Goal:
Increase sales from email campaigns
the challenge:
Our database consisted of past customers who had already enjoyed a dolphin encounter. For most folks, swimming with dolphins is a once in a lifetime experience so we were not likely to get a lot of repeat sales from our current list!
Additionally, the newsletter sign-up form was not generating enough leads to refresh the database with potential new customers.
insight & strategy:
In order to generate a continual influx of fresh prospects for our email database, we knew we needed to provide a stronger incentive for signup. The old form was not attractive and had an uninspired, standard "sign up for special offers" call-to-action.
Our objective was to attract families planning a Florida vacation, locals, and eco-tourists looking for a meaningful dolphin encounter. We knew we needed something that was not only eye-catching, but featured a strong competitive offer.
We created a popup lead form, styled with an attractive photo and offering a 10% discount for a first swim after sign-up. The popup was tested as an entry popup form and is only served to visitors who have not signed up and have not seen the form in 3 days.
In addition to the popup, we added a call to action to the blog pages, promoting the 10% discount offer.
the result:
In one Quarter, we achieved the following results from the new lead form.
- 1,711 new leads (contacts increased by 122% over previous quarter)
- 370 new customers (customers increased by 151% over previous quarter)
- Over $5OK in bookings revenue generated with an ecomm rate of 7.44%
122% Increase in Leads in First Quarter
about the client:
Dolphins Plus, located in Key Largo is a natural ocean lagoon facility that helps tourists interested in swimming with dolphins to find an enriching environment for interactions, so they can have a fun, safe and unforgettable dolphin encounter. Dolphins Plus is accredited by the Alliance of Marine Mammal Parks and Aquariums and the International Marine Animal Trainers Association.
