Built With Science sends 90% of its traffic to a quiz, not the App Store

Built With Science grew Meta advertising to $100,000 in monthly profitable spend by directing about 90% of traffic to a personalized website quiz rather than the App Store, finding that the quiz improved conversion by educating prospects, addressing objections, increasing perceived value, and creating customized in-app training plans. Although co-founded with YouTuber Jeremy Ethier, the company delayed paid advertising for a year after its January 2025 launch to improve trial-to-paid conversion, retention, and churn, then built ads around testimonials, B-roll, and static creative instead of relying on his image. Its $189 annual plan gained adoption from roughly 60% to 75–80% after a pricing-page redesign displayed annual billing first and clarified the free-trial timeline, while adding extra explanatory content reduced conversions. A quiz-based “gym buddy” offer gives paired users a 15% discount, is selected by around 15% of trial starters, and appears to improve both order value and retention. The team treats its roughly 70% experiment failure rate as a source of learning, using funnel data, documented hypotheses, and iterative testing to improve results, while also developing features such as an AI chat coach and conducting in-app training studies that support product development and marketing.

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