Increase Wellness eCommerce Conversions with Pop-Ups Promoting Scarcity and Urgency

Key Takeaway

Using exit-intent pop-ups, we increased the conversion rate by 13% and reduced cart abandonment, re-engaging users at key decision points and overcoming common barriers such as comparison shopping.

Client Overview

Gaiam is a leading lifestyle brand dedicated to making yoga, fitness, and wellness accessible to everyone. Its product offerings range from yoga mats and fitness equipment to wellness tools for people of all experience levels. Gaiam operates through a robust e-commerce platform and an extensive retail distribution network, including over 38,000 retail locations worldwide.

Opportunity Background

Gaiam's e-commerce platform was experiencing challenges with cart abandonment. Our research revealed several reasons for this behavior: many users left the site to compare prices or features on competing platforms, while others were discouraged by unexpected shipping costs. The lack of immediate incentives such as discounts further reduced conversions. Mobile users in particular had high abandonment rates, suggesting usability issues or distractions.

Solution

To address this challenge, we implemented an exit-intent pop-up strategy designed to re-engage users at critical moments. The pop-ups were triggered based on specific user actions, such as scrolling deeply on product pages without adding items to the cart, closing the cart but continuing to browse, or interacting with the browser menu—an action that often signals an intent to leave. These triggers ensured that the pop-ups were targeted only to users exhibiting behaviors that indicated hesitation or potential abandonment.

The design of the pop-ups used urgency and scarcity to motivate users and encourage immediate action. The layout prioritized key information and guided users to return to checkout without overwhelming them. By tailoring the pop-ups to user behavior and context, we created a targeted approach to reduce abandonment.