Outdoor living products are highly competitive, and even the smallest barrier in the shopping experience — such as poorly designed sign-up forms — can hurt conversions. Flame King, a leading outdoor brand known for propane tanks and accessories, faced a unique challenge when it came to converting new subscribers into buyers.
When Flame King first partnered with SmartSites for Email Marketing and SEO, their new-subscriber pop-up form displayed a discount code directly on the Success page instead of sending it via email. This setup left the code vulnerable to third-party scraping and coupon sites. Instead of completing purchases, shoppers often left Flame King’s website to hunt for additional discounts elsewhere. Not only did this impact conversion rates, but it also weakened engagement with the Welcome Series flow.
By reimagining Flame King’s sign-up process, SmartSites was able to transform this lost-opportunity moment into a powerful revenue driver. Within just one week of launching the optimized pop-up, the form generated $24,000 in tracked revenue and 609 new sign-ups. After three weeks, that number grew to over $69,000. Read on to see how we did it!
Make Design Clean & Mobile-Friendly
A pop-up form is often the first interaction a shopper has with your brand, which is why design matters as much as timing. Flame King’s original form relied on generic templates that didn’t reflect the brand’s outdoor aesthetic.
Our team created custom graphics and layouts tailored to Flame King’s identity. The fresh look aligned seamlessly with their website, while bold, mobile-friendly design elements encouraged quick action. By giving the pop-up a professional, brand-specific feel, we made it easier for users to trust the offer and complete the form without hesitation.
Offer a Clear Value Exchange and Attention-Grabbing CTAs
Shoppers today know that email sign-ups often come with incentives, but the offer must feel both valuable and straightforward. With Flame King, the discount was already appealing — the problem was how it was being delivered.
We reframed the pop-up with a crystal-clear headline and concise copy that highlighted the savings. The call-to-action was direct, promising value in exchange for an email address. This made the trade-off simple: subscribe, save, and enjoy exclusive updates. By making the offer stand out, we increased the number of visitors willing to engage immediately.
Use Smart Triggers to Capture Attention Without Overwhelming
Timing is everything with on-site pop-ups. Show it too soon, and you risk annoying visitors before they’ve even looked around. Wait too long, and you miss your chance.
We set thoughtful time delays for Flame King’s pop-up to ensure it appeared after visitors had already engaged with the site. This gave shoppers enough time to explore while still presenting the offer before they exited. The balance kept engagement high without frustrating users, leading to more completions.
Implement a Welcome Series Flow That Delivers the Discount
The most important change came with how the discount code was delivered. Instead of showing the code on the Success page, we triggered an automated Welcome Series email to send it directly to the subscriber.
This small but strategic shift accomplished two goals:
- It secured the code. By preventing bots and scrapers from accessing it, we protected Flame King’s margin and prevented discount abuse.
- It drove engagement. Since subscribers needed to open the email to get the code, they automatically entered the Welcome Series flow, where they could learn more about Flame King’s products and brand story.
This ensured that every new subscriber started their journey with both value and connection.
Results That Speak for Themselves
The impact of these improvements was immediate. Within the first week, the new pop-up form drove $24,000 in tracked revenue and 609 form submissions. Just three weeks later, that number had grown to more than $69,000.
What began as a simple form update quickly turned into a revenue-generating machine. By combining clean design, smart timing, and strategic automation, Flame King was able to capture more sign-ups, boost conversions, and strengthen customer engagement — all from one optimized pop-up.
SmartSites Helps Outdoor Brands Capture More Conversions With Email Marketing
Outdoor brands like Flame King face unique challenges — from seasonal buying patterns to heavy competition. SmartSites helps businesses in this space stand out through data-driven Email Marketing and SEO strategies that not only attract visitors but convert them into loyal customers.
Whether it’s redesigning a pop-up, creating high-performing automations, or improving deliverability, our Email Marketing Specialists work to maximize every opportunity for engagement. The Flame King success story is just one example of how the right strategy can turn sign-up forms into a reliable source of revenue.
Are you ready to optimize your forms, grow your email list, and increase conversions? Get in touch with SmartSites today and let’s create your success story!
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