OddBalls' Onsite Playbook: Five Tactics That Generated £1M+ in Attributed Revenue
About OddBalls
OddBalls is a UK-based clothing brand known for bold, colorful underwear and accessories. Founded in 2014 to raise awareness for testicular cancer, it has grown into one of the country's leading underwear brands with 300+ unique designs.
Company size
Industry
Use cases
Features used
Midsize
Ecommerce; clothing, lifestyle
Build wishlists for new products
Improve lead generation with gamification
Increase ecommerce sales with targeted discounts and AI product recommendations
AI product recommendations
The feed
Popup builder
A/B testing
Klaviyo integration
Key results (six months)
The challenge
OddBalls needed to:
Increase conversion rates from browsing sessions
Build the email and SMS list without disrupting the shopping experience
Generate buzz for new product launches
Maintain their fun, on-brand customer experience
The winning playbook
To meet these goals, OddBalls launched a series of targeted, on-brand campaigns that ran between January and June of 2024.
1. AI-powered product recommendations & best sellers
To engage new visitors from the start, OddBalls showcased best-selling products in the onsite feed—giving first-time shoppers an instant sense of what’s popular.
For those who viewed some products, the feed switched to personalized recommendations featuring recently viewed items, helping them pick up where they left off and driving consistent conversions:
2. Strategic discount distribution
OddBalls shared time-sensitive discount codes through the onsite feed, abandoned cart recovery campaigns, and spin-to-win games—no email required, so no friction, just instant value that drove purchases.
3. Multi-channel lead capture
OddBalls deployed gamified campaigns (spin-to-win wheels, welcome offers for first-time customers) that made signing up fun rather than intrusive. Result: 16.8% sign-up rate, way higher than the industry average (4.01%).
Interesting fact: Simple A/B tests (like on landing display vs. exit-intent) improved performance of email capture campaigns by 15-20%.
The "spin-to-win" campaigns not only grew our list but also generated immediate sales and positive brand engagement. By gamifying email capture and promotions, we transformed routine processes into delightful interactions that drove real results. These insights will shape our future marketing strategies...
Ecommerce Manager, OddBalls
4. Announcing product updates & launches
OddBalls kept customers informed about restocks, new designs, and limited editions through timely onsite notifications. A targeted onsite notification collected 4.5x more emails than a Facebook announcement about a new product launch.
Onsite notifications were a significant driver in revenue for the launch of our new product range and we will be making use of the notifications for future campaigns and product launches.
Ecommerce Manager, OddBalls
5. Increasing AOV with smart checkout nudges
OddBalls also deployed smart upselling at crucial moments—like offering free products for orders over £40 to those who added at least one item to the cart. This strategy increased average order values while delighting customers with unexpected perks.
Results
In just five months, OddBalls transformed their onsite experience into a revenue-generating machine.
The combination of personalization, gamification, and strategic timing delivered:
£1M+ in directly attributed revenue*
122K+ new leads
Sustainable monthly revenue from product recommendations
A playbook for future onsite campaigns
*Attribution was based on direct conversions occurring within 24 hours of campaign interaction, using a one-day post-interaction window.
The notification feed at OddBalls has been instrumental in helping us to gather data, assist conversion rates, promoting new launches and ultimately generating revenue since we launched it. It's a fantastic feature that has been in use for over a year... We highly recommend the use of the feed for all stores.
Ecommerce Manager, OddBalls
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