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Sector Retail

Using a Pop-Up (Properly) to Massively Increase Newsletter Sign-Ups



The brief

Sofa Workshop approached us with these requests:

  1. They wanted to increase newsletter sign-ups. This was at a time when most people would be waiting for the sales before buying a new sofa. Building up a strong re-marketing list was therefore key to generating future business.
  2. They wanted to do this using an existing pop-up. An invention universally disliked by users.

What we did

Sofa Workshop are a luxury manufacturer in home furnishings. Through their website and physical stores they offer hand-crafted and tailored products. After a recent full-site redesign their website performance improved but they believed that more could be done to increase their sales, retention and outreach.

They were already using a pop-up to generate newsletter sign-ups and since this was going to be their first dabble in the realm of Conversion Rate Optimisation, we wanted to show them how the smallest of changes can lead to phenomenal results.

The general thinking around pop-ups is that they don’t work and only serve to annoy users before they swiftly hit the close button. This may be true for most but not for one of ours!

Results

  • 565% increase in newsletter sign-ups within 3 days
  • This result is incremental and continues to perform even after the test period completes

Since Render Positive took control of our online marketing we’ve been delighted with the results. They don’t apply a one-hat-fits-all approach, but tackle our specific needs creatively. We are in an extremely competitive environment with several competitors having significantly larger budgets, but thanks to them we’re holding our own. Always pro-active and happy to work with our other providers. And they actually offer intelligent responses to our requests!

Paul Staden, Marketing Director, Sofa Workshop


Here's how we did it!


1

Identifying the Barrier

Original SW Pop-Up

The newsletter sign-up was being promoted using a pop-up and shown to users as soon as they land on any page of the site.

During usability tests this pop-up was ignored and quickly closed, which is a commonly found user behaviour with this type of functionality.



2

Finding the Solution

New SW Pop-Up

These steps were taken to encourage user sign-up:

  • Benefits of sign-up were promoted. In this case, the chance to win a case of wine.
  • The buttons were re-ordered as users were more likely to associate the right hand side with submitting their details.
  • The close button was removed to push users to read the content before instinctively clicking to close when they see that cue. The pop- up could also be easily closed by clicking anywhere on the background page.


3

The Results

The percentage of users who signed up after viewing the pop-up (conversion rate) increased from 0.7% to 4.6%.

That’s a 565% improvement!

The result was 100% significant meaning that the new version would continue to deliver this fantastic result for Sofa Workshop in the future.


Want to know what we could achieve for you?

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Meet the team

Jon Buchan
Hannah Brown
Jenny Longmuir
Tess Bowles
Lee Buchan
Asher Baker
Bree Van Zyl
Sam Reynolds
Aida Staskeviciute
Laura Reddington
Dipak Hemraj
Jess Collett
Gemma MacNaught
Laila Khan
Gary Buchan
James Hackney
Stuart Lawrence

Jon Buchan Chief Executive Officer jon@renderpositive.com
07949 283 785
Hannah Brown Creative Yet Technical Manager hannah@renderpositive.com
07453 779 030
Jenny Longmuir Content Marketing Editor jenny@renderpositive.com
Tess Bowles Social Media & Content Marketing Manager tess@renderpositive.com
Lee Buchan SEO and Social Media Executive lee@renderpositive.com
Asher Baker SEO & PPC Manager (and Lord) asher@renderpositive.com
07525 744 178
Bree Van Zyl Video Productionista briarley.vanzyl@renderpositive.com
Sam Reynolds Copywriter sam@renderpositive.com
Aida Staskeviciute Graphic Designer aida@renderpositive.com
Laura Reddington Copywriter laura.reddington@renderpositive.com
Dipak Hemraj All Rounder dipak@renderpositive.com
Jess Collett Copywriter jess@renderpositive.com
Gemma MacNaught Head of UX and Conversion Rate Optimisation gemma@renderpositive.com
Laila Khan Head of PR laila@renderpositive.com
Gary Buchan Managing Director gary@renderpositive.com
07525 839 157
James Hackney Client Services Manager james@renderpositive.com
07725 209 820
Stuart Lawrence Chief Technical Officer stuart@renderpositive.com
07725 209 819



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