A conversion engine under your entire marketing.
The place every channel lands and converts — organic, outbound and paid. Built in four weeks, live for years, and every improvement to it lifts every channel at once. Add the creative in front of it and you have the funnel end to end: ad to booked.
People love exploring their own challenges. A quiz turns that instinct into your pipeline.
scorecards · ScoreApp benchmarks
page converts at
starters
on our latest deployment
The exchange, flipped
A standard landing page asks a stranger for their contact details in exchange for a brochure — a tired trade, and it converts like one. A quiz offers self-discovery first — “find out your result” — and the contact details arrive as a natural by-product of wanting the answer.
Better leads, not just more
Every completion arrives scored, segmented and self-described: their situation, their pain, their profile — known before anyone picks up the phone, landing in your CRM as rich, labelled data rather than a bare email address.
Follow-up that writes itself
They’ve told you what to say. Our most recent live deployment was producing sales-ready conversations within days of launch — a multiple-times lift, on traffic you’re already paying for.
The destination every channel points at.
That is what makes it different from any single campaign asset. One link works everywhere you already spend — you’re not buying a campaign asset, you’re upgrading the conversion layer under your entire marketing.
LinkedIn featured section
Every profile visit has somewhere to convert.
Social content
Posts stop ending at “great point” and start ending in captured, scored leads.
Email outreach
The ask drops from “book a call with a stranger” to “find out your result” — a far easier yes, from far colder people.
Meta campaigns
Every ad dollar lands on a page built to convert, not a homepage built to describe.
Your website
Embedded or as a pop-up, lifting conversion on visitors you already get.
Google Ads & search
Sent straight into a high-conversion funnel.
Fixed scope. Known number.
Start here. The diagnostic is the instrument run with you, in full — and if you go on to a build or an engine within 30 days, it costs you nothing: the fee is credited.
A funnel runs from the ad to the booked conversation. The build is its endpoint — the part every channel points at. The creative packs are its front. Together, that is the funnel.
For businesses where an owned asset makes better long-term economics than a managed one. Both are scoped after discovery — the range is honest, the number comes after we’ve seen the shape of it.
The included video is real-presenter footage — you, or a nominated representative, on camera. It converts better and it ages better. Where that’s not workable, the animated presenter options above carry the same job.
A ladder built where there was one price and nothing beneath it.
A New Zealand personal financial advice practice, competing inside the 28% of the country that uses an adviser — because the other ~70% had nothing they could buy. Twelve weeks live. Every figure below is measured.
One landing page. Three results pages. Video where it converts.
Quiz entry, offer framing and lead capture on the landing page. Three results pages — one per audience profile — personalised section by section to how each person answered. Video on the landing page and the core result page.
Planning weeks 1–2
- Quiz concept proposal — the angle, the hook, and the outcome metrics we’ll track.
- Question design — written to segment precisely, finish at high completion rates, and arm you with data that helps convert.
- Scoring and routing design — how answers become scores, and scores route each person to the result built for them.
Construction weeks 2–4
- Audience profiles agreed with you before build — scoring bands, character types, qualification.
- Section-by-section personalisation on every results page, keyed to each respondent’s answers.
- CRM integration, most platforms — field mapping and tagging so leads arrive labelled, not just listed.
- Calendar booking wired in — qualified leads book themselves straight onto your calendar from their results page, and the booking is written back to the CRM record.
- All page builds, plus SEO setup — meta descriptions, titles, social share cards.
- One complimentary lead magnet, with its automated delivery email.
- A recommended follow-up email sequence per audience profile, ready for your CRM.
- Abandoned-quiz capture and tuning — the almost-finished leads get a second chance.
- Full analytics — GA4 events, Meta pixel and Conversions API, conversion events wired.
- A retargeting audience built from quiz-starters — ready the day an ad campaign begins.
- Privacy done properly — consent capture and notice on the form (NZ Privacy Act).
- Full device QA, build documentation, a recorded handover walkthrough, and two revision rounds.
Live, fast, secure — and still improving.
- Hosting & SSL — your endpoint stays live, fast and secure.
- Uptime monitoring — watched around the clock; if it blinks, we know before you do.
- Abandoned-quiz email tuning — ongoing tweaks so recovery emails keep working.
- Text amendments, image swaps, link and button updates, quiz copy touch-ups.
- Monthly integration health check — CRM connection, tags and lead alerts verified working.
- Up to 5 change tickets a month — a ticket is one small change from this list, typically turned around within 2 business days. New pages, new audience profiles, new logic or redesigns are quoted from the add-on menu, so the plan stays simple and predictable.
Unused credits bank, up to two.
Same hooks, same language, one story from first scroll to result.
Video + statics
Three static variant sets plus video ad creative for the same campaign — video doing the cold-traffic heavy lifting, statics converting the warm, all sharing the hooks, language and visual identity of your funnel so the journey reads as one story from first scroll to result.
Statics only
Three variant sets, each a deliberate spread of angles built to test against each other: a cinematic pattern-interrupt, demographic cuts shaped to your audiences, clean typographic offer-delivery, and a wildcard concept. Want more angles later? Another pack — same price, same structure, pointed at the next offer.
Behind the endpoint sit the bigger plays when you’re ready for them: fully managed Meta campaigns feeding it, further creative packs as offers multiply, the sales path behind it sealed — and, where owning beats renting, an engine of your own.
From signed-off concept to live endpoint: four weeks.
A short discovery conversation, then the quiz concept proposal — the angle, the hook, and the result your market actually wants to know.
Every figure below is measured, not modelled. Nothing here is estimated, projected or rounded up.
1 · The client, as a type
A New Zealand personal financial advice practice. Single licensed adviser working the standard model for the category: a comprehensive financial plan at roughly $6,000, with an intake ceiling of about ten new clients a month.
Good practice, real results, a referral reputation. And a business whose growth was bounded by one person’s available hours.
2 · The situation before — which dial was off
Of the four dials — need, awareness, price, solution — three were fine. Need was there: people want their money sorted. Awareness was there: they knew financial advisers exist and roughly what one does. Solution was there and provably worked.
Price was the dial that was off — and it was off in a way that disguised itself as a market size problem rather than a pricing problem.
One price, one shape, revealed late. A prospect’s first sight of a number was often a disclosure document arriving after they had booked, which is a cold read of a large figure with nobody in the room to answer it. Everyone who could not clear that number in one step was not a lost sale; they were never a prospect at all, because there was nothing for them to buy.
The regulator’s own research frames the size of what that excluded: 28% of New Zealanders used a financial adviser in the past year. The practice was competing hard inside that 28%, and the remaining ~70% were treated as out of market — when in fact they were simply unpriced.
There was a seam problem underneath it too. Between awareness and price there was nothing: no step a person could take that cost less than everything, so interest had nowhere to go.
3 · What was built
Three pieces, in sequence.
A scored diagnostic
A nineteen-question self-assessment the prospect completes in their own time. It returns a genuine result — a score, a tier, a read of where they are — so it is worth completing for its own sake rather than being a form wearing a quiz costume. Nothing is gated behind it.
A segmentation layer
The diagnostic’s answers are read for what the person asked for, not how they scored. That distinction is the whole method: a low scorer who writes “I want to get organised with an adviser this year” is worth more than a high scorer who wants to learn it themselves. Segmentation runs on the stated intent, the obstacle they name, and how they say they want to be supported.
A worked tracker
Every lead lands in a shared operating list carrying their own words, their segment, an urgency reading, a price-fit band, and the next action. Not a CRM export — a list a person can work down on a Monday morning, with the question to open each call written against the lead.
4 · The segments, and what each routes to
Six, each with one destination. Nobody falls through.
| Segment | What it is | Routes to |
|---|---|---|
| Ready for advice | Asked for an adviser in their own words, or wants it done for them and has assets | The paid fixed-price diagnostic. The only segment that reaches the adviser’s calendar |
| Blocked on cost | Wants help, says the price is the problem | The credit tier — pay monthly toward the diagnostic, with a bonus on redemption |
| Wants a person | Wants a human, but is not asking for a plan | Coaching. Accountability, not advice |
| Self-directed | Wants to learn it or wants a tool | Free tier, then the app |
| Too early | Answered, but no stake and no clear ask | Education only. No call |
| Abandoned | Started, gave nothing | One contact: finish the diagnostic, not a pitch |
The design principle is that the expensive human only meets the segment that asked for a human. Everything else is met by a product rung that costs the practice nothing per unit.
5 · Numbers
Live 17 July 2026. Figures to 11 October — twelve weeks.
| Visitors | 2,570 |
| Started the diagnostic | 160 6.2% of visitors |
| Gave contact details | 151 |
| Completed all nineteen questions | 102 |
| In the worked tracker | 120 |
Score spread
Of 91 scored results, across five tiers.
| Tier | Results |
|---|---|
| Activation (0–29) | 43 |
| Accelerator One (30–46) | 19 |
| Accelerator Two (47–62) | 12 |
| Accelerator Three (63–78) | 12 |
| Freedom Architect (79–100) | 5 |
Segment split
Of the 120 worked leads.
| Segment | Leads | Share |
|---|---|---|
| Ready for advice | 56 | 46.7% |
| Wants a person | 18 | 15.0% |
| Abandoned | 16 | 13.3% |
| Too early | 14 | 11.7% |
| Blocked on cost | 11 | 9.2% |
| Self-directed | 5 | 4.2% |
By urgency: 29 hot, 43 warm, 48 cool. Of the 71 leads banded for product fit: 35 free tier, 29 app, 7 uplift.
The number that matters most is the first one in that table. Nearly half the worked list asked for an adviser or is ready for one — against a practice that could previously see only the fraction of them who could clear a $6,000 step in a single move.
6 · What the work created: a priced route to the 70%
The commercially significant outcome is not a conversion rate. It is that the pricing was derived from market analysis rather than inherited from category default.
The category’s default is a single comprehensive plan at a single large price. That serves one willingness-to-pay band and nothing beneath it, which is a pricing choice rather than a fact about demand. So the pricing was rebuilt as a ladder, with a rung at every level of readiness to pay: a free tier, an app subscription, a coaching tier, a credit tier that lets a person save into advice rather than wait until they can afford it, a fixed-price diagnostic, and the full engagement above.
That turns the ~70% who have never used an adviser from a market the practice could not reach into one it can price into — not by discounting the advice, but by building rungs beneath it that did not previously exist in the category.
The claim being made is structural: the addressable market widened. The practice can now put a price in front of people it previously had nothing to sell to at all.
Alongside that, 56 of the 120 worked leads are segmented as ready for advice, each carrying their own stated goal and a named next step.
7 · Live since, and still moving
Live 17 July 2026, running continuously since, and still taking leads — 19 results in the seven days to 11 October, five of them people not previously in the list.
The segmentation method, the tracker schema and the call questions have each been revised against real calls rather than written once and left.
8 · Not yet measured — stated rather than omitted
Honesty about the gaps is part of the method, so they are listed rather than left out:
- Lead-to-member conversion, and revenue attribution. Tracking is being established; these are the first numbers scheduled to come online.
- Cost per lead across the full period. Measured over one sixteen-day window only; not tracked continuously.
- Call show-up rate and call outcomes. Not yet instrumented.
- App tier conversion. The product is not released, so the figure cannot exist.
- Whether segment assignment predicts outcome. The segments are defensible by construction and have not yet been validated against what the leads actually did.
The last one is the real open question, and it is the one worth saying out loud: the segments are sound by construction and not yet validated against outcomes. Twelve weeks is long enough to build a pipeline and stand up the routing; the measurement layer is what comes next.