Above the Fold copy doc and mockup that the user interacts with immediately as they land on the website.
The user is about to burn through the last of their candles and is looking for a replacement. After a quick Google search, he ends up on the Whiskey & Wolf homepage where he is met with an above-the-fold section to grab his attention.
Grab the user’s attention using bold words and intuitive navigation. Because the goal is to get the user to use our subscription service, that’s the main benefit we want to convey immediately.
| Element | Ideas | Final Copy | Rationale |
|---|---|---|---|
| Headline | - Making your room smell good shouldn’t be difficult. Get the best candles with scents that last with your new favorite delivery service. |
Breath in your new favorite scent every time you walk into your room with a custom candle delivery service.
Enjoy an exciting variety of strongly scented candles with your new favorite delivery service.
Discover your new favorite candle and get it automatically.
Say goodbye to boring old scents and discover something exciting with your new favorite delivery experience.
Enjoy an exciting variety of candles, personalized to your preference and delivered automatically.
Enjoy an exciting variety of candles that are personalized to your preferences and delivered automatically each month.
Have a birthday every month and surprise yourself with an exciting variety of candles personalized to your preference.
Treat your nose to a new scent every month with an exciting variety of candles personalized to your preference.
Pamper yourself with a variety of exciting scents personalized to your preference every month.
Pamper yourself with an exciting variety of scents personalized to your preference every month.
You deserve this. Treat yourself to an exciting variety of scents personalized to your preference each month. | You deserve this. Treat yourself to an exciting variety of scents personalized to your preference each month. | I chose this as my final copy because the first sentence is bold and tells the user that having a room that smells nice by using a scented candle is something they deserve. They shouldn’t have to sit in a musty room. The second sentence tells the user what they can expect— various scents personalized to their tastes and are automatically sent to them every month. | | Body | - Take our short Scent Tracker Quiz for a list of recommended candles based on your unique preferences.
Take our 30-second quiz and get a list of scented candles based on your unique preferences.
Take our 30-second quiz for a list of scented candles based on your unique preferences. | Take our 30-second quiz for a list of scented candles based on your unique preferences. | I chose this one because it was the most direct and communicated to the user that it wouldn’t take much time out of their day, and they could get a quick list of recommendations instead of wasting time reading every product description. | | Primary CTA | - Take the Quiz
Let’s Get Started
Find My Candles
Discover My Candles
Explore My Candles
Take My Candle Quiz | Take My Candle Quiz | I chose this because it tells the user what kind of quiz they’re going to take without reading any of the content above. I wanted to use “Discover My Candles” because it sounds adventurous but it also sounds like it would take the user to the “Best Sellers” category or a product page. | | Photo | - Photos of candles in a box
Photos of a candle that follows the minimal style the brand is going for | Photos of a candle the follow the minimal-style the brand is going for | I want to use a photo of a candle in a box (preferably), but if there’s none then one that follows the minimal style works as well. I want the first impression of the website to be clean and free of any clutter. |
A product page for a recommended product after the user takes the survey.
The user finished taking our 30-second quiz and clicked on a product recommendation they found interesting based on the product name.
Create an enticing product page with an engaging product name and description. Make options like selecting candle size, adding to wishlist, etc. clear to the user.