WRD APP

How a quiz funnel helps increase app subscriptions.
The game development company Happy Magenta released a language learning app with a unique algorithm. The product has already gathered more than 1M users through the standard traffic acquisition model - sending users directly from ads to the App Store/Play Market. Considering market trends, the company commissioned me to design a web-based quiz funnel to improve paid subscriber acquisition.
Created a web-based quiz funnel
Description
  • For certain categories of products, quiz funnels work better for acquiring paid subscribers: instead of sending users directly from an ad (ADS) to the App Store, they are first engaged with quiz questions via a web form.

  • This approach has been known for a while but has recently regained popularity. It doesn’t work for every type of product, but those it fits deliver significantly better results - for example, language learning, meditation, fitness, etc.

  • The logic is that once a potential user is slightly engaged and answers a few questions, their motivation to continue increases. If they complete the quiz, then by the time they reach the paywall their motivation to purchase a subscription is much higher. Leads who finish the quiz are the most “warmed up” for conversion.

  • Since the payment is processed through Stripe (in the web version) rather than Apple, the company saves the 30% commission, while the user still downloads the app and gets full functionality as if they had paid through the App Store.
Result
  • During the process, the company brought in a specialist who manages multi-million-dollar monthly traffic for other projects. He gave me valuable feedback on my work, which improved my understanding of funnels and enhanced the usability of the quiz.

  • At the moment, the funnel is being prepared for its first traffic runs. The project has already conducted tests by driving traffic through creatives and sending users directly to the App Store. The ad systems of Meta, TikTok, and Google are already trained on the target audience, as more than 1 million users had previously been acquired through the standard approach.

  • Soon the traffic will be directed through the quiz funnel, and as soon as results become available and I receive permission to publish them, the information will be updated.