Contents:
- The 13 funnels and their measurement mechanism
- Where the mechanism is introduced
- Product first, or the value of knowing first
- Curiosity without explaining the mechanism
- How the result becomes the offer
- After the first conversion
- Patterns that repeat across three or more brands
- What this suggests for a Personal Health Scoreboard
- What the library doesn't have yet
- Follow-up questions worth asking
1. The 13 funnels and their measurement mechanism
We walked six web2app quiz funnels step by step from the Consumer App Index and seven FOTW funnels page by page. The CAI funnels are the purest "score" funnels (the score is the product). The FOTW funnels show how physical-product and high-ticket brands use the same devices.
| Brand | Source | What the customer receives | Where it is introduced | Sells what first | Result → offer | After purchase |
|---|---|---|---|---|---|---|
| MyIQ | CAI-App | IQ score + certificate + cognitive profile | Screen 1: "Get ready to start the IQ Test" | The score. $1 to "see your results" | Result page is the paywall | Certificate, "20+ more tests", cancel-save 77% off |
| Simple Life | CAI-App | Weight prediction, body fat now vs goal, walking plan | Step 10 of 52, after height/weight/goal | The plan; prediction is the hook | "Your walking plan is ready" + tiers | App onboarding (not captured) |
| FitMe | CAI-App | BMI, "fitness profile", body fat projection | Step 35 of 50: "Your BMI is 27.4" | The plan; BMI is instant feedback | "Your Personalized Plan" card above prices | Bundle upsell, hormonal diet, cookbook |
| Impulse (Mental Impulse) | CAI-App | Brain dominance, cognitive performance level | Step 6 of 31: "You are left-brain dominant!" | The plan | "Your cognitive performance level" chart → plans | Not captured |
| Wisey ADHD | CAI-App | "Your ADHD symptoms level - HIGH" + date prediction | Step 49 of 50 (end) | The plan | Result screen → checkout $10.50 | 11-step cancel flow (captured) |
| Blossom Up | CAI-App | Love-style report, personality, IQ, EQ tests | Screen 1: "Start Test" | The report. "Test results saved for 15 minutes" | Pay to unlock the full report | Pending quizzes, 30-day challenge, health tracker |
| Liven | Scraped | "Procrastination Profile": level, type, trigger, expected result date | Page 1 headline; profile at page 27 of 49 | The plan | Summary → Expected Result → Timeline → sales page | 3 upsells, app activation |
| Coursiv | Scraped | "Your readiness: 83%" + income potential chart | Page 35 of 40 (end) | The challenge | Readiness chart sits on the sales page | 2 upsells, in-app quiz, review prompt |
| Activated You | Scraped | "Gut Type" (quiz result is never shown; replaced by a discount) | Pre-VSL: "What Gut Type Are You?" | The product. Quiz = "secure your discount" | Post-survey popup: "Save up to 52%" | Checkout, 3 upsells, 20 emails |
| Dr. Pompa | Scraped Email-PDF | Cellular inflammation test (urine), 64-question Neurotoxicity Assessment, score by email | The test IS the $97 front end; assessment after purchase | The measurement | Score email → results page → video → consult call → $7,000 program | 17 emails, booking flow, family-member kit |
| IM8 | Scraped Email-PDF | Superpower 100+ biomarker blood test, biological age | After purchase: thank-you page and confirmation email | The product | n/a (retention device, not acquisition) | Blood test redemption, gift ladder, referral |
| BBCO Provitalize | Scraped Email-PDF | 7-question quiz before PDP; day-count progress emails | Before the product page | The product | Quiz → PDP (no result page) | 21 post-purchase emails incl. "you made it to day 6" |
| Arctic Goddess | Scraped | "Let's build your hormone plan" quiz | Landing page, question 1 | The product (sale timer on the same page) | Quiz → PDP | 6 post-purchase emails |
Also in the library but not walked in full: RYZE Superfoods and Obvi run a quiz after purchase to collect customer insight (RYZE "Post-Purchase Quiz" lesson, Obvi "Post-Purchase Survey pt.1–7"). Colonbroom's quiz landing page is a GLP-1 booster quiz LP with only the landing page and PDP scraped.
2. Where the mechanism is introduced
Three placements appear in the library. Most funnels use the first one. The two supplement brands that get the most out of measurement use the second and third.
ABefore question one: the headline names the output
Every CAI score funnel and Liven, Coursiv and Activated You put the deliverable in the first headline. There is no explanation of how it is computed. The screen says what you will get and how long it takes.
BThe measurement is the front-end product (Dr. Pompa)
Dr. Pompa is the only funnel in the library where the thing being sold is the test. The 37-minute VSL leads to a $97 "Testing & Consultation" package: an at-home cellular inflammation test kit, a Neurotoxicity Assessment questionnaire, and a one-to-one "Cellular Health Analysis" call. The order form describes the kit in one line: "50X more accurate than any blood test at identifying cellular inflammation." No mechanism is explained. The assessment itself, 64 symptom questions scored 0 to 4, is delivered after purchase, and the final question asks how much you have already spent on your health.
CAfter purchase: measurement as proof the product works (IM8, RYZE, Coursiv)
IM8 sells an $89 a month all-in-one supplement with no quiz at all. The measurement appears on the thank-you page: every subscriber gets Superpower's 100+ biomarker blood test at $99 (value $199), positioned as "Find out exactly which nutrients your body is missing, then prove IM8 is fixing them." The FOTW breakdown treats this as the most important idea in the funnel.
RYZE Superfoods and Coursiv do a lighter version. RYZE runs a nine-screen quiz on the post-purchase page ("When choosing wellness or food products, which of these statements feels most true to you?") and the FOTW lesson notes it is "another quiz to extract customer insights". Coursiv, per the FOTW breakdown: "You are clearly guided to download the app, get another quiz to customize your program, and then walked through your first lesson and then immediately prompted for a crucial App store review." Course
3. Product first, or the value of knowing first
The library splits cleanly by what the money buys.
| What the first payment buys | Brands | How the page frames it |
|---|---|---|
| The result itself | MyIQ, Blossom Up, Dr. Pompa | MyIQ: "See Your Results – Just $1.00. Get your precise IQ score. Know where you stand compared to the general population." Blossom Up checkout: "Test Results Saved for 15 Minutes… Email (where you will receive your full Love Report)." Dr. Pompa: the test kit and the analysis call are the product. |
| A plan, with the result as the wrapper | Simple Life, FitMe, Impulse, Wisey, Liven, Coursiv | The result screen and the plan are the same screen. Simple Life: "Your walking plan is ready" with target weight and activity level in a card above three price tiers. FitMe: "Your Personalized Plan: Goal, Fitness Level, Target Weight, BMI Category" above "Reach your goals with your Chair Yoga plan!" |
| A physical product, with the quiz as pre-frame | Activated You, BBCO, Arctic Goddess, Colonbroom | Activated You: "Take the survey to secure your discount" sits on question 1. The gut-type result is never shown; the post-survey popup is "Would you like to save up to 52% off today's purchase?" Arctic Goddess puts "Summer sale up to 52% off" and a countdown above question 1 of the hormone quiz. |
| A physical product, with measurement after | IM8 | No quiz. Blood test is an included benefit of subscribing, revealed at checkout and on the confirmation email. |
4. Curiosity without explaining the mechanism
None of the 13 funnels explains how the score is calculated before the offer. Five devices do the work instead.
4.1 An anchor number before you start
MyIQ prints "Today's average IQ score: 110" under the start button, and the paywall header runs a ticker: "Jack just bought his IQ score! IQ 101." You are invited to compare yourself before you know anything. Simple Life and FitMe use age-bracket photos of women in their 40s to 70s on the first screen so the visitor self-selects into "people like me".
4.2 Scoring you before you finish
MyIQ inserts three rank interstitials into a 25-puzzle test: "You are doing faster than 91% of all test participants" at step 8, "Your IQ score is yet higher than 87% of United States" at step 17, and "Top 4% in Logic so far!" at step 26. The full score is withheld, the partial score is handed out for free. Impulse tells you "You are left-brain dominant!" after one question about thinking style.
4.3 Instant micro-results after two or three inputs
This is the device closest to a "scoreboard". Simple Life asks height, weight and goal weight, then immediately shows "We predict you'll hit 150 kg by April 20" with a curve and "You only have to lose 8 kg. That's about 5% of your body weight. According to the American Heart Association, this can significantly lower your risk of diabetes." Ten screens later it does it again: "You'll achieve your dream body even sooner than expected!" FitMe computes BMI on the weight screen ("Your BMI is 27.4 which is overweight"), sets a "REALISTIC GOAL: lose 17% of your weight" on the goal screen, and after the age question shows a full "Your fitness profile" with a BMI gauge, cardiovascular endurance, fitness level and health risks. The visitor has answered 20 questions and already has a dashboard.
4.4 A named vocabulary, never defined
"Gut Type" (Activated You), "Procrastination type: Worrier" (Liven), "left-brain dominant" (Impulse), "cellular inflammation… 50X more accurate than any blood test" (Dr. Pompa), "5 key measures of intelligence: Memory, Speed, Reaction, Concentration, Logic" (MyIQ loading screen). Each is a label that implies a system. None of the pages defines it. Liven's credibility page is the closest anyone gets to a mechanism, and it is one sentence: "Your plan will be developed by behavioral psychologists. Clinical trials have shown that cognitive behavioural therapy can significantly reduce procrastination." The FOTW community thread on Liven picked out this exact moment: "Especially where they have a moment that calls out that an expert is actually reviewing your submission. Tons of social proof baked throughout as well."
4.5 The warning and the loading screen
MyIQ shows a modal before the reveal: "WARNING. Your results may surprise you. IQ report reveals hidden strengths and growth areas… Your results remain confidential and personally yours." Then a "Calculating your IQ score…" screen ticks through the five measures and interrupts itself with micro-questions ("Do you like solving puzzles?", "Numbers or words?"). Simple Life's version has four named stages (Body Parameters, Activity Preferences, Health & Safety, Generating Your Action Plan) with rotating testimonials. Impulse's version ("We are crafting your experience…") pops four yes/no questions including "Do you want to track your progress over time?" Liven runs seven "Creating your personalized Anti-Procrastination plan" pages, each carrying a testimonial.
5. How the result becomes the offer
The transition has a fixed shape in the app funnels and two variants in the supplement funnels.
5.1 The email gate sits between the result and the reveal
MyIQ, Simple Life, Impulse and Liven all collect email after the loading screen and before the result page. The copy is the same everywhere: the email is where your result will be sent. MyIQ's email screen already shows three teaser stats (completion time 6m 44s, faster than 91% of test takers, strongest skill: Visual Perception) but not the number.
5.2 The result page is the paywall
Every app funnel presents the result as a Now vs Goal projection with a date, and puts the price tiers directly under it. The result is not a separate page you read and then leave. Liven spreads the same idea over four pages (Summary, Expected Result with "decrease your procrastination levels by October 2024", Timeline, then the sales page whose hero is a Now / Your Goal comparison of stress, energy and self-esteem). Coursiv puts "Your readiness: 83%" and an "Income potential: Limited → High" comparison at the top of the sales page. Wisey's single result screen carries "Your ADHD symptoms level – HIGH", a life-satisfaction curve, and "we predict you'll reduce the impact of negative symptoms by January 16, 2026".
5.3 The supplement variants: discount instead of result, or score by email
Activated You runs a nine-question gut-type quiz and then never shows a gut type. The next screen is the 52%-off popup, and the landing page it leads to has a "What to expect: 1 month recalibration, 3 months feeling better, 6 months feeling amazing" timeline that plays the role of the projection chart. BBCO Provitalize runs seven questions straight into the PDP. In both cases the quiz's job is commitment and segmentation, not diagnosis.
Dr. Pompa is the opposite: the score arrives by email after purchase and is the pivot into the back end. Nine emails in the 17-email post-purchase sequence are about the assessment or the call.
Dr. Pompa post-purchase emails that carry the score Email-PDF
- "[LOGIN INSIDE] Your Neurotoxicity Assessment is Ready to Start" (Feb 25, 8:34am): "This assessment is going to tell us what your upstream stressors are, and help us put together a plan." PDF
- "Complete Your Neurotoxicity Assessment Before Our Call" (Feb 25, 9:01am): "The assessment has been refined over two decades and tested rigorously by thousands of doctors. It will take you less than 10 minutes." PDF
- "Your Neurotoxicity Assessment Score: 24" (Feb 25, 9:15am): "Now that you have your score, commit it to memory then click on this link to learn what it means… type in your cellular inflammation score from your urine test. If your test came back with no color, your score would be 0. If your test came back dark red, then your score would be a 7… I'll explain in a brief video exactly what your results mean." PDF
- "Important: Book Your Health Findings Call Now": "the kit itself is only part of the solution. The real breakthrough happens during your personal Report of Findings call. This is where we decode your test results for you." PDF
Two scores (a 0 to 7 colour reading and a 0 to 256 questionnaire total) are combined on a results page, explained in a video, and interpreted on a call. The customer is asked to memorise the number. That is the whole "trusting the mechanism" step: a number, a colour, a video, a person.
6. After the first conversion
Four post-purchase behaviours show up in the walked funnels.
6.1 Deliver the artifact, then offer more measurements (MyIQ, Blossom Up)
MyIQ's activation flow: confirm email, enter name ("so we can personalise your IQ certificate"), then "Your IQ Score: 129" with a certificate, a share row, and "Keep Discovering Yourself: explore 20+ tests covering personality type, love style, emotional intelligence, career strengths." The cancel flow offers 77% off ($6.99 instead of $29.99). Blossom Up's cancel flow leans on unfinished measurement: "You have pending quizzes… Personality Types, IQ Test, Career", "Your 30-day Personal Growth Challenge is still in progress", and the final "Before you go, consider what you'll miss" lists "Personal Health Tracker".
6.2 Upsell the next program on the same screen the plan was sold (FitMe, Liven, Coursiv)
FitMe's checkout modal says "91% of users stay with us after the initial 30-day subscription", then the post-purchase stepper (Buy plan → Premium Bundle → Confirm information → Create Account → Access plan) presents a Senior Fitness + Burn Belly Fat bundle for $14.99 with a "Did you know? FitMe members who start with our Premium Bundle notice 40% faster improvements" interstitial, then a "Diet for Hormonal Balance" one-time $16.48 and a sugar-free cookbook at $9.99. Liven's first upsell asks "Do you turn to food when procrastinating or feeling stressed?" and sells a Mindful Eating eBook at €21.98 (save 63%). Coursiv sells a $44.99 AI bundle and a $29.99 prompt pack, per the FOTW breakdown.
6.3 Turn the product into a before-and-after project (IM8, BBCO)
IM8's order confirmation email repeats the thank-you page block: "Included with your purchase. Your IM8 order comes with biomarker testing. Find out exactly which nutrients your body is missing, then prove IM8 is fixing them." The FOTW breakdown records the retention ladder that follows: a Luxe mixer at month 2, the signature bottle at month 3, a hat at month 4, a travel pouch at month 5, plus a 90-day coaching membership on the quarterly plan. BBCO's post-purchase emails count days: "Hey Ian, you made it to day 6! It wasn't easy, but you've made it here. Seems like only 5 days ago, you were wondering whether to take this leap of faith." Neither brand has a number to show the customer, so one buys a blood test and the other counts days.
Email evidence Email-PDF
- IM8, "Order Confirmed! You Just Leveled Up Your Wellness with IM8" (May 30, 2026): "Your IM8 order comes with biomarker testing… exclusive access to Superpower's 100+ biomarker blood test at $99 (exclusive subscriber offer, value $199). Redeem my Superpower x IM8 Offer." PDF
- BBCO Provitalize, "Your Gut Needs Beauty Sleep Too" (Jan 29, 2026, day 6 of the sequence): "you made it to day 6!… Celebrate your progress, no matter how small it seems!" PDF
- BBCO Provitalize, "Welcome to set 1!" (Jan 18, 2026): a free "Menopause Meal Plan… created with expert dietitian Amanda Herlocker" as the first post-purchase touch. PDF
6.4 Quiz again after purchase (RYZE, Obvi, Coursiv, Dr. Pompa)
Four funnels run a second questionnaire after the sale. RYZE and Obvi use it for attribution and segmentation ("Where did you first hear about Obvi?", nine screens of values statements at RYZE). Coursiv and Dr. Pompa use it to personalise the delivered product and, in Pompa's case, to qualify for the back end. The FOTW lesson on RYZE: "Post purchase, we have another quiz to extract customer insights, and it's a different quiz than we saw with the mushroom chai." Course
7. Patterns that repeat across three or more brands
| Pattern | Brands (count) | What it looks like on the page |
|---|---|---|
| Name the output before question one | MyIQ, Impulse, Wisey, Blossom Up, Liven, Coursiv, Activated You, Simple Life, FitMe, Arctic Goddess (10) | "IQ Test", "Anti-Procrastination Plan according to your type", "What Gut Type are you?", "Let's build your hormone plan", "28-day walking challenge based on your age". Never "take our quiz". |
| Score before the end | MyIQ, Simple Life, FitMe, Impulse (4) | Percentile interstitials at steps 8/17/26; weight prediction at step 10 and again at 20; BMI verdict on the weight screen; brain dominance at step 6. |
| Age-bracket entry for the 40+ audience | Simple Life, FitMe, Wisey, Liven, Activated You, MyIQ (6) | Photos of women 40–49 through 70–80 as the first tap; "We only use your age to personalize your plan"; "It will help us get the correct summary based on your age group". |
| "For your safety" health screens as trust | Simple Life, FitMe, Dr. Pompa (3) | Diagnosed conditions, medications, menopause status, injuries, each with "Rest assured this information is for your safety" (Simple Life) or a "Safety comes first… we recommend consulting your doctor" modal (FitMe). Pompa: 64 symptoms plus a Lyme section. |
| Analysing screen with named stages | MyIQ, Simple Life, Impulse, Liven, Coursiv (5) | Five key measures; four analysis stages; "crafting your experience" with micro-questions; seven personalisation pages with testimonials. |
| Email gate between analysis and reveal | MyIQ, Simple Life, Impulse, Liven, Blossom Up (5) | "Enter your email to get your plan / to unlock your complete IQ analysis / where you will receive your full Love Report." |
| Result page = Now vs Goal projection with a date, price tiers underneath | Simple Life, FitMe, Impulse, Wisey, Liven, Coursiv (6) | Body fat 32%+ → 14–20%; "by April 22"; "by October 2024"; "by January 16, 2026"; readiness 83%; then 1-week / 4-week / 12-week. |
| One credibility line next to the price, no mechanism | MyIQ, Liven, Dr. Pompa, FitMe, Simple Life (5) | "Based on the Stanford-Binet Intelligence Scale"; "developed by behavioral psychologists… clinical trials"; "50X more accurate than any blood test"; "study by the National Institute of Health"; "according to the American Heart Association". |
| Keep measuring after purchase | IM8, Dr. Pompa, MyIQ, Blossom Up, Coursiv, RYZE (6) | Blood test at $99; assessment score by email; "20+ more tests"; "pending quizzes" and a "Personal Health Tracker" in the cancel flow; in-app personalisation quiz; post-purchase values quiz. |
| Withhold the number, give the label | MyIQ, Blossom Up, Liven, Wisey (4) | "Faster than 91%" but not the score; "Test results saved for 15 minutes"; "Procrastination level: HIGH" and "type: Worrier" but no number; "ADHD symptoms level – HIGH". |
8. What this suggests for a Personal Health Scoreboard
Rick asked for architecture, not headlines. Each point below is tied to a page above.
- Lead with the scoreboard as the output, in the first headline, with the time cost. "Your Personal Health Scoreboard in a 2-minute assessment" is the MyIQ / Liven / FitMe pattern. None of the ten brands that do this explain the scoring method on that screen.
- Show a first number after three inputs, then re-score it later. Simple Life's step-10 prediction and step-20 re-prediction, and FitMe's BMI verdict and fitness profile, are the closest existing examples of "measurable feedback" inside the funnel. For a 40+ audience the inputs they use are height, weight, goal weight and age, which every visitor already knows.
- Give the label free and hold the full board behind email and then the plan. Liven gives "HIGH / Worrier / job-related" for free and sells the plan. MyIQ gives the percentile free and sells the number for $1. Blossom Up holds the whole report for 15 minutes behind a card form. All three sequence the reveal the same way: analysing screen → email → result-as-offer.
- Make the result page a dated projection with the offer under it. Six of the funnels present Now vs Goal with a date, and the price tiers are on the same screen. A separate "results page" followed by a separate "offer page" does not appear anywhere in the walked set.
- Decide whether the measurement is the product or the proof. Dr. Pompa sells the test for $97 and uses the score email to book the call. IM8 gives the blood test away with the subscription to prove the product works and cut churn. These are the only two supplement or health funnels in the library where a real measurement (not a self-report quiz) exists, and they sit at opposite ends of the funnel.
- Use the cancel flow to point at unfinished measurement. Blossom Up's "You have pending quizzes" and "Personal Health Tracker" screens are the only documented examples of a health-adjacent brand using the measurement itself as the retention argument.
9. What the library doesn't have yet
- No funnel sells an ongoing tracker or scoreboard as its core product. The closest are Blossom Up's "Personal Health Tracker" (a cancel-flow bullet) and IM8's blood-test loop. We have no documented example of a health brand whose front end is "measure yourself monthly".
- No conversion data. Traffic is the only proxy: Simple Life 37.5M monthly visits, MyIQ 5.8M, Blossom Up 5.5M, FitMe 5.1M, Impulse 2.8M, Wisey ADHD 0.55M (SimilarWeb, latest month in the Consumer App Index). We cannot say which result-page design converts best.
- Result pages for supplement quizzes are missing. Activated You, BBCO, Arctic Goddess and Colonbroom all skip from the quiz to a discount or a product page. There is no scraped example of a supplement brand showing a score before the offer.
- Post-purchase captures for the CAI app funnels are partial. Simple Life, Impulse and Wisey have no upsell or onboarding captures. Blossom Up's "paywall" capture is only the checkout form; the plan-picker screen was not captured.
- Liven and Activated You post-purchase emails are image-only PDFs, so we could not quote them. IM8's post-purchase emails after the confirmation do not mention the blood test again in the 12 captured.
- SMS is not captured for any funnel in this set. Activated You's checkout has an SMS opt-in ("Text me your best deals… e.g. cart reminders") but the messages themselves are not in the library.
10. Follow-up questions worth asking
- Walk the full Simple Life and FitMe onboarding: after purchase, how often do they re-measure, and what does the in-app "score" look like week to week?
- Pull every CAI funnel with a churn section (43 have one) and count how many use unfinished measurement as a save argument, the way Blossom Up does.
- Compare the four "for your safety" health-screen blocks (Simple Life, FitMe, Dr. Pompa, Wisey) question by question, to build a compliant intake for a 40+ scoreboard.
- Map the age-bracket landing pages: which age photos and which first questions do Simple Life, FitMe and Liven use across their other flows in the Consumer App Index (Simple Life has an 80-step variant, FitMe three variants)?
- Get the IM8 Superpower redemption flow and the Superpower results page into the library, so there is a documented example of what a "biological age" result looks like to a supplement customer.