[CASE STUDY] How vpnMentor Increased Their Sales By 240% Using Onsite Retargeting

As a website owner, you probably spend a lot of your time, money and efforts trying to figure out how to drive more traffic to your site.

In other cases, website owners are hiring professional digital marketers to have this done for them. But either way, our point doesn’t change, it takes a lot of time.

vpnMentor case study

Imagine with all the hard work, a visitor’s journey to a website may seem exciting. Most businesses struggle the most in trying to figure out how to meet their end goal when they land on the website. This could either be in terms of increasing sales, generating leads or even simply trying to convert these visitors into actual customers.

This is where engagement comes in handy. There are several ways to keep visitors engaged on your website in order to achieve an end goal. A few examples are:

  • Including more visual in your content.
  • Letting fans contribute to your posts, could be comments, reactions etc.
  • The design of the website should be easy as to help the visitors easily move from one point of the site to another.
  • Taking full advantage of targeting.

Meet vpnMentor

vpnmentor

vpnMentor is the leading global portal for VPNs (Virtual Private Networks), Internet privacy, and cyber security. One of their main objectives is to educate their visitors and provide all the information needed to make a good, informed purchase decision. Their goal is to convince visitors to make the purchase right away by presenting a compelling offer.

In a quest to achieve their goal, they started to use onsite retargeting.

While using OptiMonk, they achieved incredible results which we happy to share with you and how they managed to get the results.

Let us show you how they:

  • got 240% in the US and 570% in price sensitive markets such as India and Eastern Europe in terms of sales,
  • created a sense of urgency to push their visitors to buy,
  • used a right message on their popup to help lower decision making from their visitors,
  • increased their conversion rate to over 8%.

Challenge

vpnMentor noticed that their visitors were not buying and probably facing a problem of “paralysis analysis”. Which means that visitors spent a lot of time trying to make a decision on which packages to buy.

There are many different options available for VPNs and other security products, as you can see on the vpnMentor website. So even though the cost for a VPN is pretty low ($5-$10 per month), it is still easy for visitors to be somewhat overwhelmed and hesitant to make a purchase decision.

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Solution

When they learned about onsite retargeting, they decided to control when and what their visitors see using one of OptiMonk’s inbuilt templates (Sangha template). They created their message to capture their visitors’ attention.

Because their goal is to control and reduce “analysis paralysis”, they knew that offering a discount to their audience will invoke emotions which push their visitors to use the discount while it is still valid.

Viewing the changes they made to the template, you can see that the message on the popup is straight to the point. “Wait” is used to keep the visitors on the site longer (engagement). On top of grabbing their attention, you can see that they clearly show the discount they are offering (70%). Finally, they clearly show where to click to apply the 70% discount. The beauty about this kind of setting is that the visitors are redirected to a certain page where they can complete the purchase at this offer.

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Much as having a relevant message is an important thing, we must put the option of knowing when the popup should appear at the back of our mind.

Demonstrated, vpnMentor had some very interesting ways to capture the attention of their visitors. First, they wanted the popup to only appear if the visitor shows any intentions of leaving the site, so they set the popup to appear on exit-intent.

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Secondly, they also wanted the popup to appear a certain number of times per visitor. In their case, setting the popup to only appear twice per visitor with at least one hour between 2 appearances. Displaying the popup a few times means that the visitors are not deprived of the opportunity to browse the site without any interference.

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They also didn’t want to display the popup immediately. So, they decided to display the popup to visitors who had spent at least 3 seconds on a subpage.

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Another very important setting vpnMentor found wise for their popup was “visitors browsing one of these pages”. Displaying the popup on all pages meant that they would be blindly targeting their visitors. This could come as a result of the some of their pages not receiving adequate traffic, the audience that is being steered to some pages are not particularly a target audience to them etc.

Using the “visitors browsing one of these pages” they targeted all their pages except their blog as can be seen in the illustration below:

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Lastly, considering that visitors will come to the site again, they decided to block their visitors from seeing the popup if they had been to certain pages. See below:

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Results

Let’s look into the results.

In only one month after creating and launching the popup, it scored 5,347 in terms of impressions. The number of those visitors who clicked the “Apply code 70ff on checkout here” were 604 which brings the conversion rate to 11%.

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When it comes to sales, it increased by 240% in the US and 570% in price sensitive markets such as India and Eastern Europe.

Summary

By using OptiMonk on their main site, vpnMentor was able to boost their referral traffic and increase not only their sales but also retain a large proportion of their abandoning visitors by keeping them re-engaged on the site. Without OptiMonk, 604 visitors would have been lost on the site or even would not have made choices to buy the vpn’s due to analysis paralysis.

And because of OptiMonk, vpnMentor managed to increase their sales by 240% in the US and 570% in price sensitive markets such as India and Eastern Europe while maintaining 8% in conversion rates while running their campaign for only one month.

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