Draft Revise: More revenue, less headache.
You have an awesome product, but it’s plateaued. You’re growing, but you suspect you could be growing more. You sell enough, sure, but you haven’t done much to your sales funnel since launch – and you’re unsure where to turn.
Meanwhile, you’ve heard that optimization can improve your conversion rate – but you have no idea where to start. And there are dozens of people who claim to growth hack your way through a field of hockey sticks to the promised land, but they aren’t exactly trustworthy.
Design is hard. Testing is hard. And optimizing your funnel is terrifying. Presenting Draft Revise, a time- and battle-tested design strategy that helps you run tests and make decisions that make you money.
Quit designing by speculation
If your store isn’t working, your first impulse may be to redesign it. But taking many small steps to revise an existing store 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.
Very few people on the planet understand these challenges as intimately as I do, for as many businesses as I do. Since launching Draft Revise three years ago, I’ve worked for over 50 ecommerce & software businesses to get more customers and keep them for longer.
And most importantly, small steps can have a huge impact on your business. People have changed single words in their copy and doubled sales overnight. People have changed single buttons and made $300,000,000 annually. Don’t believe me? I’ve executed numerous A/B tests that have bumped my clients’ monthly recurring revenue by five figures. I only take on clients for whom I believe I can create a significant return on investment; most people I work with typically 4x their initial investment in our first three months together.
Design is speculative until you put it in front of real, paying customers. I 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
I 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) I have researched customer behavior for a decade, so maybe I have an ace or six up my sleeve; and 2) of all the tests I’ve run, those which are backed with concrete, actionable research have a 52.38% overall win rate.
The industry-wide win rate for A/B tests is 12%. Why does Draft Revise fare better? Because I don’t stab in the dark. With my strong background in interaction design, analytics, and user research, I 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 what to do in the future.
Most top-tier UX talent is booked several months out – and they rarely take on new clients. I’m looking for people who have great businesses and are interested in long-term success on the web. I’ll collect data, write up reports for you, propose changes we could potentially make, launch them, and measure their impact in real time. All it takes is a small bit of tracking code on all of the pages that you want to test.
I call this the Draft Method; you can read more about it here.
What you’ll get
First, I’ll write up a comprehensive, research-focused teardown of your existing marketing pages. I’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. I’ll run up to 5 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. (People who think email signups constitutes “revenue generation” had better know and prove, with data, the exact dollar value of a subscriber.) We integrate any winning tests back into the site. Rinse and repeat.
Every quarter, we’ll check in to assess our progress – and determine what we can do next, so I can continue providing a solid return on your investment.
You’ll also get:
- A free account on best-in-class testing framework Visual Website Optimizer. I’ll be using this to run your tests.
- A free subscription to Revise Weekly, which provides a highly valuable and actionable lesson on A/B testing every week.
- Access to me on Draft’s Slack team 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, assuming I’m not sitting on a call.
- Free copies of my book about interaction design, Cadence & Slang, for you and up to 7 members of your team.
- The peace of mind that comes with knowing your sales funnel is in good hands.
Who’s doing this for you
Once people become my clients, they seem to be excited about the results. Here’s one example:
I worked with makeup brand BOOM! by Cindy Joseph to increase their conversion rate and average order value. In our first 4 months together, I recaptured over $500,000 in annual recurring revenue for the business. Read more about how we helped BOOM! fulfill their biggest business goals.
I 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.
I 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.
I also worked with tech review sites The Wirecutter & The Sweethome for just shy of two years – delivering results that majorly improved their revenue. Take a look at our case study for The Wirecutter & Sweethome.
Thomas Fuchs of Freckle liked my 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.
I have 11 years of experience in the design industry, and I 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.
As a business owner, one of your biggest challenges is to find people who are demonstrably qualified to do the right work. Fortunately, you just found me.
If you’re curious, you can take a look at Draft Revise’s terms and conditions, which I’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.
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!