At @convertflow, we recently helped a DTC furniture brand:
π Inc. opt-in rate on their welcome popup by 235% (2.3% β 7.7%)
π€ while collecting purchase-intent data to use in future marketing campaigns
How?
Through collection-specific offers.
Here's the breakdown π
The Baseline
Standard practice with welcome offers is to just offer a sitewide discount in exchange for email address and/or phone number.
This was being done through a simple "$50 off first order" offer.
(Note: We switched out the logo in order to not reveal the brand yet)
The Hypothesis
The original converted at 2.3%βnot great. We figured we could get this up by making the offer:
β’ More relevant
β’ More compelling
Creating different offers for the brand's various store collections might be a good place to start.
The Experiment
We created a new popup specifically for a top-selling sofa collection line called "Feathers."
When someone is browsing Feathers, they get a welcome offer specific to this collection:
The great thing about specific offers like this is that you can tweak:
β’ Messaging & copy
β’ Imagery
β’ Even the offer itself for each collection (X% discount vs. $ off vs. free gift, etc.)
BTW here's a great guide on this from @realscottmcleod π convertflow.com/blog/how-to-craft-offers
The Result
The original generic discount popup converted at 2.3%. While this new, more relevant offer converts at 7.7%βa 3.3x increase π₯
But, that's not even the best part...
A collection-specific opt-in means the brand knows more about what the shopper is interested inβvaluable data when you have a broad furniture catalog like this.
This means:
π§ Segmented welcome flows
π More relevant product recs
π Increased revenue from subscribers
The Next Steps
All in all, this was deemed highly successful by the brand π
We're currently rolling it out across other collections and experimenting with offers.
β οΈ It's key to TEST first. Even if subscribe rate goes up for you, make sure you're also driving more revenue!
That's a wrap!
Want to learn how our team can help drive more conversions, AOV, and revenue for your ecommerce store?
Head here to learn more and book a demo: pages.convertflow.com/demo
Michael Glover
@TheMGlover
Head of Marketing @SupercycleHQ - rental for Shopify stores. Prev @ConvertFlow @Veeqo. Tweets about marketing at early stage ecommerce SaaS startups.