Quiz/survey
Noom Quiz/survey — "Behavioral Profile Quiz" — ten sliders to "Structure Seeker"
Why it works
After the email gate in Noom's quiz, every screen carries the visitor's first name, and the quiz becomes a personality test: ten two-sided sliders ("I want to… reach a lower weight ⟷ change my lifestyle to a healthier one"; "A weight loss program… could teach me something new ⟷ probably wouldn't teach me anything new"). The result is a type, "Structure Seeker: You're ready to get with the program". Then "Do you relate?" statements, each answered with reassurance: "Ten minutes a day. That's all Noom asks."
"Behavioral Profile Quiz. Next, let's find out what kind of weight loss approach will work best for you!" 
Slider 1: reach a lower weight, or change my lifestyle to a healthier one. 
Slider 2: achieving my weight goal is important for other areas of my life, or doesn't affect them. 
Slider 3: I would love my body the same no matter my weight, or more at my goal. 
Slider 4: I think about my weight all the time, or only when prompted. 
Slider 7: constantly motivated, or motivation goes up and down. 
Slider 9: a weight loss program could teach me something new, or probably wouldn't. 
Slider 10: I need a program to reach my goals, or I can figure it out on my own. 
"Your behavioral profile: Structure Seeker. You're ready to get with the program." 
"Do you relate?" "Life is so busy I find myself putting convenience first." 
"Ten minutes a day. That's all Noom asks." 
"When will you read your daily lesson?" ("One trick to create a habit is decreasing the decision-making around it.")