This document contains everything Stitch needs to build the interactive scorecard quiz into the Stylify landing page. It covers: the complete UX flow, all 12 questions with scoring, the scoring engine logic, personalized results page copy for every grade combination, founding member signup mechanics, and Kit tag integration.
What: An interactive 12-question quiz on the landing page that assesses a stylist's social media health across 4 dimensions, shows personalized results, and drives them to start a 14-day free trial with founding member pricing.
Why: Replaces the static lead magnet as the primary CTA. Gives us qualification data on every lead (not just an email address) and creates the Oversubscribed demand mechanic (limited to first 100 founding members) for the founding member launch without a waitlist gate.
Where: New page/route on stylify-ai.com (e.g., /scorecard or /quiz). Linked from homepage CTA, Instagram bio, and Pixel's DM outreach.
Production freeze note: This is a new landing page feature — it does NOT touch any of the features under Meta App Review (caption generation, photo analysis, auto-publishing, onboarding). Safe to build and deploy during freeze.
Questions are organized into 4 dimensions, 3 questions each. Each question has 4 answer options scored 1-4 (worst to best). The stylist sees friendly, non-judgmental wording — she doesn't see the scores.
All question and answer text follows brand voice rules: peer-to-peer tone, no "AI" language, no judgment. Questions should feel like a friend asking — not a test. The quiz intro copy sets this tone: "This isn't a test — it's a checkup. Like checking your ends for split damage, except for your Instagram."
Headline: How's Your Social Media Game?
Subhead: Take the free 2-minute Social Media Health Score for hair stylists. Find out exactly where you're crushing it and where you might be leaving clients on the table.
CTA button: Start My Score
Fine print: 12 quick questions. No sign-up needed to start. Takes about 2 minutes.
Weight: 30% of overall score. This is the #1 pain point per our audience research — "I know I should be posting more but I just don't have time."
Weight: 25% of overall score. This measures how strategic their content is — not whether their photos are pretty (most stylists take great photos).
Weight: 25% of overall score. Measures whether they're actively trying to attract new clients through social media, or just posting into the void.
Weight: 20% of overall score. Lower weight because this is where Stylify solves the problem — we don't want to penalize someone for spending too much time (that just means they're our ideal customer).
Question 12 doubles as a product-fit signal. The answer maps directly to Stylify's tier targeting:
Store this answer as a separate Kit tag: magic_wand_fullservice, magic_wand_captions, magic_wand_planning, magic_wand_engagement. This is the most valuable segmentation signal for future email personalization.
Each question is scored 1-4. Dimension raw score = sum of 3 questions in that dimension (range: 3-12).
| Dimension | Questions | Raw Range | Weight | Weighted Max |
|---|---|---|---|---|
| Posting Consistency | Q1, Q2, Q3 | 3-12 | 30% | 30 pts |
| Content Quality | Q4, Q5, Q6 | 3-12 | 25% | 25 pts |
| Audience Growth | Q7, Q8, Q9 | 3-12 | 25% | 25 pts |
| Time Efficiency | Q10, Q11, Q12 | 3-12 | 20% | 20 pts |
| Overall Total | 100 pts | |||
// For each dimension: dimensionPercent = (rawScore - 3) / (12 - 3) // normalize to 0-1 weightedScore = dimensionPercent * weight // weight = 30, 25, 25, or 20 // Overall: overallScore = sum of all weightedScores // range: 0-100
| Grade | Dimension % | Raw Score | Meaning |
|---|---|---|---|
| A | 75-100% | 10-12 | Doing great in this area |
| B | 50-74% | 8-9 | Solid foundation, room to grow |
| C | 25-49% | 6-7 | This is holding you back |
| D | 0-24% | 3-5 | Major opportunity here |
| Score | Label | Emoji |
|---|---|---|
| 80-100 | Social Media Pro | 🔥 |
| 60-79 | On the Right Track | 💪 |
| 40-59 | Room to Grow | 🌱 |
| 0-39 | Hidden Gem | 💎 |
Every label is positive — even the lowest tier. "Hidden Gem" means "you're talented but nobody can see it yet." This aligns with our guilt-without-shame voice: acknowledge the gap without making them feel bad. The quiz should make them feel understood, not judged.
The results page is the most important customer-facing element. It needs to feel personal, insightful, and worth the 2 minutes they invested. Below is the complete copy for every grade in every dimension.
80-100 (Social Media Pro 🔥):
"You're ahead of most stylists — seriously. Your social media game is strong. The areas below show where you could go from great to unstoppable."
60-79 (On the Right Track 💪):
"You've got a solid foundation and you're clearly putting in effort. A few targeted improvements could make a big difference in the clients you attract."
40-59 (Room to Grow 🌱):
"Here's the thing — your talent is probably way ahead of your social media. That gap is where you're leaving clients on the table. The good news? The fixes are simpler than you think."
0-39 (Hidden Gem 💎):
"Your work deserves to be seen by way more people. Right now your social media isn't doing your talent justice — and that's not your fault. Most stylists are in the same boat. Let's look at where to start."
"You're posting consistently and that puts you ahead of most stylists out there. Consistency is the #1 factor in the Instagram algorithm rewarding your content — and you've got it dialed."
"You're posting more than most, but there are gaps. The algorithm notices those gaps — even a few days off can drop your reach. A simple posting schedule (even 3x/week) would level this up fast."
"Sound familiar? You post a bunch, life gets busy, you disappear for two weeks, feel guilty, post again... and repeat. You're not alone — this is the #1 pattern we see. Breaking this cycle is the single biggest thing you could do for your visibility."
"Your Instagram is basically a portfolio that hasn't been updated in a while. Potential clients who find you might wonder if you're even still taking appointments. The fix isn't posting every day — it's posting something regularly. Even twice a week changes everything."
"Your content is varied, your captions tell stories, and your hashtag game is intentional. This is what separates stylists who attract dream clients from stylists who just get likes from friends."
"Your content is solid — great photos, decent captions. The next level is mixing up your content types more (behind-the-scenes, tips, client testimonials) and making your captions do more work. A caption that makes someone save your post is worth 10x a caption that gets a heart."
"Your hair photos are probably gorgeous. But Instagram isn't a photo gallery — it's a storytelling platform. Right now your captions aren't giving people a reason to engage, share, or book. This is the gap where most talented stylists get stuck."
"You've got the skills — that's clear from your work. But your content isn't packaging that talent in a way that attracts clients. No shame in that — writing captions and planning content isn't what you went to cosmetology school for. But it IS what makes the difference between a full book and an empty chair."
"Instagram is actively working for your business. You've got a dialed-in bio, clear calls to action, and clients are finding you through the platform. Keep doing what you're doing — and consider whether scaling this could fill your book even faster."
"You're getting some traction — DMs come in, people find you. But you're not being intentional enough about converting followers into clients. A clear CTA in every post and a booking link in your bio could double your inquiry rate without posting more."
"Real talk: you're creating content but it's not connected to a growth strategy. Your bio might be outdated, your posts don't tell people what to do next, and you're not sure if Instagram is actually bringing in clients. The good news is that fixing this is straightforward — it's about being intentional, not doing more work."
"If a potential client in your area searches for a stylist on Instagram right now, they probably won't find you — or if they do, your profile doesn't make it easy to book. This isn't about follower count. It's about making sure the people who DO find you can instantly tell what you do, where you are, and how to get in your chair."
"You've figured out a system that doesn't eat your life. That's rare — most stylists spend 20-30 minutes per post or just skip it entirely. Whatever you're doing, it's working."
"You're getting it done, but it's taking more time than it should. 10-15 minutes per post adds up fast when you're behind the chair 8+ hours a day. Imagine getting that down to 2 minutes — what would you do with the extra time?"
"You know the feeling: you take a great photo, open Instagram, start typing a caption... and 25 minutes later you're still staring at it. Or worse — you give up and close the app. The caption is the bottleneck, and it's stealing time you could spend with clients or, honestly, just resting."
"It either takes forever or you don't do it at all. Both feel bad. This is the #1 reason stylists fall off social media — it's not that they don't want to post, it's that the time cost makes it impossible to sustain. What if posting took 2 minutes instead of 30?"
Below the 4 dimension cards, highlight the lowest-scoring dimension with this format:
Headline: "Your Biggest Opportunity: [Dimension Name]"
Body: Use the corresponding D-grade copy if they got a D, or the C-grade copy if they got a C. If their lowest is a B, use: "Your biggest growth area is [dimension] — and even here you're doing well. Small tweaks could make a big impact."
Tie-breaker: If two dimensions tie, prioritize: Consistency > Content > Growth > Time (this matches our pain point ranking from audience research).
The email gate appears between Q12 and the results page. The stylist has invested 2 minutes answering questions — she wants her score. This is the highest-intent moment to capture her email.
Headline: Your score is ready!
Subhead: Enter your email to see your personalized Social Media Health Score — plus get a free copy of the Hair Stylist's Weekly Content Playbook.
Field placeholder: your@email.com
Button: See My Score
Fine print: We'll also send you weekly tips for stylists who want to grow their business on Instagram. Unsubscribe anytime.
Gating before the quiz kills completion rate — stylists won't give their email to start a quiz they don't know the value of yet. Gating after Q12 leverages the sunk cost: they've already invested 2 minutes and they're curious about their score. This is standard scorecard marketing practice and typically converts 60-80% of completers.
The founding member CTA appears at the bottom of the results page, after the dimension breakdowns, and drives directly to free trial signup.
Headline: We're building something for stylists exactly like you.
Body: Stylify creates your social media posts in 2 minutes — captions that actually sound like you, not a robot. Upload a photo of your work, and Stylify writes a caption that matches your voice, your vibe, your style. Approve it, and you're done.
Ready to transform your Instagram? Start your 14-day free trial with full Pro access — $49/month for life as a founding member (normally $99). No credit card required. Only 100 founding member spots available.
Urgency indicator: Limited to first 100 founding members — Pro access at Solo pricing, locked in permanently
Button: Start Your 14-Day Free Trial
Below button: No credit card. No commitment. Limited to first 100.
Track the number of users who have signed up for the 14-day free trial after completing the scorecard. This count shows real founding member interest and helps drive urgency. When the count approaches 100, update the CTA messaging to reflect "only [X] founding member spots remaining."
The first 100 stylists who sign up for the free trial will be locked in at $49/month Pro pricing permanently. This is a real, provable offer with hard urgency.
Once they complete the free trial signup, replace the CTA section with a confirmation:
"You're in! 🎉"
"Check your email for your login link — Pro access is live right now. You've got the full $99/month experience locked in at $49/month for life. Go grab a coffee — your Instagram is about to get a whole lot easier."
This confirms their action, reinforces the founding member pricing lock, and matches the warm conversational voice of the rest of the funnel.
[UPDATED 02-25: Waitlist table removed from launch plan. Email collection still happens via Kit tag integration for scorecard results tracking.]
// Supabase table: scorecard_submissions { id: uuid, email: string, // unique overall_score: integer, // 0-100 consistency_grade: string, // A, B, C, D content_grade: string, // A, B, C, D growth_grade: string, // A, B, C, D time_grade: string, // A, B, C, D magic_wand_answer: string, // fullservice | captions | planning | engagement raw_answers: jsonb, // {q1: 2, q2: 3, ...q12: 1} — full response data created_at: timestamp, kit_subscriber_id: string, // Kit subscriber ID for cross-reference source: string, // 'scorecard' founding_member_signups: boolean // tracks if they proceeded to free trial signup }
When a stylist submits her email at the gate, the backend sends the following to Kit via API:
| Tag | Condition | Purpose |
|---|---|---|
source_scorecard | Always | Identifies this lead came through the scorecard (vs. lead magnet, direct signup, etc.) |
scorecard_completion | Always | Marks them as a scorecard completer for nurture sequencing |
score_high | Overall score 60-100 | Already active on social media — likely ready to buy sooner |
score_mid | Overall score 40-59 | Some activity — needs a bit more nurture |
score_low | Overall score 0-39 | Starting from scratch — needs more education before converting |
consistency_[A/B/C/D] | Based on grade | Dimension-level segmentation |
content_[A/B/C/D] | Based on grade | Dimension-level segmentation |
growth_[A/B/C/D] | Based on grade | Dimension-level segmentation |
time_[A/B/C/D] | Based on grade | Dimension-level segmentation |
magic_wand_[answer] | Based on Q12 | Product tier targeting (see Q12 note above) |
| Field | Value |
|---|---|
scorecard_overall | Integer 0-100 |
scorecard_date | ISO date string |
scorecard_completion_date | ISO date string (tracks when they completed the quiz) |
After tagging, the subscriber enters the existing 7-email nurture sequence. No changes needed to the sequence itself right now — the tags are there for future segmentation when we build email paths in Month 1-2.
Kit (formerly ConvertKit) API docs: https://developers.kit.com/v4. Key endpoints:
POST /subscribers — create subscriber with email + custom fieldsPOST /tags/{tag_id}/subscribers — apply tag to subscriberPOST /sequences/{sequence_id}/subscribers — add to email sequenceWe already have Kit integrated for the lead magnet flow — Stitch can reference that existing integration code.
/scorecard on stylify-ai.com (React route, same as existing pages)POST /api/scorecard/submit — accepts { email, answers: {q1: int, q2: int, ...q12: int} }, returns { overallScore, overallLabel, dimensions: [{name, grade, rawScore}] }4-6 hours for Stitch. Breakdown: quiz UI (~2 hrs), scoring endpoint + Supabase table (~1 hr), results page (~1.5 hrs), Kit API integration (~0.5-1 hr). This is straightforward React + Express + Supabase work with no external dependencies beyond Kit's API (which we already use).
Once the scorecard is built and Kristi approves the copy:
/scorecard/scorecard| Element | Copy |
|---|---|
| Homepage CTA headline | How's Your Social Media Game? |
| Homepage CTA subtext | Take the free 2-minute score and find out exactly where you're winning — and where you might be leaving clients on the table. |
| Homepage CTA button | Start My Score |
| Quiz intro headline | How's Your Social Media Game? |
| Quiz intro subtext | Take the free 2-minute Social Media Health Score for hair stylists. Find out exactly where you're crushing it and where you might be leaving clients on the table. |
| Quiz intro fine print | 12 quick questions. No sign-up needed to start. Takes about 2 minutes. |
| Email gate headline | Your score is ready! |
| Email gate subtext | Enter your email to see your personalized Social Media Health Score — plus get a free copy of the Hair Stylist's Weekly Content Playbook. |
| Email gate button | See My Score |
| Email gate fine print | We'll also send you weekly tips for stylists who want to grow their business on Instagram. Unsubscribe anytime. |
| Founding member CTA headline | Ready to transform your Instagram? |
| Founding member CTA subtext | Start your 14-day free trial with full Pro access — $49/month for life as a founding member (normally $99). No credit card required. Only 100 founding member spots available. |
| Founding member CTA button | Start Your 14-Day Free Trial |
| Founding member CTA urgency | Limited to first 100 founding members — Pro access at Solo pricing, locked in permanently |
| Instagram bio CTA | How's your social media game? Take the free 2-min score ↓ |
| Pixel DM teaser | BTW — we made a free social media scorecard for stylists. Takes 2 mins and it's actually really eye-opening. Want the link? |
I'm assuming the existing Kit integration Stitch built for the lead magnet already handles subscriber creation and tagging via API. If that integration was built differently (e.g., using Kit's form embeds rather than direct API calls), the Kit tagging portion of this spec may need adaptation. Stitch should verify the current Kit integration approach before starting.
The scoring weights (30/25/25/20) are based on our audience research pain point ranking, but we have zero user data to validate them. The weights will likely need adjustment after we see real quiz data — some dimensions may cluster (everyone scores low on consistency) while others spread. We should plan a weight recalibration after the first 50 completions. Building the weights as config values (not hardcoded) would make this easy.