Carry the brand voice into the popup, the button and the fine print
"Wanna cheat on your other beverage company?" with a "Hell Yes" button: the popup, the CTA and even the consent copy are written in the brand's voice.
What it is
The email popup asks "Wanna cheat on your other beverage company?", offers two free can coolers for signing up, and has a single email field with a "Hell Yes" submit button. The consent microcopy underneath is written in the same voice.
Why it works
Most brands write a voice guide and then abandon it at the first form field, so the popup reads like every other popup and gets dismissed by reflex. Copy that sounds like the brand gets a second look and makes the signup itself part of the brand experience. If the buttons and fine print could belong to any brand in the category, the voice work stopped too early.
How to test it
- Hypothesis
- Rewriting the email popup headline, button and consent copy in the brand's voice will lift popup signup rate versus generic "Get 10% off" copy.
- Primary metric
- Popup email signup rate
- Guardrail metric
- Unsubscribe rate in the first 30 days
Related ideas
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