Draft is a small interaction design consultancy.
We conduct research-driven optimizations of online stores, so they can grow without needing to increase their ad spend. Rather than running the usual marketing playbook, we use design research as our fundamental tool for optimization. We operate as consultants, focusing on strategy, working exclusively with executive teams. Here are some examples of our prior work.
Over the past few years, we’ve learned that most online stores don’t hire CRO resources until well after they’re needed – and once they start, hiring and training are extremely difficult. So, we’ve tried to create a reliable way for stores to get started: by thinking about customers’ behavior, responding to their needs, and fixing any leaks in your store’s funnel. This generates outsize revenue for our clients – and if you aren’t lucky enough to be one, we try to train you, too.
We take on no more than 3 active clients at a time. There is a wait list. There is usually a wait list.
Who’s responsible for this?
7 years in, Draft is now long enough to have a history. We’re horrified, too. Let’s go down memory lane and review how Draft has grown over the years, shall we?
- January 26: I quit my job for the last time.
- Mid-February: I start a contract gig at Fuzzy Math after pestering them on Twitter. It gives us the runway to get off the ground.
- November 7: Draft Design Inc is incorporated.
- May: We finish wireframes for Cards Against Humanity’s online store. Later, they hired a UX designer who called them “perfect.”
- July: Draft Revise, our flagship offering, is launched. Patrick McKenzie likes it; the flood of traffic literally sets our server on fire. We’re not kidding.
- July: The second edition of Cadence & Slang, a very small book about interaction design, is successfully crowdfunded.
- August: Draft Revise sells out.
- October 12: Cadence & Slang is printed & shipped.
- November 9: I get married.
- February: Revise Express launches.
- June: “The World’s Only Sandwich” is published on Draft’s Letters, causing a significant influx of subscribers hoping for more food writing. Hope springs eternal, I guess!
- March: Draft Evidence is crowdfunded through our last Kickstarter campaign.
- April: Revise Weekly, our private mailing list with actionable lessons on testing and optimization, is launched.
- October: The A/B Testing Manual, our flagship course, is launched with 5 and a half hours of actionable video with Patrick McKenzie. It’s later renamed Ecommerce Conversion Rate Academy.
- April: Draft Analysis launches, with UX teardowns of 25 of the most interesting online stores.
- August: We speak at Smart Marketer’s eCommerce All-Stars conference, talking about the Draft Method to over 200 online store owners.
- October: Draft Data, our analytics retainer for online stores, launches.
- November: Revise Express gets its 50th client.
- January: Value-Based Design is funded with an independent preorder campaign.
- April: Ecommerce Lifecycles launches, featuring teardowns of the email practices of 30 online stores.
- September: The first Ecommerce Lifecycles deep dives go out to our students.
- December: Value-Based Design ships to everybody who preordered it.
- January 7: Value-Based Design launches to the public!
Most stores get CRO wrong.
They plan CRO activities at the wrong time, or they don’t know how to research new tests. Our free CRO roadmap draws on our years of experience to make CRO easy for you to implement for your store.
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