Enlightened Equipment Achieves 20x Growth in New Subscribers

Enlightened Equipment is a premier outdoor gear manufacturer specializing in sleeping quilts, apparel, and accessories for backpackers.

Company size. 

2 million yearly website visitors.

Will Palumbo

Director of Marketing at Enlightened Equipment

Profile

Challenges

99.63% of website visitors left without making a purchase or subscribing to the brand’s emails, leaving no way to contact them in the future. The marketing team lacked resources and expertise to set up lead capture forms effectively.

Solutions

Switched to Maestra where a dedicated Customer Success Manager launched:• no-code, easily customizable lead forms with flexible prioritization and frequency control• A/B tests for offer optimization

Integrated with: 

BigCommerce

Results

0.37%→ 6.1% of website visitors become subscribers (which is now over 200% higher than the average 2–3% in e-commerce)20x growth in new subscribers in two months

Switched to Maestra from: 

Klaviyo

January 24, 2025

Lead Generation Results

Testimonial

Will Palumbo

Director of Marketing at Enlightened Equipment

Profile

In outdoor gear, buyers rarely make immediate purchases—they need time to research and compare. That’s why capturing emails at first contact is crucial for us. Maestra not only helps us collect leads but also enables us to optimize our lead magnets through A/B testing.

Lead Forms

The customer success manager created two lead forms to collect contacts. One form offered a 10% discount for newsletter subscription. Another invited visitors to enter a sweepstakes for a chance to win a free sleeping quilt.

The lead form offering a 10% discount right now

The lead form offering a chance to win a free sleeping quilt

For each lead form, the manager created a dedicated welcome flow. For sweepstakes participants, the additional flow randomly selects a winner, sends them a congratulatory email, and offers a consolation discount to other participants. If a participant hasn’t made a purchase within three days, they receive a reminder.

Lead Form Offer A/B Test

The customer success manager went the extra mile and set up an A/B test to find the best lead form option. It turned out that a guaranteed 10% discount was significantly more effective, leading to a remarkable 24.2% boost in lead conversions.

The increase in key metrics in the winning lead form

A/B test configured in Maestra, 47-day period

More Wins From Enlightened Equipment

Be sure to explore more case studies on the Enlightened Equipment experience:

1. Enlightened Equipment Achieves 15% Website Conversion Growth with AI-Powered Product Recommendations
2. Enlightened Equipment Increases AOV by 38.7% with Smart Up-sell Bar
3. Enlightened Equipment Achieved 22% Revenue Growth with Zero Extra Budget in 2 Months
4. Enlightened Equipment Achieves +1.3% Facebook ROAS Growth with Maestra’s Dynamic Product Visuals
5. Enlightened Equipment Achieves +52.5% in Total Revenue. The secret? Compounding effect