Robert Beerworth Team : Web Strategy Tags : Common Sense User Experience

One last hurrah after they unsubscribe

Robert Beerworth Team : Web Strategy Tags : Common Sense User Experience

I have always meant to jot down a checklist of ‘best practice’ tricks that should be embedded into the websites we design.

Those little tricks that push and pull websites (and users) just that bit further, extracting every last drop of conversion goodness. Some of the tricks are shameless and tacky and some downright naughty, though if you’re a start-up, or a cut-price retailer or spammer and you just need sales, leads and reduced costs of doing business, who cares?

Nothing wrong with making money.

Kogan has always been a showcase of these tricks, smoke and mirrors.

  • Popups that alert you to the fact that someone in a nearby suburb has made a purchase.
  • Time-limited micro-sales.
  • Alerts as if you have an account and messages from Kogan.
  • Popups on top of popups.
  • Integration with tools such as Google Trusted Stores.
  • Never-ending emails.
  • Hyper, street-market visual design (suitably and tackily themed for whatever time of year it is of course).
  • And so on and so forth.


Nothing wrong with making money.

Anyway, this afternoon, I unsubscribed from their email. It is going to my work address, they’re not relevant, there are too many.

What I did like was what happened after, especially as in the past few days, I have been making a conscious effort to unsubscribe from emails in my work email I no longer read. Generally, I have been presented with these sort of messages, starting with the ubiquitous Mailchimp message:


Example One - Mailchimp:

Mailchimp unsubscribe confirmation


Example Two - Netsuite:

This is how Netsuite does it!

Example Three - Boring:

Boring unsubscription!


Example Four - Creepy:

Scary unsubscription!


Example Five - Kogan:

Kogan does something different. They unsubscribe me, though at the same time, offer me products I might find interesting; “Here are some cool products you might have missed…”

And this is how Mailchimp do it!


I strongly suspect they have built the page using cookie data which is cool if true. I have recently purchased a Queen-sized bed for my six year old and I have been researching the Nexus 6 phone of late (and ultimately purchased one through Kogan). As for the iPad, well, you just have to have an iPad, though not sure it should be sold out unless they are up to their old tricks by creating a sense of urgency in me.

Which even by Kogan's amazing standards, seems too far... though you never know!

I’ve seen what Kogan has done before on other websites, though I admire Kogan and their cleverness and hey, it got me writing.

C'mon, this is the last impression your departing users and customers will have of you. Make it the best it can be!