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THE DEVIL IS IN THE DETAILS

Who should see your pop-ups? Can it make sense to cut off an online sale? Is it possible to get one million sign-ups for your newsletter in less than two years? We spoke to JYSK about their collaboration with SiteCampaign.


October 9, 2019 // Katrine Andersen 

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“I am all in favor of teaming up with specialists. It is of great value having access to sparring with someone who works with on-site marketing across various businesses. Someone who accumulates more insights than we are able to on our own. That is more than a generalist agency can accomplish.”

KASPER FABRICIUS DORBY,
HEAD OF SOCIAL MEDIA & DIGITAL MARKETING, JYSK NORDIC

FOR JYSK IT MAKES SENSE TO USE SITECAMPAIGN

In the 80s, JYSK’s marketing was based on advertising circulars and TV spots. Since then, digital media have taken over, but one thing hasn´t changed. A deeply rooted business acumen is still the DNA of the global retail chain.


Why do you pay an external partner like SiteCampaign to help with pop-ups – why didn´t you just chose a free open source solution?


“It is ultimately a matter of return on investment. For us, it makes sense to use SiteCampaign. We can fine-tune and adjust way more than if we had to deal with everything ourselves”, says Kasper Fabricius Dorby. He is Head of Social Media & Digital Marketing at JYSK and is responsible for digital operations in 20 countries.


If someone thinks it is an investment in a luxury tool, they are mistaken. There is more at stake. Increased conversion rates of down to one percent easily becomes a matter of millions for JYSK. And so, it becomes bad business to cut off SiteCampaign.

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FROM LEADS TO EMAIL MARKETING

JYSK uses different technologies from SiteCampaign and benefits from sparring with specialized experts. But what is the core service if cut down to the bone?


“We are using SiteCampaign to generate leads for our email marketing database. It can hardly be simpler. We are using the pop-up functionality to generate leads from both desktop and mobile devices”, Dorby says.


In that sense the mission is easy: “Make some dashing pop-ups that do the job.”

HIGH LEVEL DATA-DRIVEN MARKETING

But as we know, the devil is in the detail. Digging deeper into the statistics of user behavior, things get really interesting. The use of a seemingly basic tool like pop-ups, it turns out, transforms into data-driven marketing at a high level.


“If we are running a sign-up campaign for a while and solely stick to measuring our conversions, we probably won´t be able to verify more than an immediate positive effect. But through split testing it becomes possible to see the actual raise and whether there is a negative trend as well”, Dorby explains.

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NET PROFIT COUNTS

However, having gathered the split test results, the next step of the campaign is not necessarily a given. Especially not if you, like JYSK, have a particular interest in the net profit: Do we make money on this in the long term? Dorby gives us an example.


“In the testing of one of the pop-ups, we have been able to notice a negative effect on sales, but in return we see an even higher sign-up rate for our newsletter. Obviously, we had to choose between the two, and our calculations showed that the short-term decline in turnover was worth it. We simply knew we would sell more in the long run”, Dorby explains.


The calculations also showed a few interesting deviations. It turned out that JYSK gained more short- and long-term value from certain specific types of traffic by delaying or simply removing certain aspects of the overlay.

ALMOST ONE MILLION SIGN-UPS

Since JYSK initiated the collaboration with SiteCampaign in 2017, close to one million newsletter sign-ups have been collected by means of stylish and thoroughly tested overlays. The technological solution is highly praised, but when Dorby is asked to emphasize a particular quality about SiteCampaign, he points to something else.


“It is, above all, about having access to sparring with someone who works with on-site marketing across various businesses. Someone who accumulates more insights than we are able to on our own. I am all in favor of teaming up with specialists who spend time and energy on becoming really proficient within a certain field”, Dorby finishes.