Testing & Retention Strategies

Run content campaigns, funnel tests, and co-branded retention strategies including cart abandonment and post-purchase flows.

From Launch to Growth

Your funnels are live. Partners are sharing. Orders are coming in.

Now the real work begins: optimization.

This step covers:

• Content campaigns — Getting more and better content from partners
• Funnel testing — Systematic experimentation to improve CVR and AOV
• Retention strategies — Co-branded email/SMS flows that keep customers coming back

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Content Campaigns

Why Content Matters

The best co-branded funnels aren’t static—they evolve with fresh content from partners. Running content campaigns:

• Keeps pages fresh and relevant
• Gives partners reasons to re-engage
• Generates new assets for ads and organic
• Deepens partner investment in the program

Campaign Types

Seasonal Content Refresh

When: Quarterly or with major seasons/holidays

What to ask for:

• Updated product picks for the season
• New photos with seasonal styling
• Holiday-specific quotes or messages

How to execute:

1. Email partners with clear ask and deadline
2. Provide examples of what you’re looking for
3. Offer incentive (bonus commission, feature placement)
4. Update pages with new content

New Product Launch

When: New products drop

What to ask for:

• Partner reviews after trying product
• UGC featuring new items
• Updated picks to include new products

How to execute:

1. Seed new products to top partners
2. Request feedback and content
3. Feature early adopters prominently
4. Roll out to broader partner base

UGC Collection Sprint

When: When you need fresh content for ads/organic

What to ask for:

• Specific content format (video, photo, testimonial)
• Themed around campaign concept
• Rights to use in paid media

How to execute:

1. Define creative brief
2. Reach out to best content creators in your program
3. Offer compensation (product, payment, or commission boost)
4. Collect, curate, and deploy

Testimonial Campaign

When: Quarterly for ongoing social proof

What to ask for:

• Updated testimonial quotes
• Before/after stories
• Specific results or outcomes

How to execute:

1. Survey partners with targeted questions
2. Follow up on interesting responses
3. Get approval for quote usage
4. Update funnels with fresh testimonials

Content Collection Infrastructure

Build systems to make content collection ongoing:

CC’s form system lets you run campaign-specific data collection as easily as sending a form link. For example, a “Holiday Gifting” campaign can use a custom form to collect each creator’s seasonal product picks with a personal gift guide tagline — no custom development required.

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Funnel Testing

Testing Philosophy

Don’t guess—test. Every funnel decision should be validated with data.

Start with high-impact tests. A 10% improvement on your hero section affects everyone. A 10% improvement on an obscure element affects few.

Testing Priorities

Test in order of impact:

1. Hero Section

   The first thing visitors see. Test:

   • Partner photo size and placement
   • Headline messaging
   • CTA copy and placement
   • Discount presentation
2. Product Section

   Where purchase intent forms. Test:

   • Number of products shown
   • Product selection strategy
   • Grid vs. carousel
   • Quick-add vs. click-through
3. Social Proof

   Trust-building elements. Test:

   • Testimonial placement
   • UGC integration
   • Review display
   • Partner credibility indicators
4. Cart & Checkout

   Conversion finalization. Test:

   • Cart upsells
   • Discount application method
   • Checkout messaging
   • Payment option presentation

Test Ideas by Metric

Improve CVR

Test	Hypothesis
Larger partner photo	More personal connection
Video vs. static hero	More engaging, builds trust
Discount above the fold	Clearer value proposition
Fewer products shown	Less overwhelming, clearer choice
Add testimonial to hero	Immediate social proof
Sticky add-to-cart	Reduce friction

Improve AOV

Test	Hypothesis
Bundle offers	Higher perceived value
Threshold free shipping	Encourages adding more
Partner bundles	Curated selection increases items
Upsell in cart	Catch them before checkout
”Complete the look”	Related product suggestions

Reduce Bounce

Test	Hypothesis
Faster page load	Impatient visitors stay
Clearer partner identity	Confirms they’re in right place
Entry pop-up timing	Capture before leaving
Above-fold CTA	Immediate action path
Mobile optimization	Better mobile experience

Testing Methodology

A/B Testing

Best for: Comparing two variations

How to implement:

• Split traffic randomly between variations
• Run until statistical significance
• Measure primary metric (CVR) and secondaries (AOV, bounce)

Tools: Built-in theme testing, or platforms like Convert, VWO

Segment-Based Testing

Best for: Testing approaches for different partner types

How to implement:

• Create different templates per segment
• Compare performance across segments
• Adjust based on segment-specific results

Example: Influencer template vs. Practitioner template

Cohort Testing

Best for: Testing with new partners

How to implement:

• New partners get new template variation
• Compare to existing partners on old template
• Account for partner quality differences

Caution: Cohort quality can confound results

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Co-branded Retention Strategies

The purchase isn’t the end—it’s the beginning.

Must-Have: Co-branded Cart Abandonment

This is non-negotiable. If a visitor adds to cart from a partner funnel but doesn’t purchase, your abandonment flow MUST maintain partner context.

Email 1: Reminder (1 hour)

Subject: You left something in your cart

Co-branding elements:

• Partner name in subject or preview
• Partner photo in header
• “Your cart with [Partner]‘s picks”
• Partner discount code reminder

Content:

• Cart contents with images
• Discount reminder
• Clear CTA back to cart

Email 2: Value Add (24 hours)

Subject: [Partner] wanted you to see this

Co-branding elements:

• Partner testimonial about product(s) in cart
• Partner’s “why I love this” quote
• Social proof from partner’s audience

Content:

• Product benefits
• Customer reviews
• Discount still available

Email 3: Urgency (48 hours)

Subject: Last chance for [Partner]‘s discount

Co-branding elements:

• Partner photo
• “Don’t miss out on [Partner]‘s recommendation”
• Discount expiration messaging

Content:

• Urgency (real or perceived)
• Final CTA
• Alternative products if original sold out

Must-Have: Co-branded Post-Purchase

Order Confirmation

Timing: Immediate

Co-branding elements:

• “Thanks for shopping with [Partner]!”
• Partner photo
• Partner’s message or tip

Content:

• Order details
• Shipping info
• Social share prompt

Shipping Notification

Timing: When shipped

Co-branding elements:

• “[Partner]‘s pick is on the way!”
• Partner photo

Content:

• Tracking info
• Delivery expectations
• Usage tips from partner

Review Request

Timing: 7-14 days post-delivery

Co-branding elements:

• “How did you like [Partner]‘s recommendations?”
• Prompt to share with partner’s community

Content:

• Review request
• UGC submission prompt
• Social share incentive

Replenishment/Reorder

Timing: Based on product lifecycle

Co-branding elements:

• “Time to restock [Partner]‘s favorite”
• Partner’s latest picks
• Partner’s current discount

Content:

• Reorder prompt
• New products partner recommends
• Loyalty incentive

Implementation

Klaviyo

Use custom properties to pass partner context:

cc-creator-handle
cc-creator-first-name
cc-collab-discount-code
cc-creator-profile-picture

Build flows that branch based on partner presence and render personalized content.

Other ESPs

• Pass partner data via order tags or metafields
• Create template variables for partner content
• Build conditional content blocks
• Sync partner data via API or integration

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Partner Engagement Optimization

Keep partners active and productive:

Partner Communication Cadence

Frequency	Content
Weekly	Performance summary (if they had activity)
Monthly	Program updates, new features, top performer highlights
Quarterly	Strategic recap, upcoming campaigns, feedback request
As needed	New product launches, special promotions

Re-activation Campaigns

For partners who’ve gone quiet:

30-Day Inactive

Trigger: No shares or sales in 30 days

Message: “We miss you! Here’s what’s new…”

Offer: Fresh content for their page, new products to try

60-Day Inactive

Trigger: No activity in 60 days

Message: “Your fans are waiting…”

Offer: Temporary commission boost, exclusive product access

90-Day Inactive

Trigger: No activity in 90 days

Message: Final check-in

Action: Survey for feedback, decide on continued partnership

Top Performer Recognition

Celebrate and retain your best partners:

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Optimization Metrics Dashboard

Track optimization efforts with dedicated metrics:

Metric	Description	Goal
Test velocity	Tests run per month	2-4 per month
Win rate	% of tests that improve metrics	30%+
Cumulative lift	Total improvement from tests	Track trend
Email CVR	Partner flow conversion rates	Beat benchmarks
Partner activity	% of partners active monthly	50%+
Partner retention	90-day partner retention rate	70%+

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What’s Next

You’re optimizing and growing. For some programs, there’s another level: advanced strategies for professional partners who want even deeper co-branding.

Next: Advanced Strategies

Step 7: Whitelabel sites and product embeds for professional partners →