Bad news: By Monday, I’m going to owe the CMO at Simple Modern $100.
Good news: By Cyber Monday, we will have helped ‘em make $50k more in last-click, 70%-new-customer revenue off a single SMS.
If you’re not testing your holiday popup welcome flow …
Do it. Here’s why.
First, the good news.
A week ago Friday, Simple Modern launched its Black Friday offer.
At the same time, it also launched:
- Black Friday popup
- Matching welcome flow
- First-holiday text campaign
On the flow, the results weren’t bad. 81X on click-only attribution during the first weekend.
But the campaign blew that out of the water. Which rarely happens.
So Tues, I put on my — as Bryan Porter says 😘 — “SMS GOAT” hat. Compared the differences between the campaign and the welcome.
Then, whipped out an alternative.
After ~4 days (check out the PDF), B was smashing A by 2x on every metric:
- 2x CTR
- 2x revenue
- More than 2x ROI
Except spend. It cost less.
(Oh, also, you should go sign up for Simple Modern’s SMS if only to see how sexy easy to read the text is as a lockscreen notification!)
But where’d my $50k more in last-click, 70%-new-customer revenue come from?
From Shopify, examining only the welcome flow’s …
- Last-click (UTM) revenue
- New vs returning customers
- A bit of Sheet math projections
… to calculate the difference in additional revenue between just those two texts until the offer gets updated for Cyber Monday.
In fact, I’d bet dollars to donuts (now that A is off headed into the actual week of Black Friday), it’s going to make even more.
Speaking of bets …
Second, the bad news.
When Simple Modern launched its Black Friday offer, what it (we) didn’t do was update its popup.
Namely, its popup’s prescreen.
Opt-in rates dropped.
Thankfully, Chris (the CMO) caught the drop and tossed a quick copy-only nod to “up to $80 off” about 36 hours after the sale kicked off.
The result?
Opt-in rates nearly doubled.
Not ~2x against the 36-hour mismatch.
They doubled versus its evergreen popup (period).
And I … got greedy.
If a little holiday flair helps, then shouldn’t a lot be even better?
This time, I proposed a holiday-themed popup using one of Simple Modern’s green assets.
Chris scoffed, “I’ll bet you $100 dollars you can’t beat the white background.”
I took the bet.
And (while I’ve still got just a bit of hope weekend shoppers might rally around green) …
I’m probably going to have to pay the man that $100 on Monday.
What’s the point?
Three things …
1️⃣
Less is more.
2️⃣
You’ve still got time to test before the really big days hit. Do it. Especially front-line, high-volume things like:
- Popups
- Welcomes
- Abandonments
3️⃣
Clear beats clever.
^^ All day. Every day. Twice on Sunday. And 2x (all over again) on the holidays.