From Drop-Off to Engagement: Lifting Conversion Rates by 25.9%
Campaign Optimisation: Crypto Email Series
Role: CRM Executive at Wirex
Focus: A/B testing, cross-sell strategy, conversion optimisation
Result: +25.9% conversion rate
Challenge
Our weekly “Trending Crypto” campaign consistently performed well in opens, but over time, click-through rates started to drop. At the same time, the business needed to promote other products—like the Wirex card and specific crypto —as part of quarterly OKRs. The challenge was finding a way to cross-sell without sacrificing engagement.
Phase 1: Solving for Clicks
I started with a content audit. The top section (trending crypto chart) performed consistently. The drop-off was happening in the secondary message, where we cross-sold other products.
After analysing several sends, I noticed that CTRs dropped when card promotions or generic messaging were featured. My hypothesis: crypto-focused users were less interested in card messaging.
What I did:
Ran A/B tests comparing card vs. crypto content in the secondary section
Crypto-focused cross-sells consistently had higher CTRs
However, conversion still remained flat
I decided to make the secondary message crypto focus by using crypto icons that were featured in company’s OKR.
Phase 2: Solving for Conversions
I reviewed the full user journey—from email to in-app experience—and noticed a gap. Clicking “Exchange Now” led to a generic in-app screen with no instructions.
Even I found it unclear. So I rethought the secondary section not just crypto icons, but as a step by step-guide.
How to add funds before exchanging crypto step by step guide.
What I changed:
Replaced crypto icons with step-by-step “How to add funds to exchange” instructions
Ran a new A/B test: icons vs. instructional layout
The result: users who received the instructional layout converted significantly more.
Impact
25.9% increase in conversion rate
Helped marketing team hit quarterly OKRs
Created a repeatable test structure for future cross-sell campaigns
Opened wider discussions about aligning CRM flows with product UX
Takeaway
This campaign reminded me that small, thoughtful changes—especially ones based on real user perspective—can create big wins. CRM isn’t just about pushing messages. It’s about understanding when, where, and how people decide to act—and making that path as easy and clear as possible.
