Draft

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.

Key results (one-week campaign window)

40%click-through rate
on LNR’s division calendar campaign
30%of website leads
fully requalified via profile completion campaigns
11K+campaign clicks
on desktop calendar promotion popup
10K+campaign clicks
on mobile version of the calendar promotion

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…”

Julien Michaud, 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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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