New newsletter checkbox copy at Showpo: +175.52% sign-ups
Commentary byLiftArchiveOur analysis, not theirsRewriting the newsletter checkbox copy at Showpo lifted newsletter sign-ups by 175.52% on the sign-in page and 146.78% on the checkout page.
Wingify Services ran this test for the fashion retailer Showpo, and it was published as a VWO case study.
The winning line teased exclusive content instead of simply asking people to join.
- Newsletter sign-ups on the sign-in page: +175.52% for variation 1.
- Newsletter sign-ups on the checkout page: +146.78% for variation 1.
- The case study does not report how variation 2 performed.
- The metric is email sign-ups, not sales.
The change
Only the newsletter checkbox label changes, from a plain ask to an exclusive teaser.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The newsletter checkbox on the sign-in and checkout pages read "Join our Newsletter."
Variant
Variation 1, the winner, read "We wouldn't say EXCLUSIVE if we didn't mean it! Join our newsletter to find out." A second variation offered exclusive discounts and new styles.
Why it likely won
Our reading of the result, not the practitioner's claim.
- "Join our Newsletter" gives no reason to tick the box. The new line hints at something worth having.
- The playful tone and the word EXCLUSIVE create curiosity about what subscribers get.
- The checkbox sits on pages people already use, so even small copy changes reach many visitors.
Caveats: The metric is newsletter sign-ups, not revenue, and no sample size, duration or confidence level was shared. Results are vendor-reported.
Who ran it
VWO ran this test for Showpo and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your store
- Hypothesis
- If we replace a plain newsletter checkbox label with copy that hints at an exclusive benefit, then more shoppers will opt in because they see a reason to subscribe.
- Primary metric
- Newsletter opt-in rate on the page
- Guardrails
- Checkout completion rate
- Email unsubscribe rate in the first 30 days
- Email revenue per subscriber
- Who should test it
- Stores with a newsletter opt-in on sign-in or checkout pages and a plain label. It works best if you really do send exclusive offers, since a broken promise will show up in unsubscribes.
Questions
What should a newsletter checkbox say?
Give a reason to subscribe, such as exclusive offers or early access.
A plain "Join our newsletter" gives shoppers nothing to want.
Does adding a newsletter opt-in at checkout hurt sales?
An optional checkbox usually adds little friction, but watch checkout completion as a guardrail when you change it.
Are newsletter sign-ups a good test metric?
They are a fine leading metric, but check later that new subscribers open emails and buy, not just that they ticked the box.
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