# New newsletter checkbox copy at Showpo: +175.52% sign-ups

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Headlines, product titles & copy
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/showpo/
- Page: https://liftarchive.com/test/showpo-newsletter-checkbox-copy/

Rewriting 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.

## Result

**+175.52% sign-ups**

- 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.

## 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)

- "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.

## How to run this test

- 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
- Guardrail: Checkout completion rate
- Guardrail: Email unsubscribe rate in the first 30 days
- Guardrail: 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.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/showpo-newsletter-checkbox-copy/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.