Contextual newsletter signup
Company: H&M
My roles: Feature champion, UX research, UX design.
Short description:
We noticed a big opportunity to increase the rate of newsletter subscribers among existing customers.
After conducting research on the main drivers behind signing up to a fashion retailer newsletter we ideated, and came up with a context based dynamic one-click sign up component.
Result:
The initial experiment had great impact on monetary value based on the (by H&M) calculated value of a newsletter subscriber.
Step 1: Research
By combining existing insights within the company and additional new research we got strong indications that these are the main motivators to why customers signs up to a fashion retailer’s newsletter:
- To receive discounts and offers.
- To get info on new releases and trends.
- To receive style inspiration.
Step 2: Ideation
With the knowledge from step 1 we started ideating around which contexts and with what messaging we best would promote the value for the customer of subscribing to the newsletter without affecting the main KPI’s in each context negatively.
Step 3: Prototyping, usability tests and tech analysis
We created a few different prototypes in Figma, ran usability tests, a preference test, and made a tech analysis to also consider how much implementation work each solution would mean.
A
B
C
The option we chose to move on with for the experiment based on usability research and tech analysis.
D
Step 4: Experiment #1 - Points history page
We started small to gain insights by implementing the component as an experiment on the Points History Page in My Account.
Targeting the motivator “to receive discounts and offers” we used messaging around getting notified about your next bonus voucher. Also, since your points decide when that happens we believed the context of this page would make sense.
Context: The points history page in My Account
Targeted motivator: To receive discounts and offers
Messaging: Get notified of your next bonus voucher
Audience: Logged in customers that currently isn’t subscribing to the newsletter
The result showed great impact on the subscription rate without interfering with any other important KPIs, so we decided to start rolling out this on all markets. We also decide continue with another experiment in another context (see below).
Variation 1
Control group
Variation 2
Component added
Step 5: Further testing and scaling of the component
Following the successful initial experiment, we proceeded with additional tests to scale the initiative:
- Larger audiences: Tests were conducted with a larger customer base.
- New context areas: Components were implemented on Product Listing Pages (PLPs) for both Sale items and New Arrivals.
- Adapted messaging: The component’s messaging was dynamically adapted based on the specific context and the targeted motivator (e.g., discounts, trends).
- Placement testing: In addition to context and messaging, factors like the optimal placement (scroll depth) on a PLP were tested to maximize the subscription rate.
- KPI monitoring: Extra attention was paid to important Key Performance Indicators (KPIs) such as visits to Product Details Pages, Add-to-Bag rate, and conversion rate, to ensure the component did not negatively affect these.
Results
The component proved successful in multiple tests, contributing a large number of new newsletter subscribers without negatively affecting the main KPIs in each context.
To the future and beyond…
The initiative is now one of the team’s most important and is being scaled to further contexts.
We see great potential in adding this component in many more contexts and with different messaging to continue achieving a higher subscription rate among our existing customers.
Get in touch
I’d love to get in touch with you to hear about your goals and vision for your website or app. So don’t hesitate to send me an email or a message on LinkedIn.
…and hey! If we meet in person I will make sure to bring my favorite Swedish candy “Dumle-kola“. I think you will love it too :).
