How a multinational technology company drove engagement and conversions with creating urgency.
100+ million ThinkPads sold worldwide
Turning High Value Visitors into Customers
Lenovo’s website attracts a high volume of visitors, but they noticed that engagement and conversion rates were relatively low. The company was searching for an easy-to-implement promotion that would help drive sales and get visitors converting.
Time-limited discounts to go beyond the conversion limit
The company understands that all consumers love a special offer, so decided to offer visitors that showed interest in their products a 10% discount. Lenovo predicted that offering visitors a time-limited discount would encourage them to make a purchase, creating an uplift in the conversion rate.
Using Insider’s platform, Lenovo presented visitors with a discount coupon that was valid for 10 minutes. They decided to target visitors who had viewed three or more pages, as they believed that these visitors would have a higher purchase intention.
Using a countdown coupon had several benefits for Lenovo. The time limit created a sense of urgency for the customer, encouraging them to take advantage of the special offer and make their purchase.
Insider’s advanced personalization technology enabled that the code was not given to the customer until the final purchasing stage. This meant that it couldn’t be published on affiliate sites, or be shared elsewhere. This allowed Lenovo to track the exact impact of the coupon on both conversions and engagement, and ensure that the offer remained “special”.
Lenovo measured significant increases across three key success metrics. The countdown coupon achieved a 13.91% uplift in conversion. They also observed an increase in engagement – visitors that were presented with the coupon spent longer time on site and viewed more pages, with a 22.08% increase in average session duration, and a 19.07% increase in page views.
“Working with Insider to learn more about our customers and unlock the value of our website has been a fascinating journey so far. We were delighted to see such a positive response to our coupon offer, and are looking forward to running further optimization activities in the near future.”