Case Study: Improving The Conversion Rate Of A Welcome Flow By 3X To Add Extra Hundreds Of Thousands of Dollars In Sales - Email Engineers

CASE STUDY

Improving The Conversion Rate Of A Welcome Flow By 3X To Add Extra Hundreds Of Thousands of Dollars In Sales

Industry

Technology

Size

High 7-Figures

310%

Boost In Flow Conversion Rate

The Mission

Is doing email marketing for $100-1000 products any different than for lower-ticket products?

Well, yes and no.

The principles stand still.

You need to understand your customers and send them emails appealing to their hopes, dreams and fears (or motivations and objections).

But then it gets different.

You probably need to do more education to sell these products.

And if you sell multiple mid-ticket products you need to get more granular with your automations too.

And this was the situation our client was in.

They were doing high 7-figures and had a $150 best-seller. But as we’ll show you later, this lack of personalization meant losing hundreds of thousands of dollars in sales.

Let's dive in…

Phase 1: Discovering The Problem

This idea was sparked by the success of a new flow created for another client. We saw how profitable product-specific flows can be, and decided to take it to another level.

Product-specific flows, as opposed to generic flows, are automations build with the goal of selling exclusively one product.

Think a welcome sequence, but that instead of using a shotgun approach in the types of messages sent it uses laser-target emails dedicated to selling just one product at a time.

Why does this work?

Because this is just the Rule Of One applied to email:

One product at a time.

One benefit at a time.

One call to action at a time.

Ready To Grow Your Business With Profitable Emails?

Book a 15-minute Discovery Call with us and let's talk about the ways we'll be able to help you grow.

Book A 15-Minute Discovery Call

Ready To Grow Your Business With Profitable Emails?

Book a 15-minute Discovery Call with us and let's talk about the ways we'll be able to help you grow

Book A 15-Minute Discovery Call

Phase 2: Designing A Solution

To take it to the next level, we also created one new offer that would become the pillar of the entire sequence.

We also added a new way to collect emails for this offer, and the new product-specific welcome flow that integrates everything.

Here's exactly what we did.

Phase 3: Delivering The Solution

#1 Creating A New Offer

The goal was to take their current welcome offer and make it sexier. But to avoid sacrificing any margins we just cleverly changed the angle the offer was presented.

This was key as it also made the messaging of the upcoming pop-ups and emails way more compelling and enticing.

#2 Building New Pop-ups

To match the new offer we created a few pop-ups that were shown on the product page.

Besides changing the offer we improved the copy, structure and the image creatives to make them stand out.

This alone resulted in converting 2.2x more visitors into subscribers.

#3 Created A New 7-Part Product Flow

With the new offer we had to create a new product-specific welcome flow to match.

The result was a 7-email sequence that went through the main motivations (to buy) and objections (to not buy) for this product.

Email 1/7 shortly after implementing it.

Results

Thanks to these three changes, this sequence is now converting 3.1x better than the previous generic welcome flow they had in place.

This will translate into extra hundreds of thousands of dollars in sales throughout the year.

Phase 4: Dissecting The Results

Tripling the conversion rates is a good start, but there’s still room to fine-tune the new popups and the worst-performing emails inside the new flow.

Oh, and this new Offer+Pop-Up+Flow combo was so good they’re testing a new funnel entirely dedicated to it.

Takeaways