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 funnel¹.
• The goal of the page is just to get the quiz started: once started, most users finish².
• Headline = the user’s desired outcome in “you/your” language, never “Welcome to ” or feature talk³⁴.
• Say how short the quiz is (“3-minute quiz”, “5-minute quiz”)³⁴.
• Put an easy question (age, gender, yes/no) on the first screen rather than a bare “Get started” button⁵.
• Build a separate first screen/quiz variant per winning ad angle (dynamic routing) instead of one blanket funnel².

Details

Outcome, not product. Headway opens with “become the most interesting person in the room” plus a 3-minute quiz — nothing about book summaries⁴. 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 message³. 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 line².

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 illustrations⁶.

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 effortless⁵.

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 quiz². Coursiv’s “28-day challenge” maps exactly to the 4-week plan on its paywall⁶.

Disagreements / caveats

• The 50% figure is Steve’s rule of thumb, not a published benchmark.

See also

• Social proof and trust in web funnels — what comes right after
• Running paid ads to a web2app funnel — the ad side

Footnotes

1. The Web2App Playbook: Scale Your App Without App Store Limits @ 05:18 — Steve P. Young ↩

2. The Web2App Playbook: Scale Your App Without App Store Limits @ 07:17 — Steve P. Young ↩ ↩² ↩³ ↩⁴

3. The Web2App Playbook: Scale Your App Without App Store Limits @ 06:29 — Steve P. Young ↩ ↩² ↩³

4. Copy Headway’s $100M+ Web2App Funnel Strategy (That Converts Like Crazy) @ 04:46 — Igor Lyubimov ↩ ↩² ↩³

5. Copy Headway’s $100M+ Web2App Funnel Strategy (That Converts Like Crazy) @ 05:41 — Igor Lyubimov ↩ ↩²

6. The Web2App Playbook: Scale Your App Without App Store Limits @ 09:14 — Steve P. Young ↩ ↩²