I architect quiz funnels for health and wellness brands that want to scale profitably on cold traffic.
Whether your quiz sits on your website as a lead form or runs on Meta, if it isn't acquiring customers profitably, I rebuild the system behind it.
If you don't have a quiz funnel yet, I design one from the ground up. The quiz logic, the results page, the follow-up, the offer. Everything that determines whether cold traffic converts.
By application. Limited engagements per quarter.
As Featured In
CPL keeps drifting up. Quiz completions look fine but the back-end isn't converting. The email sequence reads well but doesn't move the sale.
Or maybe the quiz just sits on your website collecting leads. It's been there for a year. It does its job as a lead form. But it was never designed to scale as an acquisition channel.
Either way, the economics aren't where they should be.
You suspect it's all connected. The quiz. The offer. The ads. The results page. The follow-up.
You just don't know which part is breaking conversion first.
Meanwhile, competitors with similar offers are scaling past you.
That's the problem I solve.
You don't have a traffic problem. You have a conversion problem.
The Problem
The business had a validated offer, strong front-end engagement, and paid traffic converting at small scale.
Then they tried to scale, but CPA climbed beyond profitable thresholds. Lead quality became inconsistent across markets. The funnel stalled around $3,000/day in Meta spend, and the same creative that worked in Australia collapsed in the US.
Quiz completion rates looked healthy on paper. Back-end conversion didn't.
What Was Re-Architected
The acquisition system was redesigned end-to-end with market-specific positioning:
Ad positioning (primary lever)
Quiz architecture
Results-page structure (primary lever)
Lifecycle follow-up
Offer transition
The objective wasn't more leads. It was four versions of the funnel, each speaking to its market, without losing the underlying psychology that drove conversion.
The Result
✓ Scaled across Australia, the US, UK, and Canada
✓ CPA reduced from $148 to $97
✓ Funnel conversion rate up 25.4%
✓ Customer LTV up 51%
✓ Meta spend scaled from $3k/day to $12k/day profitably
✓Seven figures in annual revenue from quiz-led acquisition
What It Looks Like When The System Is Built Right
Case Study 1
Scaling a quiz-led weight loss offer across four international markets
The three examples below are all Meta scale stories. The principles apply identically to a quiz being turned into a cold acquisition channel for the first time.
Diagnose where the system is breaking, or where it was never designed to do the real job. Re-architect it around cold traffic economics. Same engineering, different starting point.
In each case, I designed the system. Implementation was handled by the brand's team or a build team I brought in.
The Problem
The brand had validated demand. Ads generated clicks. The quiz generated leads. At lower spend the funnel looked healthy. Strong CTRs, decent quiz completion, low CPLs.
Then they pushed past $1,500/day in Meta spend, and the economics fell apart.
CPA rose above profitability thresholds. and cold traffic that converted at $50/day stopped converting at $1,500/day. The funnel was creating curiosity, not conviction. And curiosity doesn't survive scale.
What Was Re-Architected
The system was redesigned around buying intent, not engagement:
Buyer-state progression (primary lever)
Results-page psychology
Offer alignment (primary lever)
Follow-up sequencing
The objective was to increase conversion efficiency from cold traffic specifically at higher spend levels, where the funnel had previously broken.
The Result
✓ CPA reduced from $92 to $58
✓ Quiz completion up from 41% to 63%
✓ Post-quiz drop-off reduced by 38%
✓ Cold traffic conversion rate up 29%
✓ Scaled profitably past $5k/day in Meta spend
Case Study 2
Rebuilding a supplement funnel that collapsed at scale.
The Problem
The brand operated in one of the most aggressive direct response categories in the market right now. GLP-1 and body composition.
CPMs were rising weekly. Competition was multiplying. Cold audiences had seen every weight-loss angle five times already and stopped responding. Generic positioning didn't move them. Generic offers didn't either.
The original funnel generated clicks but couldn't convert cold traffic profitably above $3k/day. The problem wasn't demand. The category was on fire. The problem was that the funnel looked like every other funnel in the space.
What Was Re-Architected
The system was redesigned around differentiation, making the buyer feel understood in a category where nothing else did:
Personalisation (primary lever)
Buyer-state progression
Results-page psychology (primary lever)
Follow-up sequencing
Offer alignment
The quiz was designed to move users from curiosity, to self-recognition, to solution intent before the pitch.
The Result
✓ CPA reduced from $145 to $74
✓ Quiz completion up from 46% to 68%
✓ Booked consult rate up 39%
✓ Post-quiz drop-off reduced by 42%
✓ AOV up 18%
✓ Scaled Meta spend past $20k/day while holding target margins
Case Study 3
Building a quiz funnel for a GLP-1 body composition offer
How It Works
Most quizzes are built like surveys. Ask questions. Collect data. Hand over a result.
That's fine for a lead form. It's not enough to acquire customers on cold traffic.
What I architect is the system that does it. The quiz logic and question sequencing. The results page that turns answers into conviction. The follow-up that holds intent. The offer the system is designed to convert.
I design the system. You implement it, or I bring in a build team to do it for you. Either way, what you put live is engineered to convert cold traffic, not just collect leads.
When that's done right, cold traffic stops being a ceiling and becomes a multiplier.
A quiz funnel is an acquisition system, not a survey.
How We Can Work Together
01
Architect From Scratch
For brands with a quiz sitting on their site, or no quiz yet, ready to turn it into a cold acquisition channel on Meta. I design the complete system: quiz logic, results page, follow-up, offer, and the ad angles that feed it.
Best for: established brands adding quiz-led acquisition as a new channel.
02
Rebuild & Scale
For brands already running a quiz funnel on Meta that's stalled. I diagnose where the system is leaking and re-architect the components holding it back.
Best for: brands whose funnel has hit a spend ceiling and won't scale profitably.
Delivered as a build-ready system your team can implement, or built end to end by a team I bring in and manage. Either way, you end up with an acquisition system engineered to convert cold traffic.
WHO THIS IS FOR
Founder-led brands in health, wellness, supplements, skincare, longevity, hormone health, telehealth, aesthetics, or coaching.
Already have an offer that converts when the right buyer sees it. Either already spending on Meta and looking to scale further, or ready to turn a quiz into your next acquisition channel.
You either have a team that can implement a clear spec, or you want me to manage the build for you.
If you're pre-revenue, pre-offer, or testing whether quiz funnels work as a category, I'm not the right person.
Fifteen Years Building Consumer Brands, Funnels, And Acquisition Systems
Founder. Operator. Exited.
I spent fifteen years scaling consumer brands across Australia, the US, UK, and Canada. Wellness, supplements, subscriptions, publishing, direct response.
Along the way I founded and sold Australia's largest healthy snack subscription business, built across B2B and B2C and acquired in 2021.
I design systems that get built and get results, not strategy decks that sit in a drawer.
That's the only reason any of this works.