mirrormate
MirrorMate · Convertibles · September 2026
Four site tests, two for the frame builder.
Built on 15,000 post-purchase survey answers, a new survey about measuring, 30 days of analytics, 30 days of click and scroll heatmaps, 74 recent reviews, the results of the last four tests, and the live site captured on both phone and computer.
Help People Choose Before They Click
Why we're testing
A frame card carries a name, a star rating, a price and a button. Nothing on it tells you what the frame is like or what it goes with.
So people click in to find out, read one sentence, and click straight back. On several frames, a quarter to a third of everyone who opens the page leaves again almost immediately. That is a lot of effort spent going nowhere, on the page 85% of buyers pass through.
The information they want is not missing. It is one click too far away. Each frame's own page already carries a sentence like "sleek and modern in shape, with a soft satin silver finish that blends with any silver finishes in your bath", and every frame already has a style, a colour family and a width recorded against it.
Ideas in this concept
- One line of description under each frame name, taken from the copy already written on that frame's own page.
- A finish label on each card, like "goes with brushed nickel", so someone matching their taps can see it without clicking.
- Let people compare. Tick two to four frames and see them side by side, on the page, without losing your place. Each frame page already ends with a comparison table, so the information exists. People just cannot choose what goes in it. Crutchfield does this well: see their compare tray in action.
Not sure what color will go well with cabinet colors.Post-purchase survey
Needed to confirm it would match faucets.Post-purchase survey
The photo does not change here. MM06 is already testing that. This concept is about the words on the card and the ability to line frames up against each other. Each idea would be measured separately.
What this is built on
Answer the Six Questions People Actually Have
Why we're testing
The problem is not how much is on the product page. It is that the first screen answers none of the things buyers say worried them.
We asked 15,000 buyers what nearly stopped them. Six things come back: seeing it in person, whether it fits, matching the colour, how the fitting works, what it really costs, and what happens if it goes wrong.
On a phone the first screen gives you a corner close-up, a name, a star rating and "starting at $99". Every one of the six answers already exists further down. A quarter to a third of visitors click back before they reach it.
Ideas in this concept
- Lead with the finished mirror. First photo becomes the whole framed mirror in a real bathroom. The corner close-up moves to second, where it still shows the texture.
- Put the fitting video where people can find it. A "See how it goes on" button sitting on the first photo, opening the video that is already in the gallery and currently buried behind several swipes.
- Say it fits, above the fold. One line under the price: works over clips, backsplashes, corners and light fittings. That covers 82% of mirrors and it is the second biggest worry people have.
- Give a real price range. "Starting at $99" sets a number that changes once measurements go in. Show what a normal mirror actually costs.
- One line on the guarantee next to the buy button, because not knowing what happens if it goes wrong is a stated worry for roughly one in fifteen buyers.
I checked to make sure it would cover the clips on the mirror and then that it would cover the desilvering around the outside.Post-purchase survey
Nothing is deleted. The photos and the fitting video already exist. This is about what comes first.
What this is built on
The Cart Cannot Do Its Job at That Width
Why we're testing
The cart is a narrow panel that slides in from the side. The cart link opens the same panel. There is no cart page at all, and two jobs the cart has to do for this business do not fit in that width.
The code. MirrorMate hands out codes constantly, and there is nowhere in the panel to enter one. People reach the cart holding a code and have to push into checkout to find the box. It is the most written-about thing that nearly stops an order, ahead of price.
The measurements. This is made to measure. Someone has just spent minutes measuring their mirror, and one in five buyers says measuring nearly stopped them. The panel shows a name and a price, never the numbers they were anxious about.
We tried adding reassurance to this panel in July across 67,000 visitors. It did nothing, and one version lost 13% of revenue per order. The panel is not short of confidence. It is short of room.
Ideas in this concept
- Send the cart link to a real cart page instead of the panel. The panel stays for the "added to cart" moment.
- Apply the code they already have automatically, from the popup, the email or the text, so there is nothing to hunt for.
- Restate the measurements on the line, with a link back to change them. The last screen before payment should confirm the thing people were most anxious about.
- The guarantee and the returns line in plain sight, which the panel has no space for.
Said free with code but billing info requested before section with Code.Post-purchase survey
The side panel keeps doing the "added to cart" job. Only the cart link changes.
What this is built on
Right Idea, Wrong Picture
Why we're testing
August tested four versions of the homepage banner and the current one won. But the four did not lose equally, and the pattern tells us what to do next.
The two that dropped the before-and-after comparison lost badly. The one that kept a comparison and added a colour picker was the only version that did no measurable harm on any number.
So the direction was right and the picture was wrong. The current banner is a slider: one mirror, wiped between two states, impossible to misread. What we tested was a static split, which could just as easily be two different mirrors. That is the most likely reason it did not win.
The banner copy has also never been tested. All four August versions used the same headline.
Ideas in this concept
- Rebuild the asset as a slider, not a split. Keep the colour picker, but make the before-and-after unmistakably the same mirror, the way the current banner does.
- Test the headline for the first time. The current line describes what the picture is showing. It could instead say the thing customers say to each other: you keep your mirror, and you skip the cost and the mess of replacing it.
I had builder grade mirrors and didn't want to search for replacements that would cost well over $500, so I ordered the black frames.Customer review, 17 days ago
Built on the one August version that did no harm, with the comparison rebuilt so it reads as a single mirror.
What this is built on
Buy Now Measure Later Is an Exit, Not a Route
Why we're testing
Buy Now Measure Later is clicked often and finished almost never. 1,501 people took it in one month inside the builder. It shows up on 147 of 4,495 custom-frame orders, 3.3%. It is working as an exit, not as a route.
The proposal on the table is to make it the only route. Before building that, it is worth being clear about why the small version is ignored, because a bigger version of something people avoid is not automatically better.
Our read: people do not believe a frame will fit if they have not measured. The fix already exists. Every measurement is checked before anything is cut, and an order can be changed or cancelled. The site only says so after the order.
One constraint. When exact prices were held back until the end of the flow, customers complained they could not see the price. Any version of this has to show roughly what a frame costs before asking for money.
Ideas in this concept, in the order we would do them
- Start by making the promise visible. Put the guarantee on the buy-first option itself: we check every measurement before we cut, we will get in touch if anything looks wrong, and you can cancel for a full refund. Cheap, changes no flow, and it tells us whether the option is ignored because people do not want it or because they do not trust it.
- Offer it on the product page too, as a second button. Today it only appears once someone is already inside the measuring steps. Put it next to "Start framing" with the promise attached and price bands showing what to expect, so nobody buys blind.
- Only if that moves, test buy-first as the only route. Size bracket, buy, measure afterwards, with the checking promise carried through the cart and the confirmation.
- Measure it on remakes, not just orders. If measuring gets easier to postpone, more orders arrive with wrong numbers. A rise in sales with a rise in remakes is not a win, and remakes are the number that decides whether this is safe to keep.
Step one is a sentence. It costs almost nothing and it tells us whether the whole idea is worth building, before anyone builds it.
What this is built on
Fix the Page Before the Tape Measure
Why we're testing
Everything we have tried in the frame builder so far has been about the measuring steps. The tracking says the loss happens before anyone picks up a tape measure. 10,230 people started the builder in a month. 4,387 of them, 43%, were gone before clicking "Measure now".
Once measuring actually starts, people mostly finish. Six in ten who engage with the first measurement reach the end. The problem is starting, not finishing.
The first screen is where the price appears, where the product has to explain itself, and where someone decides whether to go and find a tape measure. Right now it opens on a close-up of a frame corner and asks people to pick a vanity size in feet, three screens before it asks for eighths of an inch.
Ideas in this concept
- Open on a framed mirror, not a frame corner. The second photo becomes the first. Keep the same bathroom photo throughout and swap the frame on it as people change style, so the picker doubles as a preview.
- Put the frame details where people look. Dimensions and the most asked questions, under the frame selector or in a drawer under the name. The small "frame details" button next to Continue is not enough.
- Make the price clear up front, by mirror size, so the number is understood before anyone commits to measuring.
- Give people a way out that keeps them. A "How it works" button and a "What's in the kit" button, for anyone who lands here before they understand the product. The homepage how-it-works section already has a button back into the builder.
- Rework the first question. Every option is named after a vanity and priced in feet, then three screens later the flow asks for eighths of an inch. This is the screen 43% leave at.
- Make help findable. "Need help?" was clicked 399 times and the measurement questions opened 122 times, against 10,230 people starting. The help is written and almost nobody sees it.
- Reviews if people keep scrolling, and on phones, thumbnails under the first photo so the images are easier to move through.
The measuring steps do not change in this concept. MM05 is already testing those. This is the screen in front of them.
What this is built on
Discount codes are being sent and then not working
Two codes come up by name in the survey answers. The 10% welcome offer, the one attached to the "Get 10% off" popup and the sign-up emails, and a free-samples code that buyers refer to as "Treatyourself", sent by text.
What buyers describe: the welcome code arriving by text and then not applying. Three free samples offered and only one applied, with the rest charged. The free-samples promotion refused at checkout. Codes that never arrived by email at all. Several went ahead and paid anyway and then told us about it in the survey. One described it as deceptive.
This is not a conversion problem to be tested. It is a promise the site is not keeping, and it sits directly underneath concept 3. That concept assumes a code, once found, works.
Source: post-purchase survey, last 30 days. 127 of 944 written answers to "what nearly stopped you from ordering today" are about discount codes, the largest single theme, ahead of price at 115.
The tape is failing in summer heat
Ten of the last 74 reviews raise the adhesive. Two frames fell off the mirror after installation, one of them taking two towel bars off the wall with it. Two customers independently blamed heat in transit, one quoting 110 degrees. Two long-standing repeat buyers, one on their seventh order, said this batch was worse than everything they had bought before.
This is a packing and shipping question rather than a website one. It is here because nearly a quarter of recent reviews come from repeat buyers, and because the reviews and the star rating are doing real selling work on every page in this deck.
Source: Okendo reviews, last 30 days, 74 reviews. Adhesive or tape removal raised in 10 of them, the largest complaint theme.