Quiz/survey

Noom Quiz/survey — 19 screens before the email

Why it works

Noom's homepage is the cover of its weight-loss quiz: avocado toast, "Learn to eat mindfully. Psychology is the key to lasting change.", and one Continue button. The first part of the quiz, before the email gate, has two sections, "Demographic profile" and "Weight loss goals": goal, sex, gender, pregnancy, age, height, weight, conditions, ideal weight (with a recommended range), focus areas, an upcoming event and its date, and a preferred pace. Interstitials carry the proof: "We've helped 3,627,436 people lose weight!*" (the asterisk: subscribers who lost at least 2% of their weight, as of October 2021), "78% of participants using Noom lost weight over a 6 month study", "Lose twice as much weight with Noom vs. trying on your own". Units and currency follow the visitor's location; these screens are the European version, in kilograms.

See it live

  1. Noom — 19 screens before the email (screen 1)
    The homepage: "Learn to eat mindfully. Psychology is the key to lasting change." One button, Continue.
  2. Noom — 19 screens before the email (screen 2)
    "What is your weight loss goal?" Lose 1–10, 11–20 or over 20 kg "for good", maintain, or not decided.
  3. Noom — 19 screens before the email (screen 3)
    "Hormones impact how our bodies metabolize food." Sex assigned at birth.
  4. Noom — 19 screens before the email (screen 4)
    Gender identity.
  5. Noom — 19 screens before the email (screen 5)
    Are you pregnant?
  6. Noom — 19 screens before the email (screen 6)
    Age by decade.
  7. Noom — 19 screens before the email (screen 7)
    Height.
  8. Noom — 19 screens before the email (screen 8)
    "We don't mean to pry": current weight.
  9. Noom — 19 screens before the email (screen 9)
    Conditions (high blood pressure, cholesterol, insomnia, osteoarthritis, depression).
  10. Noom — 19 screens before the email (screen 10)
    Diabetes.
  11. Noom — 19 screens before the email (screen 11)
    Active eating-disorder diagnosis.
  12. Noom — 19 screens before the email (screen 12)
    "You're in trusted hands. We've helped 3,627,436 people lose weight!*" The asterisk: lost at least 2%, as of October 2021.
  13. Noom — 19 screens before the email (screen 13)
    Ideal weight, with a "recommended weight range" under the field.
  14. Noom — 19 screens before the email (screen 14)
    "Noom creates long-term results through habit and behavior change, not restrictive dieting."
  15. Noom — 19 screens before the email (screen 15)
    Focus areas: nutrition, physical activity, building good habits.
  16. Noom — 19 screens before the email (screen 16)
    "Having something to look forward to can be a big motivator." An important event coming up?
  17. Noom — 19 screens before the email (screen 17)
    The event's date (a vacation in January).
  18. Noom — 19 screens before the email (screen 18)
    Pace: as fast as possible, slow and steady, or in between.
  19. Noom — 19 screens before the email (screen 19)
    A testimonial: "Noom fits into my lifestyle perfectly."
  20. Noom — 19 screens before the email (screen 20)
    "Lose twice as much weight with Noom vs. trying on your own", over a "Preparing results" loader.