Bevel Teardown

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The document outlines various strategies used by subscription and e-commerce companies to optimize conversions throughout the customer journey from initial visit to purchase. It identifies opportunities to improve key pages like the homepage, lead generation forms, checkout, and abandonment by testing tactics like bundling offers, adding upsells, simplifying forms, and using exit intent popups to recover carts. The overall goal is to reduce friction and maximize conversions at each stage of the funnel.

Marketing

HOMEPAGE SUBSCRIPTION UPSELL
ACCOUNT
REGISTRATION
CHECKOUT
Top of Funnel Bottom of Funnel

EXIT INTENT POP-UP
WEAK LEAD MAGNET
Room for testing

EXIT INTENT POP-UP
NO VALUE GIVEN
UPFRONT
WEAK LEAD MAGNET
Room for testing

POSSIBLE FIX?!
Run a QUIZ SURVEY like
Dollar Shave Club

POSSIBLE FIX?!
Run a QUIZ SURVEY like
Dollar Shave Club
It Delivers Value Upfront
Chance to ask for email to
reveal results
worth testing

STRONG COPY &
VALUE PROP.
‘Learn More’
Generic CTA copy
Room for testing

Goes to
SUBSCRIPTION
OFFER PAGE
SUBSCRIPTION
is the
CORE OFFER

No ‘teaser offers’
at first glance.
SUBSCRIPTION or
NOTHING

No ‘teaser offers’
at first glance.
SUBSCRIPTION or
NOTHING
A Huge Commitment
for 1st time visitors

No prices listed. Helps avoid
sticker shock.

POSSIBLE
FIX ...
UNBUNDLE
the core offer to appeal
to first-timers

$27
SINGLE ITEMS💰
UNBUNDLE
the core offer to appeal
to first-timers

$27
SINGLE ITEMS💰
UNBUNDLE
the core offer to appeal
to first-timers
CORE OFFER:
SUBSCRIPTION
$29.95/m
1st month - $69.95
💰

$27
SINGLE ITEMS💰
UNBUNDLE
the core offer to appeal
to first-timers
CORE OFFER:
SUBSCRIPTION
$29.95/m
1st month - $69.95
💰
Targetted
to “WARMER AUDIENCE”

$27
SINGLE ITEMS💰
UNBUNDLE
the core offer to appeal
to first-timers
CORE OFFER:
SUBSCRIPTION
$29.95/m
1st month - $69.95
💰
$199
PROFIT MAXIMIZER:
ELECTRIC RAZOR
💰

$27
SINGLE ITEMS💰
CORE OFFER:
SUBSCRIPTION
$29.95/m
1st month - $69.95
💰
$199
PROFIT MAXIMIZER:
ELECTRIC RAZOR
💰
VALUE
STAIRCASE

Completion Meter
Generally lowers
abandonment
Step 1 of 3

Monthly is AUTO-
SELECTED
opting out better than opting in
Step 1 of 3

Monthly is AUTO-
SELECTED
opting out better than opting in
Can’t underestimate how much
difference this makes.
Especially on high-traffic sites
Step 1 of 3

Excellent Upsell
Step 2 of 3
‘YES’
is AUTO-SELECTED
opting out better than opting in

Excellent Upsell
Step 2 of 3
DISCOUNT APPLIED
$80 value for $40

Urgency!
Add it now &
save 50%
Step 2 of 3

Step 2 of 3
Razor & Brush is
relevant to
Core Offer

Perfect Placement
Of this page.
Only after visitor has
filled cart w/ order

Perfect Placement
Of this page.
Only after visitor has
filled cart w/ order
Less Cart
Abandonment

Perfect Placement
Of this page.
Only after visitor has
filled cart w/ order
More accounts
created
& emails collected

I wonder how optimized
these form fields are???

Dollar Shave Club
Uses Travel add-ons to
compliment offer in
cart and increase
average order value

What if I tried to
abandon the cart
entirely?

What if I tried to
abandon the cart
entirely?
Any exit-intent
pop-ups offers to
convert me?

Smile Direct Club
Uses this pop-up
on their checkout
page

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Icons from flaticon.com
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Bevel Teardown

1. How Bevel Converts Leads to Customers

2. HOMEPAGE SUBSCRIPTION UPSELL ACCOUNT REGISTRATION CHECKOUT Top of Funnel Bottom of Funnel

3. HOMEPAGE SUBSCRIPTION UPSELL ACCOUNT REGISTRATION CHECKOUT Top of Funnel Bottom of Funnel

4. HOMEPAGE SUBSCRIPTION UPSELL ACCOUNT REGISTRATION CHECKOUT Top of Funnel Bottom of Funnel

5. HOMEPAGE SUBSCRIPTION UPSELL ACCOUNT REGISTRATION CHECKOUT Top of Funnel Bottom of Funnel

6. HOMEPAGE SUBSCRIPTION UPSELL ACCOUNT REGISTRATION CHECKOUT Top of Funnel Bottom of Funnel

8. EXIT INTENT POP-UP

9. EXIT INTENT POP-UP WEAK LEAD MAGNET Room for testing

10. EXIT INTENT POP-UP NO VALUE GIVEN UPFRONT WEAK LEAD MAGNET Room for testing

11. POSSIBLE FIX?!

12. POSSIBLE FIX?! Run a QUIZ SURVEY like Dollar Shave Club

13. POSSIBLE FIX?! Run a QUIZ SURVEY like Dollar Shave Club It Delivers Value Upfront Chance to ask for email to reveal results worth testing

14. HOMEPAGE SUBSCRIPTION UPSELL ACCOUNT REGISTRATION CHECKOUT Top of Funnel Bottom of Funnel

15.

16. STRONG COPY & VALUE PROP.

17. STRONG COPY & VALUE PROP. ‘Learn More’ Generic CTA copy Room for testing

18. Goes to SUBSCRIPTION OFFER PAGE

19. Goes to SUBSCRIPTION OFFER PAGE SUBSCRIPTION is the CORE OFFER

20. No ‘teaser offers’ at first glance. SUBSCRIPTION or NOTHING

21. No ‘teaser offers’ at first glance. SUBSCRIPTION or NOTHING A Huge Commitment for 1st time visitors

22. No prices listed. Helps avoid sticker shock.

23. POSSIBLE FIX ...

24. POSSIBLE FIX ... UNBUNDLE the core offer to appeal to first-timers

25. $27 SINGLE ITEMS💰 UNBUNDLE the core offer to appeal to first-timers

26. $27 SINGLE ITEMS💰 UNBUNDLE the core offer to appeal to first-timers CORE OFFER: SUBSCRIPTION $29.95/m 1st month - $69.95 💰

27. $27 SINGLE ITEMS💰 UNBUNDLE the core offer to appeal to first-timers CORE OFFER: SUBSCRIPTION $29.95/m 1st month - $69.95 💰 Targetted to “WARMER AUDIENCE”

28. $27 SINGLE ITEMS💰 UNBUNDLE the core offer to appeal to first-timers CORE OFFER: SUBSCRIPTION $29.95/m 1st month - $69.95 💰 $199 PROFIT MAXIMIZER: ELECTRIC RAZOR 💰

29. $27 SINGLE ITEMS💰 CORE OFFER: SUBSCRIPTION $29.95/m 1st month - $69.95 💰 $199 PROFIT MAXIMIZER: ELECTRIC RAZOR 💰 VALUE STAIRCASE

30. Back to this page …

31. Single CTA Pages usually convert better

32. Let’s Subscribe

33. Step 1 of 3

34. Completion Meter Generally lowers abandonment Step 1 of 3

35. Monthly is AUTO- SELECTED opting out better than opting in Step 1 of 3

36. Monthly is AUTO- SELECTED opting out better than opting in Can’t underestimate how much difference this makes. Especially on high-traffic sites Step 1 of 3

37. HOMEPAGE SUBSCRIPTION UPSELL ACCOUNT REGISTRATION CHECKOUT Top of Funnel Bottom of Funnel

38. Step 2 of 3

39. Excellent Upsell Step 2 of 3

40. Excellent Upsell Step 2 of 3 ‘YES’ is AUTO-SELECTED opting out better than opting in

41. Excellent Upsell Step 2 of 3 DISCOUNT APPLIED $80 value for $40

42. Urgency! Add it now & save 50% Step 2 of 3

43. Step 2 of 3 Razor & Brush is relevant to Core Offer

44. Final Step 3 of 3

45. Final Step 3 of 3 Quick Recap

46. HOMEPAGE SUBSCRIPTION UPSELL ACCOUNT REGISTRATION CHECKOUT Top of Funnel Bottom of Funnel

47.

48. Perfect Placement Of this page.

49. Perfect Placement Of this page. Only after visitor has filled cart w/ order

50. Perfect Placement Of this page. Only after visitor has filled cart w/ order Less Cart Abandonment

51. Perfect Placement Of this page. Only after visitor has filled cart w/ order More accounts created & emails collected

52. HOMEPAGE SUBSCRIPTION UPSELL ACCOUNT REGISTRATION CHECKOUT Top of Funnel Bottom of Funnel

53. CHECKOUT!!!

54. I wonder how optimized these form fields are???

55. NO ADD-ONS or last- minute UPGRADES?

56. Avg. Cart Order is not maximized

57.

58. Dollar Shave Club Uses Travel add-ons to compliment offer in cart and increase average order value

59. What if I tried to abandon the cart entirely?

60. What if I tried to abandon the cart entirely? Any exit-intent pop-ups offers to convert me?

61. NOPE!

62. NOPE!

63. Smile Direct Club Uses this pop-up on their checkout page

64. Discounts Free Shipping

65. Lower cart abandonment

66. CTA goes back to checkout page

67. for more teardown goodness … funnelteardowns.net

68. Credits Icons from flaticon.com Teardown inspiration digitalmarketer.com useronboard.com funnelhacker.tv

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