Subscription forms serve for gathering clients’ contacts and then communicating with them. Not everybody wishes to share personal data, so it’s important to find a working way for the invitation to subscribe. Yespo tools allowed Modoza to test different options and settle on the most effective subscription form.
The task’s bottom line
About the client. Modoza is the biggest online store in Ukraine, specializing in Italian brands. It offers high-quality clothes and shoes from more than 600 manufacturers.
Integration with Yespo. Within a comparison, marketers tried out several subscription forms. They created a few groups in the Yespo editor, in which contacts left by clients on the website were collected. Then, specialists launched event-triggered workflows: after subscribing, customers automatically received discounts or promo codes.
The outcome. This experiment helped to increase subscription conversions from 2.5% to 14%. Below, we have described in detail how that was achieved.
Launch event-triggered workflows
Try nowStage 1: experiment with forms
First of all, we ran and tested three forms with different designs, but the common motivation to subscribe:
- The game “Choosing a gift”;
- “Wheel of Fortune”;
- Standard discount.
The first option enabled users to choose one of three gifts after sharing contact data. They included promo codes.
Within the Wheel of Fortune, users entered their emails and got random presents.
The standard subscription form involved receiving a 5% discount.
Display conditions. The task was to avoid annoying customers with the pop-ups. That’s why a subscription form appeared if the user was on the site for more than 40 seconds and viewed not less than 3 pages. The forms were hidden if customers opened the website directly or switched from certain ads.
Users who didn’t subscribe but visited the online store again saw the form three days later.
The test results
Marketers launched three different forms simultaneously by dividing the website traffic into three groups.
The “Choosing a gift” game:
- 7,898 impressions;
- 199 contacts collected;
- 2.5% subscription conversion rate.
The Wheel of Fortune brought the following results:
- 6,982 impressions;
- 484 contacts;
- 6.9% subscription conversion rate.
And about the form with a brick-and-mortar discount:
- 6,966 impressions;
- 277 contacts;
- 4% subscription conversion rate.
Estimating the outcomes
To evaluate the results of A/B tests, marketers applied a statistical reliability calculator. It helped to draw conclusions about the experiment with scientific accuracy. So, the Wheel of Fortune worked 99% better.
Such a result was predictable: about 90% of people consider gamification in marketing to be the most attractive way of interaction between customers and companies. And around 60% of clients are likely to buy something if they like the game.
Experiment resume
According to the statistics, users span the wheel twice as often as they interacted with other forms. The main disappointment had to do with “Choosing a gift”: it didn't live up to expectations. Maybe, this was because of the fine print in gift descriptions. In addition, marketers noted high activity in the use of promo codes received in emails.
Stage 2: improving results
To enhance the effectiveness of the campaign, specialists conducted an additional experiment with some changes in the form display. There were two options:
- The original version of the wheel of fortune;
- A widget (users had to click on it to open the subscription form).
The results were interesting: the first form version collected 526 contacts (8.1% conversion rate), while the second solution gathered 902 contacts (14% conversion rate). This was from 6487 and 6528 impressions respectively.
Outcome. The subscription conversion rate increased from 2.5% to 14%. Yespo’s team helped with integrations, form design, targeting, and display conditions. All Modoza needed to do was install a special script on their website.
Gamification can be implemented from scratch independently or using ready-made solutions from Spin-a-Sale, Envybox, OptiMonk, etc. It’s easy to integrate them with the Yespo system.