MM LP Personas
Landing Page Personas and Offers
Four personas for the landing pages.
- Two are proven buyer groups. They already buy, and a page made for them can reach them better.
- Two are opportunities. They are small in today's orders, possibly because today's ads do not reach them yet. Each needs a test before we know its size.
What the pages are built on
- Most buy one frame, but multi-frame orders bring 39% of frame sales. 78% of frame orders are one frame. 8 in 10 multi-frame orders are different-size mirrors.Orders, 10 August to 19 October, 3,398 frame orders
- Many start with one and come back for the rest. 28% of frame buyers bought two or more frames within 10 weeks: "I am testing it with one." The multi-frame test showed the $15 offer works on people who want several, but cost one-frame sales when shown to everyone.Orders · Survey · Multi-frame test, 8 to 23 October
- The core buyer is 55+ and often decides with someone. 69% of buyers are 55+, and 65+ on a computer buy at 10.3%, the best of any age and device. 44 survey answers name a husband, son or handyman.Demographics report · Website visits, 91 days · Survey, 6,714 answers
- The biggest worries are "will it look right" and "will it fit". 49% nearly stopped to see the frame in person, and 44% wanted to see it on a photo of their own mirror, which the framing app is built to do. 1 in 6 nearly quit at a measuring step.Survey, January to June · Measuring survey, 16 September to 9 October
- "High end for less than replacing" lands at every age. About 1 in 10 reviews compare the price to replacing the mirror: "Makes the ugly mirror look high end".Reviews, 678
- Younger visitors come but rarely buy on phones, and the channel matters. Ages 25 to 44 are 32% of visits but 23% of purchases. Multi-frame buyers come from Google and direct visits. Meta mostly sells samples.Website visits, 91 days · Orders
1
The Multi-Mirror Home
Proven buyer group| Who | A homeowner with several builder-grade mirrors who wants the same finished look in every bathroom. Some frame them all at once. Others start with one to see it, then come back for the rest. |
|---|---|
| Why this persona |
|
| Offer to test | Two equal choices, picked before any measuring: frame them all now with $15 off each extra frame, or start with one and keep the $15-off price on the rest for 90 days. 90-day price to confirm with Kevin. |
| Where the visitors come from | Google search ads, email to past buyers and retargeting. No new Meta campaign: multi-frame orders come from Google ads (30%), direct visits (33%) and email (12%), and only 5% from Meta. |
| To confirm with the ads data | Which Google searches bring the buyers who order several frames, so the page and ads can match them. |
| How sure we are | Strong: a proven buyer group |
2
The 55+ "No Contractor" Homeowner
Proven buyer group| Who | MirrorMate's core buyer: retired or near it, deciding with a spouse, a son or a handyman, and wanting the job done without a contractor or heavy work. |
|---|---|
| Why this persona |
|
| Offer to test | No discount. Clear install steps (two people for large frames) and a real person to call. |
| Where the visitors come from | A new Meta campaign aimed at 55+, with women 55+ in the images, plus Google search ads. 55+ are already 69% of Meta buyers. |
| To confirm with the ads data | Whether 55+ shoppers from Meta buy frames or mostly $2 samples today. Our order data cannot split this by age. |
| How sure we are | Strong on who they are. The offer is untested. |
3
Keep the Mirror, Change the Look
Opportunity to test| Who | Three situations, one need: the mirror is the problem, not the bathroom. They just remodeled and the old mirror now looks dated, the edges are going black, or the home is about to be listed or rented. They assume the only fix is a new mirror. |
|---|---|
| Why this persona |
|
| Offer to test | The look of a new mirror for less than replacing it: no demolition, no new glass. One page, with the top of the page matched to each ad: just remodeled, damaged edges, getting ready to sell or rent. |
| Where the visitors come from | Google search ads and the blog first, with one ad group per situation, each linking to its own top of the page. The blog post on mirror damage drew 612 visits in 30 days, with no purchases from its 391 phone visits. |
| To confirm with the ads data | How many people search for replacing or fixing a bathroom mirror, and what those clicks cost. |
| How sure we are | Small in today's orders, with a clear story in reviews. People may already search for this without finding a page that answers them. |
4
The Younger Home Stylist (25 to 50)
Opportunity to test| Who | A homeowner aged 25 to 50 who wants a high-end bathroom look on a budget, and shops mostly on a phone. |
|---|---|
| Why this persona |
|
| Offer to test | Set after the ads data. The likely angle: a high-end look for less than replacing the mirror, seen on their own mirror with the framing app. |
| Where the visitors come from | A new Meta campaign aimed at 25 to 50, using the influencer footage, judged on frame orders, not samples. |
| To confirm with the ads data | Meta's numbers by age: whether the ads rarely reach 25 to 50, or reach them and they do not buy. That decides whether we test the ads or the page first. |
| How sure we are | They visit but rarely buy yet. The ads data comes first. |
The research behind the six findings, source by source.
Orders
Shopify · 10 August to 19 October · 3,398 frame orders
- 78% of frame orders are one frame. The 22% with two or more bring 39% of frame revenue.
- 8 in 10 multi-frame orders are different-size mirrors, usually in one style.
- 28% of frame buyers bought two or more frames within 10 weeks, counting second orders.
- Frame orders come from Google ads (32%), direct visits (29%), email (13%) and Meta (7%). Meta brings 25% of sample orders.
Demographics report
January 2025 to October 2026 · 64,327 orders
- 69% of buyers are 55+. 65+ is the largest single age group.
- Ages 25 to 44 are 13.5% of Meta buyers, against 34% of US adults.
- The two largest groups: "Active Retiree" (31%, average age 68) and "Community Pillar" (25%, average age 55, "high-end aesthetics without breaking the bank").
- 15.8% of frame buyers buy frames twice, about 64 days apart.
Website visits by age and device
Google Analytics · 91 days to 21 October · age known for 1 in 6 visits
- Visitors 65+ on a computer buy at 10.3% and bring $15.95 per visit, the highest of any age and device.
- Ages 25 to 44 are 32% of visits but 23% of purchases.
- On phones, ages 35 to 44 buy at 1.64%, against 5.96% on a computer.
- Purchases here include $2 sample orders, so the gaps between groups matter more than the exact rates.
Post-purchase survey
January to June · 6,714 answers
- 49% nearly stopped to see the frame in person first.
- Asked what would have made buying easier, 44% of 4,294 picked seeing the frame on a photo of their own mirror. The new framing app is built to do this.
- 44 answers name a husband, son or handyman in the decision.
Measuring survey
24 August to 19 October · 933 answers
- About 1 in 6 buyers say a measuring step nearly stopped them (64 of 394, 16 September to 9 October).
- The top ask is a check that they measured correctly: 131 of 933 answers.
Customer reviews
Okendo and Trustpilot · up to 25 October · 678 reviews
- About 1 in 10 compare the price to replacing the mirror. "Builder grade" comes up unprompted in 36.
- Install is the most praised part. Large frames often need two people, and 5 of the latest 53 reviews mention corners not meeting.
- About 16 describe a remodel and about 9 a damaged mirror. The team is praised by name in 25+.
The tests we've run together
July to October
- Multi-frame test (8 to 23 October): the $15 offer in the frame builder raised multi-frame orders from 18.6% to 27.3% of frame orders, but cut one-frame orders by 21%. The offer belongs with people already planning several mirrors.
- Product page test: a photo of the frame in a real room won and is now live.