How MASS DATA Generated 3,500+ Email Leads and Cut Cart Abandonment for LanaShoes
A high-abandonment checkout and a stagnating email list were transformed into a scalable acquisition channel — through gamification-powered lead capture and conversion optimisation.
Cart Abandonment Was at 85% — And Visitors Left Without a Trace
LanaShoes produces high-quality footwear and had built a solid brand — but the online store was haemorrhaging potential revenue. The checkout abandonment rate was 85%, meaning only 1 in 6 shoppers who reached checkout actually completed a purchase. Worse, there was no mechanism to re-engage the visitors who left.
The three problems blocking growth:
- Cart abandonment at 85% — an enormous volume of high-intent shoppers were leaving without converting.
- No email acquisition strategy at checkout — lost visitors could not be retargeted or nurtured.
- The existing email list had low engagement, with poor open and click rates limiting campaign returns.
MASS DATA Built a Checkout System That Captured and Converted
MASS DATA designed a gamification-powered checkout optimisation strategy — one that intercepted abandoning shoppers at the highest-intent moment and turned them into email subscribers and buyers.
Checkout Funnel Analysis
A detailed analysis of the LanaShoes checkout flow identified the exact stages where shoppers were dropping off and what friction was preventing purchase completion.
Gamification Strategy Design
A bespoke gamification approach was developed — using interactive mechanics designed to motivate hesitant shoppers to complete their purchase in exchange for an instant reward.
Strategic Email Capture Pop-Up
A high-visibility pop-up was placed at the optimal moment in the checkout flow — offering shoppers a chance to win a discount in exchange for their email address, converting abandonment intent into acquisition.
Post-Capture Nurture Flow
Captured subscribers received exclusive discounts and early access to new products via email — building an engaged segment that drove measurably higher open and click rates than the existing list.
3,500 Leads, Higher Engagement, and a Measurably Better Email Channel
Within two months of implementation, the results demonstrated consistent improvement across all key acquisition, conversion, and engagement metrics.
Email Leads Captured
Over 3,500 qualified email subscribers acquired in the first two months — a new acquisition channel built entirely from existing checkout traffic.
Cart Abandonment Reduction
Checkout abandonment dropped from 85% to 76% — more shoppers completing their purchase after engaging with the gamification incentive.
Email Open Rate
The gamification-acquired list achieved 2× higher open rates than the standard email list — reflecting a more engaged, intent-driven audience.
Email Click-Through Rate
Click-through rates were 5× higher for the new segment — translating directly into better campaign performance and increased repeat purchase revenue.
"This solution has played a pivotal role in magnifying our digital sales, reducing shopping cart abandonment, and escalating our email sign-ups. With the bespoke gamification tactics the team delivered, we've managed to offer our customers a playful and engaging buying journey. It has enabled us to establish LanaShoes as a forward-thinking and consumer-focused brand — effectively setting us apart in a competitive market."
Scale Came From Fixing What Was Already There
LanaShoes didn't need more traffic. It needed a system that made better use of the traffic it already had. MASS DATA turned an 85% abandonment rate into an acquisition asset — without increasing ad spend.
High-Intent Moment, Right Incentive
The gamification mechanic intercepted shoppers at the exact moment they were most likely to respond — producing a significant uplift from existing traffic rather than requiring new acquisition spend.
Abandonment Converted to Asset
3,500+ shoppers who would have left with no trace became a qualified email list — one that outperformed the existing audience on every engagement metric.
Retention Built Into Acquisition
Post-capture email flows with exclusive access and discounts kept new subscribers engaged — creating a retention and repeat-purchase channel from day one.
Data-Driven Placement
Pop-up placement and timing were informed by funnel analysis — ensuring the intervention appeared at the highest-impact moment without disrupting converting customers.
Build A Performance Engine You Can Measure and Scale
MASS DATA partners with ecommerce brands and growth businesses to build marketing systems that generate measurable, compounding results.
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