How 8 Ecommerce Stores Got 1,563% Average Increase in Welcome Flow Revenue From Popups And Optimized Flows By Hustler Marketing

Standout stats*

5.3%

Average conversion rate  

(email inputs in popup)

782%

Growth in email revenue after HM coming onboard

22x

average growth in sign-ups from popups set by us

* Data based on 8 ecommerce stores that have their popup integrated with Klaviyo.

Background

If you’ve been around the internet for a while, you know about popups. Those small windows that appear on your screen while browsing a website. Love them or hate them, they are a great way to glean information about your potential customers and establish the first point of contact with them, even after they’ve left the website. They help you gather new leads by growing your emails and/or SMS marketing lists. In this case study, we will talk about the importance of popups, types of popups, and most importantly the results of popups for some of our own ecommerce store clients.

Why popups matter

1. Popups help leave a trace: When a person lands on your website first, they may not necessarily be looking to make a purchase immediately. Given the short attention span and the ever-distracting nature of the internet, they might even quickly close the browser, before taking any action on the website and may never return! Popups help you make sure that everyone who lands on your website leaves a trace for you to follow up on!

2. Popups make sense of marketing spends
Popups help make sense of all the marketing dollars you spend on acquiring that customer. When you advertise, no matter what your goal is, it all starts with getting the customer on the website. Once they leave the site, all that spend comes to nothing.

3. Popups help you get first-party data when third-party data is increasingly hard to get: With the ever-changing rules and laws about companies collecting third party data, it’s more important than ever to own the sources of information about a customer.

4. Popups can help personalize the website and subsequent communication: Popups help you not only get customer emails but a lot more about the customer’s preferences, their profiles and other details that can help stores customize the content presented on the website as well as send tailored email communications.

How we start with building popups that work

More often than not, eCommerce stores don’t actually have a popup (or a Welcome Flow) when they start working with us, or they have one, but a very basic one and not on-brand. So our first task is always to create an appealing popup or a signup form that will get them started to boost their subscribers’ list. In order to do this, we do a deep dive on each brand’s audience and create the maximum-impact strategy.

We apply some ground rules in creating popups that convert:

1

Offering an attractive incentive

First things first. There has to be something worthy for a casual user to input their personal email into the input bar! We make sure the offer is good enough to attract leads to make their first purchase but not high enough to get them to associate the brand with heavy discounts.

Using a non-discount incentive

An email popup doesn’t always have to be about a monteary discount. It can be anything of value – Free shipping, freebie or even a piece of content. While most B2B business use this method of offering a lead magnet to collect emails, it can be replicated even for specialised ecommerce stores. For example, this nutritional supplement store offers a curated guide to their email subscribers.

2

Managing the correct entry or exit time of the popup

It’s important to not hit the visitor in the face with a popup the very second they land on the page as they can interfere with their browsing. So we recommend keeping a wait time of anywhere between 6 to 20 seconds after an entry to the website to trigger a popup.

3

Integrating a point of personalization for a few stores

Pop-ups are the perfect place to ask your customers for that information that will help you give them a super personalized and special experience. For some of the stores – for example a clothing store, it helps to gather data that’s relevant and important to offer the most personalised products.

Take Shirtbox, an apparel brand, as an example. Here we used an offer-increase strategy to make sure we got both the emails of the users and their birthdays. Just for leaving their email, users would get a 10% off. But, if they also added their birthday date, they were in for a gift too.

Similarly this store that sells clothing on their second popup, after a user is already signed in, triggers a popup that asks for user details on gender and size preferences to customize the product page.

4

Setting the right expectations

When setting up a popup, we make sure the subscribers are aware of what they can expect to get. This means not only showcasing the discount at offer, but also a short description of the type of content you’d be sending to their inbox.

After doing our research on the audience of this specialized work shoes brand, we created the content strategy based on lifestyle articles,, DIY, safety and the outdoors and included it on the popup.

5

Designing eye-catching and on-brand pop-ups

Popups can be considered the perfect sample of what’s to come from a store. If a store has an eye-catching ppup, not only is it likely to have better submit rates, but it also serves as a harbinger of the emails the brand is going to send. Pretty popups = Pretty emails.

6

Optimizing pop-ups regularly to continue to improve submit rate results

Once the first pop-up is done, the work doesn’t stop there. We continue to monitor the pop-up metrics and A/B test in order to optimize the sign-up form and continue to improve submit rate results and increase email and/or SMS collection. A brand is in constant evolution. Image changes, new products, new collections, they all change the dynamic between you and your subscribers. Your popup should reflect your brand always, so it is important to keep it up to date. We test the copy, design, offer, and/or pop-up behavior on a regular basis. No matter which version wins, we will always learn something new. Check the before and afters of some of our client store pop-ups!

Natural fabric Shorts Store

Meat products store

Interior decor accessories store

Customized Art Store

7

Connecting the popup to a Welcome Flow to kick off first direct communication with the customer

What good are new leads if you don’t contact them while they are still fresh? Pop-ups can only get you new emails, but can help push conversions only when you send those email addresses and/or phone numbers a communication. This is done automatically with a Welcome Flow — an automated email or a series of emails that are sent to a user when they first submit their email to a business

Many pop-ups offer discounts for first time orders which are sent out to your subscribers’ inbox. This is the first series of emails your subscriber will receive from you and first impressions are everything. There are a lot of things we work on to make sure your welcome flow is on point (and push sales while at it):

– Since this is the first direct communication from a brand that’s probably unknown to the subscriber, present a bit of an introduction which could include a short description of what you do, your purpose, your values.

– A ‘Thank You’: many brands overlook this but it’s important to show gratitude to the subscriber for signing up for the email list and starting a relationship with the store.

– Design on-brand emails so they can associate your email with your brand right away. This sets the tone for the rest of your email communications.

– Achieving a correct text-to-image ratio.

– Strong calls-to-action that will redirect your new leads to place their first order, but not go overboard with the sales pitch.

Results of popups + Welcome flows for our client stores in numbers

The 8 stores were evaluated based on the following criteria:

Popup submit rate
Popup submit rate % above the Klaviyo benchmark
Signs-up increase afterpopups set up by us
Welcome Flow revenue increase after Hustler’s pop-ups
Email revenue before and after Hustler Marketing

5.3%

average submit rate (80% above the Klaviyo benchmark)

Between the 8 stores, the average submit rate is 5.3%, which is 80% higher than the average Klaviyo pop-up submit rate (2.92%).

The highest submit rate is 9.36% and comes from Twinkling Tree, an spiritual home decor brand that started working with us in 2021. This specific submit rate surpasses the Klaviyo benchmark by 220%.

716%

average increase in sign-ups

After reviewing the number of profiles that subscribed to the 8 stores before and after our pop-up went live, we discovered that across the eight brands we analyzed for this case study, we achieved a 716% increase in sign-ups within a month of setting live their new pop-ups. The highest sign-up increase belongs to Outlaws, a jewelry brand based in Amsterdam, with which came onboard in 2021. After the first month of their Hustler pop-up being live, its sign-ups increased by 1,717%, after 3 months, the increase was of 1,834%.

1,563%

average increase in Welcome Flow attributed revenue

After a user subscribes to an email/SMS list, the first thing they get is their first welcome series email. Welcome Flows are one of the best performing email flows a brand can set up. However, their performance depends greatly on the leads it’s fed by the live pop-ups of the brand.

In order to measure the real impact of our popups and its new leads in a store’s revenue, we looked at these store’s welcome flow revenue 3 months before and 3 months after our pop-up was set live. For the 8 stores analyzed for this case study, the stores’ Welcome Flow attributed revenue grew by an average of 1,563% within 3 months.

Turn Me Royal, a portrait selling brand, was the store that saw the highest increase in their Welcome Flow revenue after setting live their optimized pop-up with a positive difference of 6,798%.

782%

average email growth within 3 months after Hustler Marketing

For 7 of the stores analyzed for this case study, the email revenue grew by an average of 782% in the 3rd month of HM joining them. Please note that one of the stores is not being included here since they used a different automation platform before Klaviyo, so those statistics were not available at the moment of doing this study.

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