Charlotte Bio: a 6 Hour-Long Onsite Campaign Brings 6x Increase in Revenue

What is Charlotte Bio?

Listening to women’s needs and the love for organic and cruelty-free cosmetics are the ideas that Stéphane Bittoun and Marjorie Minel had in mind when they founded Charlotte Bio back in 2015. Now, the brand is one of the fastest-growing brands in its segment, offering a wide range of top-quality organic beauty products.

What makes Charlotte Bio really special is that the brand has been developing vegan, environmentally-friendly products before they became the norm. What’s more, the brand is on a mission to make organic beauty accessible to everyone: the most expensive item it sells costs only €18 (about $20).

The positive shopping experience lies at the core of Charlotte Bio’s online store. Besides the simple yet effective design, there are often various promos going on, making the customers’ onsite journey more engaging.

Campaign overview

Charlotte Bio uses Wisepops to engage visitors with various campaigns. Here, we’ll take a look at one of the most recent ones: the flash sale that the brand had in March.

Flash sale campaign

Goals: 

• Generate more orders with the sale

• Acquire new customers (those who visit and follow the brand on social media but have not purchased yet)

On March 28, Charlotte Bio hosted a sitewide flash sale. The offer included a generous 40% discount on all products (except already discounted items). As we know, Charlotte Bio has affordable prices, so this sale was really a great opportunity for customers to grab excellent deals. 

The campaign was implemented in two stages:

• At 6 PM, it launched on the website (for repeat customers only, thanks to targeting features in Wisepops)

• At 7 PM, the campaign was visible to every visitor

Both campaigns lasted until midnight, so the entire sale lasted for six hours in total.

The design of the campaign was well thought out:

First, the visitors saw a popup almost immediately after they viewed Charlotte Bio’s website (both on desktop and mobile). It announced the sale (this way, everybody knew about the discount) and offered to take advantage of the code.

Here’s the desktop version:

And the mobile version:

The visitors could automatically grab the discount by clicking the red “Apply the code” button—and the code was automatically applied to the shopping cart. 

The automatic application made using the discount effortless, which was very important, according to Marilou. Her customers did not even need to remember the code—only one click was enough.

But what about those who chose not to apply the code?

Marilou also took care of that.

These customers could still access the discount thanks to the second campaign—a website bar. It appeared on the top of the website and was only visible to customers who did not apply the code in the popup.

Here’s the bar (note a countdown timer showing when the discount expired):

So, you can say that the bar was there for visitors who closed the popup but then found something interesting on sale and wanted to access the code again (which often happens).

Here's how the popup and the bar campaigns looked on desktop:

Expert tip:

“Use countdown timers to stimulate customers into taking advantage of limited-time promotions and ensure campaigns interact with each other. For instance, display a bar with a countdown to the start of the sale or a notification campaign if the promotion hasn't been redeemed yet. Once the sale begins, you can show a different bar with the countdown until the offer ends.”

Lisa Fockens, Head of Customer Success, Wisepops

Marilou says that the countdown in particular was an excellent idea, as Charlotte Bio rarely hosts such sitewide sales because of the affordable prices. It showed that the code expired soon—which was a clear signal for customers (especially the repeat ones) that the deal was too good to pass on.

Results

In Wisepops, Charlotte Bio launched three campaigns: a desktop popup, a mobile popup, and a website bar.

Let’s see how each performed.

First, the desktop campaign had achieved an impressive CTA of over 47% and 137 visitors applying the code through it:

Next—

The mobile popup (the one you saw earlier), converted even more visitors.

The data from Wisepops revealed this impressive CTR:

And last but not least—

The performance of the bar with the countdown:

As you can see, the bar generated 99 more code applications than the desktop popup campaign.

Still—

The mobile popup was the winner among the three, generating well over 700 discount code applications by customers.

And here’s the overall result:

Altogether, the campaigns generated 17% of sales made in May.

That was a really great result and a major boost in sales and customer acquisition—so the campaign’s goal was achieved.

According to Marilou, having the bar with the countdown proved to be essential because it helped maximize visitors’ purchase intention as they were browsing the store and found products they were interested in.

There was another benefit, too:

You can also watch the full interview of Marilou about her experience with this campaign (in French):

Getting the most out of Wisepops

Thanks to this campaign Charlotte Bio achieved a nice boost in sales. Also, as Marilou mentioned, the sale had a low impact on margins because it was done in a very short timeframe.

Marilou says she is looking forward to integrating onsite notifications to engage even more store visitors. 

You can learn about the notification feed in our next case study below: