How We Did It

Foundational Promotions: New Visitor, Exit, and Cart Abandonment

Cornbread Hemp has had the most success growing its SMS and email databases while rescuing sales using the triad of foundational promotions: A new visitor lead capture, an exit offer, and a cart abandonment pop-up. Cornbread Hemp then pairs these with specific automation flows within their ESP to dial in the messaging based on a shopper’s behavior. Since coming to Justuno, Cornbread Hemp’s email database has skyrocketed 200% along with a 50% growth in their SMS lists!

The star of these three pop-ups is their exit offer which, after A/B testing different locations, has driven the most conversions in the corner of the screen. Cornbread Hemp matches the messaging for each exit offer based on the current URL and focuses on a unique selling proposition (USP) for specific products. This helps address potential pain points in a customer’s journey and eases the path to purchase. These exit and cart abandonment pop-ups have worked together to bring Cornbread Hemp’s cart abandonment rate down by 28%!

Health.com Traffic Segmentation Campaign

When Cornbread Hemp was featured in an article on Health.com as one of the top 10 CBD companies in the US, they created an onsite campaign to target visitors clicking through to their website. They built a three-pronged approach:

• Targeted lead capture with a unique coupon code and mirrored messaging from the blog post
• Website banner featuring a review, quote, and subtle source reference for social proof and trust-building
• Exit offer that specifically referenced the same messaging and had a countdown timer to drive action leading to a 4% increase in conversions!

Using traffic source targeting and UTM parameters for these pop-ups, Cornbread Hemp could be sure that only visitors coming from the health.com article would see these and maximize their effectiveness. Overall, the Health.com campaign had a 16.5% conversion rate for those engaged by these promotions!

CBD Marketing & The Importance of Return on Ad Spend (ROAS)

CBD is an exploding industry, which can make marketing very expensive. It’s crucial that Cornbread Hemp captures every possible dollar of revenue for each campaign. Using Justuno, they’re able to create mirrored experiences on their website that reflect the messaging the customer saw before coming to their website. Using UTM tracking parameters, Cornbread Hemp has been able to dial in their campaigns so that their conversion rate goes up while acquisition costs go down. One such campaign has been targeting search customers with the term “Full Spectrum CBD Oil” so that once they come to Cornbread Hemp’s site, they can see messaging reflecting this search query. These targeting strategies worked so well that their conversion rate for search channel traffic is 11.17% when engaged by a promotion, up 2559.5% when visitors weren’t engaged by a pop-up.