The first screen decides whether a person starts the quiz or closes it. It's the cheapest fix with the biggest impact: everything you improve later (questions, offer, form) will only be seen by the share of your audience the first screen managed to keep.
Let's look at what it's made of, what to write in the headline, and how to check that it's working.
What a person needs to understand in three seconds
Exactly three things. If even one isn't obvious, they leave.
- What's being offered and whether it's for them. "Custom kitchens in Denver" is clear. "Take our quiz" isn't.
- What they'll get at the end. A quote, a selection, a measurement. That's the reason to start.
- How long it will take. "5 questions, under a minute" removes the main fear: getting stuck in a long questionnaire.
The headline: the main element
The headline carries almost all the weight. The formula that works is result for the customer + condition, not the name of the process.
- Bad: "Take the survey," "Answer a few questions," "Learn more about our services."
- Better: "We'll design your kitchen to fit your space."
- Good: "Get your kitchen price based on your measurements in 15 minutes."
Notice what's missing from the good versions: the word "quiz." Users don't care what tool you use; they care about what they'll get.
The headline has to continue the ad
This is the most common and most expensive mistake with paid traffic. The person clicked "Turnkey remodeling from $50/sq ft," and the first screen says "What interior style do you like?" The expectation didn't match: they left, and you've already paid for the click.
If you have several ad sets promising different things, each needs its own first screen. In practice, that means several copies of the quiz with different headlines for each campaign.
What else matters
- The button. Not "Start," but an action with a result: "Calculate the cost," "See my option." People click on a result, not a process.
- The image. It should show what you're talking about: your work, the product, the result. Abstract stock photos don't help at all.
- The amount of text. Headline, one line of explanation, button. Anything extra won't be read.
- Removing the objection. A short line like "no calls, no spam" or "the quote doesn't commit you to anything" often does more than redoing the image.
- When it appears. If the quiz opens on its own, the delay matters: too early, and the person hasn't figured out where they landed yet.
Do you even need a first screen?
Not always. You can turn off the start screen, and the person lands straight on the first question. This works when traffic is warm and the context is already set: for example, when the quiz opens from a button with the offer on your own website; they've already read the promise on the page, and there's no need to repeat it.
For ad traffic that lands directly on the quiz, though, the first screen is essential: there's no other place to explain where the person has landed.
How to check that the first screen works
Watch one number: the percentage of people who saw the quiz and started answering it. Not overall conversion, which lumps everything together.
- Few start: the problem is here, in the first screen or in when it appears.
- Plenty start but drop off during the questions: the first screen did its job; the issue is further along.
- Plenty start and reach the end but don't leave their contact details: the issue is the offer at the final step.
Change one element at a time and with enough volume: with a few dozen visits, the difference between versions is random noise. The full diagnosis is in the article how to tell if your quiz is underperforming.
Common mistakes
- A headline about you, not the customer. "In business since 2008" isn't a reason to answer questions.
- A promise that isn't delivered at the end. If you promised a quote, the results need a quote; otherwise the person feels cheated, and the lead goes cold.
- The word "quiz" or "survey" in the headline. It sounds like a waste of time.
- Too much text. The first screen isn't the place to describe your company.
- One screen for all traffic sources. People from search, the display network, and TikTok arrive with different expectations.
FAQ
What should I write in the first screen headline?
The result for the customer and the condition for getting it: "Get your price based on your measurements in 15 minutes." Not the name of the process or a story about your company.
Should I say how many questions the quiz has?
Usually yes: it removes the fear of a long questionnaire. It's especially useful if the quiz really is short.
Can I skip the first screen?
Yes, if the context is already set: for example, when the quiz opens from a button with the offer on your website. For ad traffic landing directly on the quiz, you need the first screen.
Which image works best?
One that shows what you're talking about: your work, the product, the result. Abstract stock images add nothing.
How long should I test a first screen version?
Until you've collected a meaningful number of visits, not for a fixed number of days. And change one element at a time; otherwise you won't know what worked.
