Soko Glam Case Study: optimizing referral program through A/B testing

Client objective

Soko Glam wanted to boost customer acquisition and sales, improve internal A/B testing and optimization capabilities and increase visibility into referral program performance. Their former solution lacked functionality for Soko Glam to independently run and analyze meaningful A/B tests.

Solution

Talkable's Reporting Suite exposes customer conversion rates throughout the funnel to identify and A/B test underperforming share channels, copy, creative, placements, and user flow.

Boost Email Performance

Email open and click-through rates were below industry benchmarks when compared to other Talkable clients within the beauty vertical.

• Replaced email sender field with the name of the Advocate and re-formatted HTML-heavy emails
• Improved open and click-through rates increased customer acquisition from email sharing by 10%

Optimize Screen Layout

Advocates could share via several different channels. Twitter shares converted at <1%.

• Implemented A/B test on specific referral pages to feature only best-performing share channels-Email, Facebook, and Direct link to increase Friend click-through rate
• The variant without Twitter had a better overall conversion and generated 15% more purchases

Improve Overall Conversion

Only 14% of referred friends made a purchase within the first 24 hours of visiting the site.

• Tested gleam: persistent banner on-site reminding any returning referred friend of her offer
• Referred friend purchase rate increased by 34%

Results