We hypothesized that implementing custom popup success pages directing new email and SMS subscribers to featured collections (new arrivals/best sellers) would increase sales on those specific collections. We expected this redirection strategy to drive incremental revenue without negatively impacting overall revenue per visitor or purchase conversion rate metrics.

We conducted an A/B test comparing the standard popup success page experience (Control) against a variant featuring optional redirection to highlighted collections (Variant). The test was segmented across four subscriber groups: Desktop Email, Mobile Email, Desktop SMS, and Mobile SMS, allowing us to measure the impact across different device types and subscription channels.

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Control: The standard popup success page experience where subscribers completed their sign-up without any additional navigation prompts to specific collections.

Variant: A custom popup success page that included optional redirection elements, encouraging newly subscribed visitors to explore the brand's featured new/best seller collections immediately after sign-up.

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Subscription rates remained essentially flat across all segments, with Desktop Email, Mobile Email, Desktop SMS, and Mobile SMS each showing a marginal +0.1% change in the Variant. However, the critical finding was a significant -11.7% decrease in Revenue per Visitor, indicating that while the redirection did not impact subscription behavior, it negatively affected downstream purchasing behavior.

The test reveals that optional redirection on popup success pages does not improve subscription metrics and actively harms revenue performance for True Classic. The 11.7% decline in Revenue per Visitor suggests that interrupting the customer journey post-subscription may distract users from higher-intent purchasing behavior.

Recommendation: Do not implement this variant; we advise reverting to the control experience and exploring less disruptive methods to promote featured collections, such as post-subscription email flows or on-site personalization.