Case Studies
Web-to-Home: Home Decor
THE BACKGROUND
A national lighting manufacturer wanted to target the website visitors that displayed high engagement with specific product categories such as portable lighting, fixture lighting, furniture, etc. Based on the substantial level of organic and paid traffic their site experienced, they wanted to identify only the most valuable prospects who visited the website.
THE CHALLENGE
Based on website visit patterns and 3rd party data overlays, the client wanted to qualify only proactive customers most likely to make a purchase. Additionally, they wanted to separate website visitors into two separate audiences designated as either current customers or new customers.
THE EL TORO SOLUTION
Using our Web-To-Home product, El Toro was able to pixel the clients‘ website, then leveraging our advanced analytics tools, qualify website visitors into the two required audiences. Additionally, we were able to match the visitors to specific products they had viewed on the website. We then customized the direct mail pieces to include an image of the products customers had viewed. The campaign ran for three months generating impressive results.
THE RESULT
$2.9 MILLION IN TOTAL SALES
18% CONVERSION RATE FROM CURRENT CUSTOMERS
10.3% CONVERSION RATE FROM NEW CUSTOMERS
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