1. What we measured, and what we could not
We have no sales data. The library holds pages, host commentary and SimilarWeb visit counts quoted in FOTW breakdowns (plus CAI's monthly SimilarWeb pulls). Monthly visits is the proxy used below for "sales", and it is a weak one: it measures ad spend and brand size at least as much as conversion.
Pre-sale steps = on-site screens a visitor passes before the first page where the product can be ordered. Quiz screens count one each. Ads, exit pop-ups, emails and everything after checkout are excluded. FOTW counts come from each funnel's page-index.json (ordered page positions and descriptions). CAI counts are the median quiz step_count across that app's captures; the paywall is the sales page.
Product complexity is a 1 to 5 rubric scored by hand from the funnel files:
| Score | Definition |
|---|---|
| 1 | Commodity / known category (socks, pillows, jewelry, laundry sheets, hoodies) |
| 2 | Familiar product with a claimed mechanism (supplements, skincare, functional food) |
| 3 | New-to-market device, service or software that needs explaining (OBD scanner, grounding sheets, hearing aids, SaaS, one-off 'readings' and tests) |
| 4 | Program, course, coaching or info product (books, VSL programs, memberships) |
| 5 | App or subscription that asks for a habit change (fitness, fasting, language, mental health, learning apps) |
100
FOTW funnels scored
41 with a traffic figure
89
CAI quiz apps
67 scored for complexity · 70 with traffic
+0.11
Spearman ρ steps × complexity (FOTW)
+0.00 once quiz funnels are removed
+0.34
Spearman ρ steps × traffic (FOTW)
weak, explained by funnel shape · CAI: +0.08
2. The picture
Each dot is one funnel. Blue = FOTW (ecom, supplements, info products). Orange = CAI web2app quiz funnels. Circle size scales with the latest monthly visits where we have them. Hover a dot for the brand.
Correlations (Spearman rank, so outliers do not dominate)
| Pairing | FOTW | CAI | Both |
|---|---|---|---|
| Steps × product complexity | +0.11 n=100 | +0.31 n=67 | +0.68 n=167 |
| Steps × monthly visits | +0.34 n=41 | +0.08 n=73 | +0.06 n=114 |
| Complexity × monthly visits | +0.01 n=41 | -0.17 n=64 | -0.03 n=105 |
| Steps × complexity, FOTW physical products only (scores 1 to 3) | -0.02 n=76 | – | – |
| Steps × complexity, FOTW with quiz funnels removed (<5 steps) | +0.00 n=88 | – | – |
Reading: a value near 0 means no relationship; +1 would mean "more complex always means more steps".
- FOTW, steps × complexity: none. +0.11 over 100 funnels, -0.02 among physical products only, +0.00 once the twelve quiz funnels are set aside. The small positive in the full set exists only because the five habit-change apps in the FOTW library (Coursiv, Liven, MadMuscles, Relatio, Piano by Pictures) are at the top of both scales.
- CAI, steps × complexity: moderate positive (+0.31, n=67). Habit-change apps (score 5) run a median 41 screens, one-off readings and tests (score 3) a median 29.5. But the spread inside one score is far larger than the gap between scores: Blossom Up's fourteen captured personality tests, all score 3 and all €1.95, run 46 to 118 screens. That points at the funnel builder's template, not the product.
- Pooled number is an artifact. +0.68 across both corpora only says "apps use long quizzes and ecom does not". Do not read it as complexity driving steps.
- FOTW, steps × traffic: weak positive (+0.34, n=41). The shape table below shows why: brands that land on the offer have a median 263K visits, brands with one advertorial or VSL in front a median 1112K. An advertorial is the format for scaling cold native and Meta traffic, so the bigger spenders have one. That is a traffic-source effect, and the same brands are not more complex (complexity × traffic is +0.01).
- CAI, steps × traffic: none (+0.08, n=73). Among quiz funnels, the 37M-visit app and the 50K-visit app use the same 30 to 80 screen playbook.
Median steps by complexity score
FOTW (100 funnels)
| Complexity | n | Median steps | Max | % quiz-style (≥5 steps) | Median visits/mo |
|---|---|---|---|---|---|
| 1 · Commodity / known category | 15 | 1 | 19 | 7% | 1000K n=7 |
| 2 · Familiar product with a claimed mechanism | 52 | 0.5 | 24 | 12% | 429K n=25 |
| 3 · New-to-market device, service or software that needs explaining | 9 | 1 | 2 | 0% | 370K n=3 |
| 4 · Program, course, coaching or info product | 17 | 0 | 4 | 0% | 86.5K n=2 |
| 5 · App or subscription that asks for a habit change | 7 | 33 | 49 | 71% | 2731K n=4 |
CAI (67 scored apps)
| Complexity | n | Median steps | Max | % quiz-style | Median visits/mo |
|---|---|---|---|---|---|
| 1 · Commodity / known category | 0 | – | – | – | – |
| 2 · Familiar product with a claimed mechanism | 0 | – | – | – | – |
| 3 · New-to-market device, service or software that needs explaining | 16 | 29.5 | 102 | 100% | 2769K n=13 |
| 4 · Program, course, coaching or info product | 6 | 27.5 | 51 | 83% | 1458K n=5 |
| 5 · App or subscription that asks for a habit change | 45 | 41 | 78 | 100% | 536K n=44 |
What actually predicts the step count in the FOTW set: funnel shape
| Shape | n | Median steps | Median complexity | Median visits/mo |
|---|---|---|---|---|
| direct (offer on first page) | 42 | 0 | 2 | 263K n=15 |
| one or two warm-up pages (advertorial / VSL / opt-in) | 46 | 1 | 2 | 1112K n=22 |
| quiz funnel | 12 | 23.5 | 2 | 2681K n=4 |
The three shapes have almost the same median complexity. The quiz-funnel group is longer because it is selling a trial or a subscription that needs a personalised result to justify the recurring charge (Forge Skin, Spartan, SpoiledChild, BBCo, Piano by Pictures, Coursiv, Liven, MadMuscles, Relatio). The advertorial group adds one page to warm cold native and Meta traffic, again regardless of what is being sold. The biggest brands in the library sit in the one-step group (Mars Men 7M, Derila 4.1M, Resilia 4.1M, RejuvaCare 4.1M, Comfrt 4M) and the zero-step group (Everyday Dose 2.9M, Freebird 2.1M, Gruns 2M, MUD\WTR 1.7M); the quiz group's traffic median rests on four brands, three of them apps.
3. The extremes, with the pages
Complex products that go straight to the offer
These are the products a "complexity drives steps" theory says should need the most warm-up. They get none, or one page.
SCRAPED GroundingWell (complexity 3, 0 steps): grounding sheets, a product most visitors have never heard of, sold on a single landing page that goes to cart. 17,168px tall, the explanation lives on the page, not in extra steps.open full page
SCRAPED Designrr (complexity 3, 0 steps): ebook-creation SaaS sold on one long sales page straight into an order form with an order bump.open full page
SCRAPED Nebroo (complexity 3, 1 step): OTC hearing aids. One landing page then a pre-sell page that carries the order button. Two long pages instead of many short ones.open full page
SCRAPED FIXD (complexity 3, 2 steps): the OBD2 scanner that FOTW documents as the origin of the 'double advertorial'. The library's own note: it cut CPA by 50%+ and scaled to $20k/day on YouTube. Two steps is the most any physical product needs in this set.open full page
Pattern. When the product needs explaining, the explanation goes into page length (10k to 35k pixel advertorials and landers) rather than into extra steps. PestLab's advertorial is 35,736px tall and is still one step. See the pattern write-ups in
patterns/advertorial-sequencing/ and patterns/sales-page-architecture/.Simple products with long funnels
The opposite corner: products anyone understands, sold behind 19 to 24 screens.
SCRAPED GLOV Beauty (complexity 1): a makeup-remover glove and hair towel behind a 19-step quiz. Step 1.open full page
SCRAPED GLOV Beauty quiz, step 9 of 19. Nothing here is needed to understand a microfiber glove; the quiz is building a 'your routine' result.open full page
SCRAPED GLOV Beauty sales page after the quiz. The offer is a bundle.open full page
SCRAPED Forge Skin (complexity 2): men's skincare, 24 quiz steps. Step 1.open full page
SCRAPED Forge Skin, step 24, the last screen before the sales page.open full page
SCRAPED Forge Skin sales page. The quiz result is used to frame a subscription bundle.open full page
FOTW breakdown of Forge Skin: "Instead, they run a multi-step male-focused quiz funnel designed to build trust, educate, and pre-sell the mechanism before the offer is revealed." And on length: "We know men don't want 10 steps — here's the minimum effective dose."
SCRAPED Spartan (complexity 2): men's supplement, 23 quiz steps before a bottle-count order form. Step 1.open full page
SCRAPED Spartan, step 23. Same product category as Nuora, UltimaPeak and Primal Viking, which sell in 0 to 1 steps.open full page
The host's own explanation is about trust and pre-selling a mechanism, not about product complexity. Spartan, Nuora, UltimaPeak, Primal Viking and Mars Men all sell men's supplements: Spartan uses 23 steps, the other four use 0 or 1. Same product, different acquisition model (quiz-to-bundle vs advertorial-to-PDP).
Inside the Consumer App Index: length is a format, not a response to complexity
All 196 CAI funnels are quiz funnels, so this corpus isolates the question: among funnels that already chose the quiz format, does a harder-to-understand product get more screens? A little. Habit-change apps average about ten screens more than one-off readings and tests. But the spread inside a single app and a single complexity score is several times larger than that gap.
CAI-APP Blossom Up EQ test (CAI, complexity 3): screen 1 of 102 before a €1.95 paywall. Blossom Up's 14 captured funnels run 46 to 118 steps for the same product.open full page
CAI-APP Blossom Up EQ test, screen 52 of 102.open full page
CAI-APP Blossom Up paywall after 102 screens: a €1.95 trial.open full page
CAI-APP Simple Life (CAI, complexity 5, 37.5M visits/mo, the biggest app in the index): screen 1 of 80 in the 'survey' funnel. Its other capture runs 52.open full page
CAI-APP Hint palmistry (CAI, complexity 3, 19.4M visits/mo): 18 steps. Hint's eight captured funnels run 17 to 33.open full page
CAI-APP OMGYes (CAI, complexity 4, 626K visits/mo): a one-screen 'quiz' straight to the paywall. The shortest funnel in CAI sells research-based educational video, not a commodity.open full page
Step count in CAI is set by the funnel-builder's playbook (the 30 to 50 screen default that MadMuscles, BetterMe, WalkFit, FitMe, Liven and MyIQ all share) and by how much the paywall price needs justifying. The top-traffic apps do not run longer quizzes than the small ones (ρ = +0.08); if anything the biggest apps in CAI are the readings and tests with the shortest quizzes (Hint 19M visits at 17 to 33 steps).
4. Answer
Product complexity: no. In the FOTW library the step count is explained by funnel shape (direct / advertorial / quiz), and funnel shape is chosen by business model and traffic source, not by how hard the product is to explain (ρ = +0.11, and +0.00 without quiz funnels). Complex physical products are sold with long pages, not extra steps. In the app world there is a modest link (+0.31): habit-change apps run about ten screens longer than one-off tests, but the builder's template moves the count far more than the product does.
"Sales": weakly yes in FOTW, for a different reason. Using monthly visits as the only proxy, funnels with an advertorial or quiz in front belong to bigger brands than funnels that land on the offer (+0.34, n=41). Those extra steps are the format for buying cold traffic at scale, so the arrow most likely runs from ad budget to funnel shape, not from steps to sales. Inside CAI, where every funnel is a quiz, steps and traffic are unrelated (+0.08).
What does move steps: (1) selling a subscription or trial that needs a "personalised plan" to justify it; (2) cold native / Meta traffic that gets one advertorial; (3) the funnel builder's template. If you are deciding how many steps to add, look at the offer type and traffic source, not the product.
Full dataset (189 rows) — click to expand
| Corpus | Brand | Steps | Shape | Cx | Product | Price $ | Visits/mo (K) |
|---|---|---|---|---|---|---|---|
| CAI | Courshark | 112 | quiz (112) → paywall | – | Courshark | – | – |
| CAI | Blossom Up | 102 | quiz (102) → paywall | 3 | Blossom Up offers a collection of quick online assessments and quizzes that measure variou | – | 5473 |
| CAI | BrainAI Health | 100 | quiz (100) → paywall | – | BrainAI Health | – | – |
| CAI | EFAQ | 95 | quiz (95) → paywall | – | EFAQ | – | 1338 |
| CAI | Sololearn | 78 | quiz (78) → paywall | 5 | A mobile-first platform that teaches coding through bite-sized lessons accessible anytime | – | 545 |
| CAI | Kegel Plan | 71 | quiz (71) → paywall | – | Kegel Plan | – | 275 |
| CAI | The Coach App | 70 | quiz (70) → paywall | 5 | A men's sexual health and performance app offering personalized Kegel exercise programs de | – | 54 |
| CAI | Simple Life | 66 | quiz (66) → paywall | 5 | A fasting and wellness app that helps users adopt intermittent fasting practices through g | – | 37547 |
| CAI | Ornament Weightloss | 61 | quiz (61) → paywall | 5 | Ornament Weightloss provides personalized weight loss plans tailored to your lifestyle, la | – | 303 |
| CAI | Hypnozio | 59 | quiz (59) → paywall | 5 | A hypnotherapy app delivering guided audio sessions designed to help users overcome specif | – | 1636 |
| CAI | Fit4Me | 56 | quiz (56) → paywall | – | Fit4Me | – | – |
| CAI | BetterMe World | 55 | quiz (55) → paywall | 5 | Multi-vertical fitness platform spanning pilates, calisthenics, yoga, fasting, and mental | – | 4179 |
| CAI | Paw Champ | 55 | quiz (55) → paywall | 5 | A comprehensive dog training and behavior app that provides step-by-step guidance, progres | – | 425 |
| CAI | Learnova AI | 52.5 | quiz (52) → paywall | – | Learnova AI | – | 0 |
| CAI | Smarty Me App | 52 | quiz (52) → paywall | 5 | SmartyMe is a microlearning app that teaches STEM and general-knowledge subjects in 5-15 m | – | 1985 |
| CAI | Fitify | 52 | quiz (52) → paywall | 5 | A personalized fitness app that creates customized workout plans based on your goals and t | – | 288 |
| CAI | Testora | 52 | quiz (52) → paywall | 3 | An online platform that administers IQ and cognitive ability tests for individuals seeking | – | – |
| CAI | Jobescape | 51 | quiz (51) → paywall | 4 | Jobescape teaches users how to build AI-powered automations to streamline work tasks and i | – | 1458 |
| CAI | Wisey | 51 | quiz (51) → paywall | 5 | Your personal coach, guiding mindfulness and cognitive growth. Unlock Your Full Potential, | – | 37 |
| CAI | Headway | 50 | quiz (50) → paywall | 5 | Book summary app that helps users learn key insights from bestselling books in 15 minutes | – | 1382 |
| CAI | Wisey ADHD | 50 | quiz (50) → paywall | – | Wisey ADHD | – | 552 |
| CAI | Walkfit | 48.5 | quiz (48) → paywall | 5 | A walking-based fitness program designed to help users achieve significant body transforma | – | 6641 |
| CAI | MadMuscles | 48.5 | quiz (48) → paywall | 5 | Personalized workout and diet plans app with web-to-app flows targeting fitness enthusiast | – | 3762 |
| CAI | Liven | 48 | quiz (48) → paywall | 5 | Provides science-based techniques and personalized exercises to help users manage emotiona | – | 3316 |
| CAI | Noom | 48 | quiz (48) → paywall | 5 | A psychology-based weight loss app that combines personalized coaching, food tracking, and | – | 2084 |
| CAI | Nebula Ask | 48 | quiz (48) → paywall | 3 | A platform that connects users with psychics for personalized readings on relationship que | – | 654 |
| CAI | Nexera | 48 | quiz (48) → paywall | 5 | Nexera is a microlearning app that teaches people to use AI assistants like Claude and Cha | – | 126 |
| CAI | MyIQ | 47.5 | quiz (47) → paywall | 3 | Personality and IQ style quizzes that onboard via localized landing pages and convert thro | – | 5799 |
| CAI | Fitme | 47 | quiz (47) → paywall | 5 | A personalized fitness platform that creates customized chair-based workout programs for s | – | 5094 |
| CAI | Mimika App | 47 | quiz (47) → paywall | 5 | A personalized face yoga platform that helps users achieve glowing, youthful skin through | – | 398 |
| CAI | MyAddMile | 45 | quiz (45) → paywall | 5 | A personalized coaching program that helps people with ADD manage their condition through | – | 20 |
| CAI | NewCircle | 45 | quiz (45) → paywall | – | NewCircle | – | – |
| CAI | Empirio | 44 | quiz (44) → paywall | – | Business/growth app advertised via Instagram Stories. Quiz funnel format targeting entrepr | – | – |
| CAI | Luvly | 43.5 | quiz (43) → paywall | 5 | Luvly provides personalized face yoga exercises designed to tone facial muscles and reduce | – | 261 |
| CAI | Uni | 43 | quiz (43) → paywall | 5 | Uni is a parenting subscription app that generates a personalized child talent growth plan | – | 6 |
| CAI | Ruut Labs | 42 | quiz (42) → paywall | – | Ruut Labs | – | – |
| CAI | Nebula | 41 | quiz (41) → paywall | 3 | An astrology app that uses AI-generated imagery to show users hand-drawn sketches of their | – | 4351 |
| CAI | HarnaFit | 41 | quiz (41) → paywall | 5 | A fitness app that creates personalized workout plans through a quick quiz, offering fat-b | – | 1441 |
| CAI | Mellow Flow | 41 | quiz (41) → paywall | 5 | A psychology-backed app that helps users overcome procrastination, manage ADHD symptoms, a | – | 103 |
| CAI | The Fabulous | 39.5 | quiz (39) → paywall | 5 | A habit-building app that helps users transform their daily routines through personalized | – | 959 |
| CAI | Mental Impulse | 39 | quiz (39) → paywall | 5 | A personalized brain training platform that helps users develop cognitive skills and manag | – | 2769 |
| CAI | Imprint App | 39 | quiz (39) → paywall | 5 | A visual learning platform that breaks down complex topics—from philosophy and mindfulness | – | 425 |
| CAI | Memory OS | 39 | quiz (39) → paywall | 5 | A memory training app that uses gamified micro-lessons and virtual mind palaces to enhance | – | 205 |
| CAI | Spiriohub | 38 | quiz (38) → paywall | – | Spiriohub | – | 176 |
| CAI | My ADD Mile | 38 | quiz (38) → paywall | 5 | A personalized coaching program that helps people with ADD manage their condition through | – | 63 |
| CAI | Keto Go | 37 | quiz (37) → paywall | 5 | A ketogenic diet app that helps users create personalized meal plans and track their nutri | – | 527 |
| CAI | Attainify | 37 | quiz (37) → paywall | 5 | Attainify likely helps users set, track, and achieve personal or professional goals throug | – | 240 |
| CAI | Chillio | 37 | quiz (37) → paywall | 5 | Chillio provides mental health support and community connection for people experiencing de | – | 68 |
| CAI | Ultiself | 37 | quiz (37) → paywall | 5 | A personalized self-improvement platform that generates customized health and wellness pla | – | 47 |
| CAI | Copymind | 36 | quiz (36) → paywall | 3 | Likely helps users generate, refine, or manage written content through AI assistance, targ | – | 355 |
| CAI | My Friend | 34.5 | quiz (34) → paywall | – | My Friend | – | – |
| CAI | Coursiv | 34 | quiz (34) → paywall | 4 | A platform offering certified AI and machine learning courses designed to help professiona | – | 8477 |
| CAI | Work with Shadow | 34 | quiz (34) → paywall | 5 | A trauma-informed shadow work app that helps users uncover and heal buried emotions, uncon | – | 406 |
| CAI | Visual Mind | 34 | quiz (34) → paywall | – | Visual Mind | – | 13 |
| CAI | Holispira | 34 | quiz (34) → paywall | – | Holispira | – | – |
| CAI | Rise Guide | 33.5 | quiz (33) → paywall | 3 | Rise Guide | – | 6619 |
| CAI | Yoga Go | 33 | quiz (33) → paywall | 5 | A guided yoga platform offering accessible classes for beginners through advanced practiti | – | 2416 |
| CAI | Yelly | 32 | quiz (32) → paywall | 5 | An AI companion app that helps users improve relationships, manage stress, and release neg | – | – |
| CAI | Mental Impulse IQ | 31 | quiz (31) → paywall | 3 | A quick online IQ assessment tool that measures cognitive ability and reveals how your int | – | 2769 |
| CAI | Intch | 31 | quiz (31) → paywall | 5 | A task management and productivity app designed for people overwhelmed by growing to-do li | – | 841 |
| CAI | Bitesy | 30.5 | quiz (30) → paywall | – | Bitesy | – | 17 |
| CAI | LiveLongerNow | 30 | quiz (30) → paywall | – | LiveLongerNow | – | – |
| CAI | Finelo | 29 | quiz (29) → paywall | 4 | A trading education platform that teaches beginners how to trade stocks and interpret mark | – | 19103 |
| CAI | Codefinity | 29 | quiz (29) → paywall | 5 | An interactive coding and spreadsheet learning platform that teaches Python and Excel thro | – | 730 |
| CAI | Clever: Brain Games & IQ Tests | 29 | quiz (29) → paywall | 5 | Cognitive Growth likely offers tools and resources to enhance mental skills like memory, a | – | 78 |
| CAI | Senses | 29 | quiz (29) → paywall | – | Senses | – | – |
| CAI | Masterflix | 29 | quiz (29) → paywall | – | Masterflix | – | – |
| CAI | Hint | 28 | quiz (28) → paywall | 3 | Astrology-based soulmate matching and palm reading app with web-to-app flows. | – | 19445 |
| CAI | Keto Best.me | 28 | quiz (28) → paywall | 5 | A personalized keto diet program that uses a quiz-based funnel to create tailored meal pla | – | 2266 |
| CAI | BoostSkill | 27 | quiz (27) → paywall | – | BoostSkill | – | – |
| CAI | InnerFlo | 26.5 | quiz (26) → paywall | 5 | InnerFlo uses binaural beats to help users achieve better sleep and nervous system balance | – | 140 |
| CAI | Memento | 26.5 | quiz (26) → paywall | – | Memento | – | – |
| CAI | Parenting Leader | 26 | quiz (26) → paywall | 4 | A guided 28-day program that teaches parents of children with ADHD practical behavioral st | – | 69 |
| CAI | Avoro | 26 | quiz (26) → paywall | 3 | Based on the name and domain, Avoro likely provides a collaborative platform for financial | – | – |
| CAI | ChatOn AI | 25.5 | quiz (25) → paywall | 3 | AI-powered chat assistant with quiz-based onboarding funnel | – | 918 |
| CAI | Astari | 25 | quiz (25) → paywall | 3 | AI meeting assistant that records, transcribes, and summarizes meetings with automatic tas | – | 27 |
| CAI | Protocol Health | 25 | quiz (25) → paywall | – | Protocol Health | – | 15 |
| CAI | Babbel | 24 | quiz (24) → paywall | 5 | Learn 14 languages through interactive lessons designed for real-world conversation and pr | – | 2916 |
| CAI | IQ Brain | 24 | quiz (24) → paywall | 3 | A brain training and cognitive assessment app that measures IQ and mental performance thro | – | 0 |
| CAI | AI Apply | 23 | quiz (23) → paywall | 3 | AI Apply | – | 1255 |
| CAI | OwlyMate | 23 | quiz (23) → paywall | 4 | A 28-day intensive program that teaches professionals how to master AI tools and technique | – | 0 |
| CAI | Makes You Fluent | 22.5 | quiz (22) → paywall | 5 | A language learning platform that uses AI-powered speech recognition technology to help no | – | 391 |
| CAI | Kodree | 22 | quiz (22) → paywall | 5 | A hands-on learning platform that teaches in-demand data analysis and technical skills thr | – | 636 |
| CAI | Astroline | 21 | quiz (21) → paywall | 3 | Provides personalized astrological insights and guidance on love, relationships, career, a | – | 4758 |
| CAI | Brilliant | 21 | quiz (21) → paywall | 5 | Interactive STEM learning platform teaching math, data science, programming and logic thro | – | 2947 |
| CAI | Innerly | 21 | quiz (21) → paywall | – | Innerly | – | 2782 |
| CAI | Woofz Academy | 20 | quiz (20) → paywall | 5 | A comprehensive dog training platform offering courses, videos, and behavioral assessments | – | 1581 |
| CAI | My Traits AI | 16 | quiz (16) → paywall | 3 | # My Traits AI Description Unlock insights about your ancestry, health predispositions, a | – | 56 |
| CAI | OMGYes | 1 | quiz (1) → paywall | 4 | An educational platform featuring research-backed videos on sexual pleasure and intimacy, | – | 626 |
| FOTW | Relatio | 49 | quiz (49) → pre-order → order form | 5 | relationship app | – | – |
| FOTW | MadMuscles (FOTW capture) | 36 | quiz (36) → sales page → checkout | 5 | workout app | – | 3762 |
| FOTW | Coursiv (FOTW capture) | 35 | quiz (35) → sales page → checkout | 5 | AI course app | – | 5000 |
| FOTW | Liven (FOTW capture) | 33 | quiz LP → 25 questions + interstitials → plan page → paywall | 5 | mental-wellness app | – | 1600 |
| FOTW | Piano by Pictures | 26 | quiz (26) → sales page + checkout | 5 | piano course / membership | – | – |
| FOTW | Forge Skin | 24 | quiz (24) → sales page → checkout | 2 | men's skincare | – | – |
| FOTW | Spartan | 23 | quiz (23) → sales page → order form | 2 | men's supplement | – | – |
| FOTW | SpoiledChild | 20 | quiz (20) → product page → checkout | 2 | personalised hair / skin supplements | – | – |
| FOTW | GLOV Beauty | 19 | quiz (19) → sales page → cart | 1 | makeup-remover glove / hair towel | – | – |
| FOTW | Activated You | 12 | quiz (9) → post-quiz popup → pre-sell → VSL → post-VSL page → LP → checkout | 2 | gut supplement | – | – |
| FOTW | BBCo Provitalize | 7 | quiz (7) → PDP → checkout | 2 | menopause probiotic | – | 400 |
| FOTW | Gundry MD Total Restore | 7 | quiz (6) → VSL → sales page → checkout | 2 | gut supplement | – | – |
| FOTW | Monetise (Iman Gadzhi) | 4 | opt-in → survey (3) → offer → checkout | 4 | info product | – | – |
| FOTW | $100M Money Models | 2 | LP → opt-in → post-opt-in offer → checkout | 4 | book + upsells | – | – |
| FOTW | FIXD | 2 | advertorial → advertorial → PDP (double advertorial) | 3 | OBD2 car scanner | – | – |
| FOTW | AirMoto | 1 | advertorial → sales page → order form | 2 | portable tire inflator | – | – |
| FOTW | Akusoli | 1 | advertorial → product page → order form | 1 | insoles | 29.99 | – |
| FOTW | Atolea Jewelry | 1 | homepage → PDP → cart | 1 | waterproof jewelry | – | 1300 |
| FOTW | Blissy | 1 | advertorial → native sales page → cart | 1 | silk pillowcase | – | 1000 |
| FOTW | BugMD | 1 | advertorial → PDP | 2 | natural pest spray | – | 1500 |
| FOTW | Clarifon | 1 | advertorial (4 variants) → order form | 3 | OTC hearing aid | – | – |
| FOTW | Clarity MD | 1 | advertorial LP → checkout | 2 | antioxidant supplement | – | 2800 |
| FOTW | Cocunat | 1 | advertorial → PDP | 2 | curl / beauty products | – | – |
| FOTW | Comfort Wear | 1 | LP (8 variants) → sales page → cart | 1 | bras / shapewear | – | – |
| FOTW | Comfrt | 1 | LP → PDP → cart | 1 | hoodie | – | 4000 |
| FOTW | Derila Ergo | 1 | advertorial → PDP → checkout | 1 | ergonomic pillow | – | 4100 |
| FOTW | Dr. Marty | 1 | advertorial → PDP | 2 | pet food | – | – |
| FOTW | Drivse | 1 | advertorial → PDP | 2 | personal care | – | 378 |
| FOTW | Earth Breeze | 1 | advertorial → PDP | 1 | laundry sheets | 12 | 1000 |
| FOTW | eMeals | 1 | advertorial → trial signup | 5 | meal-planning subscription | – | 1700 |
| FOTW | Frøya Organics | 1 | LP → sales page → cart | 2 | supplement | – | – |
| FOTW | Genius Wave | 1 | VSL → sales page → order form | 4 | audio program | – | – |
| FOTW | Hugterra | 1 | advertorial → sales page → cart | 2 | massager | – | 54 |
| FOTW | Kitsch | 1 | LP → product page → cart | 1 | hair accessories | – | – |
| FOTW | LifePro Fitness | 1 | advertorial → PDP | 3 | vibration plate / fitness device | – | 370 |
| FOTW | Mama Bear Oasis | 1 | advertorial → PDP | 2 | supplement | – | 300 |
| FOTW | Mars Men | 1 | advertorial → product page → cart | 2 | testosterone supplement | – | 7000 |
| FOTW | Memory Wave | 1 | VSL → landing page → order form | 4 | audio program | – | – |
| FOTW | Migaku | 1 | LP → pricing page → signup → checkout | 5 | language-learning software | – | – |
| FOTW | Mind Shifting | 1 | LP → opt-in → upsell | 4 | info product | – | – |
| FOTW | Moonbrew | 1 | advertorial → PDP | 2 | sleep supplement | 48 | – |
| FOTW | Native Path | 1 | advertorial → PDP | 2 | collagen | – | 1700 |
| FOTW | Nebroo | 1 | LP → pre-sell page → checkout | 3 | OTC hearing aid | – | – |
| FOTW | Neurotoned | 1 | advertorial → checkout | 4 | digital therapy program | – | 127 |
| FOTW | Nooro | 1 | advertorial → PDP | 3 | NMES foot massager | – | – |
| FOTW | Norse Organics | 1 | LP → sales page → cart | 2 | anti-acne skincare | – | – |
| FOTW | Particle for Men | 1 | LP → PDP → cart | 2 | men's skincare | – | 907 |
| FOTW | PDF Farming | 1 | LP → opt-in → checkout | 4 | info product | – | – |
| FOTW | PestLab | 1 | advertorial → PDP | 3 | ultrasonic pest device | – | 150 |
| FOTW | Primal Viking | 1 | LP (5 variants) → PDP → cart | 2 | men's supplement | – | – |
| FOTW | RejuvaCare | 1 | advertorial → PDP → checkout | 3 | knee massager | – | 4100 |
| FOTW | Resilia | 1 | advertorial → product page → checkout | 2 | parasite-cleanse supplement | – | 4100 |
| FOTW | SciatiEase | 1 | advertorial → checkout | 2 | supplement | – | 75 |
| FOTW | Simple Brain Fix | 1 | sales page → VSL → checkout | 2 | nootropic supplement | – | – |
| FOTW | SkinnyFit | 1 | advertorial → PDP ($5.95 trial) | 2 | collagen | 5.95 | 1224 |
| FOTW | The Ridge | 1 | LP → product page → cart | 1 | wallet | – | – |
| FOTW | TryBello | 1 | advertorial → sales page → order form | 2 | supplement | – | – |
| FOTW | Undrdog | 1 | LP → PDP → cart | 1 | car detailing product | – | 162 |
| FOTW | 4Patriots | 0 | LP (offer) → checkout | 2 | survival food kit | – | – |
| FOTW | AG1 | 0 | LP (offer) → plan selection → checkout | 2 | greens powder | 79 | – |
| FOTW | Ancestral Supplements | 0 | LP (offer) → checkout | 2 | organ-meat supplement | – | – |
| FOTW | ARMRA | 0 | LP (offer) → cart | 2 | colostrum supplement | – | – |
| FOTW | Club EarlyBird | 0 | text sales page → cart | 2 | morning energy drink | 54 | – |
| FOTW | David Protein | 0 | PDP → cart | 2 | protein bar | – | 429 |
| FOTW | Designrr | 0 | LP (sales) → order form | 3 | ebook-creation SaaS | – | – |
| FOTW | Dr. Barbara Sturm | 0 | LP (offer) → cart → checkout | 2 | luxury skincare | – | 263 |
| FOTW | Dr. Pompa | 0 | VSL (offer drop) → order form | 4 | health program (VSL) | – | – |
| FOTW | Email Storyselling Playbook | 0 | LP with order section | 4 | info product | – | – |
| FOTW | Everyday Dose | 0 | LP (offer) → cart | 2 | mushroom coffee | – | 2900 |
| FOTW | Freebird | 0 | PDP | 2 | electric head shaver | – | 2100 |
| FOTW | GlucoTrust | 0 | VSL → order | 2 | blood-sugar supplement | – | – |
| FOTW | Goli | 0 | LP (offer) → order form | 2 | gummies | – | – |
| FOTW | GroundingWell | 0 | LP (offer) → cart | 3 | grounding sheets | – | – |
| FOTW | Gruns | 0 | LP (offer) → cart | 2 | greens gummies | – | 2000 |
| FOTW | Kandy for Scale | 0 | sales page → cart | 4 | agency growth info product | – | – |
| FOTW | Lulutox | 0 | sales page | 2 | detox tea | – | 113 |
| FOTW | Mane Strong | 0 | PDP | 2 | men's hair supplement | – | 100 |
| FOTW | Maps to Cash | 0 | LP (sales) → checkout | 4 | info product | – | – |
| FOTW | MindsetStack | 0 | LP (sales) → cart | 4 | info product | 7.99 | – |
| FOTW | Mindvalley | 0 | LP with pricing → upsell | 4 | membership | – | – |
| FOTW | MovesMethod | 0 | LP (sales) → order form | 4 | mobility program | – | – |
| FOTW | MUD\WTR | 0 | LP (offer) → cart | 2 | mushroom coffee | – | 1705 |
| FOTW | Instagram University | 0 | VSL LP → checkout | 4 | info product | – | – |
| FOTW | Nuora | 0 | PDP → cart | 2 | supplement | – | 233 |
| FOTW | Nuzzle | 0 | LP (offer) → order selection | 1 | pillow | – | – |
| FOTW | Obvi | 0 | LP (offer) → order form | 2 | collagen | – | 889 |
| FOTW | Organics Ocean | 0 | LP (offer) → order form | 2 | supplement | – | – |
| FOTW | Paid Creators | 0 | sales page → checkout | 4 | info product | – | 46 |
| FOTW | Primal Queen | 0 | sales page → checkout | 2 | supplement | – | – |
| FOTW | Primera | 0 | VSL (offer drop) → order form | 2 | bladder supplement | – | – |
| FOTW | Rejuveen | 0 | PDP | 2 | GLP-1 aftercare supplement | – | – |
| FOTW | Rosabella | 0 | LP (offer) → cart | 2 | supplement | – | – |
| FOTW | Sculptique | 0 | LP (offer) → checkout | 2 | supplement | – | 154 |
| FOTW | The BBCo | 0 | LP (offer) → order form | 2 | supplement | – | 400 |
| FOTW | The Woobles | 0 | PDP | 1 | crochet kit | – | – |
| FOTW | Truvani | 0 | PDP | 2 | protein powder | – | – |
| FOTW | UltimaPeak | 0 | PDP → cart | 2 | men's gummies | – | 217 |
| FOTW | Unlimited Leads | 0 | VSL LP → checkout | 4 | info product | – | – |
| FOTW | Uproot Clean | 0 | LP (offer) → cart | 1 | pet-hair remover | – | – |
| FOTW | Viasox | 0 | LP (offer) → order selection | 1 | compression socks | 24.95 | 200 |
Also saved as dataset.json with the correlation stats, the medians and the exclusion list. CAI rows without a complexity score (name-only apps such as Innerly, EFAQ, Spiriohub) are kept for the traffic pairing but left out of the complexity pairing.
What the library doesn't have yet
- Conversion or revenue data. None. Traffic is the only proxy, and it says more about ad budget than about funnel efficiency. A real answer needs CVR by step count, which only the brands have.
- Complete quiz captures for several FOTW ecom quiz funnels. ColonBroom, HUM Nutrition, Jumpspeak, Total Restore and Wuffes have a quiz landing page but not the steps, so they are excluded. SkinnyFit's quiz is described by the host but not captured.
- Product verification for seven funnels (Arctis Goddess, Lunavia, Medilisk, Seranova, Ofarm, Prayersong): the library holds the pages but no README or commentary saying what is sold, so they were not scored.
- Traffic for 59 of the 100 FOTW funnels. The host only quotes SimilarWeb in some breakdowns.
- Complexity is a hand-scored rubric, so treat the exact ρ values as directional. The exclusion list and every score are in
dataset.jsonso they can be re-scored.
Follow-up questions worth asking
- Within men's supplements, why does Spartan run 23 steps while Nuora, UltimaPeak and Primal Viking run 0 to 1? What does the FOTW host say about AOV and subscription attach in each?
- For the same CAI app captured several times (MadMuscles ×10, Coursiv ×9, Blossom Up ×14), did the step count change over time, and did traffic move with it?
- Do longer funnels pair with higher-priced or recurring offers? Price is only partly captured here; a price-vs-steps pass is the obvious next cut.
- Where do advertorial page heights sit against step counts: is "explanation" simply moving from steps into pixels?
- Which FOTW breakdowns include a stated conversion rate or CPA (FIXD does), and can those few be lined up against steps?