CONSUMER_APP_INDEX
Web2App Wednesday · July 15, 2026 · ~5 min read
The biggest apps in web2app shipped new funnels. The plays underneath are a century old.
A 45-screen chair-yoga quiz, an IQ test that changed languages, an AI that sketches your soulmate. Five brand-new variants from the market's heaviest hitters, walked screen by screen — with the classic direct-response play running under each one.
Web2App Wednesday · Consumer App Index · July 15, 2026
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- 🌀 A quiz that hits screen 45 and never offers an exit — Sugarman's slide, floor removed
- 🌍 An IQ test that changed languages but not a single tactic — Hopkins' salesman, ported
- 🔮 An AI that sketches your soulmate, blurred behind a paywall — Schwartz on why the wish was already there
We were 28 questions into this quiz. It was still asking.
We sat down to walk FitMe's newest funnel (intro-116) end to end. It opens as a “Chair Yoga Workout Plan” and the first screen is already a question: pick your age. Then another. Then another. Forty-five screens and 36 questions later, we reached the paywall.
Here's the frame that made us stop and count. Screen 34 of 45. Still one-tap. Still nothing sold. The progress bar reads 28 of 36, and the question is a checklist of things that “led to weight gain in the last few years.”
FitMe intro-116, screen 34 of 45 (captured Jul 15): a multi-select still asking about you, 28 questions deep, with no pitch yet in sight.
That's Sugarman built to spec. Every screen exists to earn the next tap, and the intro-116 in the URL says this is the 116th cut of the thing. You never decide to keep going. You just answer one more easy question about yourself, and the slide has no floor.
The slide, start to bottom (captured Jul 15): the age question is the landing → a six-choice diet screen mid-quiz → the payoff paywall. FitMe, ~5.7M visits/mo (May 2026).
The paywall reads exactly like a payoff for a 45-screen investment. The default plan is the 1-month at €18.18 intro (€0.60/day), framed against a €46.64 renewal. The 3-month drops to €0.38/day, and a 7-day sits on top at €9.12. A 30-day money-back line sits under the button. The longer you climbed, the more reasonable €18 feels.
Every screen's only job is to earn the next tap.
Don't ask “is my quiz too long.” Ask whether each screen makes the next one inevitable. Length stops being friction when the slide never lets you off.
The same salesman. A new language. Zero new tricks.
MyIQ (34.4M visits/mo, the biggest app in this issue) didn't reinvent anything for the Portuguese market. It ported its proven IQ-test salesman to /pt/start and translated the pitch. Hopkins' whole thesis was that an ad is a salesman reduced to print, and a drilled salesman works any territory once you translate what he says.
The scaffolding is identical to the English machine: “40 questions of rising difficulty,” a Masculino/Feminino split, matrix puzzles, a live timer, and a score gate that holds your result hostage until you pay. This variant is the longest quiz in the set — 52 screens, longer even than FitMe. Only the language changed.
MyIQ /pt/start, 3 of 52 screens (captured Jul 15): the Portuguese landing → a matrix puzzle at question 17 of 40 → the score-reveal paywall. 34.4M visits/mo (May 2026).
One honest wrinkle: the copy is Portuguese, but the checkout resolved to a German geo and priced in euros, not Brazilian reais. We recorded what rendered rather than what we expected. The offer: a 7-day trial for €1.00 (struck through from €6.99, an “85% off” promo code pre-applied), then €29.99/month until you cancel. The per-day frame survives translation intact.
Translate the salesman, not just the words.
A funnel that converts at home is a portable asset. Localize the proven machine before you build a new one for each market, and watch which pieces travel.
Nobody invented the wish to know who you'll love. Nebula gave it a mechanism.
Nebula's soulmate-sketch funnel wraps an ancient, universal want (to know who you'll end up with) in a novel, curiosity-loaded vessel: we'll sketch them. The prelanding shows a couple holding a pencil portrait, promises a “1-min Quiz,” and drops you straight into 15 questions about your ideal partner — looks, love language, the energy you're drawn to.
Then the payoff. At the paywall it shows “here's what your true soulmate looks like” and renders the face — blurred, behind a lock, gated by the trial. The desire was already burning. The sketch is just the fresh container Schwartz says a jaded market needs before it'll stop scrolling.
Nebula soulmate-sketch, 3 of 24 screens (captured Jul 15): the prelanding hook → the blurred sketch held behind the paywall → the trial pricing. 10.2M visits/mo (May 2026).
The price is a single plan, no tier menu: €13.67 for the reading and a 7-day trial, then €49.99 every 30 days once the trial ends. The blur is the whole offer. You've answered 20 questions to build this face, and the only way to see it is to start the trial.
Don't sell a new want. Build a fresher vessel for an old one.
Find the desire already burning in your market, then give it a mechanism novel enough to re-stop a jaded scroll. The want is free; the vessel is your work.
Screen one turns away everyone it doesn't want.
Asked what edge he'd take over any competitor, Gary Halbert picked a starving crowd above the best copy, the best offer, or the best product. Find the hungry crowd first; everything else is downstream.
MadMuscles (10.6M visits/mo) shipped an “Advanced Military Workout Challenge” — military-641, one of its top-running funnels this month — and the first tap is a qualifier, not a form field: select your age (18-29, 30-39, 40-49, 50+). A few screens in it asks “how long ago were you in the best shape of your life,” rendering a before/after body beside the options. It's sorting for a specific hungry buyer before it sells them anything.
MadMuscles military-641, 3 of 34 screens (captured Jul 15): the age-gate hook → the “best shape of your life” before/after → the transformation paywall. 10.6M visits/mo (May 2026).
The paywall prices in USD regardless of exit geo, and it runs a transformation anchor: a shredded before/after over “Alex, get your military-style workout plan,” a discount clock ticking down. The default is the 1-month at $15.19 (62% off $39.99). The 3-month sits above it at $25.99 (63% off, $0.29/day), and the 6-month lands at $49.99. The steepest per-day belongs to the longest commitment.
Put your ad set's exact demographic on the first tap.
Let screen one turn away everyone you don't want. A qualifier that refuses to sell to the wrong person tells the right person they're in the right place.
The landing page that finishes the ad's sentence
Robert Collier's rule: enter the conversation already occurring in the prospect's mind. Don't start your pitch. Join their thought mid-sentence.
Coursiv's /dynamic landing does it mechanically. The page opens as a “28-Day AI Certificate Program” and its very first screen is a self-sorting question — “I work for a company” or “I work for myself” — so the visitor never lands on a cold pitch. They land inside the conversation, already picking which version of it applies to them. It's the lightest ad backing in this set (roughly 30 active ads on our Jul-13 sweep), a precision play rather than a volume one.
Coursiv /dynamic, 3 of 31 screens (captured Jul 15): the self-ID landing → the spin-wheel “you won 50%” reveal → the plan menu with the discount and clock. 4.9M visits/mo (May 2026).
Near the end, a spin-wheel lands everyone on 50% off and mints a personal, dated promo code (ours read Alex_15jul2026_HeT...). The paywall opens with the code pre-applied and a ~8-minute countdown: three EUR tiers, the 4-week “most popular” default at €19.99 (from €39.99), renewing at the full €39.99 every 4 weeks. The discount is the same for everyone; the wheel just makes it feel won.
Make the landing continue the ad, not restart it.
Match the first screen to the specific creative that sent the click. Every restart is a place the reader can step off before you've said anything.
Two paywalls, two markets
Both of these paywalls frame the price against something rather than quoting it cold. One leans on a market-localized trial; the other on a before/after transformation. Same instinct, opposite lever.
/pt — captured Jul 15MyIQ: the localized €1 trial
- Score held hostage — “A sua pontuação está pronta” sits above the price; you pay to see your own result.
- Pre-applied 85% code — €6.99 struck through to €1.00 before you did anything.
- Trial-to-subscription — €1.00 for 7 days, then €29.99/month in the fine print.
- Borrowed authority — a Newsweek / MSN / USA Today badge strip under the reveal.
military-641 — captured Jul 15MadMuscles: the USD transformation anchor
- Body as the anchor — a shredded before/after over “Alex, get your military-style workout plan.”
- Deep strike-throughs — the 3-month reads $25.99 from $69.99 (63% off), $0.29/day.
- Discount clock — a live countdown pinned to the top of the plan cards.
- USD everywhere — priced in dollars regardless of exit geo, so the anchor never wobbles.
Frame the price against something — a day, a market, a before-state. Never alone.
And read the fine print your buyer skips. MyIQ's real number is €29.99/month, not €1. The renewal is the price.
The ad-matched dynamic landing. Coursiv's /dynamic page opens with a self-ID question instead of a pitch, so the visitor lands mid-conversation rather than at a cold start. That's Collier's “enter the conversation” shipped as a rendering rule. It costs one template and a referrer check, and it removes the single most expensive moment in any funnel: the restart.
Every funnel above — every screen, every paywall, every price — lives in the Consumer App Index terminal.
250+ web2app apps tracked. New funnels captured the same week they surface, walked screen by screen so you can study the plays before your competitors do.
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See you next Wednesday,
— Consumer App Index
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