How We Did It

Testing Email Opt-In Incentives

First, Grow Pronto ran a series of A/B tests to determine what incentive would be most effective to take AmmoSquared’s email pop-up to the next level. Previously, they were using native forms in their ESP which had an opt-in rate of ~ 4.5%. But they needed this to be higher if their revamped email marketing flows were going to have the desired effect. Once they built a more optimized lead capture with Justuno and found the right offer…the results were immediate. A $20 store credit won the A/B tests and once implemented reached an opt-in rate of 20% which is a major lift around 3X what it was previously.

This improvement in opt-in rate helped AmmoSquared significantly improve subscriber acquisition and downstream funnel performance with minimal setup time. Powering more effective welcome campaigns in Klaviyo that Grow Pronto had created.

The results of an optimized lead capture are clear not just in the improvement to their opt-in rate but also in the website behavior stats showing how much time visitors spent on site and how much they browsed. Visitors who interacted with the Justuno pop-up spent double the time on site, jumping from 5 minutes to 10. And they looked at a lot more content while they were there  averaging 12.78 pages per session. This increase in engagement with website content is crucial for a brand like AmmoSquared with a subscription-based business model and a unique product.