How Onyx Cookware Converted 43.03% of Their Visitors to Subscribers Without Discounts
Onyx Cookware premium stainless steel pots and pans on a black surface. Onyx Cookware conversion

How Onyx Cookware Converted 43.03% of Their Visitors to Subscribers Without Discounts

About Onyx Cookware is a Danish kitchenware brand creating high-quality pots, pans, knives, and accessories for everyday use. Founded in 2019, they sell directly to consumers across Europe. Today, they’re trusted by thousands of home cooks and food lovers who want kitchen tools that actually deliver on their promises.

The Challenge

Germany is Onyx Cookware’s most important and most challenging market.

Subscriber numbers in Germany were declining and their existing setup wasn’t enough. Most email opt-ins came through checkout, but only 6% confirmed their signup with double opt-in.

They had explored what was possible in their existing tools, including Klaviyo forms, but found both the functionality and the strategic support lacking. They wanted to guide users in a way that matched their brand—not just display a generic popup.

Melina Amorsen Strøm and Stine Hemmer-Havnsgaard from Onyx Cookware led the effort to change that. Their goal was clear: increase number of subscribers by at least 30% in a way that engaged visitors without compromising on GDPR compliance or user experience.

Stine Hemmer-Havnsgaard, Head of Organic Media at Onyx Cookware

The Solution

To reach their goal, Melina and Stine needed a new approach. They chose Sleeknote’s Spin to Win format as a more interactive way to collect subscribers.

The campaign was carefully designed to meet Onyx Cookware’s internal guidelines:

  • No discounts
  • No interference with paid traffic
  • Strict control over when and where the campaign appeared

Melina and Stine came up with a spot-on prize for the German market and made sure visitors understood that they had to confirm their email address to enter the competition.

Their Sleeknote campaign worked seamlessly with Shopify and Klaviyo, and they were able to launch it without involving developers or external resources.

Stine and Melina built a campaign that matched their brand and turned a declining trend into a standout success—without compromising on compliance or user experience.

The Results

Melina and Stine aimed to increase their subscribers by 30% and with Sleeknote, they outperformed their goal at every level.

Campaign results:

  • 43.03% converted from visitor to subscriber
  • 98.89% double opt-in rate from the campaign compared to just 6% via checkout
  • 658% more leads collected through the campaign compared to their usual channels
  • 37.5% higher average order value among users who converted after signing up through the campaign, compared to the average order value on the site during the same period

Beyond the numbers:

  • Helped build internal support for email as a channel
  • Helped reverse the negative subscriber trend in Germany
  • Fewer unsubscribes than expected, even though the campaign was based on a competition

Why Onyx Cookware Uses Sleeknote

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