Last updated Fri Apr 19 2024
Hallow engages 42K leads and increases app downloads
4,195 Leads sent to the signup funnel by the embed campaign
5,593 Leads sent to the signup funnel by the bar campaign
32,533 Leads sent to the signup funnel by the exit popup campaign
Snapshot
Website: Hallow
Location: Chicago, Illinois, U.S.
Founded: 2018
What is Hallow?
Hallow serves as a Christian prayer and meditation app, guiding individuals toward peace and a deeper connection with God through prayer. It is globally recognized as the leading prayer app, accessible in seven languages. Hallow is available on both Google Play and App Store, where it has been downloaded over 5 million times.
Hallow provides a wide array of over 10,000 audio-guided prayers and meditations, offering diverse content such as daily Rosary with Mark Wahlberg, daily Gospel, daily saint features, novenas, examens, Father Mike Schmitz's Bible in a Year program, Jonathan Roumie's audio Bible, Bishop Barron's Sunday Sermons, calming Christian music, Gregorian chant, mental health meditations, prayers tailored for kids, and much more.
“Hallow’s app offers a tremendous experience for people looking for meditation and prayer. Hallow turned to Wisepops to help people discovering Hallow through organic search and other channels more easily sign up for free trials...”
How Hallow uses Wisepops to increase downloads
The key day for Hallow is Ash Wednesday, marking the start of Lent when many Christians commit to daily prayer until Easter. Before this important day, Hallow offers its best deal of the year: an extended, 90-day free trial.
This year, Hallow reached No. 1 in the App Store in both the U.S. and Brazil on Ash Wednesday and most of the following day.
To achieve this success, Stephen had to raise awareness of the deal. To do that, he used a multichannel strategy.
On the offsite (outside the website) side, there were paid ads while on the onsite (on the website) side, there were exit intent popups, bars, and embed campaigns.
Goal:
Promote a special deal (90-day free trial) to get more app signups around Lent
Campaign #1: A sticky bar
This campaign was a non-intrusive sticky bar that appeared on the bottom of the Hallow’s website. It contained some social proof (an impressive number of 5-star reviews left by Hallow users) and encouraged visitors to sign up for the app:
The bar campaign also appeared on Hallow's blog—a collection of helpful articles on enhancing a prayer life, read by thousands on a monthly basis. Adding the campaign to the blog was a purposeful decision since articles give readers a good idea of how they can benefit from using the app.
“With Wisepops allowing some CSS hacks, and making it easy to add text and emojis, we were able to include our familiar herald logo, as well as our five-star app rating, helping people understand that they can sign up for Hallow’s free trial while reading our blog on their desktop computer and then download our app on their phone.”
When clicked, the bar redirected visitors to the first step in the signup funnel: a survey designed to personalize the Hallow experience before using the app:
Campaign results
In the weeks leading up to and following Ash Wednesday, more than a half-million people saw this bar campaign. Of those, 5,593 clicked and went to the survey to learn more about how they can benefit from using Hallow.
Campaign #2: An exit intent popup
“Leading up to Ash Wednesday, Hallow ran a Super Bowl commercial featuring Mark Wahlberg and Jonathan Roumie, both of whom are featured inside of our app for our Lent prayer challenge. We also feature them prominently in our ads on social media as well as our lifecycle marketing.”
The exit intent popup effectively integrated the Super Bowl commercial and Lent campaign with Hallow’s organic search traffic. It showcased familiar faces from the Super Bowl and social media ads, prompting visitors to join Mark and Jonathan in prayer through the 90-day trial:
This campaign played an important role in the omnichannel marketing campaign, serving as a key onsite conversion tool. The brilliant design enhanced the overall cohesion of the campaign, spotlighting Mark and Jonathan, who were also featured in the Super Bowl and paid ads.
“We recognize that our different channels don’t operate in a vacuum and the work we do in one channel can support our marketing efforts in a different channel. Someone who saw our exit intent commercial could have been reminded about our Super Bowl commercial and decided to try Hallow. Or someone seeing one of our Mark and Jonathan ads on social media may be more likely to click and try Hallow if they’ve already seen our Mark and Jonathan exit intent pop up.”
Campaign results
The desktop version and the mobile version of this campaign collectively drove an impressive total of 32,533 visitors to the signup survey page, showcasing a brilliant performance and engagement level with the audience.
“Being able to easily customize exit intent popups and optimize separately for mobile and for desktop made these really successful and were responsible for thousands of incremental purchases that we would not have otherwise had.”
Campaign #3: An embed
Embeds were another channel that Hallow used to raise awareness of the extended free trial among website visitors. Specifically, a number of embeds were made to act as in-article CTAs on the Hallow blog across multiple languages.
Here’s a look at the beautifully-designed campaign in English:
Here’s how this campaign appears on Hallow’s blog:
To make sure that every visitor gets a campaign in their language, the marketing folks at Hallow used the targeting options. According to Stephen, targeting turned out to be the most important feature, as it helped him target different audiences with optimized campaigns, whether for a device (desktop vs mobile) or language.
“With the ability to customize the embeds with different copy over the same illustration, and then use Wisepops’ targeting rules (targeting by language URL string) and CSS placement, these created smooth CTAs that fit into the flow of articles across multiple languages, leading to more than a million displays.”
Campaign results
The campaign successfully directed 4,195 engaged blog readers to the signup survey page, resulting in a substantial increase in lead generation performance. This surge in traffic on the survey page not only amplified offer visibility but also enhanced the potential for converting readers into users.
Summary & Stephen’s advice
The key takeaways from this report are:
Use different formats for engaging website visitors (popups, bars, embeds, etc.)
Combine onsite and offsite campaigns into one strategy (example: the campaigns on Hallow’s website featured content from paid ads)
Personalize campaigns for different audiences and devices (using language targeting and various campaign format options)
“Test and learn. Wisepops offers a number of templates to get started quickly, and they are easy to customize with images, fonts and colors that reflect your brand. You can go from “idea” to “test” very quickly and begin discovering which types of CTAs work better on different audiences and content types.”
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)
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