Luxury fashion brand GAÂLA saw 6% conversion rates on Zigpoll surveys
GAÂLA Paris is a sustainable fashion brand, creating luxury apparel with sustainable, upcycled fabrics.
Customer feedback is at the heart of GAÂLA, and as they’ve scaled (567k followers on Instagram), surveys were needed to automate the collection of feedback from their growing customer base.
We had the chance to chat with their Head of Ecommerce Irina Akelyeva to learn how they use Zigpoll to:
- Run high-converting exit-intent popups that send visitors to their “Last Chance” collections
- Collect valuable feedback by asking different questions to first-time and returning customers
- Email feedback surveys to customers who have not purchased within 120 days of their last order
Why GAÂLA chose Zigpoll
Easy, intuitive, no-code setup
“What I liked about Zigpoll when I first came across the app is that it was really easy to set up and the platform is really user friendly. It doesn't require you to look for features or how to set up things.”
Ability to segment post-purchase surveys
“Setting up a post-purchase survey for first-time clients, and another for repeat clients was really easy. It didn't require any extra time or anything that was too complicated to launch.”
Using exit-intent popups to drive visitors into GAÂLA’s Last Chance collection
Irina was initially skeptical about whether exit-intent surveys would be valuable for GAÂLA, so she ran an A/B test.
In one variant, the exit-intent popup she tested displayed a newsletter signup - this did not drive many conversions.
The alternative variant would redirect users towards GAÂLA’s “Last Chance” collection. Irina found that 6% of exiting site visitors who saw the popup would click in to view the Last Chance collection.
“Because we’re a sustainable brand, we produce in small batches - often using end-of-roll fabrics - which means some designs are available in limited quantities.
When only a few items are left in stock, these pieces become part of our “Last Chance” collection, meaning they won’t be restocked once sold out. This collection is very popular among our clients, which is why we decided to feature it in our exit-intent popup.
When a user attempts to leave the site, a popup appears: “Last Chance - Up to 20% Off” with a CTA that directs them to the collection. So far, it’s become our highest-converting popup ever."
Collecting different data points from first-time and returning customers in post-purchase
Irina's team asks different questions to new and returning customers in post-purchase, helping GAÂLA collect valuable data points:
First-time customers: They ask which other brands they were considering:
“We'd like to understand what other brands they were looking at before buying with us, just to understand where on the market we are, and if we are in the correct segment from the brand and value standpoint”
And where the customer discovered the brand:
“Clients will share more detail. If they answer ‘influencers’, the next question is, ‘please give us a name’. It's something that you cannot actually track with GA4 or any other intelligence platform. So then we have a list of influencers that we know brought us these new customers.”
Repeat customers: GAÂLA asks why they came back and what values resonate the most - giving them ideas for content.
“We saw that craftsmanship was the 4th most popular value in our whole list. We realized that first time buyers don't know that until they get the item, but we can create more content talking about the tailors and the fabrics.”
Emailing feedback surveys to customers who have not purchased within 120 days of their last order
Irina’s team built a sophisticated retention strategy using Zigpoll-triggered surveys and Klaviyo flows.
Her insight - customers who run into issues related to product or shipping rarely voice their feedback. They simply choose to not purchase again.
Now, GAÂLA is sending out surveys to customers who have not purchased within 120 days of their last order, giving customers a chance to voice any feedback. To increase the response rates on these surveys, GAÂLA offers a discount for participating.
For those who respond with complaints related to shipping or the product, that will create a ticket within Gorgias so customer support can follow up.
“The goal here is to increase retention rate, so we are sending a survey to clients if they didn't place a new order after 120 days. We ask them some questions about their experience and why they didn’t come back to us.
Tracking the feedback of the customers after their purchase helps us understand what we can improve.”
