Understand Myself (Understand Myself) — a Direct-to-product funnel teardown
ProductInfo-product
TypeDirect-to-product
CategoryPsychology
Understand Myself is a 100-question personality test based on the Big Five Aspects Scale, with
Jordan Peterson as lead researcher. It costs $9.95, or $19.90 for two, which buys you and a
partner a relationship report comparing your results. Peterson’s Facebook page has advertised
it continuously since 23 December 2023.
There is no free step. The video ad says four plain sentences and links to a one-product page
with the price in the first screen; one click on “Buy Now” opens a payment modal, and card
payment goes through Stripe under the name ExamCorp. A second ad, about Peterson’s father,
argues for testing someone else, and its link lands on the homepage, where the couple’s
package is one of three products.
What was not captured: the payment and the test itself.
Funnel canvas — drag to pan, scroll or use the buttons to zoom. Each node links to that step's page.
No price, no date, no offer, no count. The video ad has been running since December 2023, and five of the seven active ads in October 2026 started that same week.
The father ad explains why you’d want someone else to take the test before the visitor sees the offer. Every Buy button on the sales page has “Package for 2” next to it, and the checkout modal mentions the relationship report even on the single test.
Price in the first screen, card on the second click
There’s no email capture, quiz preview or free sample. The page shows $9.95 above the fold, and one click on Buy opens the payment modal.
Retain
Attract
Sell+1
Made for a big screen
See all 6 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.
No price, no date, no offer, no count. The video ad has been running since December 2023, and five of the seven active ads in October 2026 started that same week.
The father ad explains why you’d want someone else to take the test before the visitor sees the offer. Every Buy button on the sales page has “Package for 2” next to it, and the checkout modal mentions the relationship report even on the single test.
