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Beckett Simonon

How Beckett Simonon Increased Signup Rates by 2.5x With Alia

Beckett Simonon is a premium direct-to-consumer footwear and accessories brand known for its handcrafted, made-to-order products, delivering luxury-level quality at a significantly more accessible price point than traditional retail brands. After partnering with Alia, Beckett Simonon increased signup rates 2.5x, from roughly 3% to ~8%, while improving welcome flow engagement and subscriber quality.

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2.5x

Increase in Signup Rates

Improved

Welcome Flow Engagement

Higher-Intent

Subscribers

TL;DR

The Full Story in 60 Seconds

Challenges

Static, discount-led popup: Existing popup relied on a static, discount-led signup experience with no educational storytelling during the acquisition flow.
Signup rates declined: Signup rates declined after reducing aggressive discounting, and welcome flows carried the full burden of brand education.
No testing infrastructure: Limited infrastructure for ongoing testing and optimization left subscriber intent and engagement quality inconsistent.

Solution

Switched from Attentive to Alia and introduced post-capture educational content and storytelling.
Added preference collection to personalize lifecycle messaging.
Continuously tested educational sequencing, messaging, and flow structure, turning onsite acquisition into an active education and segmentation channel.

Results

Signup rates increased from ~3% to ~8%
Improved welcome flow engagement and subscriber quality
Reduced time-to-first-purchase

We used to think the popup’s job was done once we had the email. Alia changed that. The moment after capture is actually the most valuable interaction we have with a new subscriber, and using it to educate and personalize changed the quality of our list entirely.

Nicholas Hurtado

Co-founder at Beckett Simonon

CHALLENGES

A Static Popup Experience That Failed to Reflect the Brand

Beckett Simonon operates within a highly considered purchase category. Customers are not simply buying footwear, they're investing in handcrafted, made-to-order products that require education, context, and trust before conversion happens.
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Before implementing Alia, Beckett Simonon relied on a traditional popup experience focused primarily on discount-led email and SMS capture. The interaction ended immediately after signup.

"We were running a standard Attentive popup focused on email and SMS capture. Single-step, discount-led, no brand storytelling."

The issue extended beyond conversion rates alone.
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The popup experience failed to communicate the craftsmanship, production process, materials, and value proposition that differentiated the brand from traditional footwear retailers.

A new subscriber entered the welcome flow with little understanding of:

how the product was made
why the made-to-order model mattered
why delivery timelines were longer
what justified the product quality and pricing

"The core problem was a mismatch between what the popup was doing and what our brand actually needs at the top of funnel."
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As the brand reduced aggressive discounting to protect margins and preserve premium positioning, signup performance declined even further.

"We had gone through the typical DTC cycle of discounting to drive signups. When we pulled back on heavy discounts to protect margins and brand positioning, the popup stopped working."

The acquisition experience had become overly dependent on promotional incentives without providing any meaningful brand value in return.

At the same time, the team lacked the infrastructure to continuously test and optimize the acquisition layer.

"Our testing was concentrated in paid media and email. The popup was largely set-and-forget."
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For a brand with a more education-heavy purchase journey, the popup was underperforming both strategically and operationally.

"We used to think the popup's job was done once we had the email. Alia changed that. The moment after capture is actually the most valuable interaction we have with a new subscriber, and using it to educate and personalize changed the quality of our list entirely."

Nicholas Hurtado

Co-founder at Beckett Simonon

SOLUTION

Transforming the Popup Into an Educational Onboarding Experience

Beckett Simonon chose Alia to fundamentally rethink the role of onsite acquisition.

Rather than treating the popup as a standalone email capture form, the team wanted to use the post-capture moment to educate subscribers while attention and intent were highest.

"We needed a tool that could do more with the post-capture moment."

After implementing Alia, Beckett Simonon rebuilt the experience into a multi-step onboarding flow designed around education and engagement rather than pure capture. The initial signup step remained simple, but once a visitor submitted their email, the experience continued instead of closing immediately.

Educational storytelling — Subscribers were introduced to the made-to-order process, craftsmanship standards, material quality, brand philosophy, and product differentiation. "The subscriber got something valuable in return for signing up."

Preference collection — The team introduced a preference collection step that allowed subscribers to indicate which topics interested them most, including craftsmanship, sustainability, materials, and production quality. This transformed the popup into both an educational experience and a zero-party data collection channel.

Continuous experimentation — Using Alia, Beckett Simonon sequentially tested educational content order, number of steps, offer framing, messaging hierarchy, and preference collection structure. "One of the clearest winners was the preference step."

Broader customer insights — While craftsmanship and production quality generated the strongest engagement overall, sustainability emerged as a much larger motivator than expected. "Made-to-order inherently means no overproduction and no dead inventory, but we hadn't been leading with that story."

"Each test informs the next hypothesis. The testing mindset is now built into how we manage the channel."

Nicholas Hurtado

Co-founder at Beckett Simonon

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2.5x Increase in Signup Rates, From ~3% to ~8%

Key Performance Metrics

Signup Rate Growth:

Signup rates increased from roughly 3% to ~8%, a 2.5x lift

Welcome Flow Engagement:

Subscribers entered lifecycle flows with stronger brand understanding and purchase intent

Higher-Intent Subscribers:

Pre-educated subscribers entered lifecycle flows with stronger engagement and purchase intent

Time-to-First-Purchase:

Reduced, as pre-educated subscribers entered lifecycle flows with significantly more context and intent

"We're acquiring subscribers who already understand the brand before they receive their first email."

Additional Benefits

Welcome flow no longer carries the education burden Because subscribers received educational context immediately after opting in, the welcome flow no longer needed to spend multiple touchpoints establishing foundational brand understanding. Instead, lifecycle messaging could move subscribers closer to purchase earlier in the customer journey. That shift improved welcome flow engagement, click-through rates, conversion quality, first-30-day subscriber performance, and time-to-first-purchase.
Zero-party data at acquisition The preference collection layer also created valuable zero-party data at the moment of acquisition. Rather than relying solely on behavioral signals collected over time, Beckett Simonon could immediately personalize lifecycle messaging based on declared subscriber interests. Subscribers interested in craftsmanship could receive different educational framing than subscribers more motivated by sustainability or production quality.
Testing built into how the channel is managed Operationally, the impact was equally meaningful. Continuous testing evolved from an occasional initiative into an ongoing optimization process where each experiment informed the next hypothesis. Over time, those compounded optimizations transformed the popup from a static signup form into a measurable acquisition and revenue driver.

"Each test informs the next hypothesis. The testing mindset is now built into how we manage the channel."

We used to think the popup's job was done once we had the email. Alia changed that. The moment after capture is actually the most valuable interaction we have with a new subscriber, and using it to educate and personalize changed the quality of our list entirely.

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