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.”
Key results
5%email signup rate from new visitors with Blume’s popup strategy
Two-step campaign email + SMS collected in one campaign
Newvisitor targeting Campaigns triggered only for new visitors, maximizing relevance
Syncsmooth integrations captured leads sent to Klaviyo (email) and Postscript (SMS) via Shopify and Zapier
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)
“We chose Wisepops because of: simplicity of A/B tests, easy integration with Shopify, Zapier, and Klaviyo, and email and phone number collection in one campaign.”
Bunny Ghatrora, co-founder, Blume
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
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
Marketing Strategy (course)
Advanced Growth Strategy (course)
Retention & Engagement (course)