DTC Brand Funnels Analyzed — See What's Working Now
Funnel Unpacked is a research platform built by two agencies obsessed with understanding what makes DTC brands convert, retain, and scale.
After a decade of building and optimizing funnels for DTC brands, we noticed something: everyone was asking the same questions. “What’s working for brands like ours?” “How does Huel structure their emails?” “Why do some landing pages convert at 2x the industry average?”
The answers existed—scattered across hundreds of brands, hidden in their checkout flows, buried in their email sequences. So we started documenting what we found.
What began as internal research for our clients became something bigger. Funnel Unpacked is now a growing library of real-world funnel analysis—the resource we wish existed when we started.
Every brand deserves access to world-class funnel insights. That’s why we publish detailed breakdowns for free—and offer hands-on help for those who need it.
We don’t just analyze funnels—we build and optimize them. Here’s where we can help.
We show our work. Every screenshot, every flow, every tactic. No gatekeeping, no "sign up to see the rest."
Theory is cheap. Every breakdown answers one question: "What can you implement tomorrow?" If it's not actionable, we don't publish it.
We approach every funnel like detectives. What's working? Why is it working? What would happen if we tested this differently?
Two agency owners who got tired of keeping all the good insights to themselves.
CEO & Founder, Wollson 10+ years designing and developing e-commerce experiences. Led UX/UI and Shopify projects for 400+ brands including Huel, Loop Earplugs, Crocs, and Caraway
Funnel Unpacked combines the expertise of Wollson and Praskozorje—together covering every stage of the DTC funnel.
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We support fast-growing e-commerce brands and agencies with UX/UI design, Shopify development, and CRO—becoming a reliable extension of their in-house teams.
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Every breakdown follows a systematic process to ensure depth and accuracy.
We go through the entire customer journey—from first ad to post-purchase—documenting every touchpoint.
We identify the tools, apps, and integrations powering each stage of the funnel.
We compare against 500+ analyzed funnels to identify what's unique vs. what's proven best practice.
We distill findings into specific tactics you can adapt for your own brand.
Trusted by teams at leading DTC brands and agencies
Explore our library of funnel breakdowns or get hands-on help optimizing yours.
