About MaviFounded in Istanbul in 1991, Mavi designs a full collection of jeans-wear, for young women and men. Turkey’s first global fashion brand, Mavi has been the leading jeans brand in Turkey for the last 20 years. Mavi is now sold at over 5000 specialty stores, department stores and specialty chains in 50 countries including the US, Canada, Aus-tralia, Germany, Netherlands, Russia and Turkey.

ChallengeBuilding a prospect list is essential for any business who has online presence, for which brands should collect visitors’ mobile phone numbers and emails at first step. Since the latest legislation on collecting and processing user data requires user permission, growing opt-in database of prospects has been more challenging and more important than before.

Making visitors register to your website is a common practice for getting initial information yet many think it is cumbersome to fill lengthy forms. Optimizing subscription forms may be a solution to some extend but certain fields are necessary to grasp enough information. The registration form of mavi.com consists of 8 compulsory fields asking visitors to enter their name, surname, password, password confirmation, birthday, surname, password, password confirmation, birthday, gender, mobile phone and email.Tired with revealing much information about themselves, many visitors who registered, often completed this process without opt-in for receiving emails or SMS,

preventing mavi.com from communicating further via retargeting campaigns. What mavi.com wanted was to getting more visitors opt-in without undercutting the lead quality.

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21% increase in opt-in rates with opt-in reminder personalization

First Name *

Password *

E-mail *

Date of Birth *

Day Month Year

Repeat Password *

Phone *

Last Name *

(5_ _) _ _ _ _ _ _

The opt-in boxes were left unchecked by mavi.com visitors after completing registration form.

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Solution

Visitors who have registered but haven’t opt-in for receiving SMS or emails.

Opt-in Reminder for registered visitors

Giving non-optin registered visitors a gentle reminder makes them much more likely to give permission. The most powerful way to achieve this is displaying overlays, which appear on top of a page, stealing all the attention from other page elements.

Timing is everything

Overlay screens may be a useful tactic to display reminders, offers or Overlay screens may be a useful tactic to display reminders, offers or information only if they enter the stage at the right time. Otherwise they may lead to frustration, interrupting the visitor journey. To eliminate this, you should give your visitors enough time to spend. It is better to wait until they look around and have a crush on your website, so they won’t mind the overlay and volunteer to opt-in. In Mavi’s case, registered visitors were shown the opt-in reminder banner after visiting 3 pages. Just enough time to get in the mood!

Setting expectationsSetting expectations

It would be easier to persuade visitors to opt-in for receiving email and SMS if you promise relevant content. The audience should be well informed about the benefits upon subscribing, since “email” and “SMS” are synonyms with spamming for most of us. So, brands should set clear expectations for their visitors if their intent is to get more opt-in subscribers to target with personalized offers, promotions and messages.

Segment

21% increase in opt-in rates with opt-in reminder personalization

www.useinsider.com London | Singapore | Kuala Lumpur | Jakarta | Moscow | Dubai | Warsaw | Istanbul

21% increase in opt-in rates with opt-in reminder personalization

The opt-in personalization created by Insider helped mavi.com to gain more subscribers. The number of registered opt-in visitors was increased by 21%.

“Insider is a critical partner for us to discover what should be optimized in order to collect valuable customer data and enhance the experience for our shoppers. With Insider we are able to test our decisions and see what works best for our business. Insider allows us to do thing we want with ease and agility.”

Önder Çakar, Senior E-commerce Performance Marketing Associate

Result

Testimonial