How Andie Swim Improved List Growth Rate by +340% With Popup Optimization
340% increase
in popup submit rate
6,000+
new email subscribers per month
How Andie Swim Improved List Growth Rate by +340% With Popup Optimization
340% increase
in popup submit rate
6,000+
new email subscribers per month
About Andie Swim
Andie Swim is a luxury swimwear brand offering perfectly fitting swimsuits to women in North America and Australia. In their pursuit of increasing revenue from owned channels like email and SMS, Andie Swim partnered with Luck & Co for a comprehensive strategy covering signup forms, campaigns, and flow optimization.
Within the first month, Andie saw a 340% increase in list growth and a sharp rise in conversion rates for new subscribers.
The Challenge
While Andie Swim enjoyed strong website traffic, their popup submit rate was underperforming, especially on mobile devices where the majority of their traffic came from. They needed to optimize their popup performance to reduce mobile drop-off and accelerate email list growth.
The Solution
Luck & Co implemented a multi-faceted strategy to overhaul Andie Swim’s signup forms and improve user experience across devices. Our approach included:
- Enhanced Design:
We revamped the popup with a cleaner, more focused design, centering attention on the email collection field and other subtle design enhancements that minimized distractions. - Zero-Party Data Collection:
Beyond just collecting email and phone numbers, we introduced personalized questions like, "What are you looking for in a swimsuit?" and "When is your next vacation?" These questions helped us tailor messaging and optimize the timing of welcome emails, resulting in significantly higher conversion rates inside the welcome flow. - A/B Testing:
To ensure continuous improvement, we conducted over six A/B tests in a short period, experimenting with popup timing, step order, incentives, colors, and copy. This testing identified the best-performing combinations, further improving the submit rates.
The Solution
Luck & Co implemented a multi-faceted strategy to overhaul Andie Swim’s signup forms and improve user experience across devices. Our approach included:
- Enhanced Design:
We revamped the popup with a cleaner, more focused design, centering attention on the email collection field and other subtle design enhancements that minimized distractions. - Zero-Party Data Collection:
Beyond just collecting email and phone numbers, we introduced personalized questions like, "What are you looking for in a swimsuit?" and "When is your next vacation?" These questions helped us tailor messaging and optimize the timing of welcome emails, resulting in significantly higher conversion rates inside the welcome flow. - A/B Testing:
To ensure continuous improvement, we conducted over six A/B tests in a short period, experimenting with popup timing, step order, incentives, colors, and copy. This testing identified the best-performing combinations, further improving the submit rates.
The Results
In just one month, Andie Swim’s popup submit rate skyrocketed from 2.1% to 7.2%, generating 6,000 new subscribers.
January 2024 (before Luck & Co):
Under 10,000 subscribers submitted through the popup.
February 2024 (after Luck & Co):
Over 16,000 subscribers submitted, achieving significantly higher rates than industry averages.
According to Melanie Travis, CEO of Andie Swim, the partnership with Luck & Co not only boosted subscriber numbers but also sparked creative ideas for the brand.
Partnering with Luck & Co has impacted Andie beyond just driving increased email and SMS conversions by giving us a fresh perspective on our own business--how we can be more creative in different messaging approaches. It's been really refreshing to work with an agency that provides such great insights and ideas on our core business.
- Melanie Travis, CEO of Andie Swim CEO
The Results
In just one month, Andie Swim’s popup submit rate skyrocketed from 2.1% to 7.2%, generating 6,000 new subscribers.
January 2024 (before Luck & Co):
Under 10,000 users submitted through the popup.
February 2024 (after Luck & Co):
Over 16,000 users submitted, achieving significantly higher rates than industry averages.
According to Melanie Travis, CEO of Andie Swim, the partnership with Luck & Co not only boosted subscriber numbers but also sparked creative ideas for the brand.
Partnering with Luck & Co has impacted Andie beyond just driving increased email and SMS conversions by giving us a fresh perspective on our own business--how we can be more creative in different messaging approaches. It's been really refreshing to work with an agency that provides such great insights and ideas on our core business.
- Melanie Travis, CEO of Andie Swim CEO
Next Steps
Despite the gains, we identified further potential for improvement—particularly in reducing mobile friction. By A/B testing additional strategies, we aimed to further optimize the submit rate:
SMS Signup in the Last Step:
We shifted the phone number request to the final popup step, reducing friction and improving submission rates on earlier steps. This change allowed more users to see and answer segmentation questions, while keeping the SMS submit rate the same.
Leading with a question:
Instead of starting the popup with the email field, we first asked customers a simple question about their preferences. This further increased our submit rate from 7.2% to 10%, AND ensured we have high-leverage zero-party data (the timing of their vacation) for 100% of new subscribers.
These changes are driving ongoing success, with continued improvements in Andie Swim’s email list growth.
Next Steps
Despite the gains, we identified further potential for improvement—particularly in reducing mobile friction. By A/B testing additional strategies, we aimed to further optimize the submit rate:
SMS Signup in the Last Step:
We shifted the phone number request to the final popup step, reducing friction and improving submission rates on earlier steps. This change allowed more users to see and answer segmentation questions, while keeping the SMS submit rate the same.
Leading with a question:
Instead of starting the popup with the email field, we first asked customers a simple question about their preferences. This further increased our submit rate from 7.2% to 10%, AND ensured we have high-leverage zero-party data (the timing of their vacation) for 100% of new subscribers.
These changes are driving ongoing success, with continued improvements in Andie Swim’s email list growth.
Luck & Co really figured out the best way to re-optimize our funnel, from lead collection all the way to conversion, in a way that has made a massive impact on our business.
- Morgan Decker, DTC Marketing at Andie Swim