One hero per hair type, and the quiz is one click away

This is the curls variant of Function of Beauty’s storefront: the headline, model and CTA all speak to one hair type, then the page hands off to the formula quiz. Proof follows in the order a skeptic would ask for it.

Product landing pageMetaTikTok

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functionofbeauty.com

Function of Beauty landing page, full length

What we’d improve

Conversion opportunities we would validate with controlled experiments, not cosmetic opinions.

Sharpen first-screen message match

For Function of Beauty, turn “One hero per hair type, and the quiz is one click away” into a dedicated Meta hero variant. Carry the ad’s exact promise into the headline, supporting proof, and one primary CTA without introducing a broader second story above the fold.

Why we’d test it

A tighter promise-to-page transition will reduce the orientation work required after the click.

Measure: Hero CTA rate by campaign and ad group

Bring proof closer to the promise

Place one concrete result, product demonstration, or risk-reversal statement beside the primary CTA instead of making visitors scroll for validation.

Why we’d test it

Immediate evidence will reduce uncertainty at the moment visitors decide whether to continue.

Measure: Primary CTA click-through rate

Upgrade decision-stage proof

Function of Beauty should pair representative before-and-after results with timeframe, routine, and unretouched-condition details. Put the strongest evidence immediately after the hero and repeat the relevant proof beside the final CTA.

Why we’d test it

Specific, proximate evidence will answer the highest-risk objection before it becomes a reason to leave.

Measure: CTA conversion after proof exposure

Why it works

“Love Your Curls” with a matching model tells a curly-haired visitor within a second that this page is for them.
Clinical claims, before-and-after shots and customer stories are stacked in the order objections actually surface.
Every CTA leads to the same quiz, so there is one conversion path to optimize.

Built for clicks from

curly hair shampoocustom hair careTikTok: curly hair routine creatorsMeta: hair care interests

If this page were dynamic

Generate the wavy, straight and coily variants from the same template instead of building each by hand.
Match the before-and-after pair to the hair concern in the ad, such as frizz, breakage or color damage.
Preselect the first quiz answer from the creative that was clicked so the quiz starts one step in.

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