MM03 - Build My Frame Instrumentation
MM-03 · Weekly Instrumentation Read
Build My Frame Funnel
Every step of the Build My Frame customizer now reports data. That lets us see four things at once: where people leave, which steps are hard to understand or execute, what shoppers are buying for, and how mobile and desktop behave differently. This read covers the PDP entry into the customizer.
The overview
Where people leave
Percentages are of the 2,636 who open the builder. At Step 2 the flow splits three ways: measure now, buy now and measure later, or leave. Red marks people who leave.
Open builder
2,636
100%
Step 2 decision · what the 2,636 openers do next
Measure nowcontinues the flow
1,461 · 55%
Buy Now, Measure Laterbranches to buy
230 · 9%
Left before choosingthe true leak
~945 · 36%
Measure width & heightStep 3, Continue
1,090
41%-25%
Space around the mirrorStep 4, Continue
936
36%-14%
Clips or channelsStep 5, Continue
757
29%-19%
Review & add to cartFinal step
549
21%-27%
Reading the whole flow
What each step tells us
Because every element reports data, we can separate who reached a step, who tried it, and who completed it. That is how we tell a hard step apart from a step people simply leave on.
Step 1
What size mirror are you framing?
Business signal
2,289pick a size
378skip the question
87%tell us their room
Four size tiles double as a survey of what people buy for. Double Vanity (888) and Single Vanity (681) dominate, XL (473) beats Powder Room (247). Most shoppers are framing mid-to-large vanity mirrors, and 59% pick the two priciest tiers. This is also the first price exposure ($99 to $260), and it barely deters anyone. See the room mix below.
Step 2
Are you ready to measure your mirror?
Biggest leak
1,461measure now (55%)
230buy now, measure later (9%)
~945leave (36%)
The largest single drop, and it lands the moment measuring becomes real. Measurement anxiety, not the builder itself, is the core problem. The Buy Now, Measure Later escape already catches 230 people who would otherwise likely leave, evidence the offer earns interest and deserves a more prominent place here.
Step 3
Measure your mirror's width and height
Hardest step
1,366engage the inputs (93%)
1,090continue (75%)
~250try but can't finish
This is where measuring actually breaks. Nearly everyone who commits tries to enter dimensions, but about 1 in 5 who start can't finish. The whole-inch plus fraction inputs and the "include the metal strip" tip are the most demanding entry in the flow. The demo video and FAQ live here, yet the FAQ is opened only 31 times all week, so people push through or leave rather than look for help. Making the first measurement clearer is the highest-value fix.
Step 4
Measure the space around your mirror
Runs smooth
971engage (89%)
936continue (96% of engagers)
60escape to measure later
Once past the first measurement, the obstruction and clearance step is easy: 96% of people who engage it continue. The Top, Left, Right, Bottom dropdowns do not confuse anyone. This contradicts the earlier assumption that the middle of the flow was the weak point. The one wrinkle: measure-later escapes tick up here (27 to 60), a sign of fatigue rather than confusion.
Step 5
Does your mirror have any clips or channels?
Friction point
53%of buyers have clips
757continue (81%)
179drop here (19%)
Clips are not an edge case. 53% of completed frames have at least one clip or channel, averaging 1.8 sides, so this step does real work for half of buyers. It also costs 19% of the people who reach it. A clearer, faster clips question, with plain visuals of what a clip or channel looks like, is a strong test candidate.
Final step
Review your frame, then add to cart
End-stage drop
757reach the review
549add to cart
208drop at the end (27%)
208 people finish configuring their frame and then don't add to cart, the second-biggest leak. The review screen is where the full price and every measurement appear together, so this is a moment of price reveal and last-second doubt about whether the numbers are right. Reassurance at review, a confident price summary, a fit guarantee, and a clear "your measurements look good" cue, is a high-value end-stage test.
Across the flow
Help-seeking is low, right where it's needed most
81click Need help (3.1%)
31open the FAQ (1.2%)
Very few people ask for help, yet ~250 abandon the first measurement. The help content exists but isn't catching the people who need it. Proactive, inline guidance at the first measurement, rather than a help link people have to go find, is worth testing.
Desktop vs mobile
The same flow, two very different experiences
Mobile is 71% of this flow's traffic but converts far worse. Bars show each device's share of its own builder-starts, so the shapes are directly comparable.
Mobile · 2,047 starts
Desktop · 589 starts
Open builder
Commit to measuringStep 2, Measure now
Finish first measurementStep 3
Space aroundStep 4
Clips or channelsStep 5
Add to cart
Desktop completes 40%, mobile just 15%, a 2.5x gap. The split happens at the first measurement: desktop barely drops from Step 2 to Step 3 (67% to 65%), while mobile falls off a cliff (52% to 35%). Entering width and height with fraction dropdowns is manageable on a desktop and painful on a phone. Since mobile is 71% of the traffic, fixing the mobile measurement experience is the single biggest lever on this flow. Part of the gap also reflects a browse-on-mobile, buy-on-desktop pattern: site-wide over the last 30 days, desktop is just 19% of sessions but 57% of revenue, and its average order is about 50% higher than mobile's. High-value, measure-first purchases concentrate on desktop. So a second lever is to let mobile shoppers save or send their build and finish on desktop, rather than only trying to close them on the phone.
Beyond the funnel
What shoppers are buying for
Step 1's size tiles are a live read on demand, useful well beyond this test, for imagery, ad creative, and merchandising.
Room mix at Step 1
Share of the 2,289 shoppers who pick a size. Skip shown separately.
Double Vanity up to 6 ft, $225
888 · 39%
Single Vanity up to 4 ft, $185
681 · 30%
XL Vanity 6 ft+, $260
473 · 21%
Powder Room up to 2 ft, $99
247 · 11%
Skipped the question
378
- Feature vanities, especially double. Double and Single Vanity are 68% of selections. Lead imagery and ad creative with double and single vanity room scenes, not powder rooms.
- Buyers skew large and higher-value. 59% pick the two priciest tiers (Double and XL). The audience self-selects into the $185 to $260 band, a healthy AOV signal.
- Powder rooms are the smallest segment (11%). A minor use case, not the hero.
- Buy Now, Measure Later draws interest but rarely closes. 317 clicks across the flow this week, yet only about 10 orders came through with measurements pending. High intent, very low completion, and a clear opportunity to fix the measure-later purchase path.
From insight to action
Tests this points to
Each test is anchored to a specific number above, ranked by expected impact on frame conversion. Several build directly on ideas the MirrorMate team raised. These are initial directions, to be sharpened and cross-referenced with other customer data before they go into a roadmap.
Test 1
Rebuild the measurement inputs for mobile
Highest impact
Why: mobile completes just 15% vs desktop's 40%, and it collapses at the first measurement (52% to 35% vs desktop's 67% to 65%). Mobile is 71% of the traffic. Test: mobile-native inputs, large steppers instead of tiny fraction dropdowns, an inline visual guide, one field at a time. Read on: mobile Step 3 continue rate and mobile conversion.
Test 2
Calm the "ready to measure?" moment, with an escape to learn
High impact
Why: 36% leave at Step 2, the single biggest drop, the instant measuring becomes real. Test: reassure before the ask, a "most people finish in under 5 minutes" cue and a progress indicator, plus a clear "how it works" or "what's in the kit" link so early-journey users can get their questions answered instead of leaving (raised by the team). Read on: Step 2 measure-now rate and builder completion.
Test 3
Make the first measurement clearer: dimensions and FAQs inline
High impact
Why: ~250 people start entering width and height and can't finish, and the FAQ goes almost unused. The team asked for a clear product-details section that states frame dimensions and answers the top questions. Test: surface dimensions and the top FAQs inline at the measurement step, with a more prominent how-to-measure demo. Read on: Step 3 continue rate.
Test 4
Fix the Buy Now, Measure Later path
Clear opportunity
Why: 317 clicks but only about 10 completed orders this week. The intent is there, the purchase isn't landing. Test: streamline the measure-later checkout and frame it as a real offer, stock reserved, cancel any time. Read on: click-to-order rate on the measure-later path.
Test 5
Lead with vanity imagery
Merchandising
Why: 68% of builders are framing single or double vanities and 59% pick the two priciest tiers. The team suggested leading with a framed mirror instead of a frame corner. Test: feature a framed double or single vanity scene as the first image, and swap the frame on a consistent bathroom photo as the shopper changes style. Read on: builder starts and frame conversion.
Test 6
Bridge mobile to desktop: save and resume your build
Opportunity
Why: desktop is 19% of sessions but 57% of revenue, with an average order about 50% higher than mobile's. High-value buyers finish on desktop, so a mobile shopper who leaves is not always lost, they may intend to complete elsewhere. Test: let shoppers save their build and pick it up on another device, a "save my build" or "email me this frame" option that returns them to the exact configuration. Read on: builds started on mobile and completed on desktop, and return-to-purchase rate.
Highlights this week
- Only 1 in 5 who open the builder reach Add to Cart (549 of 2,636). Four in five leave inside the flow.
- Mobile is where it breaks. Mobile completes 15% vs desktop's 40%, collapsing at the first measurement. The mobile measurement experience is the biggest lever we have.
- The biggest leak is before measuring even starts. At Step 2, 55% choose Measure now and 9% branch to Buy Now, Measure Later, but about 945 people (36%) leave without choosing either.
- The first measurement is the hardest step, not clips. ~250 people start entering width and height and can't finish. Step 4 (space around), by contrast, runs smooth at 96% completion.
- Step 1 is a merchandising signal: Double and Single Vanity are 68% of selections, and 59% pick the two priciest tiers. Feature vanities, not powder rooms.
- Buy Now, Measure Later draws clicks but rarely closes: 317 clicks, about 10 completed orders this week. Fixing that purchase path is a clear win.
- The review screen loses 208 people at the finish (27%), where full price and all measurements appear at once. A strong late-funnel test surface.