Growth Marketing: Live It Up

How we A/B tested different creative for the CRO tactic (an exit intent pop-up).

Goal: Drive site visit conversion, glean purchase intent, & lead generation (email & phone number collection).

Steps Taken:

  • Utilized UX Research on “purchase reason”

  • Created 2 versions of Exit Intent Pop Up (language same, design different)

  • A/B tested 2 versions of Pop Up for 30 days

  • Analyzed leads generated & conversions (people who utilized the coupon code)

  • Implemented the winning Pop Up

Results:

  • Pop Up design that won the A/B test saw increased conversion to older, outdated Exit Intent Pop Ups saw success across conversion metrics.

  • Conversion metrics- email addresses collected, phone numbers collected, codes used to make purchase, emails opened, emails clicked, sms opened, sms clicked.

  • Version A of the popup saw 13% greater engagement and 4% greater conversion.

  • Other insights; we were asking site visitors what their reasons for researching the product (Live it Up Superfood powders) were.

    • We used this data to personalize the lifecycle emails they received.

    • This data was also helpful for other marketing functions.

  • We also invested in building out these users’ lifecycles with a robust email & SMS automation.

Prianna Pathak