Turn the first answer into accepting terms
Small print under the first question says that choosing an answer accepts the terms.
Original research · 23 apps · 792 screens
Web-to-App Funnels 2026 How BetterMe, Headway and 21 other apps sell before the download.
We went through their sign-up quizzes screen by screen, all the way to the price. Here is what they ask, what they make you agree to and how they price, with the real screens and the tests we would run in your funnel.
35screens before the priceThe typical quiz, counted from the homepage to the price page. Kinedu's took 8 screens, Headway's 69.
10 of 11ask for your email firstOf the 11 quizzes that showed a price, 10 asked for an email first, typically 90% of the way through.
2.5xrenewal vs first chargeTypical jump from the first charge to the price when the plan renews.
8 of 11run a countdownOf the 11 price pages, 8 had a countdown. Seven of the eight start at exactly 10 minutes.
What we did
54 apps, 23 quizzes, 11 prices.
A web-to-app funnel is the quiz an app runs on its website to sell you a subscription before you download the app. On 13 October 2026 we went through these quizzes from the first question to the price. This is exactly what we did.
- 54apps picked
Subscription apps known for selling their plans on a website before the download: fitness, learning, kids, pets and money.
- 23quizzes answered
These 23 had a sign-up quiz you can start from the homepage. We answered each one, screen by screen. The other 31 had no quiz there, needed a login, were broken or blocked automated visits.
- 11showed a price
11 quizzes ended on a price page, and we checked each one by hand against its screenshot. The other 12 stopped first: 2 asked us to create an account, 1 asked us to sign a liability waiver and 9 had a screen our browser could not get past.
How we answered
- ✓Used an automated browser, set up like an iPhone in English with US prices
- ✓Picked the first answer offered on every screen, skipping only under-18 options
- ✓Gave the same made-up age, height and weight every time
- ✓Ticked the terms and health-data boxes when a quiz would not go on without them
- ✓Typed a study email address wherever a quiz asked for one
What we never did
- ✕Paid, or typed any payment details
- ✕Created an account or a password
- ✕Signed a waiver
- ✕Got around a bot check
Reading the numbers
- 1 screen
- One step of the quiz: a question, a message or a form. Several tries on one screen, or a loading bar ticking up, count once.
- Typical
- The middle quiz when you line them up: half had more, half had fewer.
- 8 of 11
- Out of the 11 quizzes that showed a price. "Of 23" means all the quizzes we answered.
The short answer
Long quiz, late email, cheap first month, pricier renewal.
The typical funnel showed 35 screens before the price. About 90% of the way through, it asked for an email. Then it offered three plans with a cut-price first period that renews at about 2.5 times the first charge, under a 10-minute countdown.
The pattern is so consistent that Coursiv, Finelo and Liven use identical price points. For growth teams the useful question is not whether to copy it, but which parts of it your own users respond to.
Inside a funnel
Four moments every visitor passes before the price.
Real screens from Headway, Simple and Liven, captured on 13 October 2026.
-
1Headway, screen 1
Your first answer accepts the terms.
11 of 23 quizzes put the terms under the very first question, so choosing an answer counts as accepting them. On Headway that includes tracking like the Meta Pixel.
-
2Simple, screen 22
Health data needs a tick.
Fitness quizzes ask for explicit consent before height and weight. 3 of 23 had a separate health-data checkbox.
-
3Liven, screen 35
The email comes late.
12 of 23 quizzes asked for an email. On the ones that reached a price, the ask came typically 90% of the way through, framed as the key to your results.
-
4Liven, screen 55
Then the price, under a clock.
Three plans with the middle one marked Most popular, a promo code built from the first name we typed and a 10-minute countdown.
How long is a funnel
Every dot is one screen you tap through.
Each row is one of the 11 quizzes that showed a price, and each dot is one screen. Yellow is where it asked for an email; teal is the price.
Not small apps. Together these 11 apps have more than 1.1 million ratings on the US App Store, and every one is rated 4.3 or higher.
Your funnel
Some screens earn their place. Some just lose buyers.
We map every screen of your funnel, from the first question to the renewal, and show you which ones cost you paying users.
Anatomy of a 2026 paywall
Eleven price pages, one template.
A composite we rebuilt from the 11 price pages, using the most common copy and the plan prices Coursiv, Finelo and Liven share. Tap a number to see how many of the 11 do the same.
Your plan is ready!
Promo code added!ALEX_OCT202609:59min sec
1-WEEK PLAN$13.86 $6.93$0.99per day
Most popular4-WEEK PLAN$39.99 $19.99$0.71per day
12-WEEK PLAN$79.99 $39.99$0.47per day
30-day money-back guarantee
By clicking Get my plan, I agree to pay $19.99 for my 4-week intro plan. If I do not cancel before it ends, it renews at $39.99 every 4 weeks until I cancel.
- 15 of 11
A promo code already added
BetterMe, Coursiv and Liven build it from the first name typed in the quiz.
- 28 of 11
A countdown
Seven of the eight clocks start at 10:00. Hypnozio's starts at 15:00.
- 39 of 11
Exactly three plans
Eight of the nine highlight the middle plan, with a badge such as Most popular or by pre-selecting it.
- 410 of 11
A first period at a discount
Typically 60% off the full price. Only Kinedu offers a classic free trial.
- 54 of 11
A price per day
Dogo, Headway, Hypnozio and Liven turn the plan into a daily price, such as $0.71 a day.
- 64 of 11
A money-back promise
Liven and Promova offer one outright. BetterMe and Hypnozio attach conditions, such as completing six sessions.
- 711 of 11
The renewal price in small print
Every page states it, typically at 2.5 times the first charge.
Seen in the wild
Three real price pages, as visitors see them.
Captured on 13 October 2026. Note how much of the deal lives in the small print under the button.
The $6.93 club
Different products, identical prices.
BetterMe, Coursiv, Finelo and Liven all offer a first week for $6.93. Coursiv, Finelo and Liven go further: the same three plans at the same three prices, for AI courses, trading lessons and self-improvement.
Identical prices across very different products suggest a shared template rather than prices tuned to each product. For your own funnel, that makes price one of the first things worth testing.
Your price page
Your paywall, taken apart like this.
We put your price page next to these 11, line by line, and tell you which change we would test first and why.
Gates along the way
What visitors agree to before they see a price.
Out of all 23 quizzes we answered, including the 12 that stopped before a price.
Ask for an email
On the quizzes that reached a price, typically 90% of the way through.
Ask for consent to process health data
A checkbox before height and weight, in BetterMe, MadMuscles and Simple.
End in an account wall
Speak and Yoga-Go ask you to sign up to save your plan, instead of showing a price.
Show a liability waiver
Noom showed one at screen 6, after our browser answered Yes to its pregnancy question. We did not sign it.
Score your funnel
How does your funnel compare? Find out in a minute.
Enter five things about your own funnel. We compare them with the 11 price pages in this study and suggest what to test first. Nothing you enter leaves this page unless you choose to send it to us.
Your funnel against the 11
- Change any answer to see how you compare.
What we would test first
Book a meeting about my funnel
Your answers are added to the meeting form below, so you don’t have to type them again.
Move the sliders and pick your answers.
The data
All 11 price pages, side by side.
US prices as shown on 13 October 2026, for the plan each page pre-selected or highlighted. Sort the columns, filter by tactic, and open any app to see what stands out on its price page.
| App | ||||
|---|---|---|---|---|
 KineduKids and family4.6★ stars · 7.1k ratings
|
8 screens to the priceNo email ask | Free for 7 daysthen $79.99 a year | Free trial | No timer |
Kinedu: The shortest quiz and the only classic free trial in the study: 7 days free, then $79.99 a year, on a single plan. No email ask before the price. | ||||
 DogoPets4.8★ stars · 17k ratings
|
19 screens to the priceEmail at screen 18 (95% of the way) | $4.99 first weekthen $9.99 every week | 2.0x | 10:00 |
Dogo: Pre-selects the weekly plan ($4.99, then $9.99 a week) while the Most popular badge sits on the quarterly plan. Every plan is also priced per day. | ||||
 PromovaEducation4.6★ stars · 63k ratings
|
19 screens to the priceEmail at screen 17 (89% of the way) | Not capturedthen $69.99 every 12 weeks | Not seen | 10:00 |
Promova: A promo code (LIMITED-SAVE-59) is already added, with a 10-minute timer and a 14-day money-back guarantee. The plan cards had not loaded when we captured the page. | ||||
 HypnozioHealth and fitness4.6★ stars · 13k ratings
|
31 screens to the priceEmail at screen 25 (81% of the way) | $9.99 first 4 weeksthen $49.99 every 4 weeks | 5.0x | 15:00 |
Hypnozio: 80% off the recommended 4-week plan, a 15-minute timer, per-day prices, a terms checkbox above the button and a money-back promise tied to completing six sessions. | ||||
 FineloFinance education4.6★ stars · 101k ratings
|
33 screens to the priceEmail at screen 26 (79% of the way) | $19.99 first 4 weeksthen $39.99 every 4 weeks | 2.0x | 10:00 |
Finelo: Uses the same three plans at the same prices as Coursiv and Liven ($6.93, $19.99 and $39.99), with an empty promo code box instead of a code already added. | ||||
 CoursivEducation4.8★ stars · 3.2k ratings
|
35 screens to the priceEmail at screen 27 (77% of the way) | $19.99 first 4 weeksthen $39.99 every 4 weeks | 2.0x | 10:00 |
Coursiv: 50% off every plan, a promo code built from the name typed earlier in the quiz and a 10-minute timer. | ||||
 NibbleEducation4.3★ stars · 47k ratings
|
46 screens to the priceEmail at screen 43 (93% of the way) | $19.99 first 3 monthsthen $49.98 every 3 months | 2.5x | No timer |
Nibble: No timer and no badge: the 3-month plan is simply pre-selected, and each plan states its renewal price right next to it. | ||||
 UnimealHealth and fitness4.4★ stars · 13k ratings
|
48 screens to the priceEmail at screen 46 (96% of the way) | $25.99 first 3 monthsthen $69.99 every 3 months | 2.7x | No timer |
Unimeal: Pre-selects the 3-month plan and writes the renewal price into every plan. No timer and no promo code. | ||||
 LivenHealth and fitness4.4★ stars · 52k ratings
|
55 screens to the priceEmail at screen 35 (64% of the way) | $19.99 first 4 weeksthen $39.99 every 4 weeks | 2.0x | 10:00 |
Liven: A promo code built from the visitor's name, a 10-minute countdown, per-day prices and a 30-day money-back guarantee. | ||||
 BetterMeHealth and fitness4.7★ stars · 714k ratings
|
66 screens to the priceEmail at screen 60 (91% of the way) | $15.19 first 4 weeksthen $38.95 every 4 weeks | 2.6x | 10:00 |
BetterMe: A scratch card reveals the 61% discount before the price page. The money-back promise asks you to show you followed the plan. | ||||
 HeadwayEducation4.6★ stars · 117k ratings
|
69 screens to the priceEmail at screen 66 (96% of the way) | $19.98 first 3 monthsthen $49.98 every 3 months | 2.5x | 10:00 |
Headway: The longest quiz in the study. 60% off the recommended 3-month plan, priced per day, with the discount reserved for 10 minutes. | ||||
- Dogo pre-selects its weekly plan and marks the quarterly plan Most popular. The row shows the pre-selected plan.
- Promova's plan cards had not finished loading when we captured the page, so its first charge is not recorded. Its timer, promo code, money-back promise and renewal terms were captured.
Download the data (CSV) All 23 quizzes and 11 price pages. Free to use with a link to this page.
Every quiz we answered
All 23 quizzes, and how each one ended.
The number is how many screens each quiz showed before the price, or before it stopped.
11 Reached a price page
- KineduKids and family8
- DogoPets19
- PromovaEducation19
- HypnozioHealth and fitness31
- FineloFinance education33
- CoursivEducation35
- NibbleEducation46
- UnimealHealth and fitness48
- LivenHealth and fitness55
- BetterMeHealth and fitness66
- HeadwayEducation69
3 Stopped at a sign-up or a waiver
- NoomHealth and fitnessA liability waiver, shown after our browser answered Yes to the pregnancy question. We did not sign it.6
- SpeakEducationSign up to save your progress10
- Yoga-GoHealth and fitnessCreate an account to save your data39
9 Our browser could not get past a screen
A limit of our automated browser, not a fault in the app.
- NebulaLifestyle6
- LastaHealth and fitness9
- SpeechifyEducation13
- MimoEducation22
- MoonlyLifestyle27
- Simply PianoMusic31
- MadMusclesHealth and fitness34
- WalkFitHealth and fitness51
- SimpleHealth and fitness92
Our conclusions
Five things to test, not copy.
The common pattern tells you what is normal, not what works for your users. These are the tests our CRO team would run first.
Length is not the problem. Dead screens are.
The longest funnels are long on purpose: every answer builds commitment and feeds the plan. Find the screens where people leave without adding anything, and cut or merge those first.
Ask for the email where the plan feels earned.
Most funnels ask about 90% of the way through, when the visitor already wants the result. Test the position, and judge it on paying users, not on emails collected.
Measure the renewal, not just the first charge.
A first period at 50 to 80% off lifts conversion, and renewal can cost 2 to 5 times the first charge. Judge every price test on renewal rate, refunds and revenue per user.
Treat urgency as a test, not a default.
Timers and automatic promo codes are now standard. Test them like any other change, and check every countdown, renewal statement and guarantee against the consumer rules where you sell.
Design the paywall around one plan.
Three plans with the middle one highlighted is the norm. Which plan you push, and how you frame its price, decides revenue per install more than any colour or headline.
Book a meeting
Find out what your funnel does to buyers.
- Send us your funnelYour app or website, where you think people drop off and the tools you use.
- We go through itThe same way we went through these 23 quizzes: every screen, every gate, the price page and the small print.
- Talk it throughWhat we would test first, what it needs from your team and what it costs.
Method and limits
How we did it, in short.
Ten points, one line each. Open any of them for the full detail.
Who54 subscription apps, 23 with a quiz on the homepage.
54 subscription apps known for selling plans on their website, checked on 13 October 2026. 23 had a sign-up quiz you can start from the homepage. The other 31 were left out: 14 had no quiz there, 9 needed an account or login first, 5 were broken, redirected or for businesses only, and 3 blocked automated visits with a bot check.
HowAn automated iPhone browser answered every screen.
An automated Chromium browser set up like an iPhone (iOS 17, English, New York time zone). On every screen it chose the first answer offered, skipping only options for under-18s, and gave the same made-up age, height and weight. It declined optional cookies where it could and stopped at the first price page.
Consent and emailTicked required boxes. Never paid or made an account.
Where a quiz would not go on without it, the browser ticked the terms and health-data boxes, with made-up data, and typed a study email address at email screens. It never created a password, never signed a waiver, never paid and never typed payment details.
Result11 quizzes reached a price, 12 stopped earlier.
11 of the 23 quizzes ended on a price page. The other 12 stopped first: 2 at an account wall, 1 at a liability waiver and 9 at a screen the browser could not get past. Noom's waiver appeared after the browser answered Yes to Noom's pregnancy question, because it always picks the first answer.
CountingEvery distinct screen, from the homepage to the price.
We count every distinct screen from the homepage to the price page. If our browser needed several tries on one screen, or a loading screen's percentage ticked up, that screen counts once. Different answers and the apps' own tests can change the count, so each number describes the one path we took.
PricesUS dollars, every price page checked twice.
Recorded as shown, in US dollars, for the plan each page pre-selected or highlighted. Every price page was checked twice, once from its saved text and once against its screenshot. BetterMe showed prices for our location, so we went through it again from a US connection. On 14 October we went through Dogo again to confirm which plan it pre-selects.
GapsPromova's plan cards did not load in time.
Promova's plan cards had not finished loading when we captured its price page, so its plan prices are not recorded and it counts as not seen in the plan-level figures. A second visit was blocked because Promova would not accept the same study email twice.
App Store figuresUS ratings and rating counts, 14 October 2026.
Rating and number of ratings on the US App Store on 14 October 2026.
IndependenceNo app is a client or paid to be included.
None of the apps named in this study is an Admiral Media client, and no app paid for or reviewed its inclusion.
Not measuredConversion rates, ad-only quizzes, checkout steps.
Conversion rates, quizzes that only open from ads, checkout steps after the price page, and how often prices or timers change.
Related research: State of App Store Listings 2026, our study of 1,000 top US App Store listings.
Questions
Web-to-app funnels, answered.
What is a web-to-app funnel?
A web-to-app funnel sells a mobile app subscription on the web before the install. A visitor from an ad answers a quiz, gets a personal plan, pays on a web checkout, and then downloads the app and logs in. Apps use it to avoid app store fees and to test pricing faster.
Which apps did you study?
We picked 54 subscription apps known for selling on the web. 23 had a sign-up quiz you can start from the homepage, and we answered all 23 from the first question to the price. 11 ended on a price page: BetterMe, Coursiv, Dogo, Finelo, Headway, Hypnozio, Kinedu, Liven, Nibble, Promova and Unimeal. Together they have more than 1.1 million US App Store ratings. The other 12 stopped first: 2 at an account wall, 1 at a liability waiver and 9 at a screen our browser could not get past.
How did you go through the quizzes?
With an automated browser set up like an iPhone in English with US prices, on 13 October 2026. On every screen it picked the first answer offered, gave the same made-up age, height and weight, and typed a study email address where a quiz asked for one. It stopped at the price page. It never paid, never typed payment details and never created an account.
How many screens does a web-to-app funnel have?
The typical funnel in our sample showed 35 screens from the homepage to the price: half had more, half had fewer. Kinedu's was the shortest at 8 and Headway's the longest at 69. A screen is one step of the quiz, such as a question, a message or a form. Different answers can change the count a little.
Do web-to-app funnels use free trials?
Rarely in our sample. 10 of the 11 price pages charged a discounted first period and then renewed at full price. Only Kinedu offered a classic 7-day free trial.
Can I use or cite this data?
Yes. You may quote or chart the figures with a link to this page as the source.
See your own funnel this way.
We go through your web and app funnel screen by screen, then show you where it loses paying users and what we would test first.