Out now: Value-Based Design, the definitive way to prove your design’s worth. Read it.

Draft Revise: More revenue, less headache.


Are you making over $1M from your store, but haven’t taken the time to optimize it?

CRO doesn’t come naturally to most store owners. You have 10 other fires to put out. Your store is doing well enough. But you know the default isn’t sufficient – and you’re getting killed on mobile.

But where do you start? Do you run A/B tests? What do you test? Do you change a button color? (Please don’t test a different button color.)

CRO maturity doesn’t come naturally – not at first. It’s hard to take a clear-headed, evidence-based approach to making design decisions that improve your business. And mistakes can be costly.

Design is hard. Testing is hard. And optimizing your store is terrifying. Presenting Draft Revise, a time- and battle-tested design strategy that helps you run tests and make decisions that generate outsize revenue for your store.

Quit designing by speculation

If your store isn’t working, your first impulse may be to redesign it.

But taking many small steps to improve an existing theme is so much easier than a wholesale redesign. Small steps are faster, cheaper, and they result in less internal conflict and less overall risk. Small steps allow you to test the effects of your changes precisely. On the other hand, full-scale reworks change so many things that you don’t know what, if anything, might have contributed to your success or failure.

Then, you might start by testing the usual suspects: headlines, upsells, shipping terms, calls to action. But how do you know what to change? And where? What would you change it to? And how can you measure whether those changes were effective? You hired an agency who helped with the redesign, but now they’re nowhere to be found. You could do it internally, but you’ve got your own work to do.

Small steps can have a huge impact on your business, but they need to be the right steps. People have changed single words in their copy and doubled sales overnight. People have changed single buttons and made $300,000,000 annually. But in both of those cases, people carefully researched what to do first.

Design is speculative until you put it in front of real, paying customers – and making the wrong moves can be costly. Fortunately, we can help you design in a way that reduces risk, provides clarity, and generates the hell out of additional revenue for you.

How this happens in practice

We predominantly do this by focusing on researching your customers. What are their motivations? What’s their current behavior on your site? Are there any particular browsers or operating systems that are leaking sales? Do you really know what’s actually spurring them to buy?

You might laugh and think that a well-considered research process isn’t necessary. But 1) we’ve researched customer behavior for a decade, and 2) of all the tests we’ve run, those which are backed with concrete, actionable research have a 50.35% overall win rate.

The industry-wide win rate for A/B tests is 12%. Why do we fare so much better? Because we don’t stab in the dark. With our strong background in interaction design, analytics, and user research, we beat your uninformed guesswork.

Sometimes a change will do well, sometimes it might fare poorly – but no matter the result of a test, that is knowledge you’ll keep for the foreseeable future, making you smarter about how to move next.

Most top-tier UX talent is booked several months out – and they rarely take on new clients. We’re looking for people who are interested in long-term success on the web. We’ll collect data, write up reports for you, propose changes we could potentially make, launch them, and measure their impact in real time.

We call this the Draft Method; you can read more about it here.

What you’ll get

First, we’ll write up a comprehensive, research-focused teardown of your existing marketing pages. We’ll fine-tune your Google Analytics installation, implement heat and scroll maps, survey visitors, and maybe even interview customers to understand their motivations – as well as any potential usability flaws.

Then, we’ll get to making & testing changes. We’ll run up to 6 tests per month on your site, each of which is backed up with some amount of research – and hellbent focused on one and only one goal: revenue generation.

Every quarter, we’ll check in to assess our progress – and determine what we can do next, so we can continue providing a solid return on your investment.

You’ll also get:

  1. A free subscription to Revise Weekly, which provides a highly valuable and actionable lesson on A/B testing every week.
  2. All of our mini-courses, including Draft Analysis & Ecommerce Email Mastery.
  3. Access to me on Slack during business hours (9a–5p, Central Time), in order to respond to any and all questions you may have. I generally respond within an hour durign the day.
  4. Free copies of Cadence & Slang & Value-Based Design, for you and up to 7 members of your team.
  5. The peace of mind that comes from knowing your store is in good hands.

Who’s doing this for you

I’m Nick Disabato, an interaction designer and writer from Chicago. I’ve previously worked for great clients like The Wirecutter, Cards Against Humanity, Gravitytank, New Music USA, and Chicago Magazine. I look like that drawing to the right, there. You can read a longer bio if you’re still curious.

The proof

Once people become our clients, they seem to be excited about the results. Here’s one example:

We’ve worked with makeup brand BOOM! by Cindy Joseph to increase their conversion rate and average order value. In our first 4 months together, we recaptured over $500,000 in annual recurring revenue for the business. Read more about how we helped BOOM! fulfill their biggest business goals.

We worked with everyday carry brand KeySmart to lower their manufacturing expenses and boost their conversion rate. Here’s our case study about working with KeySmart.

We worked with mailing list provider ConvertKit to improve their conversion rate – and tripled their high-converting demo requests on mobile, increased their conversion rate by 19% with one test, and led on their new A/B testing functionality. Here’s a case study about the experience.

We also worked with tech review site The Wirecutter for just shy of two years – delivering results that majorly improved their revenue. Take a look at our case study for The Wirecutter.

Thomas Fuchs of Freckle liked our work, too:

We hired Nick to work on A/B testing our marketing pages, but over the course of our work together it evolved into much more than that. Nick was instrumental in redesigning our onboarding flow, tutorials, and exit intents – and revenue and customer happiness have both improved as a result.

And finally, Profit.ly got fantastic results from Draft Revise. In the words of cofounder Mike Mosseri:

Nick helped take Profitly’s conversion rate and user experience to the next level. Through methodical and thoughtful testing, he advanced us while always aligning our business and users’ needs. The outcomes of the tests almost always paid for Nick’s time through the uplift they provided. Draft Revise is an exceptional service and should be considered by all businesses as an additional tool to differentiate themselves.

We have 12 years of experience in the design industry, and we wrote one of the most important texts about it. People have called it “a must read” and “beautiful and thoughtful”. Having sold over 3,500 copies, it’s now in its second edition. We also just released a how-to guide for practicing value-based design in any business, which is the culmination of over 6 years of working for businesses like yours.

As a store owner, one of your biggest challenges is to find people who are demonstrably qualified to do the right work. Fortunately, you just found us. We only take on clients for whom we believe we can create a significant return on investment; most people we work with typically 4x their initial investment in our first three months together.

Draft Revise Application

Want to take the first step towards a higher conversion rate & AOV? Fill out this form and we’ll get back to you within a business day. We keep everything in the strictest confidence, of course.

  • Draft Revise engagements are serious, long-term, design-driven, and consultative. We are not a chop-shop contractor, and we do everything in our power to be worth your time and your business's money. Before you send this application, we ask that you be prepared to commit to upfront fees at or above USD $15,000 for our first quarter of work together. The final fee we quote for you will be based on the value we're capable of providing for your business.

    With that in mind, can you presently afford the budget for a Draft Revise engagement? *
  • Are you the one who will be paying for this work? *
  • What kind of goal are you working towards?
  • Roughly how many revenue-generating transactions do you perform in a month? *
  • What's the approximate profit margin on everything you sell? *
  • How many developers work for you? (This counts anybody you have working part-time.) *

If you’re curious, you can take a look at Draft Revise’s terms and conditions, which we’ve tried to make as readable and sensible as possible.

Do you still have any questions? That is reasonable! I would love to hear from you; I’ll get back to you as soon as I can.

Thanks so much for reading, and I hope you have a great day.

Nick Disabato

PS: If Draft Revise isn’t a good fit for you right now, you may want to sign up for Revise Weekly, my series of actionable, valuable lessons about testing and design.

PPS: That was a lot of text. Thank you for reading all of it. Here is a gif. Also, that link is the most-clicked thing on this entire page, largely because people tend to read “PS” sections more thoroughly than body copy – especially if they have a friendly tone. And now you learned something!