sharpest funnels I’ve ever seen.

I broke it down, here’s how to rip it.

Key Takeaways:

• Obvi runs 170+ ad creatives using AI graphics to test cheap, scalable static ads and combining them with video UGC ads.

• Their acquisiitoin offer gives people over 50% OFF

• Their optimized pop-up form is engineered to stop scrolls, collect emails/phones, and build buyer intent.

• A robust email/SMS welcome flow delivers daily urgency and helps nurture cold leads to purchase

Obvi and Their Funnel

Obvi is a DTC collagen supplement brand built on one thing: hyper-efficient customer acquisition.

Their target are middle aged women who are looking to lose weight.

There are a couple of key things of their funnel that we need to break down.

Hopefully you learn a thing or two.

1. Meta Ad Creative Volume

Obvi currently runs 170 ads on Meta.

Half are static AI graphics which are cheap and fast to test/scale.

The other half are UGC videos which likely do a lot of the converting.

Make sure you have a mix of different ads in your account and are utilizing scalable ways to test graphics / headlines such as AI.

Every ad uses the same caption, which means they have probably tested the shit out of it and it’s a proven winner lol.

I’ll attach their winning caption below for you:

“Over 500,000 women trust this Collagen Infused 3-Step System to help tackle their weight loss goals 24/7! 



☀️ Morning Boost - Kickstart Your Metabolism & Energy

⚡ Afternoon Support - Crush Your Cravings & Stay Focused

😴 Evening Burn - Restful Sleep & Overnight Calorie Burn

🔋 Powered by 5 Types of Collagen & Patented Ingredients 



“I’ve tried everything! Calorie counting, crash diets, fasting, you name it. Nothing worked until the Burn Box. Within the first week, my cravings were gone, I had way more energy, and I actually started seeing the scale move. I’ve lost 17 pounds so far and my jeans finally fit again. Best part? I didn’t have to starve myself to get here.” 



Obvi has a 90 Day Money Back Guarantee. If you don't love your results get your money back no questions asked!”

2. Banger Acquisition Offer + Landing Page That Does the Selling

Every ad sends to a dedicated acquisition landing page (not just a general home page) meant to convert customers.

It pitches a 30-, 60-, or 90-day collagen supply with tiered discounting (50%, 58%, 61%).

Yes, you read that right… THEY OFFER 50% OFF AS THEIR LOWEST OFFER 🤯

Here’s the landing page link here »

Two headlines are always in rotation that they are testing. "Burn Fat 24/7” vs “3x Faster To Slim”

This page is pure conversion science: bold benefits, offer stacking, clear CTAs.

3. Pop-Up Psychology Mastery

This might be my favorite part.

They hide this pop-up on the acquisition page to keep users focused on the 50% off acquisition offer.

But nobody buys immediately when they visit the site…

So on all other pages on the site when the customer inevitably comes back, they trigger this pop-up form granting an extra 20-25% OFF.

This will allow Obvi to send emails and text messages to get the customer to convert, which are much much cheaper than running retargeting ads.

• Users get a full-screen pop-up which always converts better.

• The X is hidden for the first second of the form (a small trick that increases engagement).

• They ask a question first to get commitment from the user, which almost always converts better

• They seperate asking for email and sms

• Use strong CTAs directly stating the offer

A really cool addition to the experience that no one else does…

Is adding this educational slide show on steps 5-8 which lasts 15 seconds but really warms the customer up.

If the customer goes through it they get an elevated discount of 25% OFF.

Awesome stuff.

But still… users don’t just convert off a pop-up form…

4. Email + SMS That Closes the Sale

Their email and sms welcome flows off of the pop-up are aggressive in the best way:

• One email and one SMS per day for 5 days

• Every email leads with the offer and a CTA at the top

• After the third email, they bump the discount to 25%

• Final emails use heavy urgency (expiring soon, limited-time)

SMS mirrors this strategy. Short, punchy, daily texts. Satisfaction guarantees + urgency drive the finish.

Why so aggressive?

When someone first enters their information, this is the HOTTEST THEY WILL EVER BE.

They would rather OVERSEND and convert as many people as possible in this high-conversion window... rather than risk sending too little, the customer loses interest, and goes with a competitor.

5. Key Takeaways For Your Brand

To steal this strategy:

• Create a killer acquisition offer and build a dedicated landing page for ads

• Engineer your pop-up to get both emails and phone numbers with intent-based steps

• Fire daily emails and SMS for 5 days post-opt-in with urgency, clarity, and conversion design

This funnel is profit-first, data-backed, and scalable.

Study it. Implement pieces. Profit more.

You can keep the file breaking it all down here »

At my agency, Well Copy, we help brands build profitable funnels like Obvi.

We’ve helped over 200 brands build similar funnels and do over $100M in revenue.

If you want a custom roadmap of how we can build a system like this for you, book a free consultation here »

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PPS - I have a few different products you can buy. If you purchase any one of these products you get access to my private community of 850+ members with daily posts from me, access to me for support 24/7, and private calls.

• Ecommerce Email Mastery: A 60 lesson course breaking down everything you need to know about ecommerce email marketing in the most concise and organized manner. learn more »

• Mix and Match Email Design Templates: 134 email section templates that can make 5,000+ unique email designs with, learn more »

• QuickFlow Templates: All core 7 core email marketing flows fully templatized with examples, learn more »