Charge 2 Upgrade Test

We identified 500k Charge HR (the first generation Fitbit heart rate tracker) existing users to encourage them to upgrade to the new Charge 2.

    Two segments were identified:

    1. Active users who showed activity (100+ steps) within the last 90 days
    2. Inactive users who had no activity within the last 90 days but had some activity in the previous year

    The audience was split into 5 groups (4 test, 1 control) and received 1 of 4 designs:

    • 100k received creative 1 with offer
    • 100k received creative 1 with no offer
    • 100k received creative 2 with offer
    • 100k received creative 2 with no offer

    CREATIVE 1

    • Shorter email focusing on the main features of the Charge 2
    • 2 versions: one with a $50 discount offer and one with no offer, both encouraging the customer to upgrade their device

    No Offer (left)

    • Subject line: It's time for a new tracker!
    • Preheader: And this is just the one you’ve been waiting for.

    With Offer (right)

    • Subject line: Upgrade your Charge HR with this exclusive offer!
    • Preheader: Let’s take your tracker game to the next level. 

    Creative 2

    • Longer email with a comparison chart below the hero comparing the features of the two devices showing the customer the Charge 2 has all of their favorite Charge HR features and more
    • 2 versions: one with a $50 discount offer and one with no offer, both encouraging the customer to upgrade their device

    No Offer (left)

    • Subject line: It's time for a new tracker!
    • Preheader: And this is just the one you’ve been waiting for.

    With Offer (right)

    • Subject line: Upgrade your Charge HR with this exclusive offer!
    • Preheader: Let’s take your tracker game to the next level. 

    Results

    • The “No Offer” emails had the highest open rate with the subject line: It's time for a new tracker!
    • Both versions of Creative 2 had the higher click through rate by 1.2%
    • The “$50 Offer” drove 2x more sales
    • The "Activate Offer" button in the Creative 2 offer email had the most clicks
    • The buttons in the Creative 2 no offer email had approximately the same number of clicks

    Recommendations

    • Use the more successful subject line with offer creative
    • Move "Exclusive Offer" to the beginning of the subject line
    • Because there was no reduction in clicks due to the length of the email, I recommend testing the "Activate Offer" verbiage in the bottom button