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We have seen more email signups overall and a marked increase in conversion rate from email signups year over year.
Alia is a clear win and we plan to keep testing new features and pushing to optimize even more in the coming months.
Kara Westerlund
eCommerce Marketing Manager, Firebelly Tea
Founded by David Segal (co-founder of DAVIDsTEA) and Harley Finkelstein (President of Shopify), Firebelly Tea is a premier loose leaf tea and accessories brand.
Firebelly Tea was founded with a focus on high-quality tea made with 100% real ingredients in compostable packaging. They also offer a sleek line of modern tea accessories full of smart features.
The previous Klaviyo popup offered a typical transactional experience, requesting an email in exchange for a discount. This generic approach lacked differentiation and failed to provide a compelling reason for customers to engage beyond the immediate discount offer.
Despite the wealth of valuable content on the Firebelly Tea website, their previous popup failed to effectively engage customers with this content, resulting in missed opportunities to educate, inspire, and build a stronger connection with their audience.
The previous Klaviyo popup had minimal impact on boosting same-session purchases from new visitors, failing to capitalize on the initial interest and engagement of visitors who were actively exploring Firebelly Tea's offerings.
Most North Americans see tea as a commodity – something you grab at the grocery store and push to the back of your cupboard.
Firebelly is on a mission to change this, and highlighting the hidden additives in most teas and the benefits of truly high-quality tea and tea accessories makes all the difference to converting new customers.
Alia’s gamification of this process is on trend while offering a deeper educational experience than standard quiz apps or email popups.
Kara Westerlund
eCommerce Marketing Manager, Firebelly Tea
Using just the floating Alia button on the bottom right corner of the screen, Firebelly constructed three Alia lessons where shoppers earned a progressively larger discount for learning more.
Highlighting their unique value proposition, origin story, best selling products, and brand ethos, Firebelly was able to engage with customers in a differentiated, exciting manner that had significant measurable and intangible benefits.
After signing up at the end of the learning experience, shoppers earned their unique discount code with a time-sensitive timer of 30 minutes.
Alia allows us to customize and control a new customer’s introduction to our brand in a way that nothing else really does.
It also gives us valuable insight into who is landing on and engaging with our website, thanks to the inclusion of custom questions within the educational flow.
Kara Westerlund
eCommerce Marketing Manager, Firebelly Tea
Firebelly was able to significantly increase their email sign-ups thanks to a higher opt-in rate, along with a much higher purchase rate after someone did signup (14% to 36% with Alia).
This led to more than $13,000 in incremental revenue generated compared to the previous Klaviyo popup.
When we implemented Alia we had both a standard email popup and a “tea match” quiz live.
Within two months, we removed the quiz after seeing much better conversion numbers with Alia.
After two more months, we felt confident that we could further streamline and removed the email popup as well.
Four months after taking this step, we have seen more email signups overall and a marked increase in conversion rate from email signups year over year.
Alia is a clear win and we plan to keep testing new features and pushing to optimize even more in the coming months.
Kara Westerlund
eCommerce Marketing Manager, Firebelly Tea
Aside from these measurable improvements in performance, Firebelly now is able to offer a more engaging site experience that delights customers on their buying journey. Making it easier to engage with those shoppers down the road and creating more brand affinity.
Attributable sales is measured as any order where a new shopper uses one of Alia’s unique discount codes at checkout.
The Alia data was measured between January 28th, 2024 and March 23rd, 2024, while the Klaviyo popup data was measured for the previous year during the same time frame (January 28th, 2023 and March 23rd, 2023).
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