Soundest has been collaborating with Organic Aromas and has just completed a four-week experiment in building a contact list. With only an hour invested (and zero financial input), this online store captured 661 new leads and ended up with 40 extra orders.

Four different Soundest signup forms were involved in this experiment for one week each. We found that circumstances when the pop up appears, matter. Let’s find out which one has performed better.

Before we start

It’s worth mentioning that the experiment took place as part of the Soundest Email Lab framework. This aims to approach the client and take a closer look at their individual needs. Organic Aromas applied to participate in the Soundest Email Lab, in particular, to attempt building its email lists.

As you may already know, email list building is a complex issue faced by the vast majority of online retailers. It involves signup form optimization, capturing new leads as well as contact list health.

Keeping a list healthy means that you should be proactive in removing bots, inactive subscribers, etc. from your lists. This is important for your email campaign results – open and click rates. In addition, keeping only active users in your email list helps you decrease costs on email service providers which charge you for all of the subscribers that you have. So you’d better have them all active and engaged with your brand.

In the case of Organic Aromas, we identified that more than 30% of email addresses in the contact list were ineffective. By removing them, this merchant will save $20 per month. Over time, the amount of money saved will grow along with the increase in the number of subscribers.

Background to the experiment

Before the Soundest Email Lab experiment, Organic Aromas’ store had two types of sign up forms: a native Shopify signup form in the footer of the store and a Sumo.me bar at the top of the page.

soundest-newsletter-signups0

The subscription rate over the seven months (signups/website sessions*100%) previous to the experiment varied between 1.75% and 4.47%, with an average of 3.24%. The store was generating about 264 new leads every month. I would say that this is not bad for a small online store. However, this number could be way better. And this is how we did it.

Organic Aromas boosts newsletter signups. Week 1 – Exit-intent pop up

Without looking any further, we set up a Soundest exit-intent pop up. This appears to the visitor when he/she tends to leave the site.

Exit-intent technology is one of the most effective ways to retain customers once they have decided to abandon your website. Learn more about it and find great examples here.

For Organic Aromas, this pop up did not succeed in increasing the number of new subscribers as well as it could have, but it did succeed in generating the highest conversion rate. 19.03% of new subscribers ended up making purchases. This is what the pop up looked like:

Soundest-email-lab-popup1

Week 2 – Immediate pop up

For the second week we chose to experiment with an immediate pop up. This shows up immediately after the visitor begins browsing in your store.

This is a controversial pop up. Most people do not like it when something pops up on the screen before they’ve had a chance to see anything. However, this pop up showed stunning results! In one week it captured 135 new subscribers, and 10 of them ended up following through on purchases. A 6.8% conversion from one single pop up! What do you think about it now?

immediate pop up

Week 3 – After few clicks pop up

For the third week of the Soundest Email Lab, we chose a pop up that appears after a particular number of clicks.

According to our experience, three clicks indicate that the visitor is engaged already and might be interested in subscribing to the newsletter.

We used the same pop up design and copywriting as before, the only difference was the settings when the pop up has to appear.

This pop up did not capture so many new signups as the immediate pop up, but it generated the biggest number of purchases – 17 extra orders in seven days.

Week 4 – Signup Box

The last week was dedicated to the Signup Box. This is the least aggressive signup form and appears as a widget at the bottom of the page, inviting the visitor to sign up. No discount code was offered for the signup.

Screen Shot 2016-11-15 at 15.58.38

This signup page achieved only a 0.81% subscription rate in comparison to the 3.8% of the immediate pop up.

Overall results of the experiment

Now that we know what the forms looked like, let’s dig deeper into the overall results.

  1. By adding extra signup forms and experimenting with them, Organic Aromas increased its new leads from 264 on average to 661. That’s an increase of 150%!
  1. soundest-newsletter-signups-chart1During the 2nd and 3rd weeks the number of new subscribers doubled just because of the pop ups. The chart below illustrates the ratio between regular signup forms and the newly added Soundest pop ups.

soundest-newsletter-signups-chart2

  1. Immediately appearing pop ups generated the biggest number of new subscribers. By disregarding the fact that there was slightly more traffic that week, we also introduce the signup rate (signups/visitors*100). As you can see, it’s also the greatest – 3.80%.

soundest-newsletter-signups-chart3

  1. All signup forms, except for the last Signup Box, offered a 10% discount for purchases. It was interesting to watch how the different types of pop ups influenced the conversion rate (purchases/new signups*100). It seems that the Exit pop up as well as the pop up that appears only to engaged visitors performed significantly better than the immediate pop up.

soundest-newsletter-signups-chart4

So how is it possible that there is no single best pop up?

It seems that you should use different ones depending on what you want to achieve: an aggressive immediate pop up for faster list building, or exit-intent and after-few-clicks pop ups to convince engaged visitors to purchase your products.

  1. The last week of the experiment showed that the Signup Box can be used along with the pop ups but shouldn’t totally replace them. The small widget can be kept all year long and be left alone to quietly do its work. However, a significant boost can be achieved using pop ups with discounts.
  2. The time invested in this experiment – only 15 minutes for each form -, means that only 60 minutes over the entire month were needed to obtain such great results.
  3. Last but not least, as a result of this experiment, you can have a deeper understanding about your own store and your visitors’ behavior.

So, is it worth experimenting with your signup forms to find the one that works best for you?

yes

Good luck with your own experiments and don’t forget to signup to our newsletter – even more new Soundest Email Lab cases are on their way! So stay tuned!

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Karolina Jasvinaitė Petraškienė

is a digital communicator, content marketer and email enthusiast at Soundest. Follow on Twitter.