The National Rugby League achieves 40% CTR with onsite campaigns
About The National Rugby League
The French National Rugby League (La Ligue Nationale de Rugby, or LNR) is the governing body for rugby league in France. Established in 1934, the league oversees both professional and amateur rugby, organizing championships such as Top 14, PRO D2, and Supersevens.
Rugby is the second most popular professional sport in France, and LNR’s website plays a key role in its ecosystem. The site provides fans, players, and stakeholders with up-to-date news, match schedules, and results—and also acts as a platform to promote LNR’s initiatives.
Company size
Industry
Use cases
Features used
Large
Sports / Sports management & administration
Build email list
Raise awareness of ticket sales
Increase visitor engagement with content like league calendars
Promote news, updates, and new features to visitors
Popup builder
Onsite feed
Integrations: Mailchimp
Key results (one-week campaign window)
The challenges
The LNR team had two key onsite marketing goals:
Grow the qualified lead database by enriching user profiles
Engage rugby fans with timely content and promotions
The challenge was maintaining high visitor engagement while ensuring the website experience remained clean and intuitive.
The winning playbook
These Wisepops campaigns were launched around two main goals: lead qualification and content promotion. Here’s how Julien and his team delivered results.
I had never used such an easy-to-use, practical and effective solution for my onsite marketing campaigns before…
Head of digital marketing, The National Rugby League
1. Smart profile requalification using custom properties
After launching a new website in June 2024, LNR encouraged fans to create personal accounts—but only two of the six profile fields were mandatory, leaving many incomplete.
To enrich this data, Julien launched 15 targeted popup campaigns, personalized using Wisepops’ custom properties. Each campaign focused on a specific missing field, such as:
Phone number
Date of birth
Occupation category
Each popup only appeared if the visitor had a specific field missing, making the experience relevant and non-intrusive.
2. Event-driven content promotion: Rugby calendar download
Each season, one of the biggest moments for French rugby fans is the release of the official league calendar. Julien created a campaign with two tailored versions (desktop and mobile) that went live the moment the announcement dropped.
3. Driving engagement with the onsite feed
LNR also boosts visitor engagement using Wisepops’ onsite feed—a subtle, always-visible channel perfect for real-time updates. For example, when ticket sales opened for the Supersevens championship, LNR used the feed to instantly announce it and drive traffic to the ticketing page.
Strategic impact:
With Wisepops, LNR achieved fast, measurable results with minimal development effort.
The team now has a repeatable system to:
Continuously enrich visitor profiles
Launch time-sensitive campaigns with precision
Promote high-interest content at scale
Results
In a short campaign window, LNR’s marketing team proved the effectiveness of onsite marketing in a media-heavy, sports-driven context.
40.6% CTR for event content
30% requalification rate from smart popups
20,000+ fans engaged with a single campaign
Seamless campaign creation with minimal resources
A foundation for automated lead enrichment going forward
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