Visible · B2C · wearable for pacing chronic illness
Move the web funnel off a flaky no-code tool so you can test it
Guest's biggest win of the year; test results still to come
What they did
What happened
- Stage
- growth
In their words
$10M ARR Without Ever Testing A Paywall — Luke Martin-Fuller, Visible
David BarnardAbsolutely. All right. Well, as we wrap up, I want to ask you the three questions I have asked every guest now. What is the most impactful experiment, change or something you did in the last year, your biggest win of the last year?
Luke Martin-FullerFor sure. So I think our biggest win is, we had a kind of no-code thing that we built our web funnel on. And I mean, one of the reasons why we weren't able to test anything was because it was on this super flaky tool. We were like, "If we touch that, it's going to fall over, so let's just leave it." So we've rebuilt all of that in-house now and we've got our own amazing internal dashboard where our new hire that comes in can come and conduct some amazing experiments and different variants and things that will hopefully unlock an even better performance through that funnel. So that was cool. No longer being constrained by that tool and that editor.
David BarnardThat's awesome. All right, the next question, what's the worst experiment or change that you made in the past year, your biggest fail?
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More from this episode
- Put up a site with a 3D mock-up and a waitlist before building anything5,000 waitlist signups in about a week
- Start with a free app and 100 waitlist users in a Facebook groupFree app grew to ~50K users by word of mouth before any wearable
- Send 100 free wearables to users and iterate before charging anyoneCharged only after over a year; then $1M to $10M ARR in two years
- Let users opt in to share anonymized data with university researchersPapers in Nature and with Mount Sinai; builds trust when buyers research; no revenue number
- Buy Polar's heart-rate sensors retail, then wholesale, then co-design a custom bandReal-time data other wearables couldn't give; guest calls it a productive partnership
- Sell the band at cost (~$80) and charge $20 a month for the appLowers the barrier to buy; host thought $80 looked too cheap to be good
- Run only Meta ads with customer videos, and earn back each dollar the same day$1M to $10M ARR in two years, cash-flow positive; ~50% of customers from paid
- Recruit members to film ad videos; pay a flat cash fee per video usedMain source of Meta ad creative; run by a team of two
- Test each member video with a small ad budget; scale only the winnersOnly 1-2 videos a week ever get scaled spend
- Hire a chronic-illness creator you paid for a video as social media managerKickstarted outreach to the right creators; founder says it helped, no numbers
- Use a web quiz that tells poor-fit visitors the product isn't for themSame quiz since launch; guest says it protects retention; untested
- Sell on the web so buyers can pay with HSA or FSA moneyAdds payment options, better ad signals and no 30% app store fee
- Offer a free app without the wearable so people can try before buyingA big chunk of acquisition, all word of mouth; barely promoted
- Launch an AI feature that explains your health data in plain languageEarly-access users hated it; back to the drawing board
- Test new features with an early-access group, then explain changes with resultsKept a failed feature away from most users; eases resistance to change
- Stay cash-flow positive to $7M revenue, then raise a small, quiet Series ARaised at ~$7M revenue from an aligned investor; funds data science and product
Tags: no-code, funnel-rebuild, in-house