Monthly client reports

Most agencies write the same report every month by hand. Varly fills it in from what it already knows about each client: the tests, the winners, the problems you fixed and what visitors said. You only check it and add your own words.

What's in the report

Each report covers one client and one calendar month, for the websites you pick.

• Summary: a few sentences, the number of tests that ran and finished, the winners, the estimated revenue impact of the winners on the site, and the conversion rate per month for the last 6 months.
• Tests: the tests that finished this month with their result, how sure Varly is and your decision; the tests still running at the end of the month; and the tests planned next.
• Winners: winners that are waiting to go live, with what waiting costs per week, and winners added to the site this month.
• Problems found and fixed: problems from Connections you marked Resolved this month, with the measurement before and after the fix; new problems Varly found; and spike alerts.
• What visitors told us: per survey, the number of answers and the most chosen answer, NPS or average score, plus Oran's key findings if you made a summary. Written answers from visitors are never shown.
• Next month's plan: the ideas with the highest score in your prioritization framework.

A/A tests and archived tests are left out. Each client's data stays separate: a report only ever shows that client's websites.

How the numbers are calculated

Every number comes from Varly, with the same calculations as the rest of the app. Oran never adds a number.

• Tests run: A/B tests that were running at some point during the month.
• Estimated revenue impact: for each winner that is on the site at the end of the month (added to the site, or shown to everyone through Varly): visitors per month in the test × the conversion of the original × the measured change × the average order value in the test. The report shows the expected amount and a range. It is an estimate: seasons, novelty and building costs are not included, and effects of different tests can overlap. Winners measured in clicks or sign-ups are counted separately.
• Conversion rate: orders divided by visits, per calendar month, in the time zone of the website. It needs connected orders, and at least 200 visits in a month to compare.
• Cost of waiting: the expected extra revenue per month of a winner, divided by 4.3 weeks.

Check and edit the text

The summary starts as Varly's text from the numbers. Click Edit to change it, then Save. Empty it and save to go back to Varly's text.

Under each other part, Add a note adds your own explanation for the client, for example who builds a winner and when. Empty notes don't show in the report.

With an AI key, click Write the summary with Oran. Oran, the AI inside Varly, writes a summary from the report's numbers only. If its draft contains a number that isn't in the report, Varly doesn't use it. The draft is marked Draft by Oran — review before sharing until you click Review and edit and Save. You can't share the report before that.

Use Change websites to leave a website out of the report, for example a test site.

Share it with the client

1. Click Share with the client. Varly saves this version of the report.
2. People from the client with a Varly login now see it under Reports. Give them a login with client access and the Viewer role.
3. For people without a login, click Create a link. Choose how long it works (7, 30 or 90 days) and, if you like, Ask for a passcode. Copy the link straight away: Varly can't show it again.

Nothing is emailed to the client: you decide when and how they get it.

After sharing, your changes stay in your draft. The client keeps seeing the shared version until you click Update the shared version, which also refreshes the numbers. Links keep working and show the new version. Stop this link stops one link; Stop sharing hides the report from the client and stops all its links.

PDF and Markdown

• Download PDF opens your browser's print window: choose Save as PDF. The PDF is A4, with the client and month at the top of each page and page numbers at the bottom. It works on the shared link too.
• Copy as Markdown copies the whole report with headings, for an email, Notion or Google Docs.

The report shows your agency's name at the top and a small "Prepared with Varly" at the bottom.

Reminder on the 1st

Turn on Remind me on the 1st of each month next to a client. On the 1st, from 08:00, the owners who can see that client (and the person who turned it on) get an email: "Your report for … is ready to review". Varly never sends the report to the client by itself.

Common problems

• The conversion rate is missing. It needs connected orders and at least 200 visits in the month. See Orders and revenue.
• No revenue impact. Only winners that are on the site count, and only when orders are the test's primary goal. Mark a winner as added under Ship the winner.
• A fixed problem has no before and after. Varly only re-measures problems it can count per visit, such as rage clicks and errors. The report then shows the date you marked it fixed.
• The client can't see the report. Check that you clicked Share with the client, and that their login has access to this client.
• The link doesn't work. It may have expired, or the report was no longer shared. Create a new link.