CoinDeal.com: 100+ personalizations, a newsletter tool and an A/B test that lifted registrations 184%
CoinDeal.com, a cryptocurrency exchange from Wrocław, was founded in March 2018 and in the 2018/19 season sponsored Wolverhampton Wanderers in the Premier League. Its traffic came from all over the world, and its marketing ran in separate tools that did not share data. We brought tracking, push, email and on-site personalization into Firecrux CDP, and then kept testing what made more people sign up and trade.
personalizations on the exchange
active push subscriptions carried over, with their consent
a month saved on the push service
registrations with the light registration page: 2,720 against 957
The challenge
Web push ran in PushPushGo and email automation in Mautic, apart from the tracking in Google Analytics, and the registration funnel was not measured at all. The old push tool showed about 200,000 subscribers, but only 70,000 tokens could be exported, and many of them were inactive.
An exchange also answers to its security team: every script on the site had to pass a review.
What we built
- Over 100 personalizations: banners, pop-ups and messages targeted by the cryptocurrency a user follows, the kind of trades they make and the channel they came from.
- A tool to build and send newsletters: responsive templates put together by drag and drop, the whole Mautic history imported, and an email for every registration step, from SMS activation to turning on Google Authenticator.
- Web push moved from PushPushGo into Firecrux under the coindeal.com domain, with about 32,000 active subscriptions and their consent carried over.
- Tracking rebuilt: conversion goals and funnels in Google Analytics and Tag Manager, subdomains included.
- A security review with the exchange’s security team: we showed the architecture and the source code, and set up an approval process for every change to a personalization.
The A/B tests on registration
The registration path was dark. We tested a light version against it on half of the traffic, then ran a rematch.
- The light version won on every single day of the 12-day test, which we had never seen in an experiment before, and brought 37 more registrations in that time.
- Even returning users, used to the dark site, registered more often on the light one: 405 against 373.
- Period against period, the light page brought 2,720 registrations against 957, 184% more, and the registration conversion rate rose from 0.34% to 0.71%.
- The rematch removed the top banner with free tokens, and lost: 257 registrations against 321 for the light version with the banner, on similar traffic.
- Country by country, preferences split, so the next step was to personalize the color itself: by country, or light by day and dark by night.
Results
- 184% more registrations with the light registration page, and a registration conversion rate up from 0.34% to 0.71%.
- PLN 3,000 to 4,000 a month that the exchange no longer paid for push.
- Push, email and on-site personalization on one platform, with one view of each user.
- Next in line: emails that bring back users who have not logged in for seven days, a campaign for CoinDeal Premium, emails that encourage trading, and tips on the site.
Timeline
- May 2019: Firecrux goes live on the exchange, with an implementation report.
- July and August 2019: the A/B tests of the registration path.
- September 2019: PushPushGo and Mautic replaced by Firecrux.