How Andie Swim Increased Welcome Flow Conversion Rate by 125%
125% increase
in conversion rate
288% increase
in orders
238% increase
in revenue
How Andie Swim Increased Welcome Flow Conversion Rate by 124%
125% increase
in conversion rate
288% increase
in orders
238% increase
in revenue
About Andie Swim
Andie Swim is an ecommerce brand offering luxury, perfectly fitting swimsuits to women across North America and Australia. Looking to boost revenue from owned channels like email and SMS, Andie Swim partnered with Luck & Co to overhaul their welcome flow—from strategy to copy and design.
The results were impressive: in a year-over-year (YoY) comparison, revenue increased by 238% and orders rose by 288%, fueled by a 125% increase in the flow conversion rate.
The Challenge
Andie Swim’s previous welcome flow was underperforming, with low conversion rates and an average order value (AOV) that didn’t meet the brand’s goals. The challenge was to develop a welcome flow that could both capture the attention of new subscribers and convert them into loyal, high-value customers.
The biggest challenges that Andie faced before we partnered with Luck & Co were really that email and SMS were a very low percentage of our overall revenue volume. We knew we weren't driving anywhere near what we could drive from those channels.
- Melanie Travis, CEO of Andie Swim
The Solution
Luck & Co employed a data-driven strategy to redesign Andie Swim’s welcome flow, addressing the core issues while also building a more personalized and engaging experience for new subscribers. Key initiatives included:
- Personalized Messaging:
Tailored email content based on customer preferences (collected through the optimized popup) to create stronger connections with new subscribers. - Optimized Timing and Cadence:
Personalized the timing of welcome emails based on the subscriber’s urgency (collected through the optimized popup) to increase the conversion rate without overwhelming subscribers. - Robust A/B Testing:
Every email in the flow included an A/B test, leading to incremental increases in open rates, click rates, and conversion rates. - Social Proof & UGC:
Leveraged customer-created content, including user-generated content (UGC) and reviews, to build trust and showcase product value. - Strategic Flow Filters & Exclusions:
Added targeted filters and exclusions to keep subscribers focused on the welcome flow without distractions from other campaigns and flows, reducing fatigue and increasing conversions.
The Solution
Luck & Co employed a data-driven strategy to redesign Andie Swim’s welcome flow, addressing the core issues while also building a more personalized and engaging experience for new subscribers. Key initiatives included:
- Personalized Messaging:
Tailored email content based on customer preferences (collected through the optimized popup) to create stronger connections with new subscribers. - Optimized Timing and Cadence:
Personalized the timing of welcome emails based on the subscriber’s urgency (collected through the optimized popup) to increase the conversion rate without overwhelming subscribers. - Robust A/B Testing:
Every email in the flow included an A/B test, leading to incremental increases in open rates, click rates, and conversion rates. - Social Proof & UGC:
Leveraged customer-created content, including user-generated content (UGC) and reviews, to build trust and showcase product value. - Strategic Flow Filters & Exclusions:
Added targeted filters and exclusions to keep subscribers focused on the welcome flow without distractions from other campaigns and flows, reducing fatigue and increasing conversions.
The Results
The new welcome flow delivered remarkable improvements within the first month of implementation. Here’s a YoY comparison:
Unique Recipients:
+73%
Increased from 8,948 to 15,434, despite flat traffic (-0.7% Shopify sessions) due to improvements in the popup.
Transactions:
+288%
Increased from 395 to 1,532
Conversion Rate:
+124.9%
Improved from 4.41% to 9.93%
Revenue:
+238%
These results are especially remarkable given the broader context: in the comparison period, the traffic was flat YoY, yet the updated popup with the tripled submit rate increased the welcome flow subscriber volume by 73%, AND those new subscribers converted twice better than before. It’s rare to have such big increases in conversion rate when the send volume is increased, yet we proved it possible in the Andie popup and welcome flow updates.
The Results
The new welcome flow delivered remarkable improvements within the first month of implementation. Here’s a YoY comparison:
Unique Recipients:
+73%
Increased from 8,948 to 15,434, despite flat traffic (-0.7% Shopify sessions) due to improvements in the popup.
Transactions:
+288%
Increased from 395 to 1,532
Conversion Rate:
+124.9%
Improved from 4.41% to 9.93%
Revenue:
+238%
These results are especially remarkable given the broader context: in the comparison period, the traffic was flat YoY, yet the updated popup with the tripled submit rate increased the welcome flow subscriber volume by 73%, AND those new subscribers converted twice better than before. It’s rare to have such big increases in conversion rate when the send volume is increased, yet we proved it possible in the Andie popup and welcome flow updates.
One of the most impressive results that Luck & Co has driven for us is just a total transformation in our flows. They came in and redid the entire strategy, and now our flows are clean, organized, but most importantly, drive way more automated revenue than we ever achieved before.
- Melanie Travis, CEO of Andie Swim