The anatomy of a funnel
1
Hook and first question
Start with a question on the first screen, often age, gender or goal as image tiles. The visitor continues the ad’s promise instead of landing on a generic page.
2
Qualification
Ask about goals, current state, preferences, problems and, where relevant, demographics. Each answer feeds branching, personalised copy and the result.
3
A long, mixed-format quiz
Mix single choice, multiple choice, sliders, scales and number inputs. Varying the format keeps people moving; branch to skip what does not apply.
4
Micro-rewards
Every 3 to 5 questions, give something back: a fact, a mini-result, a testimonial from someone like them, or a progress milestone.
5
Personalised result
Show what the answers mean: a score, a projected outcome, a target date, a plan type or a profile summary. Computed fields turn answers into these values.
6
Plan-building loader
A short loader between the assessment and the offer reinforces that the plan is being built for this visitor.
7
Email capture
Ask for the email to save or send the plan, with explicit marketing consent where you need it.
8
Plan-ready reveal
Summarise the visitor’s goals and choices and preview what the plan unlocks.
9
Paywall
Plans, the offer and the reasons to buy now. See the checklist below.
10
Checkout
Wallets first where available, then card, with clear recurring terms. See Checkout.
11
Upsells
One-click add-ons after the purchase. See Upsells.
12
App handoff
Take the buyer into the app with access already active. See App handoff.
Screen rules
- One primary action per screen. Keep the headline under about 60 characters and the button label under about 20.
- Put meaning in big headings. Avoid small captions and labels that carry information on their own; on a phone they get skipped.
- Use the right input. A question with 2 to 6 answers is a single choice; ranges are sliders; numbers with units are number inputs.
- Personalise copy. Reuse answers in headings, such as the goal or the target date, always with a fallback.
- Keep legal text readable. Terms, renewal and cancellation text must be legible, not hidden.
Paywall checklist
A paywall must have a plan selector, a checkout button and legal text with the plan terms. Paywalls that convert usually also have:- three plans, with the middle one badged as most popular;
- a crossed-out price and a per-day price;
- a countdown timer for the offer;
- a review summary and testimonials;
- a timeline of the trial: today, the reminder before the charge, the first charge;
- a guarantee, an FAQ and trust badges;
- the call to action repeated lower on the page.