Discover how the Digioh Lightbox made it possible for MadeOn Skin Care to achieve conversion rates as high as 39% conducting just two campaigns over the space of 10 days
The creativity came from the pleasure she took in making things in the kitchen, whether soap, bread or juice.
The desperation came, literally, from her hands — the pain she constantly had from cuts and splits and dry skin she got from going about her daily activities.
Not only did that bar heal her skin within days, it cured her son’s seasonal eczema.
The results prompted Renee and her sons to take the bar to the local farmer’s market for testing.
The feedback was positive and MadeOn Skin Care was born.
Since the start of its market presence in 2009, MadeOn has become exclusively an e-commerce site.
From a one-product shop, it has expanded its offerings to include remedies for other common skin problems.
But what really makes MadeOn unique is that it reveals the recipes for its products so customers can make them at home.
MadeOn Skin Care was looking to increase its revenue for Fall 2015. Rather than hike prices or add more products, it chose to focus on growing the number of email subscribers.
MadeOn had good traffic coming to its site but Renee felt the conversion rate for the traffic could be improved.
She wanted a chance to interact with the newcomers and introduce her products in that few-second visit before they left the page.
MadeOn had been using a popular competitor modal popup that just wasn’t doing the job. What it specifically wanted was the ability to deliver a targeted message based on traffic source.
As Renee explains,
“I needed the correct message to nurture the new leads. I wanted to personalize it. I also wanted to make sure my regular customers were ‘captured’ on the site as regulars.
I know exactly where a good amount of my traffic comes from, and I wanted to be able to give them a really targeted offer or message that my regular customers wouldn’t necessarily see.”
After looking at a number of alternatives, MadeOn chose the Digioh Lightbox as the right solution.
Renee was sold on Digioh’s ability to get detailed visitor data such as referral source so that different Digioh lightboxes could use this data to deliver highly targeted messages and offers.
Days 1 to 5: Testing the Waters With the Coupon Offer on Exit Campaign
MadeOn first launched a coupon offer on exit campaign.
The campaign worked by displaying a Digioh lightbox offering a 15% discount coupon to all visitors when they exited the site. In exchange for the coupon, visitors signed up to receive the MadeOn email newsletter.
The aim of the campaign was three-fold:
- Start collecting email addresses and tracking visitors
- Test-drive the Digioh Lightbox
- Determine visitors’ willingness to opt in
After five days of conducting the campaign, MadeOn measured the results:
- 23 coupon opt-ins from 276 lightbox displays, resulting in an 8% conversion rate
Days 6 to 10: Nurturing Existing Leads and Growing Subscribers With the Share the Contest Campaign
MadeOn liked how the Digioh Lightbox performed and determined there was enough of an interest from site visitors to proceed to the next level.
On day six, it launched a contest to win a gift certificate for $50 to be spent on any MadeOn product.
What made this giveaway unique was the ability to “share the contest” through email referrals. Anyone who entered the contest could send an invitation to a friend. If that friend also entered the contest and either of them won, both would receive a gift certificate.
To conduct the campaign, MadeOn created a new Digioh lightbox to display the contest announcement and entry form to unconverted website visitors (those not yet subscribed to the email newsletter).
It also sent the contest announcement and entry form to its existing email subscribers using its MailChimp account.
To combine the two prongs of the campaign, MadeOn integrated the Digioh lightbox with the email list in MailChimp.
The Share the Contest campaign had very specific goals:
- Grow the email list through contest referrals
- Measure lead nurturing efforts by tracking contest conversions of existing email subscribers
After five days of conducting the new campaign, MadeOn looked at the results, separating desktop from mobile users:
- 387 contest entries from 1,040 lightbox displays, resulting in a 37% conversion rate
- 103 email referrals from the 387 entries, resulting in a 27% conversion rate
- 347 contest entries from 852 lightbox displays, resulting in a 41% conversion rate
- 85 email referrals from the 347 entries, resulting in a 24% conversion rate
MadeOn Skin Care’s primary goal over the 10 days of the campaigns was to grow their email subscriber list with new leads. Here are the results of that effort:
- 100 new subscribers were added over the first 5 days of the campaign through the Coupon Offer on Exit campaign
- 175 new subscribers were added over the last 5 days of the campaign through the Share the Contest campaign
Over the total 10 days of conducting the lightbox campaigns together with the email campaigns, MadeOn Skin Care gained an average of 27 new subscribers per day compared to their 2.3 subscriber average prior to using the Digioh Lightbox.
How Digioh Went the Extra Mile
Digioh’s technology and core competencies were key factors behind MadeOn Skin Care’s choice of solution.
But it was Digioh’s willingness to go the extra mile and offer personalized attention to MadeOn’s owner, Renee, that made it stand out from the crowd.
Here’s what she had to say:
“Rishi and Kaushal walked me through my campaigns, showing me all the capabilities, answering my endless questions, and responding in a timely manner when I emailed ‘can it do this?’ questions.
Their knowledge and suggestions on using autoresponders to meet my particular goals gave me the boost of confidence I needed as a marketer to continue the ongoing success I’ve had since I’ve implemented the Lightbox.”
- Targeting new visitors coming from the highest traffic source and offering something they can’t resist
- Developing new offers and messaging based on visitor site behavior such as number of pages visited, time on the site and specific pages visited
- Improving campaign integration with inbound marketing tactics
MadeOn is very excited about putting these ideas into play and looks forward to continuing its productive and profitable relationship with Digioh.
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