Logan Ray

Case Study: By Increasing Email Captures, Retailer Increases Potential Lead Generation

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Beacon optimizes the website’s soft conversion rate by developing a custom light box to house their Sweepstakes

Challenge: Our client, an international furniture retailer,
offered a chance to win their Sweepstakes in exchange for
an email address by their site visitors. In order to increase
these soft conversions without distracting their visitors,
they needed a non-obtrusive method to display their
Sweepstakes and expand potential lead generation.

  • Client Facts:
  • Leading retailer in the furniture
    industry
  • 100+ years in business
  • >$250M Net Sales 2012
  • Goals:
  • Optimize the site to increase a
    specific soft conversion rate
    (email addresses)
  • Increase lead capture through
    email submission without
    hampering user experience
  • Results:
  • Email lead capture increased 41%
  • Increase this specific soft
    conversion rate by 42%
  • Increase user engagement on site

 

Business Solution:  The client had previously used many
traditional email subscription boxes in the sidebar, header,
footer, and site banners throughout. Beacon chose to install
a light box, a small, translucent box which appears over the
active website page, enabling the visitor to still view the
website content underneath.

Within the light box area, a banner offered visitors the
opportunity to enter a sweepstakes. Once having clicked
on the banner image, the visitor is taken to the sweepstakes
entry page where they are encouraged to provide their
information, after which they may resume shopping.

Should the visitor wish to skip this opportunity, the
visitor can easily proceed to the site without entering the
sweepstakes, ensuring that any traffic that could potentially
generate sales will not be turned away.

There were additional considerations so as not to interfere
with a positive user experience. Frequency was addressed
by setting a cookie so that the light box would be served
up to any one visitor a maximum of once every 7 days. In
addition, the client requested that the light box appear on
whatever landing page the user arrived on.

Results:  The client saw a 41% increase in sweepstakes email
capture and a 42% increase in conversion rate (from a 5.8%
to 8.23%) with no adverse effects to visit duration, time on
site, and page views per visit.