Revamping Grown Brilliance’s SMS Sign-Up Rate

Grown Brilliance, a pioneer in the lab grown diamond jewelry e-commerce space, effectively drove a significant volume of qualified traffic to their website. However, they struggled to convert this traffic into opt-ins for their brand marketing communications, specifically SMS efforts, resulting in a disproportionately low signup submission rate.

To improve the brand’s SMS sign-up rate, WITHIN’s Lifecycle team implemented a multifaceted approach. They began by revamping the mobile opt-in pop-up design, simplifying it and ensuring it was optimized for smaller screens. Additionally, the team updated the sign-up flow to gate the welcome offer behind both email and phone number submission, whereas previously, only an email address was necessary.

WITHIN’s efforts helped Grown Brilliance grow their email and SMS customer base by 98% within two weeks of implementing the aforementioned changes. During this period, they experienced a 233% increase in their sign-up submission rate.