How Blume turns 5% of visitors into leads—on both desktop and mobile

About Blume

Blume is a wellness brand started to redefine self-care for women. They are on a mission to make self-care easier and healthier by using gentle, environmentally friendly materials in their products. Their ultimate goal is to “shift the narrative away from perfect skin and towards healthy skin.”

The challenge

Blume faced the challenge of converting first-time visitors into customers while maintaining an authentic, customer-focused approach. They needed to grow their email and SMS lists without disrupting the visitor experience.

Additionally, Blume wanted to effectively promote time-sensitive offers like flash sales and special deals to both desktop and mobile visitors.

The brand needed a solution that could:

• Capture email addresses and phone numbers from new visitors in a seamless way

• Work effectively across desktop and mobile environments

• Integrate with their tech stack for streamlined marketing automation (Shopify, Postscript, Zapier, Klaviyo)

The winning strategy

1. Building an email and phone number list

Blume offers 20% off the first order to convert new visitors to encourage them to make their first purchase. This campaign was shown on the homepage. 

Note that the CTA button says “Continue to next step”.

That’s because there’s a second step: signing up for text messages. When visitors enter their email and click to continue, they will switch to this window inviting them to enter their phone number:

This campaign is also running on mobile devices to convert more visitors.

The popup is optimized for small screens and conveys the message effectively. This way, Blume is able to cover more customer touchpoints and get more sales from mobile shoppers.

2. Converting visitors with a BOGO sale

Blume celebrated its birthday and used this occasion to host a “buy-two-get-one-three” sale. This campaign replaced the campaign #1 on the homepage for one weekend in June.

3. Raising awareness of a flash sale 

This campaign promoted a flash sale of product bundles. In total, two campaigns were created: one to drive the traffic from the homepage to the sale page where the second one gave them a discount.

Here’s the homepage announcement (it drove traffic to this bundles page):

Here’s the second popup with a discount that encouraged visitors to buy (this one was essentially a version of the campaign #1).

Results

Blume’s targeted popup campaigns powered delivered impressive outcomes across desktop and mobile devices:

• 5% conversion rate from popup campaigns, outperforming industry averages for both desktop and mobile visitors

• Significant growth in the email and SMS subscriber lists, enabling more direct communication with customers

• Successful promotion of time-limited offers such as BOGO and flash sales, driving increased traffic and sales during key campaigns

• Mobile-optimized popups increased engagement with on-the-go shoppers, expanding Blume’s reach across all customer touchpoints