Squarespace Killed Its Blank Template — and Built Something Better From the Wreckage
Blog post from GrowthBook
Squarespace's launch of a blank template for their website-building platform, aimed at providing users with complete creative freedom, initially drew more users into their CMS but failed to convert them, revealing significant insights about their customer base. Lina Blackman, Director of Product Analytics at Squarespace, discussed how the experiment highlighted the divide between technical users seeking customization and small business owners needing guided design assistance. This misstep led to the development of Blueprint, an AI-guided builder that better serves their varied user demographics. Blackman emphasizes the importance of treating failed experiments as valuable data rather than losses, advocating for a disciplined approach that identifies granular user segments and reevaluates the viability of ideas. With Squarespace running numerous experiments annually, the focus is on understanding and learning from failures, which informs future product decisions and helps prevent potential business detriments. As AI becomes more integrated into the testing process, Blackman stresses the need for a balance between automation and human reasoning to enhance product development and user experience.
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