---
title: The first screen of a web2app quiz
slug: web2app-first-screen-hook
summary: How to design the landing/first quiz screen where ~50% of ad clicks drop — outcome-led headline, quiz duration, an easy first question, and per-ad routing.
domain: mobile-apps
tags: [web2app, landing-page, quiz-funnel, conversion, copywriting]
related: [web2app-funnel-structure, headway-web2app-teardown, coursiv-web2app-teardown, web-quiz-social-proof-and-trust, web2app-ad-optimization-events, hook-anatomy]
sources: [yt:m5xmwkV4HgM, yt:ELt0hjABIqY]
updated: 2026-10-23
---

# The first screen of a web2app quiz

## TL;DR
- Expect ~50% of ad clicks to leave on the first page (Steve's "industry average") — the single biggest drop in the funnel[^1].
- The goal of the page is just to get the quiz *started*: once started, most users finish[^2].
- Headline = the user's desired outcome in "you/your" language, never "Welcome to <app>" or feature talk[^3][^4].
- Say how short the quiz is ("3-minute quiz", "5-minute quiz")[^3][^4].
- Put an easy question (age, gender, yes/no) on the first screen rather than a bare "Get started" button[^5].
- Build a separate first screen/quiz variant per winning ad angle (dynamic routing) instead of one blanket funnel[^2].

## Details

**Outcome, not product.** Headway opens with "become the most interesting person in the room" plus a 3-minute quiz — nothing about book summaries[^4]. A couples-intimacy web product opens with "Our friends say we are glowing… Take our 5-minute quiz and uncover your intimate self", with an auto-swiping benefits carousel underneath that repeats the core message[^3]. A weight-loss example: "Discover a new relationship with food", pick your age group, "find and fix the root cause of overweight using self-hypnosis" — problem → solution in one line[^2].

**Lower commitment.** Coursiv's first screen asks "Are you ready to receive the 28-day challenge?" — short, a reasonable timeframe, easy to say yes to — with social proof at the top and a photo of someone resembling the viewer. Steve: people photos beat illustrations[^6].

**First question.** Igor recommends a question on screen one (most often age or gender, sometimes yes/no); keep both question and answers trivial so the first tap is effortless[^5].

**Ad ↔ quiz alignment.** When an ad works, make the landing and quiz match its angle and promise — keep optimising per ad rather than sending every ad to the same generic quiz[^2]. Coursiv's "28-day challenge" maps exactly to the 4-week plan on its paywall[^6].

## Disagreements / caveats
- The 50% figure is Steve's rule of thumb, not a published benchmark.

## See also
- [[web-quiz-social-proof-and-trust]] — what comes right after
- [[web2app-ad-optimization-events]] — the ad side

[^1]: yt:m5xmwkV4HgM @ 05:18 — Steve P. Young
[^2]: yt:m5xmwkV4HgM @ 07:17 — Steve P. Young
[^3]: yt:m5xmwkV4HgM @ 06:29 — Steve P. Young
[^4]: yt:ELt0hjABIqY @ 04:46 — Igor Lyubimov
[^5]: yt:ELt0hjABIqY @ 05:41 — Igor Lyubimov
[^6]: yt:m5xmwkV4HgM @ 09:14 — Steve P. Young