How Eisenberg Paris Gets 40% Lead Capture Rates Across Multiple International Ecommerce Stores
The highly-acclaimed brand Eisenberg Paris offers a wide portfolio of beauty products through its online stores and carefully selected retailers around the world.
Company founder, José Eisenberg, works side-by-side with his son and CEO, Edmond, to ensure that every new product meets the highest standards while expanding their brand’s influence worldwide.
With the explosive growth of ecommerce, the Eisenbergs and their team had to find an effective way to convert more of the traffic coming to their online storefronts that target specific countries and languages.
If you’re an online merchant or work for an ecommerce company that needs more leads, sales and revenue, this case study will help you.
In the next few minutes, you’ll see:
- Why a simple newsletter popup converts at 40% for Eisenberg
- How they replicate this success across several international ecommerce storefronts
- How its marketing team creates ideal conditions for conversions
- Which tools Eisenberg uses to automatically capture more leads
- How they turn leads into sales with time-sensitive sticky bar offers
Ready? Let’s get started...
Capturing leads with scroll-point popups
One of the ways Eisenberg engages and converts more of its inbound traffic is by using a scroll-point lead capture popup that offers site visitors a sizable discount off their next order if they subscribe to the company’s newsletter:
At first glance, you’d think that Eisenberg’s simple newsletter popup doesn’t convert as well as it does. But the fact is, the popup boasts a stellar completion rate of just under 40%:
To better understand how Eisenberg’s team makes this happen, let's look at several key aspects of the company’s lead generation process:
1. Attracting targeted traffic
While Eisenberg gets a fair amount of organic traffic to its different ecommerce sites, most of its traffic comes through paid advertising.
When it comes to paid ads, Eisenberg’s team focuses on generating targeted traffic consisting of consumers who are genuinely interested in its brand and high-end products.
By focusing on attracting qualified traffic, they create the right conditions for higher conversions.
To improve targeting, Eisenberg’s team uses ConvertFlow's HubSpot integration to exclude people who’ve already subscribed to specific lists. This way, they make sure the popup shows only to new visitors who've not yet subscribed for the newsletter and received the discount coupon.
Here’s what the targeting conditions look like for Eisenberg’s online storefront in English:
2. Leveraging social media
Facebook is a proven platform for direct-to-consumer marketing, and that’s why Eisenberg combines a strong Facebook presence with targeted ad campaigns in multiple languages that are designed to reach new and existing customers across the globe.
In addition to driving targeted traffic, these ad campaigns help create and build top-of-the-mind awareness for the Eisenberg Paris brand:
Experienced digital marketers know that Instagram ads can work well by themselves or as a complement to Facebook ad campaigns. And that’s why Eisenberg runs language-specific Instagram ads to engage people and drive them to the right online storefront or authorized retailer in their country.
Eisenberg also does a good job promoting its videos on YouTube. Many attract tens of thousands of views, while others get hundreds of thousands of views 🚀
Here's a great example of one of the brand's promotional videos:
Because it’s a luxury beauty brand, promoting videos, ads, and other content with striking visuals is an essential ingredient of Eisenberg’s brand-building success.
3. Choosing the right trigger type
After landing on one of Eisenberg’s ecommerce sites, qualified visitors scroll down the page looking for a beauty product that meets their wants and needs.
In most cases, when visitors scroll down a page, they’re engaged and interested in buying something. Or at least finding more information.
So, when a visitor reaches the 20% scroll-point, Eisenberg has set a triggered overlay popup to show on its country-specific sites:
Eisenberg’s team builds its high-performing popups in ConvertFlow, which lets them create different kinds of CTAs. It also allows them to set targeting conditions and trigger controls so the popups appear at the optimal time.
Here are a few trigger types conversion marketers can use:
- Scroll-point. This trigger type displays a CTA when a visitor scrolls to a predefined percentage of the page.
- Exit-intent. This trigger type detects the visitor’s mouse movement to know when to trigger the popup. On mobile devices, exit-intent popups appear when people click the back button of their browser.
- Time delay. By using this trigger type, marketers can set popups to appear X number of seconds after the page loads.
- On-click-only. With this option, the popup triggers when visitors click a specific link or button.
Capturing leads internationally
As mentioned before, when visitors to Eisenberg's store scroll to a certain point, a triggered overlay popup automatically deploys.
But Eisenberg operates in a variety of countries, with ecommerce storefronts on different subdomains for each location:
To increase conversions, the messaging on each popup corresponds to the language spoken by most people living in that country.
Eisenberg has found that targeting visitors in their native language is more effective than taking a one-size-fits-all approach and showing all popups in English only.
In the English-language example shown below, Eisenberg offers newsletter subscribers a 15% discount, which is quite generous when it comes to luxury beauty products:
In the following examples, you can see how Eisenberg repeats the same process for its non-English, country-specific storefronts:
Each one is set to appear on the right website by tweaking the targeting conditions in ConvertFlow.
Here's what it looks like for the Russian store, for example:
That ~40% completion rate we mentioned earlier is maintained (or sometimes bettered) across most of the different storefronts:
Taking a targeted approach like this helps Eisenberg set up its site for optimal conversion. At scale, it's these little details that can mean the difference between mediocrity and successful growth.
Lead capture follow-up
After visitors subscribe to Eisenberg’s newsletter, Hubspot sends them a confirmation email along with the coupon code for 15% off their first order:
You'll notice that the email also highlights the company’s "E-Shop Privileges," such as free delivery, samples, premium packaging, etc. These all act as excellent trust signals to help drive conversion, along with the discount code itself.
Once again, Eisenberg segments its audience by creating different HubSpot lists for each of the language storefronts.
This allows for any follow-up communication to be done in the most appropriate language—increasing the chance of conversion.
Driving sales with sticky bars
While triggered popups promoting attractive offers work well, Eisenberg also uses sticky bars to announce time-sensitive sales, promos, and special offers. This helps to drive more leads and email subscribers into actual sales.
Below, you’ll see an example of a black-on-black sticky bar with white text promoting Eisenberg’s "Product of the Month:"
And here’s a sticky bar announcing a special offer for "International Kissing Day," which is a great use of mixing promotions with relevant retail marketing calendar dates:
Note how Eisenberg uses the holiday period to add a layer of urgency with the time-sensitive offer 😎
But, once again:
Just like the popup campaigns, Eisenberg has successfully duplicated its sticky bar strategy across its international storefronts. Here's what it looks like on Eisenberg's storefront for the Chinese market:
Creating high-converting popups for your business
Now that you’ve seen how a global brand like Eisenberg Paris uses a simple scroll-point triggered popup to convert 40% or more of the people coming to its ecommerce sites, let’s recap how to apply what you’ve learned to your business.
First, let’s remember that to achieve high completion rates, Eisenberg’s team focuses on attracting people who are interested in buying luxury beauty products. By investing in digital ads that generate targeted traffic, they set the stage for higher conversions and sales.
With qualified traffic coming to its sites, Eisenberg deploys triggered popups that capture lots of that inbound traffic and convert it into subscribers who become loyal customers. As an added incentive, Eisenberg gives newsletter subscribers a 15% discount on their next order, then uses email and social media to follow up while building brand awareness.
If your job involves improving online conversions, make sure you look at what Eisenberg does across its international sites and see how you can emulate their success.
To get started, use ConvertFlow’s free popup maker to quickly launch triggered popups and other CTAs that will engage and convert more of the people coming to your website or online store.
You’ll also have immediate access to 100+ professionally designed templates, making it simple to launch a live popup in a matter of minutes without writing a single line of code.
Charles is a conversion copywriter specializing in case studies and story-driven content. He contributes conversion stories to ConvertFlow and has written for a variety of marketing websites and publications.