Draft

The onsite marketing strategy that brings Asphalte 4,000+ leads every month

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About Asphalte

Asphalte is a French fashion brand founded in 2016 and built on the principle of responsible production, Asphalte creates timeless, high-quality clothing for men and women—designed with customer input and made in Europe. Instead of mass-producing seasonal collections, the brand uses a pre-order model to avoid waste, reduce costs, and craft clothes that people genuinely want to wear.

Key results

4K+leads per month
generated from popup campaigns
25%popup CTR achieved
5x higher than industry average
42% of ecommerce revenue
came from 11.5% of visitors who clicked notifications
+10%CTR increase
from 15% to 25% thanks to A/B testing

The challenge

Asphalte relies on product surveys to shape collections and grow their email list. But convincing new visitors to take part was tough—especially if they didn’t get the brand’s concept right away. The team needed a simple way to explain how it works and get more people to sign up.

Key points:

Low response rate to product surveys
Slow lead generation on the website
New visitors didn’t always understand the concept
Existing signup tactics weren’t effective enough
Hard to explain the value of participating in a few words

"We realized that customer lifetime value was higher after a customer has learned about our mission and how we work"

Benjamin Mateo, head of growth, Asphalte

The winning strategy

1. Introducing the brand's mission and engaging new visitors

Asphalte's team launched a campaign designed to introduce new visitors to the brand’s unique approach. To drive traffic to their product survey, they launched a time-triggered popup shown after 30 seconds to first-time visitors. This campaign invites users to help shape future fashion trends—making for a memorable brand introduction.

"Popups are like ads. People don't like them, so we made them fun. A really good popup doesn't feel like a popup at all."

Benjamin Mateo, head of growth, Asphalte

2. Boosting CTR with A/B tested popup designs

A/B testing played a key role in optimizing popup performance. Using different designs, targeting rules, and messaging were tested to improve engagement. One example was a time-triggered popup designed to encourage visitors to take a product survey.

Two versions of the popup were compared: one was a full-screen format that focused the visitor’s attention, while the other used a different background and visual style. The experiment paid off—click-through rates increased from 15% to 25%.

3. Driving visitor engagement with the onsite feed

Asphalte used the onsite feed to share messages about pre-order campaigns, sales, discount codes, blog posts, email list invitations, and stock alerts—each one crafted to feel relevant. By using the feed strategically, Asphalte guided visitors toward key actions and created a seamless, on-brand way to stay connected with their audience.

Results

By using targeted onsite feed messages and tested popups, Asphalte significantly increased visitor engagement, lead conversions, and overall revenue.

Here’s a detailed look at the key results they achieved:

13.2% conversion rate among visitors who interacted with notifications—3.5 times higher than those who didn’t (3.8%)
Visitors who clicked onsite notifications viewed 2.5 times more pages (6.6 vs 2.6)
11.5% of visitors who clicked notifications accounted for 42% of Asphalte’s revenue
25% click-through rate on popups, well above the average range of 4% to 10%
4,000+ leads generated from over 60,000 popup views in January alone

"The onsite feed is revolutionizing the way we reach our customers. A new lever for us—powerful, personalized, and easy plug-and-play with Shopify"

Benjamin Mateo, head of growth, Asphalte

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Pawel Lawrowski

Pawel is the Head of Growth at Wisepops and an expert in lead generation, popups, ecommerce, and onsite marketing.

With over a decade of experience in digital marketing and ecommerce, he has both build marketing teams from scratch and led strategic business growth projects.

Pawel has worked with countless online businesses on marketing strategies and is now sharing his knowledge. Previously, he was an head of growth at Tidio, where his responsibilities ranged from creating marketing materials to building acquisition channels.

Education

West Pomeranian University of Technology

Certifications