How Greenvelope Increases Sign-Up Conversion
Greenvelope strives to deliver the most elegant electronic invitation service by emulating the experience of opening a “traditional” printed invitation. Greenvelope uses Mixpanel’s event based Engagement Analytics and People Analytics to gain actionable insights from how users’ interact with their website. By creating a positive online experience, Greenvelope hopes more hosts will consider sending invitations electronically for formal events – to help save trees, time, and money.
In 2014 Greenvelope received the coveted “Wedding Wire’s Couple Choice Award for Excellence.” Knowing this had the potential to elevate the brand, they wanted to share their success with potential customers. However, they were hesitant about how best to use this award to advertise their success. By measuring the conversion rates of various options with Mixpanel’s funnel report they were able to take all the guesswork out of this decision and determine, beyond a shadow of a doubt, the best option for growing the business!
In order to measure award placement variables effecting conversion rates, Greenvelope created an A/B Test examining the different award placement options on the signup page. The control was the standard wedding landing page without the award icon. The first variable component highlighted the Wedding Wire award logo and linked to Greenvelope’s review page on Wedding Wire. The second variable component highlighted the Award but did not link people away from the signup page.
The next step was to create a simple two-step funnel report in Mixpanel measuring conversion rates between a user visiting the signup page and activating a trial. With the page variations as properties of the “Signup” event they were able to segment that step and break out the conversions across all three variations. After just two weeks of measuring user’s real time conversions with Mixpanel’s funnel report it became abundantly clear which option was actually driving sales.
The original signup page (no logo) was resulting in a conversion rate of a bit over half, 54% to be exact. Greenvelope found that by linking users to an external site the conversion rates actually dropped! The conversion rate for that variation hovered around 51% – definitely not the improvement they were looking for. The last variation, however, including the award but no link, boosted conversion rates by a significant margin resulting in 65% conversion!
The takeaway was crystal clear: sending people away from Greenvelope’s site made it more challenging to convert impressions into sales because it added an additional step. However, highlighting the award on the signup page was 11% more effective in conversion. It created credibility while keeping people on Greenvelope.com and although it makes perfect sense looking back, that realization would not have been possible without Mixpanel!
