Overview
Working with the marketing team, I redesigned KetoKrate's primary lead capture form and welcome email series. By giving the form a simple user interface refresh, the user experience became good enough that 7.25% of all visitors were opting in – nearly 3x the 2023 average rate for food and beverage eCommerce opt-in. And with hot leads from the success of the opt-in, the welcome email series closed the deal with $2.41 revenue per recipient.
Additional Credits
Lead copywriter: Theresa Ross
Brand photography: Alicia Leigh Photo
Metrics
All metric comparisons are based on the food and beverage industry metrics from Klaviyo's 2024 Benchmark Report, based on analysis of over 325B emails sent with the Klaviyo platform in 2023. Metrics for my work last updated 9/4/2024.
CTR = Click Through Rate
Open Rate
CVR = Conversion Rate
Opt-In Rate
RPR = Revenue Per Recipient
The Problem
Opt-In Rate: 2.21%
Peer Avg: 2.36%
In May 2023, KetoKrate was collecting an average of 2 emails a day with a lead capture form that subtly slid in from the bottom right of the page, offered nothing tangible but instead 'keto fun', and had a large "No Thanks!" button. I'm not a fan of inescapable pop-ups that won't let you close out of them, but this one seemed like it was begging users to abandon. The CTA button said: "Email Me!", which, without offering any value just emphasized the idea that KetoKrate would be cluttering your inbox for no reason. Aaaand the image didn't show a KetoKrate. On mobile—where 82% of the traffic came from—the form was still a small slide-in form in the corner.
The Solution
Opt-In Rate: 7.25%
Peer Avg: 2.36%
The simplest initial updates were swapping the image to include a full KetoKrate and a person. The form is now a true pop-up as a lightbox without the large "no" button to invite abandonment, but retains the clear X in the top right.
For copy, an offer is made in multiple places but never specified, like "most exclusive offers", "something ✨special✨", and "Yes, I Want Deals!" The strategy is to make the offer as enticing as possible without specifying, and then to provide a high-value offer in the first email as a pleasant surprise to increase overall conversion rates.
While we definitely saw an initial jump from the design refresh, about 1 month later I added "No spam – just savings", and the submissions started to skyrocket. It's true…no spam! This form also gathered phone numbers in for SMS marketing, whereas the previous one did not. Asking for a phone number can increase abandonment by 37%, but we took the risk and it paid off.
