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.
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.
