Case Study: Online Ecommerce Site Doubles Lead Capture and Conversion Rate

By | 2017-06-16T12:42:14+00:00 August 27th, 2015|Categories: Case Studies|

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Looking for an Effective Strategy to Capture Leads, An Online Retailer of Niche Products Looks to Beacon to Generate New Business Opportunities.

Challenge: Our client, a healthcare product online retailer, was seeing an erosion of their back link portfolio. They were losing links to their site through attrition as normally is the case with any website. However, they were struggling to replace these with other high authority and/or relevant links. Domain authority and traffic were suffering as a result. The links that were most responsible for website authority, those coming from sites hosted on an original “C” block, had dropped dramatically from 580 links to only 220.

  • Client Facts:
  • Leading retailer in the store fixture industry
  • 50+ years in business
  • >$10M Annual Revenue 2012
  • Goals:
  • Optimize the site to increase the email capture soft conversion rate
  • Increase lead capture through email submission without hampering user experience
  • Results:
  • Increased online user engagement
  • Email lead capture increased 238%
  • Email capture soft conversion rate increased by 272%


Business Solution: In order to emphasize the benefits of the sign-up feature to visitors and give lead generation a jolt, Beacon chose to install a light box, a small box that appears over the current active page as a screen overlay, such that the visitor can still see the webpage underneath.

The center of the light box image contained a distinct banner offering a discounted price in exchange for the visitor’s email address. Once the visitor provided their address and submitted the form, the site’s database recorded the email address for later use and returned the visitor to the website for further browsing.

Should the visitor wish to skip the offer, the visitor could easily proceed to the website’s visible page below, ensuring that any traffic that could potentially generate sales would not be turned away.

Results: The client saw a 238% increase in email capture and a 272% increase in conversion rate (from .59% to 2.19%) with no adverse effects to the website’s average user visit duration, average time on the website, and the number of total pages viewed per visit.

About the Author:

Logan Ray
Logan is an accomplished marketing professional with nearly a decade of experience. As a Digital Marketing Strategist at Beacon, he heads our SEO team and drives Google Analytics strategy for higher education clients like Colorado State University Pueblo and California State University East Bay. A recognized SEO expert, Logan leads SEO workshop sessions at industry conferences and presents strategy and tactics to graduate students in the Wake Forest University BSBA program. Logan is Google Analytics-certified and holds a B.S. in Marketing from the University of North Carolina at Greensboro.