Explore how Hims drives $1+ billion in revenue with full-funnel marketing. See real examples, get funnel templates, and learn how to build the funnel for your brand.
At ConvertFlow, we’ve helped thousands of brands design high-converting quiz funnels, and very few brands have executed the full-funnel playbook better than Hims.
They’ve mastered more than just clean design or catchy copy. They’ve built a journey that pulls cold traffic into subscription buyers with smart UX, tight messaging, and psychology-backed automation. It's not guesswork, it's a repeatable strategy.
What is full-funnel marketing?
Full-funnel marketing is a strategy that engages potential customers at every stage of the buying journey, from awareness to consideration, conversion, and beyond. The most successful brands don’t rely on one page or one step. They orchestrate end-to-end customer journeys.
And that’s precisely what Hims does.
In this breakdown, we’ll show you how Hims uses:
Thumb-friendly quiz UX
Message-matched retargeting
Subscription price framing
Expectation-setting to reduce churn
Simple, disciplined offer ladders
Plus: We’ll include funnel templates and ConvertFlow tips to help you build your own version of their winning funnel.
Summary
Mobile-optimized quiz → framed as an “assessment.”
Message-match across every stage: ad, LP, quiz, offer.
Outcome-based messaging (not product-focused)
Price framed by day ($0.99/day) to reduce friction.
Abandonment flows reactivate users via “incomplete assessment.”
Simple 50 to 60% offer ladder = scalable acquisition.
Now, let’s break it down.
Hims full funnel examples
1. Meta video ads: Simple outcomes + brand consistency
Why it works: Hims focuses on clear before-and-after results, urgency, and social proof. Clean visuals match the full funnel, reinforcing trust and familiarity.
Our take: Static visuals + outcome language > flashy features. In DTC, clarity beats cleverness.
2. Landing page: Message match + social proof
Why it works: The landing page mirrors the ad creative in tone, visuals, and offer.
Our take: Message match isn’t optional. It’s how you keep your CPC from leaking across the funnel.
4. Quiz funnel: Thumb-friendly, one-tap UX
Why it works: Every screen is optimized for mobile with large tap targets, fast transitions, and logic branching. Result? Lower drop-off, higher conversion.
In our experience: Brands that use ConvertFlow’s mobile-first quiz templates see 20 to 40% more completions vs. legacy forms.
Why it works: Instead of overwhelming shoppers with a big total, Hims anchors the decision around a simple monthly number. “£33/mo” feels far lighter than the full £198 six-month price. Especially when paired with a visible crossed-out “£41/mo” and a clear savings badge.
This kind of price framing taps into the same psychology as daily pricing: reduce the perceived burden and highlight the value of committing longer.
In our experience: Showing the daily or monthly cost and a multi-month discount consistently lowers friction, boosts prepaid revenue, and nudges shoppers toward the higher-AOV option.
6. Abandonment email: “Don’t forget to complete your assessment” + “You’re so close.”
Why it works: Hims uses the completion principle, not discounts, to drive urgency. The email taps into loss aversion and curiosity.
Our take: Sometimes, reminding users what they missed is more effective than showing them what they’ll save.
How to create a Hims-style funnel with ConvertFlow
Choose a mobile-first quiz template with logic.
Build message-matched LPs from ad to CTA.
Frame pricing by day using dynamic blocks.
Segment leads based on quiz logic → tag for automation
Trigger retargeting flows via email/SMS.
Split test LPs: static vs video, social proof vs features.
Pro Tip: Use UTM-based content blocks in ConvertFlow to personalize the journey per campaign. Small changes = big wins.
Tips for a winning DTC full-funnel experience
Frame your quiz as a free assessment → perceived value ↑
Mirror tone and visuals from the ad to the LP to offer
Use daily pricing to lower resistance
Keep offer ladders clean (50% → 60%)
Re-engage with message-matched email sequences
Test fast with ConvertFlow’s templates
Focus on outcomes, not specs
In our experience: Funnels that skip “why now?” messaging struggle with cold traffic. Always add urgency and meaning.
FAQ
What is full-funnel marketing?
A strategy to guide customers from awareness to conversion with consistent messaging and intentional UX.
Why is it important?
Because traffic is expensive, and most buyers aren’t ready to purchase on click one. Full-funnel helps you nurture and convert them over time.
How does Hims do it?
Smart quiz → message match → price framing → automated follow-up. It’s a funnel that sells (without feeling salesy.)
Can I do this with ConvertFlow?
Absolutely! ConvertFlow gives you tons of code-free templates to launch, test, and optimize funnels fast.
What kinds of businesses benefit? DTC, SaaS, info products, agencies. Essentially, any business that needs to turn curiosity into conversions and revenue.
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