How Noom’s quiz works
Noom is the quiz funnel the rest of the weight-loss category copied. Simple, elsewhere in this gallery, asks whether you’ve tried Noom. The homepage is a single button, and the app ads land on the same first question: “What is your weight loss goal?”
The email gate comes early, at screen 20 of about 78. By then the visitor has given a goal weight and an event with a date, and the gate offers the one missing thing: “see when Noom can help you reach 77 kg.” The address buys a prediction, and the prediction comes with a promise: answer more “so we can determine if you can reach your goal sooner.”
Then the quiz keeps that promise. Each block of answers moves the date closer: 15 April, 24 March, 4 March, 7 February. Each move lists its reasons (“You have planned when you’ll read your daily lesson”), and the weight lost by the vacation grows with them. Along the way the quiz delivers the product. A ten-slider personality test returns a type (“Structure Seeker”). Noom’s green, yellow and orange food system is taught from the visitor’s own groceries. A knowledge quiz marks answers right and wrong.
The price is the last thing shown and the least visible. “Pick an amount that’s reasonable for you” offers one amount, €10, for a 14-day trial. The checkout prints the real price once, in small type under it: €109 for a four-month plan, billed fifteen days later unless cancelled. Half an hour after the gate, the first email makes the trial free.
The emails that follow never stop discounting. Within a day there are two promo codes, each with its own deadline (a day and a half, then 48 hours), then a note signed by “Karin, a content writer at Noom” offering the same free trial, then the first email again. Each deadline is followed by a fresh one, so the urgency is real only in the copy.
Two funnels on one site
The app is now the smaller half of Noom’s advertising. Its biggest US ads sell GLP-1 medication, through a separate funnel that looks like this one at the start and becomes a medical intake: see Noom’s GLP-1 Medication Quiz. The two point at each other. This funnel’s first email offers “Explore Clinical Programs” beside the app, and the medication funnel offers “Not interested in medication? Try Noom Weight” on its eligibility screen and again at checkout.
