The Ensemble Email capture optimization
Designing an effective and user-friendly email capture strategy to increase customer sign-ups and drive conversions for The Ensemble rental platform, and extending the approach to new clients like Altuzarra.
Client
CaaStle
Year
2024
PROJECT OVERVIEW
At CaaStle, increasing customer email sign-ups for The Ensemble rental platform was a key objective. I led the effort to design an email capture strategy that combined both passive and proactive approaches to maximize sign-ups while maintaining a seamless user experience. Through research into industry best practices and designing an engaging pop-up and footer sign-up form, I successfully optimized the email capture process. This approach was later extended to one of our new clients, Altuzarra, where we used the same strategy as a template to capture emails on their site.
the design process
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I began by analyzing how leading brands, both multi-brand and mono-brand retailers, were effectively capturing customer emails. This research revealed the most successful tactics for balancing user engagement with non-intrusiveness, guiding the development of two distinct strategies: a passive sign-up footer and a proactive, incentive-driven pop-up.
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Passive Approach: A simple, non-disruptive footer email submission form, allowing users to share their email at their convenience.
Proactive Approach: A well-timed pop-up, offering a discount code to incentivize email sign-ups. The pop-up was designed to be visible yet non-intrusive, with a minimized version that could be dismissed by users who chose not to engage immediately.
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The design challenge was to create a pop-up that was enticing enough to encourage sign-ups while not overwhelming or frustrating users. I made sure the design allowed users to dismiss the pop-up or revisit it later, giving them control over the interaction.
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Throughout the process, I worked with the product and marketing teams to test the effectiveness of the design. We analyzed user behavior and made refinements to ensure the pop-up and footer forms were both visually appealing and functionally effective at capturing emails without disrupting the shopping experience.
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After successfully implementing this email capture strategy for The Ensemble, we applied the same approach to one of our new clients, Altuzarra. Using the research and design framework from The Ensemble as a template, we were able to quickly deploy a tailored email capture solution that resonated with Altuzarra's brand and audience.
THE RESULT/impact
The email capture strategy significantly boosted sign-ups for The Ensemble platform, providing both a passive and proactive way for users to share their contact information. The same approach was successfully applied to Altuzarra, helping them increase their email list and create more opportunities for future conversions. By offering incentives and maintaining a balanced user experience, we achieved a measurable increase in email sign-ups, benefiting both platforms.
