OddBalls Uses Onsite Notifications to Generate £50k

“We’ve taken the sort of approach that our underwear is wacky and not normal – why should we conform to the model with a six-pack and no hair on their chest?”

This is a quote from Will Cooper, the Managing Director of OddBalls Apparel, in an interview with The Northern Echo. 

What started as an idea of selling underwear to raise testicular cancer awareness is now one of the biggest underwear brands in the UK—and one with a cool and unique voice! OddBalls makes creative, eye-catching, and colorful underwear and sportswear that has a great purpose.

The online store of OddBalls is just as colorful and fun as its products. To help visitors navigate the website and focus their attention on special offers, it uses a straightforward menu, targeted popups, and, of course, the notification feed:

How OddBalls Uses Onsite Notifications 

Dan, the brand’s ecommerce manager, started to use the notification feed in January 2023, shortly after Wisepops announced adding this feature. 

So far, the main goals for the feed at OddBalls have been to:

GOAL 1: Drive traffic to product collections and product launches

GOAL 2: Drive visitors to pages with sales and special offers

GOAL 3: Capture emails for email marketing campaigns

The first goal was especially important for Dan, as OddBalls have been adding many new product categories to its range. 

Here’s what he had to say about using Wisepops to get that done:

Wisepops offers two ways of implementing the notification feed: a floating widget (similar to live chat widgets) and a static bell implemented in a website’s header. 

After initially using the static bell for some time, Dan asked the developers at OddBalls to make the bell animated. What’s more, he made sure that the final version of the bell (the one you can see at ObbBalls now) featured a nice animation.

The change made quite a difference—

After the switch, the open rate of all notification campaigns increased from 7% to 9%. That translated into 500 additional engaged potential customers—a nice boost in onsite visitor engagement!

Here’s how the animated bell looks like:

Now, let’s take a closer look at two campaigns Dan created to accomplish the three goals he set.

Campaign #1: Generating sales with discount codes

In this campaign, Dan aimed to get more sales by giving customers a 10% discount code. To get the code, customers just needed to enter the code at checkout (so signing up was not required). Also, the code could have been used multiple times if people wished. 

The campaign featured a colorful image and a quick copy with the details about the offer:

The image and the colors of this onsite notification complemented the overall design of the website beautifully—another best practice.

In fact, here’s how the campaign looked when opened:

Results

Roughly 50% of all orders made on OddBalls used this code at the time when this campaign was active. This translates into around £50k in revenue for the brand.

According to Dan, all the onsite notifications with discounts he publishes usually receive around a 9% open rate, which shows that when customers are incentivized with a code then they will be more likely to buy.

The data from Wisepops also showed that over 29,791 visitors saw the code in this campaign.

Campaign #2: Building a waitlist for a new product

OddBalls sells mostly underwear, but new products are added on a regular basis. Recently, they launched awesome indoor hoodies, which they promoted in a few ways.

One was a Facebook post leading to a page with the sign-up form (you’ll see it in just a bit) and another was an onsite notification campaign. Both channels were connected with the same list on Klaviyo.

The onsite campaign featured an image of a person wearing the same hoodie with a call to action written in large letters. The description was simple and to the point, inviting customers to sign up for the update:

Results

Creating an onsite notification for building the waitlist was a great idea.

Dan collected nearly 700 emails with this campaign (data from Wisepops dash):

In terms of percentage, these numbers translated into an impressive CTR of 25% and a CVR of 3%.

Whatsmore—

The onsite notifications generated 4.5X more emails than the Facebook post—as only 150 signups were made from that source.

Integrations

This campaign was synced with Klaviyo, so all leads were sent to a special segment to nudge them later with email marketing flows:

Summary & Dan’s Advice for Ecommerce Businesses

We can differentiate these keys to the success of onsite notification campaigns of OddBalls:

1. Implement a custom animated bell

When Dan was using the default implementation of onsite notifications (the static bell), he was achieving a conversion rate of about 7%. After embedding the animated bell in the website’s header, the rate increased to 9%.

2. Great design of notifications

Every campaign used by Dan featured short and sweet messages as well as colorful branded images. That made them look like a natural part of the website!

3. Use the feed for different goals

Dan tried two different campaigns to not only capture emails (which is a commonly used strategy) but also share the coupon code to get more sales. And—the campaigns worked beautifully in both cases!   

How to Set up Onsite Notifications on Your Website

In this quick video, our brand designer Sydney Loew will show you how to get this done.