UX/UI PROJECTS
A/B EMAIL TESTING
PROBLEM
After years of sending hard-sell emails, GingerSnaps had trained their interchangeable jewelry customer to shop only when there was a sale. It was no longer sustainable.
The hard-sell emails were dated in their design and were focused on sale items, and the urgency to purchase. The goal of the hard-sell emails was to make a sale as quickly as possible by emphasizing a sense of scarcity or limited time deals, using persuasive language, and pressuring customers to buy. The emails featured phrases like "buy now" or "limited time offer" and could be perceived as pushy or aggressive.
SOLUTION
I aimed to create an emotional connection with the customer, inspiring the buyer to identify with the brand and aspire to values that the brand represents. The new emails featured subtle or no emphasis on the product's features and a minimal design intended to evoke a feeling of trustworthiness.
An A/B test revealed both emails performed nearly identically when comparing dollar amounts, however sales from the new email included 65% more first-time customers than the original design. New customers are crucial for growing an interchangeable jewelry business where base jewelry is purchased and customized with new, interchangeable snaps.
The new email design was implemented and sales continued to increase by 12% year over year.
A/B Test
OVERVIEW
Redesign an email template to inspire customers to purchase jewelry outside of sale events by evoking trust in the brand and product.
MY ROLE
UX/UI and graphic designer.
PROBLEM
After sending hard-sell emails for years, GingerSnaps had trained their interchangeable jewelry customer to shop only when there was a sale and the line was no longer sustainable.
The hard-sell emails were dated and focused on sale items, the product's features, benefits, and the urgency to purchase. The goal of the emails was to make a sale as quickly as possible by emphasizing a sense of scarcity or limited time deals, using persuasive language, and pressuring customers to buy. The emails featured phrases like "buy now" or "limited time offer" and could be perceived as pushy or aggressive.
SOLUTION
I aimed to create an emotional connection with the customer, inspiring the buyer to identify with the brand and aspire to values that the brand represents. The new emails featured subtle or no emphasis on the product's features and a minimal design intended to evoke a feeling of trustworthiness.
An A/B test revealed the redesigned email performed only slightly better than the existing email design when comparing dollar amounts, however sales from the new email included 65% more first-time customers than the original design. New customers are crucial for growing an interchangeable jewelry business where base jewelry is purchased and customized with new, interchangeable snaps.
The new email design was implemented and sales continued to increase by 12% year over year.