Here's how Inked Gaming 8x-ed their lead capture rate... and sliced their cost per lead
(to 1/5 of original cost)
Contributing to a 254% return on investment.

  1. The Story

    Life is but a game

    Inked Gaming is a team of gamers designing accessories for the gaming community. They started with a dream where every gamer could customize their own playmats, mousepads, bags, etc. with awesome art. Today, they make this easy, fun and affordable!

  2. The Challenge

    Capturing and educating first time visitors

    Inked Gaming offers a huge library of designs. But customers can also upload their own art for printing on many different products.

    As for many online stores, new visitors need to be welcomed and educated before making their first purchase. Yet, to start this conversation, you need a way to communicate... a.k.a an email address.  

    Inked Gaming already had the typical "10% off" welcome pop up and was capturing about 0.29% of traffic. Something needed to be done to capture more!

  3. The Solution

    Psychology and Data

    Do you use the same icebreaking approach when you're meeting colleagues, friends at a bar, or a stranger on a bus? I don't think so... you probably adapt your introduction to the specific situation and audience.

    This seems pretty obvious in real life, yet stores don't often apply it to online introductions with their visitors.  To boost Inked Gaming's lead capture 8 folds, we used psychology and data. We started by asking "Who are we addressing?" to then determine, "How should we talk to them?"

Keys to Success

From scary clown to smooth operator

Picture yourself in a brick and mortar store, waiting behind your front door. Suddenly, a new client comes in. That's when you pounce right in front of them, screaming: "Give me your email and I'll give you 10% off!"

Now picture that on a loop, happening each time your brave customer dares enter your store!

This is what a  welcome pop up feels like as it immediately triggers every time your store loads.

Our very first decision was to switch Inked Gaming from a welcome pop up to an exit-intent pop up.*   

Presenting an offer as soon as a customer lands on the homepage doesn't give them time to discover what you sell. It's also intrusive and rude because it abruptly interrupts their flow.

An exit-intent pop up, however, only steps in when a visitor is on their way out. They've already had a chance to explore and they know what you're about.

Think of a welcome pop up as a pie thrown in your visitor's face, while an exit-intent pop up is like a parting gift. Timing and delivery are important.

*Exit-intent pop ups only trigger when a visitor shows signs of leaving the store. For example, by moving their cursor outside the browser window.

Nobody likes throwing away margin

Here's another reason to deliver lead capture offers as an exit-intent pop up: it saves on margin.   

By giving away 10% off in a welcome pop up to all new visitors, Inked Gaming was biting into their margin for every single first purchase.   

But what about those visitors who don't price shop? Those who know what they want and are just trying to get some shopping done? They don't need 10% off...

With Inked Gaming's offer as an exit-intent pop up, we are only giving away margin when needed.

If the visitor isn't ready to buy, is about to leave and potentially never come back, that's when we tempt them with a sweet offer.

Let's give customers what they really want.

Who is your ideal customer? And what can we offer that they will find irresistible? These are two crucial questions to consider when drafting a lead capture offer.   

Inked Gaming sells to gamers. Without getting into too many details here, this already tells us a lot about their interests: they like games!   

Generally speaking, the more tangible the offer, the better.

For example, a free product or highly relevant tips will be more tangible than 10% off. The visitor should be able to see herself using the offer (That's not to say that a discount is always wrong - in some cases, that's what the audience is craving).   

With this in mind, we decided that Inked Gaming's ideal customer would love receiving a free token card. They would instantly picture themselves playing it during their next round of Magic the Gathering. 

Creating intrigue to get a click.

When you receive a gift, it's typically gift-wrapped... Why? Seems like a pretty huge waste of paper and time (wrapping to then unwrap). Well, the fact is, presentation is key because we like intrigue.  

The same goes for these pop ups.  

Check out the Inked Gaming pop up below. This first screen reads:

Which token do you prefer? - Click one to add it to your collection for free.

Here's why this works

Asking a question is much more intriguing than making a statement (eg. "Here's a free token").

This question engages visitors by asking for their preference. It triggers an emotion. We're also turning the experience into a game by having visitors pick between two options. The conversation becomes fun and interactive.

There's a very specific reason for presenting the offer in this way (including three pop up screens). Our first goal. is for the visitor to make a micro-commitment. Once the visitor has decided which token they want, they have already decided they want their gift.

This micro-commitment increases chances they will follow through once we ask for their email on the second screen.

Most lead capture systems highlight the "ask": they start by asking visitors to "subscribe" and they show off an email entry field.

Instead, Inked Gaming's new pop up doesn't make any requests upfront. It starts by showcasing value without making the reader feel uncomfortable by asking for something immediately on screen one.

The Bottom Line

All this psychology worked together to boost Inked Gaming's lead capture rate by 820%. And we haven't even told you the best part yet!

Inked gaming used to give away 10% off in a welcome pop up. Let's say they have an average order value of around $50. They were, hence, giving away $5 with every first purchase.

Now, Inked Gaming is giving away a token card worth $1 on their store. There's a pretty straight forward gain there... they cut their lead capture cost in 5! 


820% increase in monthly lead capture rate

Get a free email audit!

Let's discover how to boost your email revenue