Stitch Fix - User Acquisition

The business problem 
The Stitch Fix women's landing page has to do a lot of heavy lifting quickly and succinctly—the goal is to channel external traffic into the conversion funnel via our style quiz. So the question becomes, how might we increase the likelihood that users will click into the style quiz?

The research & solutions
We learned that incoming users will grant us mere seconds to: 
1. Explain how Stitch Fix works. 2. Mitigate fear. 3. Convince them to engage (and check out).

In the hero module, I provided an inspiring headline that covers the gist of how Stitch Fix works. The sub copy succinctly tells the user how we personalize looks for them. It mitigates pricing and size/fit concerns with help from imagery and text links below, as well as the common worry that it might be a subscription service. The prominent CTA is inviting, has been tested thoroughly, and has been found to be just the right wording.

Many users feel confident at this point and skip the rest of the page, diving into their style quiz. But many need more. The page incorporates information we know is reassuring for them, including the fact that our stylists are human and not only algorithms, we learn their style even better over time, and most importantly—we listen, we're here for them. That empathy for the user has been effective for conversion rates—we know that empathy is always the right path in general.

We then asked ourselves, how might we further reduce friction for starting the style quiz? The answer we came up with was to add a module at the bottom of the page to reinforce what we've covered throughout the page, this multiple choice selection is way to 'start the style quiz' right on this landing page. We tested two designs for it, with pros and cons for both. Users liked the pill format but didn't like reading so much copy. Because the point of the module was to reduce friction, we went with the simpler option 2.

Shown below:
1. Women's landing page hero
2. Landing page fear mitigation content
3. Version 1 of 'get started' module
4. Version 2 of 'get started' module