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.


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.