Increase in SMS Contacts
+29%
Increase in Email Sign-Ups
+14.8%
Increase in Total Revenue
+26%
Ellaé Lisqué is a women’s ready-to-wear fashion brand that specializes in formal wear and evening dresses for special occasions. Popular amongst celebrities and influencers, each dress is unique and hand-crafted in Istanbul, Turkey. A multi-million dollar company that also caters to petite women and the plus-size community, the brand is guided by its commitment to inclusivity and body positivity, empowering women to feel their most beautiful and confident.
Ellaé Lisqué was facing a challenge in using discount codes to grow its customer base on its email and SMS channels and improve its customer return rate. While the approach did yield sign-ups, it also resulted in the brand losing 100% of the discount value since everyone who opted in used the code.
In order to improve the opt-in rates to Ellaé Lisqué’s retention channels, we suggested a shift from discount codes to cashback offers. By trading discount codes for cashback offers, we were able to increase opt-in rates for the brand’s SMS and email channels, and generated a dramatic increase in its total revenue.
Our first step was to leverage Fondue, a cashback promotions app to create a 20% cashback url for Ellaé Lisqué’s customers. We created two different sign-up units on both mobile and desktop sites to test the effectiveness of discount codes vs cashback offers in an A/B test. One sign-up unit offered customers a $10 discount code on their purchase upon signing up for SMS, while the other sign-up unit offered customers 20% cashback on their purchase, also upon signing up for SMS.
We then updated Ellaé Lisqué’s Welcome Series copy to reflect the new cashback offer and incentivize new subscribers.
Our A/B test revealed that the sign-up unit with the cashback offer outperformed the one that used a discount code, resulting in a 26% increase in total revenue for the brand, 14% increase in email sign-ups and 29% increase in SMS sign-ups.
