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Which email capture experience won?



WhichTestWon's Analysis: (Click back to see versions A & B)

– Case Study –


Opportunity:
Novica.com is a global marketplace that prides itself on providing a free platform through which artisans from around the world can sell jewelry, fashion items, home decor, and artwork among other things on the international market, reaching customers on a global scale. The team at Novica realized that traffic interested in joining the Novica email list had no easy way to opt-in to the mailing list except through the overlay that triggered as viewers motion to abandon the website.


Testing Details:
In an attempt to increase email sign-ups, Novica worked with the Behavioral Marketing team at BounceX to run a cross-site native email capture test. They split traffic 50/50 for roughly 1 month, testing whether adding native email opt-in placements would increase the email opt-in rate.

For the test variation A, the native placements were located across the website, as identified by the highlighted portions of the below website images:

The native placements were located across the website, as identified by the highlighted portions on the images. The native placements were located across the website, as identified by the highlighted portions on the images. The native placements were located across the website, as identified by the highlighted portions on the images. The native placements were located across the website, as identified by the highlighted portions on the images. The native placements were located across the website, as identified by the highlighted portions on the images. The native placements were located across the website, as identified by the highlighted portions on the images.
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The native placements were located across the website, as identified by the highlighted portions on the images.

On click of one of the native opt-in placements, the email capture experience is triggered. For example:


Hypothesis:
Increasing the real-estate for email opt-in and giving visitors the opportunity to opt-in as they browse Novica.com would increase email opt-in rate from those visitors most interested in Novica’s products. Because the click-points feel native to the website, only highly engaged individuals – reading through product information, searching through categories, looking for specific information — will notice them and select to opt-in accordingly.


Results:
Winner: Variation A

  • +67% lift in overall email submissions over Variation B
  • +2% increase in conversion rate (purchases) over Variation B

Analysis:
Think about why businesses want to grow their email lists. An email address establishes an off-site connection to the traffic that arrives at a website. It provides businesses with the real estate to convince that traffic to return. It allows businesses to keep their brand top of mind for consumers’ even when they’re no longer on the website.

With this in mind, it makes sense that Novica.com would take steps to increase their email capture rate. Until this test, Novica ran an email capture experience with on exit, targeting disengaged and abandoning traffic with a request for an email address in exchange for a $9 discount.

However, they realized that by only requesting an email address on exit, they were, in fact, doing their business a disservice. Engaged traffic would only have the opportunity to sign up for the Novica newsletter once they’d become disengaged and were motioning to abandon the website.

So, why not take the approach of many eCommerce companies today and request an email address from every visitor who arrives on-site as soon as they get there? For a few reasons:

  1. New visitors haven’t had the opportunity to acquaint themselves with what you’re offering just yet. They haven’t decided if they like you, so why should they give you their email address?
  2. Sure, you can use a discount so the idea of giving your email address seems more worthwhile, but then you’re likely giving discounts to people who might purchase without it. Good-bye profit margin.
  3. You might capture a bunch of emails, but they’re not necessarily the email addresses of those individuals with the highest propensity to purchase. In fact, it’s possible you’ll see increased unsubscribe rates due to the lower quality leads you’re capturing.
  4. You are creating a point of friction. This point of friction that prohibits a visitor from entering the site. This barrier has the potential to be a deterrent for a new visitor who hasn’t yet seen the value of your website.

The team at Novica strategized with their Behavioral Marketing partner, BounceX, building a series of in-line campaigns that would only trigger the email capture experience on click. These campaigns feature the same incentive as their exit campaign, $9 off, but live in slightly obscure locations across the website – product description copy, another drop down at the top of category pages, a line of copy in the navigation.

By relying on native placements across the website, only those visitors looking closely at the pages in question would see the click-points. Depending on their level of product interest and conversion intent, visitors can opt to enter their email address or not. Most importantly, the email capture experience is now available to those visitors most interested in what Novica is offering. Those who sign up via the native email capture experience not only exhibit high engagement but also represent the traffic with the highest propensity to convert, as they’ve opted to unlock the incentive on their own accord.

Still, the winning email capture experience for your business is wholly dependent on your traffic and your brand. For example, as we saw in a previous test featuring Knockaround, a gamified entrance email capture experience worked wonders for their email capture and conversion rates. Ultimately, you’ll only know which experiences are most productive for your business once you test it.


Actionable Takeaways:

  1. Email addresses are crucial – they’re your off-site connection to your traffic. So capture ‘em. But, do it in a strategic way to ensure you’re getting the highest returns on the emails you’re sending.
  2. Think about it from the customer’s perspective. Make sure your experiences ultimately serve to create a better and more seamless customer experience at every stage of the conversion funnel.
  3. Don’t just do it because everyone else is. Entrance and exit email capture experiences aren’t always the answer. There are a multitude of ways you can ask your valuable traffic for their email address. Test the possibilities to find out which experience will drive the highest opt in rate for your business.

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Winning Version

A

Reader Guesses:

Which Test Won?

  • Version A
  • Version B
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