Test Example Share

Hi! Thanks for checking out an example report for Revise Express. I wrote this for

Josh Pigford's Baremetrics, a Stripe analytics service for SaaS businesses. Josh gave

me a lot of helpful feedback, which helped make this into what you see now.

If you buy your own report, I'll also be including a lot of general advice about

how to choose an A/B testing tool and how to run tests yourself. But this still

shows you the meat of it: a critique of Baremetrics' design and marketing, and a

plan for moving forward with new A/B tests.

Thanks for reading, and I hope you sign up for Revise Express soon. I'd love to

help you out.

!- Nick Disabato

!!

PS: I picked Baremetrics for the sample because it's awesome. You can sign up for it here!

http://twitter.com/Shpigford

http://baremetrics.io

http://baremetrics.io

!

Revise Express: Baremetrics !

Reading Time: about 33 minutes

Last Updated: Friday, February 28, 2014

Revise Express · Page ! of 5 22

Screenshots

For reference, here are the screenshots of the pages that I evaluated for this report.

Things change over time, so I figure this makes sense to have each of these for your

own record-keeping.

Home Page

!

Private & Confidential


Sign Up

!



Demo



Blog Post



Quick Wins

What can be easily changed without the need for A/B testing? I come across all

sorts of little things when creating an A/B testing plan.

Home Page

• You write “Metrics you can act on.” How? People act on metrics all the time. The

more data you gather around how people are using Baremetrics, the better-

equipped you will be to answer this question – which will be helpful for

explicating Baremetrics’s value.

• With the email reports, consider providing a hover state over each of the

numbers with small “tooltip” overviews of how each one is calculated. This 1

helps teach people about the value of these data – even if you know, and most of

your customers know, it also shows you’re knowledgeable and on their side.

• Centering the plan names (“Business”, “Professional”, “Startup”, and “Hobby”)

looks a little more sensible.

• You might want to mention that email reports only apply to the startup plan and

higher.

• Why not make the rotator image link to your demo? Now that you have the

demo set up, being able to work with real-life information in a hands-on way

may drive more sales.


I found a crappy demo for you at http://netdna.webdesignerdepot.com/uploads7/how-to-create-a-simple-css3-1

tooltip/tooltip_demo.html.


Sign Up 2

• Make the CVV field narrower, as it’ll never be more than four digits. And change

it to the correct terminology depending on the brand of card that’s been entered:

Amex and Discover use “CID,” MasterCard uses “CVC,” and Visa uses “CVV.” 3

Demo

• Consider italicizing the word “your” in the header CTA.

• Mention that company names are anonymized. I know that Cogswell Cogs is

from the Jetsons, but some of your readers may not.

Blog

• Individual blog posts should have a link to contact you at the end of each one.

• Consider other ways to reach out to your customers more effectively. For

instance, if somebody links to one of your posts on Twitter, then Baremetrics is

exposed to a whole new audience that may not know what it is or how it can

benefit them. Blog posts should do the work of educating people what

Baremetrics is and encourage them to join. This can be as simple as adding a

sentence to the right-hand sidebar of the blog’s main page and each individual

post page – but consider playing with different treatments of this content, as well

as individual wordings.


I didn’t have a chance to test your onboarding process after entering my card information, but I’m guessing your biggest 2

goal right now is to get people in the door.

From http://en.wikipedia.org/wiki/Card_Verification_Code. Yes, this is stupid.3


A/B Tests

What things can you try and A/B test in the future?

Home Page

• Explore moving the call to action button above the screenshot. Right now you

have its label as “Pricing & Sign Up”, but you may want to put together a second

variant that replaces that text with “We’re not kidding about the ‘one click’

thing”. The button already looks like a button that you can click – but on the

other hand, then you’d have to click another button on the pricing area.

• When clicking the call to action button, consider expanding the pricing out at

that point on the page, rather than scrolling down to a dedicated area for it. This

might make it seem like it requires fewer actual clicks to sign up.

• Try linking each of the “juicy bits” to its respective area in the demo. This helps

provide context about what each display will look like.

• Consider making the most common plan (Startup?) a little larger, and adding

supplementary text that says “Our most popular plan”.

• Baremetrics is relatively new, so you might want to explore typical headline and

call to action changes. Your primary call to action is good for having both a

primary sentence (“View Pricing & Sign Up”) and a secondary sentence (“See

how easy it really is”), but I would try testing each of these to figure out the

strongest permutation.

• Here are some options for primary text:

• Get Your Baremetrics Account

• Get Better Stripe Analytics

• Find Out What Your SaaS is Up To

• And some options for secondary text:

• 60-Day Money Back Guarantee

• Join 1,000 Satisfied Customers Today



• One Click and You’re Done

• One Minute to Better Data

• Having a Crazy Egg account is great for a long-form page like yours. Take a look at

Crazy Egg’s scroll maps and see where dropoff is highest – then take a look at

testing that area, both in terms of changing it and removing it. You might also

want to play with the overall order of each of these modules.

Sign Up

• What plan is the customer signing up for? Echo the plan layout from the home

page in the right-hand column or header, so people are reminded of what their

limits are.

• Consider rewording the header here:

• Get Baremetrics Instantly

• One-Page Signup

• And the submit button:

• Get Baremetrics Now: $29 per month

• Get Better Analytics: $29 per month

• Also consider reorganizing the submit button so the price is secondary to the rest

of the button text, as you currently have with your home page call to action.

• Are your name and company name necessary here? Consider asking for those

later in the onboarding process.

• Consider eliminating either the header text (“Risk Free. 60 Day Money Back

Guarantee. Cancel Any Time.”) or the money-back guarantee mention above the

card number. (This would be great for a split test.) Also consider moving the

latter into the right-hand sidebar – it might make the form seem shorter and less

full of disclaimers.

• Finally, consider adding secondary text below the submit button:

• We’ll charge your card for $29.



• Connect your Stripe account on the next step.

• That’s it. No-hassle, easy signup.

Demo

• You do a good job mentioning that the metrics are realistic in the top-left header,

but you might want to explore more detail. Consider adding a blurb explaining

what the demo is and encouraging people to explore: “Yes, these are our actual

metrics. Company names are anonymized. Click on any value to get more detail.”

• Consider adding a CTA button at the bottom of the demo’s main page.

• Clicking “Get Started” doesn’t take you to the page’s pricing section. I would test

this and see how it affects your overall funnel.

Blog Post

I love how clean your blog is: it does a great job of showcasing the content. Now

muck it up a bit by showing it some marketing love.

On each blog post, you just spent some time teaching people about

Baremetrics: new features, overall ideas, etc. A CTA button would do very well at

the bottom of a post, and/or in the right sidebar of the overall blog. I would be

moderately shocked if its addition didn’t drive more signups: play with its

treatment and positioning, and you’ll hit on a winner at some point.

If I’m right and its addition proves helpful, your next step is to optimize what it

has to say. All of the CTA wordings I’ve provided might work well here, as well as

more specific text around the blog: something like “Does it sound like like

Baremetrics might be helpful? Join us today.” is liable to convert well.



Random Thoughts

Here’s where I riff on any higher-level ideas that are meant to provoke

conversation more than direct action.

The overall design approach on your home page looks nice: with a lack of

clutter and friendly serif typefaces, you’ve done a good job of clearly conveying

what Baremetrics has to offer. The design looks great for the first version of

Baremetrics, but I might go a step further and consider ways to provide this page

with more character that better fits the reports you generate.

For example, with its red and blue stripes, the email report

area looks like it might connote actual mail, a’la the stripes on

Postmark’s app . Is that the meaning that makes the most 4

amount of sense here?

I like the way that you’ve stratified your different plans –

both by limits and features (email reports, phone support, etc).

When you’ve signed up for Baremetrics and are nearing a plan limit, is there any

messaging to indicate that you might need to upgrade soon? What happens when

a limit is reached?

Email reports seem like a good way to encourage people to upgrade, even if they

have not reached a limit yet. You could potentially provide a free email report after

a few months of use, and say that future email reports come with the Startup plan

or higher.


https://postmarkapp.com.4

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