Good morning, Sienna.
Phase 2 of your VITAFORM test is done. The AI verdict is in: Scale this. Your winning ad got 62% more clicks than the best ads in your category typically do.
Your experiments
Phased experiments · winners auto-carry into each next phase
| Test | Phase | Status | Sign-ups | Best click rate | What to do | |
|---|---|---|---|---|---|---|
|
VITAFORM — Message testing
Premium daily probiotic · Women 30–45 · US
|
Phase 2 / 3 | Complete | 287 | 3.4% | SCALE | › |
|
VITAFORM — Audience discovery
Same brand · audience variable test
|
Phase 1 / 3 | Complete | 412 | 2.7% | Winners locked | › |
|
North Star Coffee — Audience discovery
Specialty cold brew · DTC · West Coast
|
Phase 1 / 3 | Day 8 / 14 | 94 | 1.9% | In progress | › |
Your identity-led message is winning 2.4× over the science-led one — and bringing in leads at less than half the typical cost in your category.
The pattern holds across ages: women 35–44 are responding 2.3× more than 25–34s. Confidence: strong. What to do: make this your main message and move to Phase 3 to test prices.
All experiments
Every phased experiment your workspace has run.
VITAFORM Probiotics
Message testing · Phase 2 of 3
VITAFORM Probiotics
Audience discovery · Phase 1 of 3
North Star Coffee
Audience discovery · Phase 1 of 3
7-step wizard · ~12 min
Industry benchmarks
Proprietary, anonymized data from every experiment run on Signal Lab — segmented by category, channel, geography, and seasonality. This is the dataset that powers your verdicts.
Probiotic DTC · Meta · US
Source: 1,284 experiments · last 12 months
| Metric | Worst | Typical | Top 25% | Top 10% | Yours | Where you land |
|---|---|---|---|---|---|---|
| Click rate | 0.9% | 1.4% | 2.1% | 2.8% | 3.4% | top 6% |
| Cost per sign-up | $11.40 | $8.10 | $6.20 | $4.80 | $2.10 | top 7% |
| Sign-up rate (form) | 12% | 18% | 26% | 34% | 31% | top 18% |
| Times per person | 1.3 | 1.6 | 2.1 | 2.8 | 1.8 | typical |
Leads collected
287 leads · synced from Meta · tagged by variant
| Name | Ad | Style | Signed up | Where they saw it | |
|---|---|---|---|---|---|
| m.delgado@… | Mariana D. | V2 · Identity | Identity | May 9, 11:42a | IG Stories |
| jules@… | Jules R. | V2 · Identity | Identity | May 9, 11:18a | IG Feed |
| priya.k@… | Priya K. | V3 · Microbiome | Naturalism | May 9, 10:51a | IG Reels |
| a.gold@… | Amelia G. | V2 · Identity | Identity | May 9, 10:23a | IG Stories |
| naomi.s@… | Naomi S. | V1 · Authority | Authority | May 9, 9:54a | FB Feed |
| t.haynes@… | Tessa H. | V2 · Identity | Identity | May 9, 9:31a | IG Stories |
| w.almeida@… | Whitney A. | V3 · Microbiome | Naturalism | May 9, 9:02a | IG Reels |
| k.mun@… | Kyung M. | V2 · Identity | Identity | May 8, 8:18p | IG Feed |
VITAFORM Probiotics
Phase 2 · CompleteA premium daily probiotic capsule for women 30–45 who feel that the wellness industry has overcomplicated their relationship with their gut. Founded by Sienna Chen · made in Paris.
What are you here to do?
Tell us what you're trying to learn. We'll handle the rest — you don't need to know how Meta works.
Any hard rules we should respect?
Business non-negotiables — not preferences. We'll explore everything else.
We run every test on Meta (Instagram + Facebook). It's the only platform with enough people, the right kind of sign-up form, and instant data — which means we can give you trustworthy results in 14 days. Once you have a winning message, you can take it to TikTok, Google, or LinkedIn later.
What we think will work
Based on your brief, here are three best guesses about what might work for your audience. Each one is a short title, what we're assuming, and how risky it is. You can change these or add your own.
The Refusal
WHAT WE THINKWomen 30–45 are worn out by wellness brands that treat their body like a problem. A message about who they are (not what the product does) will win — especially in the founder's voice.
WHY LOW RISKYour last test already showed this audience liked identity-led language more than feature lists. We're just confirming how much stronger it is.
The Scientist
WHAT WE THINKThe science-y message ("27 strains, peer-reviewed, named scientist") might do just as well as the identity one — for the part of the audience that loves data.
WHY MEDIUM RISKPremium probiotics have always led with science. But this audience is moving past that — it might still feel trustworthy, or it might feel old-fashioned.
The Microbiome
WHAT WE THINKTeaching people something new about their gut ("it has its own ecosystem") will hook the curious crowd that's been getting into gut-brain health over the last couple of years.
WHY MEDIUM RISKEducational messages tend to do well over time, but they can lose to emotional ones in fast tests like this. Worth seeing where it lands.
Optional · Signal Lab will test it alongside the AI-generated ones.
Different angles
From your guesses, we wrote 7 different angles to test — each one says something different about your product. Each focuses on one thing only, so when one wins, you know exactly why. You picked 5 to run.
The Origin
What it says: A 38-year-old founder built VITAFORM because the wellness shelf had become unrecognizable.
- Anchors the brand to a real human story, not a positioning deck
- First-person founder voice — vulnerable, specific, dated
- Trust transfer through autobiography
Why this works: a real story pulls people in.
The Scientist
What it says: 27 clinical strains. Formulated with a microbiologist. Peer-reviewed.
- Leads with credentials and clinical proof
- Justifies premium price with science
- Permission-to-buy for the analytical buyer
Why this works: experts and clinical proof feel trustworthy.
The Strains
What it says: Names every strain. Bifidobacterium longum BB536, Lactobacillus rhamnosus GG, Akkermansia muciniphila.
- Hero the ingredients themselves, not the brand
- Wins with the ingredient-literate audience (functional medicine)
- Built-in SEO surface for long-tail strain searches
Why this works: named ingredients people can look up feel honest.
The Refusal
What it says: VITAFORM is for women who refuse to treat their gut like a project.
- Frames the brand as opposition to the wellness category, not a participant
- Founder-led voice carries credibility
- Builds an in-group identity, not a feature list
Why this works: people want to feel like the brand is for them.
The Morning Ritual
What it says: One capsule with breakfast. That's the whole routine.
- Sells the routine, not the science — aspirational simplicity
- Imagery-first: coffee, light, calm — fits Instagram aesthetic
- Targets the audience that wants ease over depth
Why this works: shows a lifestyle people want to live.
The Hidden Damage
What antibiotics, stress, and travel are doing to your gut lining.
Why this works: people are more afraid to lose something than excited to gain it.
Ad copy options
Two versions of each angle — five angles total. Each one follows Meta's best practices: a strong opening line, two to four bullets on the benefits, and a closing line with a button. No emojis, no em dashes, all within Meta's character limits. Pick any two angles to compare side-by-side.
"I stopped patching my body together"
I built VITAFORM because the wellness shelf had become unrecognizable. One pill. 27 strains. No biohacking.
- Clinically researched gut and immune strains
- Made in Paris, third-party tested every batch
- One capsule a day, taken with breakfast
If you're done collecting bottles, start here. Try the 30-day reset.
"Wellness shouldn't feel like work"
A daily probiotic for women who refuse to overthink their bodies. VITAFORM is one capsule, taken with breakfast.
- 27 clinical strains, no fillers, no junk
- Paris-made, third-party tested
- Designed for the female hormonal cycle
Stop counting CFUs. Start the 30-day reset.
"One capsule. Black coffee. Done."
Your gut shouldn't need a routine. VITAFORM is the one bottle that replaces the shelf.
- One pill in the morning with breakfast
- No mixing, no scoops, no timing
- Taken by women who chose simple
Make wellness a 5-second habit. Get the 30-day kit.
"The 9 AM ritual quietly changing wellness"
Across Paris and Brooklyn, women are replacing their morning stack with one bottle.
- One capsule, 27 clinical probiotic strains
- No supplements stack, no powder routine
- Made in Paris, third-party tested
Replace the shelf. Start with the 30-day kit.
Across all five ads, only the words change. The photo, the audience, the button, the budget — everything else is exactly the same. So when one wins, you know it was the message that did it.
See your ads
When you're testing messages, the image stays the same — that way you know any difference in results came from the words, not the photo. Here's what each of your 5 ads will look like on Instagram. You never have to open Meta to see them.
Where every part of your copy lands
Profile
Your account name and the "Sponsored" tag — the first thing people see before they read anything.
Creative
Your image, carousel, or short video. We use the same one for every ad in this test so the only thing changing is the words.
CTA bar
Where the ad sends people, plus the button. We stick to Meta's standard buttons (Sign Up, Learn More, Get Offer, Shop Now, Subscribe) so your ad never gets rejected.
Primary text
The headline and the body. We keep it under 125 characters so nothing gets cut off on a phone.
All 5 variants, side-by-side
Same photo, same audience, same button — only the words change.
Your ad checked against Meta's rules
Easy to read on a phone
No claims Meta would flag
Targeting follows Meta's rules
The science ad feels a bit cold for your audience
Ready to launch
We've filled in everything Meta would normally ask you. Your budget is set to give you enough data to trust the results. Your audience and location carry over from your last test. You're one click from going live.
Based on your goal. People sign up right inside the ad — no website needed.
Feed, Reels, Stories. Meta picks the best spot for each person.
Apr 25 → May 9, 2026 · enough time for Meta to learn and for us to trust the results.
Smallest budget that'll give trustworthy results
5 ads × 14 days × about 75 leads per ad, at typical cost per lead. Change it if you want.
Who we're showing it to
Women, 30 to 55, in the US (CA, NY, MA, WA, IL, TX), making $75k+ a year
Wellness · GLP-1 talk · gut health · sustainability · biohacking
2.1 to 2.4 million people each month
No more than twice a week per person
Two questions we picked for you
Keep it to two. Every extra question drops sign-ups by about 18%.
Where people go after they sign up
Don't have a website yet? We can host a simple thank-you page for you with a founder note and waitlist confirmation. Use one of ours →
All 5 ads are ready
Click Launch and we'll handle the rest with Meta.
Results & insights
14-day test · 5 ads · seen 199,000 times · 419 sign-ups · $2,983 spent.
Find out which message works best
14 days · Apr 25 → May 9, 2026
Instagram + Facebook
5 · only the words different
Your messages, ranked
Based on which ones got the most sign-ups, clicks, and cheapest cost per sign-up.
V4 · The Refusal (Identity)
"I stopped patching my body together." · Founder-led, identity-framed.
V1 · The Origin (Founder story)
"I'm 38. I built this because…" · Vulnerable, autobiographical.
V5 · The Morning Ritual (Lifestyle)
"One capsule. Black coffee. Done." · Aspirational simplicity.
V3 · The Strains (Ingredient)
"BB536. LGG. Akkermansia." · Niche but technical.
V2 · The Scientist (Clinical)
"27 clinical strains. One capsule. Daily." · Reads cold to this audience.
Each ad's click rate compared to typical probiotic ads
V4 · The Refusal (Identity)
Who signed up · age and gender
Women 35–44 were the biggest group by far.
Click rate · age and gender
The identity message clicks best with women 35–44. The gap between men and women gets wider as people get older.
V1 · The Origin (Founder)
Honest founder voice. Best with women 35–44 — same group as the winning ad.
V5 · The Morning Ritual (Lifestyle)
Lifestyle message. Best with younger women — 25–34s drive most sign-ups.
Where each ad worked best
The Identity and Lifestyle ads were huge on Instagram. The Science one was the only ad that did better on Facebook — it skews older.
What 419 people said
We grouped the open answers into themes for you.
All 419 sign-ups, with times, which ad they came from, where it ran, who they are, and what they said.
AI verdict
Honest take · compared to other ads in your category · we'll tell you to kill an idea if the data says so.
Scale
confidence: strongMake the identity message your main one. Move to Phase 3 to test prices using the winning angle. The result is repeatable, it fits the founder's voice, and the gap over the next-best ad is big enough to trust.
V4 (Identity · "I stopped patching my body together") is the clear winner. It got 143% more clicks than V2 (Science), at 60% cheaper cost per sign-up. It also beat the next-best ad (V1 Founder story) by 26% on clicks. With 419 sign-ups and 199k people seeing the ads, this isn't a fluke — it's real.
The order itself tells a story. Identity (#1) and Founder story (#2) — both human-voiced messages — beat Science (#5), Ingredients (#4), and Lifestyle (#3). Two of the top three rely on a real person talking, not a list of credentials. Cold, clinical language doesn't work for this audience.
The age and gender data shows why. Women 35–44 drove most of V4's sign-ups at a 4.1% click rate — nearly twice the typical ad in this category. Men barely engaged at any age. Your guess about The Refusal (H1) said the identity message would get 40% more clicks. It got 143%.
Platform-wise, the pattern repeats. V4 ran 71% on Instagram and V5 Lifestyle hit 78% — both human-feeling ads found their audience where it lives. Only V2 Science did better on Facebook. When you scale up, put about 70% of your budget into Instagram Reels and Stories.
The sign-up survey gives you the next test: 41% of the people who signed up said their gut feels "reactive" or unpredictable. Position VITAFORM as a fix for reactive guts, not a generic daily probiotic.
One thing to watch: Your top two ads both lean on the founder's voice. If Sienna ever wants to step back from being the face of the brand, you'll need to move the voice to someone else before that happens.
Keep V4 running
Keep the winning ad live to keep collecting sign-ups while you set up Phase 3. It's bringing in about 20 a day at $2.10 each.
Phase 3 · Try different prices
Test three prices using the winning ad: $48, $58, $68. Same audience, same message — only the price changes.
Go-to-market playbook
AI-generated from your validated positioning. Locked to the winning lever — every artifact derives from "I stopped patching my body together."
For women who refuse to overthink their bodies, VITAFORM is the daily probiotic that asks them to stop biohacking and start trusting their gut.
Unlike Seed, Ritual, and Ora, we don't gamify wellness.
Founded by a 38-year-old woman who could no longer recognize her own bathroom shelf, VITAFORM replaces the biohacking arms race with one disciplined capsule. 27 clinical strains, Paris-made, third-party tested. The probiotic that ends the routine, not the one that adds to it.
Hero SKU name carries the brand thesis
Manifesto-as-product, numbered for SKU expansion
Functional name · ranks for SEO
Draft landing page
A full landing page mocked from your winning angle, ready to copy into Webflow, Framer, or hand to a designer. Every line is sourced from Phase 2 results — the headline is V4, the proof points come from the strain pages, the survey themes shape the FAQ.
V4 Identity winner — adapted first-person → imperative for site voice
"Refusal" lever — winning psychological frame
Survey theme #2 — "simpler routines, fewer pills" (28%)
V3 Ingredient angle — repurposed as trust layer
Top 5 themes from 419 lead-form responses
Stop patching
your body together.
A daily probiotic for women who refuse to overthink their bodies. One capsule. Twenty-seven clinical strains. Taken with breakfast, made in Paris, third-party tested every batch.
Wellness has become
a second job.
We don't believe in stacks. We don't believe in CFU theatre. We don't believe your gut requires a project plan.
Vitaform is one bottle, twenty-seven strains, and a refusal to add anything else to your morning.
A serious formulation, stated plainly.
Every one named, every one verifiable
At clinical dose, not marketing dose
Or a full refund. No phone call required
If we can't pronounce it, it's not in the capsule
One capsule. Once a day. With breakfast.
There is no protocol. There is no app. There is no schedule. The product is the routine.
Open
Amber glass. White ribbed cap. No plastic seal — we don't need one.
Take
One capsule, with the first meal of your day. Water, coffee, croissant — entirely your call.
Repeat
Thirty days. That is the entire protocol. We do not text. We do not gamify. We do not journal.
27 strains.
Named. Sourced.
On the box.
No proprietary blends. No CFU theatre. No "billions of cultures" math. Every strain is listed by full taxonomic name and patent strain ID, sourced from the lab that holds the clinical literature, and traceable by lot number printed on every bottle.
If you can't pronounce the strain, we have not done our job.
longum BB536
The most-studied probiotic strain on earth. Originally isolated from a Japanese infant in 1969. Forty-plus clinical trials behind it. We use the Morinaga patented strain.
rhamnosus GG
The gold-standard immune-support strain. Patented by Valio, Finland in 1985. Eight hundred-plus clinical papers. The strain your gastroenterologist actually recognizes.
muciniphila
The strain that came out of longevity research. Supports the gut mucosal lining where most probiotics never reach. Newer to consumer formulations — we were among the first.
Every one named. Lot numbers and CFU counts on the box and the website. Third-party tested every batch by SGS, Geneva.
"Two years ago I counted thirteen bottles on my bathroom shelf. I could not have told you what most of them were doing.
Vitaform is what came out of the cleanup."
"The first probiotic that doesn't feel like homework."
"A French rebuttal to the American wellness stack."
"Premium without the performance of it."
Things people want to know.
Is one capsule actually enough?
Twenty-seven clinical strains at clinical CFU levels. The point of Vitaform is to replace the stack, not extend it. If you need more after thirty days, ask for a refund — we'll send one.
When will I notice anything?
Most women notice the difference inside fourteen days — typically in digestion first, then sleep and mood. Thirty days is the full reset. We won't promise more than that, and we won't pretend less.
Does it work with the female hormonal cycle?
Vitaform contains strains that support the estrobolome — the gut bacteria responsible for circulating estrogen. It is not a hormone supplement. It complements one.
Why Paris?
Our laboratory is in the eleventh arrondissement. EU dosing standards are tighter than American ones, the climate suits live cultures, and the city has been making fermented goods for nine hundred years. The label is honest about the address.
How do I cancel a refill subscription?
One email. No script, no retention call, no "are you sure." It is your body and our refusal.
Begin the thirty-day reset.
One bottle. Thirty capsules. Thirty days. Forty-eight dollars.
VITAFORM · PARIS · 30ML · 30 CAPSULES · BATCH-TESTED BY SGS GENEVA
Email sequence
5-email nurture tied to the winning lever. Each email reinforces "I stopped patching my body together" from a different angle.
The first time I stopped
Founder's story · honest, vulnerable · soft intro to the product.
Why it works: a real person's story builds trust faster than a sales pitch.
Why your gut is reactive
Teach something useful · go deep on the ingredients · explain gut-brain basics.
Why it works: gives people the words to explain their choice to friends.
What "clean" actually means
Call out the category (not specific brands) · position Vitaform as the honest one.
Why it works: makes people feel they're on the right team.
What our microbiologist won't tell you
Q&A with Dr. Schwartz · admit one limitation · earn trust on the rest.
Why it works: people trust experts who are honest about what they don't know.
Try the 30-day reset
The offer · 30-day money-back · one clear button · answers the common objections.
Why it works: makes saying yes feel risk-free.