mirrormate
MirrorMate · Convertibles · November 2026
November roadmap
Built for the two November sales: the Big Sale from 10 November and Black Friday from 25 November, both with a code. From 7,343 orders in the last 60 days, 1,461 answers to the measuring survey, 15,000 post-purchase survey answers and the three tests running now.
The plan: tidy the Shop menu around color, connect the homepage color picker to the color pages, and build pages for each type of buyer at the same time, ready to go live after Black Friday.
1TestShop menuPhone and desktop
The Menu Works. Order It the Way People Shop.
What the data says
The Shop menu is not broken, but it is ordered against how people use it. Most people who open it head for Shop, then for a color, and a color is four taps away.
01
Almost nobody clicks the menu in frustration. In October, the homepage had no repeated angry clicks on desktop and one on phones, not on the menu. Clicks on the menu that did nothing: 4 on desktop and 9 on phones, under 1 in 100 menu uses.
Microsoft Clarity · 1 to 30 October · 12,387 desktop and 58,449 phone homepage views
02
Shop is the menu. The rest is rarely used. On phones, Shop takes 3,784 of the 6,017 taps on the menu’s first screen, almost two in three. FAQs, Contact, About and the business links get 585 between them. Inside FAQs, Guarantee, Pricing and Shipping get under 40 taps each.
Microsoft Clarity · every page on phones · 30 September to 29 October · 6,698 menu opens
03
Inside Shop, color comes first, but the menu puts it fourth. Shop by color is the most-used item in Shop on phones and desktop, and color beats style 1,421 taps to 959 on phones. Shoppers who narrow down by color buy more often: 17.3% of phone homepage visitors who reached a color page bought, against 5.5% via all frames.
Microsoft Clarity · menu taps and clicks · October. Google Analytics · 30 September to 29 October · 42,609 phone homepage visitors
The concept
Order the menu the way people shop. V1 tidies it. V2 lifts color to the first thing people see.
- V1, cleanup. Phones: FAQs moves down into the small links under Build My Frame, next to Contact, About and the business links. The Shop list runs in order of use: Shop by color, Shop by style, Bestsellers, Shop all, then New arrivals and Gift cards. Desktop: the same Shop order, so Shop opens on the colors. Shop all and Gift cards go straight to their page, and "See all FAQs" becomes a clear button.
- V2, color one level higher. V1, plus the colors one step earlier. Phones: the eight colors sit at the top of the menu’s first screen, two taps to a color page instead of four. Desktop: "Shop by color" sits in the header next to Shop. Hovering shows the eight colors; clicking the label opens all frames.
About the dataThe menu is a moving part of the page, so tap counts from our tools are not exact. We add our own count of menu opens from day one; if fewer people use the menu than expected, the test runs longer or V1 stops early.
Big Sale and Black FridayIf a sale link goes into the menu, many menu visitors will tap it whatever version they see, which hides the difference between versions. If one is planned, it looks the same in all three versions and we read sale weeks apart, or we start the test after Black Friday.
2TestHomepage, top two screensThe bigger idea
Shoppers Pick Colors on the Homepage. The Picker Leads Nowhere.
What the data says
Homepage shoppers already reach for color. The color picker is the most-used block on the homepage, but it never sends anyone to a color page.
01
The picker draws about four times the taps of the banner button on phones, and eight times on desktop. 31,673 taps on phones against 7,672 on "Shop now", and 28,452 of them on the Colors tab. Desktop: 8,311 clicks against 1,055. The menu: about 1,430 link taps on phones.
Microsoft Clarity · October · 59,556 phone and 12,386 desktop homepage views
02
It is a dead end. Picking a color only changes the one frame shown. Its single button, "View frame details", got 173 taps on phones in a month, about 1 for every 180 taps in the picker. It sits about two and a half phone screens down, under the press strip.
Microsoft Clarity · October · same homepage views. Homepage screenshots · 9 October
03
Shoppers who narrow down by color buy more often. On phones, 17.3% of homepage visitors who reached a color page bought, against 5.5% via all frames. Only 589 of 42,609 phone homepage visitors got to a color page.
Google Analytics · 30 September to 29 October · 42,609 phone homepage visitors
The concept
Connect the spot shoppers use most to the pages where they buy most. When someone picks a color, take them to that color’s page, and bring color up into the second screen.
- V1, the picker leads on. Picking a color in the picker shows a link to that color’s page, for example "See all silver frames", right above "View frame details". Same on phone and desktop. Nothing else on the page moves.
- V2, color in the second screen. V1, plus a "Pick your color" row of the same eight colors as the menu, right under the banner. On phones, two rows of four; on desktop, one line of eight. It goes ahead of the press strip, each leading to its color page. The press strip matters least to buyers: asked what gave them the confidence to order, they put brand trust last, at 5% of 4,917 answers.
Big Sale and Black FridayThe homepage banner will likely change for the sales. The color row stays right under whichever banner is live, the same in every version, and we read sale weeks apart.
3BuildLanding pagesBuilt during the sales, live after Black Friday
Give Each Buyer a Page, an Ad and an Offer Made for Them
What the data says
Three buyers stand out in the orders and the surveys, and each one needs a different answer. Today all three land on the same homepage. One Google campaign sent 20,347 phone visits there in 30 days, and 3 of them ordered.
01
Frame every mirror: 1 in 4 frame orders, 43% of frame revenue. 25.2% of frame orders hold two or more frames and bring 42.8% of frame revenue. 24 of 111 recent reviewers own several frames or plan the next one. The buyer worth the most gets the same page as a first-time browser.
Shopify orders · 20 August to 19 October · 3,262 frame orders. Customer reviews · October batch · 111 reviews
02
See it first: nearly half of buyers almost stopped to see the frame in person. 3,231 of 6,619 buyers asked, the biggest reason by far. Samples were 4,029 of 7,343 orders in the last 60 days, and 22.6% of sample buyers go on to buy a frame, half within 15 days. Nothing on the site meets them when the samples arrive.
Post-purchase survey · January to August · 6,619 answers. Shopify orders · 20 August to 19 October
03
Will it fit mine: 72% of people who measured left without ordering. 564 typed in their measurements in the builder test and 156 bought. Among buyers, 154 of 973 say a measuring step nearly stopped them, and the top ask is a check that they got it right, 131 of 933.
Frame builder test · 27 August to 15 September. Measuring survey · 24 August to 19 October
This was my 7th mirror Mate frame and each and everyone of them was perfect in every way.Customer review, October
The concept
Three buyers, three pages, and a matching ad and offer for each, instead of sending everyone to the homepage. Research and build while the sales run, so the pages go live as soon as Black Friday ends.
- Frame every mirror. For people with more than one bathroom. The page leads with the whole home and the $15 off each extra frame offer from the builder test (if it wins), with an ad that shows one frame per room.
- See it first. For sample buyers, reached when the samples arrive. One next step: hold the sample to the mirror, measure, start framing, with an offer only sample buyers get.
- Will it fit mine? For people worried about measuring. The page answers clips, backsplash and corners up front, offers to go over the numbers with a real person before ordering, one tap away.
4Frame builder and cartOfferFollows the multi-frame test
A Measuring Cover: Measured Wrong, We Remake It
What the data says
Buyers are not afraid the frame is bad. They are afraid they measured wrong. MirrorMate already remakes frames for people who did, but nobody sees that before they buy.
01
The top ask from buyers who measured is a check that they got it right. 131 of 933 answers, far ahead of a measuring video or a way to save progress.
Measuring survey · 24 August to 19 October · 933 answers
02
Remakes already happen, out of sight. About 35 remakes in 3,334 frame orders, about 1.0%, mostly at 50% off. Kevin: a returned frame is thrown away and return shipping can cost as much as the frame, so remaking is the cheaper path.
Shopify orders · 10 August to 9 October. MirrorMate team · 16 September call
03
The fit promise reads like it has conditions. The site says the frame fits or it is replaced, but only if the measuring guide was followed, and the refund policy charges a restocking fee. Make My Blinds sells a measuring cover for its made-to-measure blinds. No mirror frame seller covers the buyer's own mistake.
MirrorMate refund policy · read 9 October. Competitor check · 11 October
The concept
- One line next to the measuring steps: "Not sure? Add the measuring cover and we'll remake it if it's off." The cart confirms it rather than introducing it.
- V1, a paid cover, off by default. V2, one free remake on every frame.
- Before launch: Kevin signs off the remake cost and the cover price, and the refund policy is updated to match.
Earliest startWhen the multi-frame test in the builder has read, and after the sales.
5Frame builderFollows the multi-frame test
Ask "Is Anything Close to the Mirror?" Before Asking Anyone to Measure
What the data says
Buyers don't fear the tape measure. They fear the questions after it. September's builder test changed how sizes are typed and lost. It never touched these steps.
01
The loss is after width and height. Of people who entered width and height, 13% left at the "space around" step and 15% at clips.
Builder step tracking · July · 4,479 people who entered width and height
02
"Space around" is the step buyers name most as nearly stopping them. 31 of the 97 who named one step, ahead of clips at 24 and the vanity question at 17.
Measuring survey · 24 August to 19 October
03
The 5/8 inch rule is a number nobody can picture. Buyers named it 11 times in their own words. Two in three mirrors have clips, two in three sit on a backsplash or vanity, and only 163 of 1,253 have open wall all round.
Measuring survey · 24 August to 19 October · 1,253 answers. The 5/8 inch count is from 16 September to 9 October
The concept
- Per side, on the same mirror picture: "Is anything close to the edge of the mirror? A light, outlet, backsplash or wall." Choices: Nothing close, Something's close, Not sure.
- Swap 5/8 inch for something buyers can picture: closer than the width of a dime. Measure only the sides marked close or not sure.
- Clips and the vanity question become pick-a-picture steps. Replacement clips come with every frame.
Earliest startWhen the multi-frame test in the builder has read, after the back-button fix, and after the sales.
6Sample order thank-you pageFree to run now
Give Sample Buyers a Next Step Before the Big Sale
What the data says
A sample order ends on a thank-you page with no next step. About one in five sample buyers goes on to buy a frame, half of them within about two weeks. Sample orders placed from late October decide right as the Big Sale opens on 10 November.
01
About one in five sample buyers goes on to buy a frame, and fast. 22.6% of 557 people who bought samples between 20 August and 2 September have since bought a frame, half of them within 15 days. Free-sample buyers convert at less than half that rate: 184 of 1,878 who used the September free-sample code, 9.8%.
Shopify orders · sample buyers 20 August to 2 September, followed to 19 October
02
The follow-up today is an email coupon. The $25-off-a-frame email for sample buyers brought 62 frame orders in 12 weeks.
Shopify orders · 12 weeks to 9 October
03
Seeing it in person is the biggest thing that nearly stops an order. 3,231 of 6,619 buyers wanted to see the frame first. Samples are what gave buyers the confidence to order, ahead of anything else.
Post-purchase survey · January to August · 6,619 answers
The concept
- V1, one next step on the thank-you page of a sample-only order: when your samples arrive, hold them to your mirror, measure, and save your frame.
- V2, the same plus a Big Sale reminder. Sample buyers who save a frame get a reminder when the Big Sale opens on 10 November, with their saved frame one tap away. If MirrorMate runs early access, sample buyers join it.
- Phone and desktop: one block under the order summary, a full-width button on phones.
- How we read it: frame orders per sample buyer within 30 days, against sample buyers who saw today's page.
Earliest startNow. The thank-you page is not part of any running test. Read after the Big Sale.
7Collection pageFollows the descriptions test
Compare Frames Side by Side, Visually
What the data says
People already narrow the grid by colour: 42% of visitors who saw the new colour blocks clicked one. The next job is choosing between the three or four frames left, and today that means opening each page and coming back. Matching cabinets, taps and counters is what 76 of 944 written answers about nearly stopping were about.
01
The August call settled the shape. Width is the only spec worth showing; a table of style, colour family and collection is filler. Make it visual: the chosen frames on the same mirror photo, with the vanity and hardware pairings underneath.
September concepts call · 27 August
02
Nobody knows whether the existing compare table is seen. Every product page ends with a fixed "Compare Similar Styles" table. The top-screen test launching this week measures how many people reach it, which decides how much a dynamic version is worth.
Intelligems · product page test · from this week
The concept
Tick two to four frames on the grid, see them on the same mirror at the same size, pairings underneath, and one button to order all of them as $2 samples. The pattern is the one Crutchfield uses: tick, then compare side by side. Runs after the descriptions test, which gives each frame the words the comparison needs.
Earliest startWhen the collection descriptions test has read, and once the compare-table baseline is in. Not before November.
8Homepage, top two screensEarlier version, for comparison
The Top of the Homepage Sells the Company, Not the Frames
What the data says
The first two screens hold one product photo, a row of press logos and the how-it-works steps. The first frame anyone can shop sits three screens down, and that block draws four times the clicks of the banner button. Asked what gave them the confidence to order, buyers put brand trust last.
01
Trust already ranks last with buyers. Brand trust came last of the five reasons offered, at 5%. The press logos hold a whole screen near the top of the page.
Post-purchase survey · January to August · 4,917 answers
02
The frame picker block pulls hard from three screens down. Clicks inside it, colors and styles combined, total 8,311 against 1,055 on the banner button.
Microsoft Clarity · desktop homepage · October · 12,386 views
03
August's banner result points at the frames, not the picture. The more before-and-after a version kept, the less it lost, and the only one that did no measurable harm was the one with a color picker.
Intelligems · homepage test · concluded 20 August · 35,866 visitors, 771 orders
The concept
- Shoppable frame tiles in the top two screens. Real frames with prices, above or below the banner, or head to head against the press logos in the same spot. Cut them by color, by style, by room.
- Rebuild the banner comparison as one mirror, wiped, and keep the color picker.
- Make the color swatches look tappable. Outline them, name the color, mark the selected one.
Earliest startNow. Nothing is running on the homepage.
9CartFree to run now
A Real Cart Page Instead of the Side Panel
What the data says
The cart is a narrow panel that slides in from the side, and there is no cart page at all. Two jobs do not fit in that width: entering the discount code people already hold, and confirming the measurements they just spent minutes taking. July's test showed the panel is not short of confidence. It is short of room.
01
The discount code is the most written-about thing that nearly stops an order. 127 of 944 written answers, ahead of price at 115. Kevin's read on the August call: people sign up for the welcome offer and buy the same day, so a code landing in spam stalls the order.
Post-purchase survey · January to August · 944 written answers
02
One in five buyers says measuring nearly stopped them, and the cart never shows the measurements. 1,403 of 6,619. The one box the cart does show is "order special instructions", which people use to repeat clips and lights the builder already captured, and which stops the order going straight to production.
Post-purchase survey · 6,619 answers. MirrorMate cart · captured August 2026
03
Adding reassurance to this panel has already been tried. Across 67,174 visitors neither version moved sales and one lost 13% of revenue per order.
Intelligems · cart test · concluded July
The concept
- Send the cart link to a real cart page. The panel keeps doing the "added to cart" job.
- Apply the code people already have, 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.
- Take the instructions box out, and put the phone number in its place.
Earliest startNow, once the codes that arrive and then do not apply are fixed. A cart test on top of broken codes reads as nothing.
10Product pageFollows the product-page photos test
Product Page, Round Three: the Words and the Second Screen
What the data says
What is left of the August product-page list once the top screen and the customer proof have been tested. Each of these is real, and each would muddy the two tests ahead of it if it ran at the same time.
01
Offering the sample while someone is still choosing costs basket size. The collection test's winning version removed the sample button from the grid and basket size went from $182 to $206. The product page gives the sample equal billing with "Start framing".
Intelligems · collection test · 25 August to 9 September
02
Installation is the second-biggest confidence driver and the description does not lead with it. 724 of 4,917 buyers credit the install instructions. The description and the accordion under it open with the same two sentences about the finish.
Post-purchase survey · 4,917 answers. MirrorMate product page · captured August 2026
The concept
- The description written to four angles: what it looks like in a room, whether it fits, what it matches, how it goes on. Also the copy AI shopping tools pull, so it should be tested rather than assumed.
- One description, not two. The intro and the accordion say the same thing.
- The sample block's weight, now that the collection test says the mid-choice sample offer pulls people off the frame.
- The assistant's real estate, once we have its usage by page.
Earliest startAfter the product-page photos test, on the same page. Not before December.