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• Headline: All participants preferred ****“Discover the Best in Black-Owned Clean Beauty” (Version 1). It offers the excitement of new things to discover, and using “the best in…” speaks to the quality of the products. It also offers an incentive, and speaks to the journey you’re about to go on in getting the best in Black-owned clean beauty products. Version 2’s “delivered straight to your door” doesn’t speak to the whole benefit of my product, while version 1 encompasses it all.
• Subheader: Most participants preferred a mix of version 1 and 2, specifically the first sentence of version 1 with the rest of the copy in version 2. Most preferred for the copy to start with “Ready for a glow up?”—they all felt that leading with a question hooked them and was more inviting. 3 out of 4 participants stated that version 2 was more straightforward and easier to digest than version 1, while still having all the relevant information needed to make a decision.
• CTA: All participants preferred “Get Started.” Many stated that ‘sign up’ made them immediately think of the purchase, while ‘get started’ makes it sound like you’re about to have an exciting and immersive journey.
  • “’Get started’ feels way less pushy than ‘sign up.’ If you weren’t sure about joining, you would read ‘sign up’ and think ‘my journey ends here,’ while ‘get started’ implies that there is more information to come.” - Participant
• “Join the Fam” vs “Join”: All participants preferred “join the fam.” Many noted that it felt more welcoming, community-oriented, and down to earth. One participant, who fits the profile for our end user, noted that “join the fam” felt very Black, which helped it feel more personal to her. It made her think “these people get me, they understand my language”

Final Screen: Adjusted body copy to be a mix of versions 1 and 2.

Beauty Quiz Welcome Page