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.