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MirrorMate November concepts

Test concepts

MirrorMateNovember 2026

Four concepts for November, timed around the Big Sale and BFCM. Madison picks one to start in October.

  • Ask 'is anything close?' before measuring: 13% leave at the 'space around' step and 15% at clips
  • A measuring cover at the measuring steps: buyers' top ask after measuring is a check, 107 of 777 answers
  • Big Sale early access for sample buyers: free-sample buyers buy a frame at 8.3%, all sample buyers at 23.7%
  • A landing page for the Google campaign: 20,347 mobile visits in 30 days, 3 purchases
  • Pick one for October: the rest follow the sale calendar
Highline Midnight Black Slim Frame on a bathroom mirror

The concepts

FunnelTest

Ask 'is anything close to the mirror?' before asking buyers to measure

Where: Build My Frame (the frame builder), the steps after width and height

What we saw
  • Of people who entered width and height, 13% left at the 'space around' step and 15% at clips
  • 'Space around' is the step buyers name most as nearly stopping them: 18 of 47 answers
  • The builder's 5/8 inch spacing rule came up 11 times in those answers. MM-05 changed how sizes are typed and lost; it never touched these steps
What we'd do
  • 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. Launch when MM-07 ends, after the back button fix
Buyers don't fear the tape measure. They fear the questions after it. Ask first, then measure only where it matters.
Builder after width and height: control vs variation Builder after width and height: control vs variationControl: four written questionsWidth andheightweak spotSpace aroundmirror13% leave beforedoneweak spotClips15% leave hereAligned vanityReview8% leave hereVariation: ask first, then measureWidth andheightnewAnything closeto edge?Per side: nothing,close, not surenewMeasure thosesidesOnly close or notsure sidesnewClips by pictureReplacement clipsincludedReview Builder after width and height: control vs variation Builder after width and height: controlvs variationControl: four writtenquestionsWidth and heightweak spotSpace aroundmirror13% leave beforedoneweak spotClips15% leave hereAligned vanityReview8% leave hereVariation: ask first,then measureWidth and heightnewAnything close toedge?Per side: nothing,close, not surenewMeasure thosesidesOnly close or notsure sidesnewClips by pictureReplacement clipsincludedReview

Concept illustration only. Final design will differ.

OfferTest

Offer a measuring cover at the measuring steps: measured wrong, we remake it

Where: Build My Frame measuring steps, confirmed in the cart

What we saw
  • The top ask from buyers who measured: a check that they got it right, 107 of 777 answers
  • About 1.0% of frame orders are remakes, mostly at 50% off, and buyers never see that offer up front
  • The refund policy charges a 15% restocking fee, so the fit promise reads like it has conditions
What we'd do
  • Next to the measuring steps, one line: 'Not sure? Add the measuring cover and we'll remake it if it's off'
  • The cart confirms the choice, it doesn't introduce it. Variation 1: paid cover, off by default. Variation 2: one free remake on every frame
  • Before launch: Kevin signs off the remake cost and cover price, and the refund policy is updated. Starts when MM-07 ends
Make My Blinds sells a €11.99 measuring cover. No mirror frame seller covers the buyer's own mistake.
Measuring cover: offered at the measuring step, confirmed in the cart Measuring cover: offered at the measuring step, confirmed in the cartVariation: measure stepMirrorMateMeasure the left sideLeft side: something's closeMeasure from the mirror edge to itNot sure? Add the measuring cover andwe'll remake it if it's off.Add measuring coverNextVariation: in the cartMirrorMateCartHighline Midnight Black Slim FrameCustom cut to the measurements enteredMeasuring cover, addedMeasured wrong? We remake it.No need to send the frame backCheckout Measuring cover: offered at the measuring step, confirmed in the cart Measuring cover: offered at themeasuring step, confirmed in the cartVariation: measure stepMirrorMateMeasure the left sideLeft side: something's closeMeasure from the mirror edge to itNot sure? Add the measuring cover andwe'll remake it if it's off.Add measuring coverNextVariation: in the cartMirrorMateCartHighline Midnight Black Slim FrameCustom cut to the measurements enteredMeasuring cover, addedMeasured wrong? We remake it.No need to send the frame backCheckout

Concept illustration only. Variation 2 gives one free remake on every frame instead of a paid cover.

OfferTest

Turn free-sample buyers into the Big Sale early access list

Where: The thank-you page after a sample-only order

What we saw
  • 23.7% of sample buyers buy a frame, half of them within 11 days. Free-sample buyers: 8.3%
  • Free samples run 15 to 19 Oct, so those buyers decide right before the Big Sale
  • The $25 sample-to-frame email already exists: 62 orders in 12 weeks
What we'd do
  • Variation 1: after a sample-only order, the thank-you page shows one next step: measure when the samples arrive, then save the frame
  • Variation 2: the same, plus Big Sale early access on 4 Nov for sample buyers, through a Klaviyo list, not a code
  • Live as soon as it's built, so it reads before BFCM. Needs: sample buyers allowed into early access
The free-sample week becomes the Big Sale guest list.
Sample to frame: control vs variation Sample to frame: control vs variationControl: sample, then waitSample orderSamples arriveKlaviyo emails$25 off a frameFrame order23.7% of sample buyersVariation: sample, plan, saleSample ordernewThank-you next stepMeasure and save theframenewEarly access 4 NovSample buyers join the listFrame orderIn the Big Sale Sample to frame: control vs variation Sample to frame: control vs variationControl: sample,then waitSample orderSamples arriveKlaviyo emails$25 off a frameFrame order23.7% of samplebuyersVariation: sample,plan, saleSample ordernewThank-you nextstepMeasure and savethe framenewEarly access 4 NovSample buyers jointhe listFrame orderIn the Big Sale

Concept illustration only. Final design will differ.

PaidTest

A landing page for the Google campaign: 20,347 mobile visits, 3 purchases

Where: A new landing page for Google campaign 19925638976 (the homepage stays the control)

What we saw
  • One Google campaign sent 20,347 mobile visits in 30 days and 3 purchases
  • Its mobile conversion fell from 0.69% to 0.01% since June; the page did not change
  • New visitors meet a full-screen 10% popup before they see a frame
What we'd do
  • A page for this campaign only. The homepage stays the control. The page keeps the before/after slider and has no popup
  • It leads with seeing the frame on their own mirror (the visualisation app), then Build My Frame
  • Build once Uppercase shares the brief and the app is live; read after BFCM
20,347 visits a month from one Google campaign, 3 purchases. Give them a page made for the ad.
Google campaign: homepage (control) vs campaign page Google campaign: homepage (control) vs campaign pageControl: homepageMirrorMatePopup covers the whole screen: Want 10%Off your First Frame?Before/after slider, behind the popupTransform Your Mirror With aCustom FrameSHOP NOWVariation: campaign pageMirrorMateBefore/after slider, keptchangedKeep the mirror. Change the look.See it on my mirrorBuild My FrameNo popupHomepage stays control Google campaign: homepage (control) vs campaign page Google campaign: homepage (control)vs campaign pageControl: homepageMirrorMatePopup covers the whole screen: Want 10%Off your First Frame?Before/after slider, behind the popupTransform Your Mirror With aCustom FrameSHOP NOWVariation: campaign pageMirrorMateBefore/after slider, keptchangedKeep the mirror. Change the look.See it on my mirrorBuild My FrameNo popupHomepage stays control

Concept illustration only. Final design will differ.

Against the market

Two direct frame-kit sellers and one made-to-measure reference, read on 11 Oct 2026.

Where nobody is yet
  • Cover for the buyer's own mistake: no mirror frame seller offers it; Make My Blinds shows the add-on sells in made-to-measure.
  • Samples that lead somewhere: every seller gives samples, none ties them to a next step or a sale perk.
  • A page for new visitors from ads: no seller answers which frame suits a vanity before sending people to measure.

Swipe sideways to see every column

Store Frame price Samples Shipping Fit promise Measuring cover
MirrorMate from $99 $2 sample block ship-by date shown Conditional on measuring right Not offered; remakes on request
MirrorChic Not seen Up to 8 free, $8 shipping Free on frames Fit or replace, 10-year warranty Not seen
Frame My Mirror Not seen Up to 4 free Ships free Guaranteed to fit Not seen
Make My Blinds (blinds) Doesn't apply Free Not seen Not seen €11.99 add-on
Questions for MirrorMate
  1. Are the Big Sale and BFCM automatic discounts, how deep, and is the welcome popup off during them? Is the October free-sample offer a code?Sets launch and read dates for every concept
  2. Keep testing through the sales, or pause new launches until after BFCM?Decides whether the builder and the measuring cover start before or after the sales
  3. How is VIP early access gated, and can sample buyers join?Unblocks the samples concept, variation 2
  4. Who owns the $25 sample-to-frame and 15% second-frame Klaviyo coupons?The samples concept builds on the $25 email and needs a holdout
  5. Does MM-07's $15 stack with the sale, and can MM-07 read at three weeks (about 29 Oct)?The builder and the cart both free up when MM-07 ends
  6. What would a remake cost, what price would MirrorMate accept for a measuring cover, and can the refund policy match?Unblocks the measuring cover (Kevin's sign-off)
  7. What is Google campaign 19925638976 selling, who at Uppercase owns it, and when does the app go live?Unblocks the Google campaign page
  8. For MM-10 in October: the top 15 product pages and customer photos, or an intro to the design team?MM-10 can still run in October next to the four