FitMe runs the archetypal mobile-app quiz funnel: a 34-question quiz that does
double duty as personalization and commitment, wrapped by a marketing site on one end
and a subscription paywall on the other. The landing page never sells the subscription —
it sells “your personal in-pocket fitness coach” and offers half a dozen CTAs that all
funnel into the same quiz, hosted on a separate domain (quiz.fitme.expert) that
reassigns your marketing cohort the moment you arrive.
The quiz is the engine. Each light tap both builds sunk-cost commitment and collects an
input — goal, dream body, target zones, habits, and finally height, weight, and age —
that the funnel feeds back as a “personalized plan”. Reassurance interstitials
(“You’ll do fantastic!”, “We got you!”) are threaded between question blocks to keep
momentum, and the numeric answers culminate in a computed BMI reveal (“28.6 —
Overweight”) framed with health-risk copy, so the need feels diagnosed rather than sold.
Only after that payoff does the funnel ask for anything sensitive: an email (dangled
behind the finished plan), a marketing-consent tap, and a first name — which is
immediately reused to personalize the paywall headline. A special-discount interstitial
primes the price, and the subscription page recaps the tailored plan before gating it
behind a card form. That payment gate is where this teardown stops; everything up to it
is the public, no-PII spine — a landing branch, a long single-track quiz, and a
three-screen lead capture — all captured here at mobile width, the only viewport that
matters for this audience.
Funnel canvas — drag to pan, scroll or use the buttons to zoom. Each node links to that step's page.
The landing page sells an "in-pocket coach", not a subscription. Every CTA ("Try FitMe", "Start Wall Pilates plan", "Choose your coach") jumps straight to the quiz, on a separate domain.
Light taps with reassurance interstitials ("You'll do fantastic!", "We got you!") between question blocks keep the visitor moving. The answers are collected to be fed back later as a "personalized plan".
The quiz ends in a computed BMI reveal ("28.6 - Overweight") and an "Analyzing your answers..." loader. Then the plan sits behind an email field, followed by a consent tap and a first name.
The first name is reused in the paywall headline ("Chair Yoga plan for Sarah is ready!"). A "special discount" screen comes before any price is shown.
Retain
Attract
Capture
Sell
Made for a big screen
See all 5 steps as one map
On a computer this funnel opens as a canvas: every page at full length, side by side, with the arrows between them and the moves that make it work. A phone screen can't hold it, so here it's a list.
The landing page sells an "in-pocket coach", not a subscription. Every CTA ("Try FitMe", "Start Wall Pilates plan", "Choose your coach") jumps straight to the quiz, on a separate domain.
Light taps with reassurance interstitials ("You'll do fantastic!", "We got you!") between question blocks keep the visitor moving. The answers are collected to be fed back later as a "personalized plan".
The quiz ends in a computed BMI reveal ("28.6 - Overweight") and an "Analyzing your answers..." loader. Then the plan sits behind an email field, followed by a consent tap and a first name.
