Bride & Groom Direct Added 100 Opt-Ins a Day

Overview

Daniel from Bride & Groom Direct, a UK wedding stationery store, added one line of JavaScript to the site, built a 15% off popup in Gleam Capture, and went from about 6 email opt-ins a day to about 100. The setup took him around 10 minutes.

This is the only code Daniel added to the site:

Visit Bride & Groom Direct

6 Opt-Ins a Day, 15% Who Bought

Bride & Groom Direct collected newsletter signups with a custom form and averaged 6 a day.

About 15% of those subscribers went on to buy, so Daniel figured more signups would mean more sales.

Signups from Gleam have a much better open rate compared to our normal e-mail addresses.

Daniel from Bride & Groom Direct

A 15% Offer on the First Visit

Daniel found the Capture app and wanted to test different opt-in forms. Bride & Groom Direct already runs a lot of voucher code promotions, so he started with 15% off for anyone who joined the newsletter.

Daniel connected the Capture to Mailchimp, so each new subscriber gets a welcome email with 10% off (code POP). The post opt-in message in the popup shows the 15% code.

100 Opt-Ins a Day, Still 15% Buying

Daniel’s reporting showed opt-ins rising from about 6 a day to about 100 a day, a rise of about 1,600%. The share of subscribers who bought stayed at about 15%.

Since implementing Gleam’s Capture we now get an average of 100 new customers per day. We convert around 15% of these users.

Daniel from Bride & Groom Direct

The discount code has an AOV of £75 against a site average of £70.

Daniel from Bride & Groom Direct

Key Growth Takeaways

Four Discounts, 10% to 30%

Daniel offered a different discount for each situation:

• 10% for casual subscribers

• 15% for on-the-spot signups

• 20% off for shoppers abandoning a cart

• 30% for special sales

Weigh the discount against the extra volume before you copy this. Subscribers who used the code spent £5 more per order (£75 against £70 for the site as a whole), per Daniel.

Start With the Text Popup Template

Daniel built the popup from the Text Popup template and adjusted the design and call to action in the Capture settings. Once you know what works, you can move to a more advanced template.

Instant Popup at 6%, Exit Popup at 18%

Daniel ran two popups. The instant popup converted at 6% and the exit popup at 18%.

Create Your Own Exit Popup

Learn everything you need to start creating your own exit-intent popup in minutes.

Read the Exit Intent Guide

It’s also possible to set them up to show independently, or not show the exit popup if a user has already subscribed to the main one.

Why the Exit Popup Converted 3x Higher

The exit popup converted at 18% against 6% for the instant popup, but the two weren’t a fair test. The exit popup:

• showed only to shoppers abandoning a cart

• used urgency messaging (“20% Off - Today Only”)

• offered an extra 5% off the order

In Capture you can set different popups for different pages or traffic sources.

Track Sales Back to Each Capture

Daniel already knew how many subscribers bought (about 15%), so he could price each new signup. To track revenue per Capture, you can:

• give each opt-in form its own coupon code

• check conversion rates per Capture in Google Analytics

• tag customers by signup source in your store or email tool