COCO BEANS CASE STUDY
Coco Beans created a product launch email campaign in Klaviyo but needed a great landing page that helped them build momentum and drive sales.
Jill Apgar founded Cocobeans after growing frustrated with seeing her daughter struggle to sleep and kept greeting the morning with pulled hair and tangles that she could never keep under control. Instead of cotton, Jill realized silk crib sheets would work so much better but quickly realized that no options existed. Left with no options, she launched Cocobeans (a nod to her daughter’s nickname).
With the success in Cribsheets Jill decided to expand her product lines into kidswear. She came to Unstack looking for a way to drive sales for an upcoming product launch of their new cotton jammies. Like most brands with a new product, the initial plan was to send emails through Klaviyo with a link to a collection page to view the products. Her goal was to hit the ground with sales and momentum right out of the gate.
As a marketing team of one, Jill needed an easy way to create a landing page for her Klayvio campaign. She didn’t have a ton of time or design and coding expertise to put the landing page together. She needed a solution that made it super easy to assemble the page based on best practices. It needed to be easy to edit and upload product images and had to match all of her specific branding that draws customers into her store.
Jill turned to Unstack to create this exclusive product launch landing page for her customers. After connecting to the Unstack app, her store branding automatically populated creating a cohesive look. She already had beautiful product images, and targeted copy so creating the landing page was a breeze. She was able to create a form linked to a Pre-Launch list in Klaviyo so that people who signed up for the jammies launch received a special promotion. Jill was able to choose from a variety of Unstack’s pre-built templates perfect for email campaigns.
To fully seize the opportunity, Jill leveraged Unstack’s pre-launch playbook. While most collections pages are a rigid grid of products to look at, building a shoppable landing page would allow Jill to introduce the products to her customers and share the background of creating the products and the benefits she was most excited about. Leveraging Unstack, she was also able to treat her customers like VIPs, allowing them to opt into a pre-launch email/SMS capture that would automatically unlock an exclusive offer to buy her ultra-soft bamboo PJs.
Jill Apgar, Coco Beans
Jill ran two tests sending her pre-launch announcement to her email list. Prior to running the test, we looked at typical sales conversion rates for apparel brands. Klaviyo has a great resource on this showing a weighted average of .10 for apparel brands sending tests in March (when these tests ran).
The first email had a .52% sales conversion rate. After a couple of adjustments based on learnings (such as moving the exclusive offer higher into the email template, she sent another test. The second email was the second-best performing email cocobeans has ever seen with a 1.17% sales conversion rate.
This was cocobeans first time utilizing landing pages in campaigns and with these great results, the company will continue to incorporate them into campaigns. Jill plans to continue to use Unstack for product launches, in-stock alerts, and loyalty pages geared toward her best customers. She loves that she can replicate this initial landing page and make minor modifications for campaigns moving forward.