CASE STUDY: Gr8fires Tackles Customer Pain Point, Boosts Leads 300%

by Jeremy Wallace on August 21, 2014
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UK-based Gr8tFires makes some seriously awesome wood-burning stoves and fireplaces.

They’ve been doing it for 30 years, the last 6 of which they’ve successfully operated an online store at www.gr8fires.co.uk

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Their popular line of multi-fuel stoves burn coal, smokeless fuels, anthracite, and wood, allowing customers to increase energy efficiency without sacrificing comfort.

Challenge

The goal for Gr8fires was simple: sell more stoves online.

But like any retailer that sells high-quality, durable products, they have a long sales cycle.

So the challenge was, how could Gr8fires stay top-of-mind with prospects with such a long time gap between them starting the research process and finally making a purchase?

Strategy

While some may have seen this long sales cycle as a disadvantage, Gr8fires saw an opportunity to educate visitors on their biggest customer pain point: stove installation.

The team asked themselves a question: “How can we clear away the confusion surrounding stove installation cost and process?”

The answer was to create an “installation calculator” that provided all the details behind installing a Gr8fires product. The calculator would be offered for free in exchange for the user’s email address.

Gr8fires then used Rooster’s exit-intent targeting to present the calculator just before user’s abandoned the site.

Creative

With the idea for the calculator already in place, the creative for this exit overlay focused on the pain of not knowing how much installation costs might be.

The team decided to keep it simple with a basic product snapshot, some persuasive copy, and a directional arrow pointing towards the CTA.

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The free installation calculator was designed to help customers determine the exact cost of their specific installation.

Results

The results from this exit overlay surprised even us:

1. A 300% increase in monthly sales leads.

2. A 48.54% lift in sales for users who signed up to get access to the calculator.

Takeaway

Smart marketers know that in order to generate results online, you must be helpful, informative and engaging. By offering prospects truly valuable information for free, Gr8fires generated a fantastic lift for their online store.

How many additional leads, sales & signups can you generate by using an exit overlay on your website? Rooster is available on a free 30-day trial.

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