Recently did a teardown of Noom's sales sequence cause it's insane.

You know how we're always being told and thinking that shorter paths to sign up
are better cause they...

- Have less friction

- Grab user details faster

- Get the person into the tool so they can "see the value"

Noom obviously hasn't heard of any of these cause from home page to payment page
takes over 65 steps.

Which is crazy.

After looking into it and breaking it down, I think it's genius.

They've gone to great lengths to make the questionnaire engaging, fun, and easy
to complete.

Not just by making each step a simple button click, but by using a cadence I've
not seen anywhere else.

Noom operate, generally, on a 2-1 or 3-1 cadence.

That's 2 questions about you, followed by 1 "motivational" page to keep you
interested, engaged, and entertained.

They do this for 65+ pages and it never really feels like a chore.

Guess it goes to show that ease + entertainment > speed.

Here's a quick image on what we noticed when analysing this.

Posted by Pete Boyle on Facebook