Turning Customer Uncertainty into 19% of Sales in 3 days

The challenge is that most e-commerce stores rely heavily on passive product discovery, assuming visitors will naturally browse categories or search until they find what they need.

In reality, user behaviour looks very different:

• Visitors often spend less than 15 seconds deciding what to do next‍
• Many leave after viewing just one or two pages‍
• Only a small percentage actively browse multiple categories

If a relevant product isn’t visible quickly, the discovery journey ends before it begins. 

That’s where on-site engagement comes in.

With tools like homepage banners, targeted popups, and visitor segmentation, brands can surface the right products at the right moment, helping customers make better choices while maintaining momentum in the buying journey.

Using the Homepage to Drive Category Awareness

The homepage is typically the highest-traffic page on an e-commerce website. When disruptions change customer needs, the homepage becomes the ideal place to introduce relevant alternatives.

Homepage banners work well because they:

• Immediately capture attention
  
• Communicate solutions quickly
  
• Guide visitors directly to key categories
  

Instead of relying on users to navigate the site, banners direct discovery from the very first interaction.

Capturing Attention with Popups

While homepage banners create awareness, pop-ups help reinforce discovery during the browsing journey.

Visitors often skim and may miss important categories unless they’re prompted at the right moment. Popups help surface relevant messages before that opportunity is lost.

Brands can use pop-ups to engage visitors at key moments, such as:

• When users land on the site
  
• During product browsing
  
• Before users exit the page
  
  

When used thoughtfully, pop-ups can highlight alternatives, promote categories, and guide users toward products they might not otherwise discover.

The key is relevance and timing.

Why Visitor Segmentation Matters

Not every visitor needs the same message.

Segmenting visitors allows brands to deliver more contextual and effective communication.

For example:

New visitors are often unfamiliar with the full product range. Messaging should focus on discovery and category awareness.

Returning visitors have already engaged with the brand. Messaging can highlight popular products or relevant alternatives.

Repeat non-purchasers have shown intent but haven’t converted. Targeted prompts can reintroduce products or showcase better options.

By tailoring messaging to different cohorts, brands increase the chances that visitors will engage with the right products.

Putting It into Action: How Borosil Used On-Site Engagement to Promote Alternatives

A recent campaign with Borosil illustrates how these strategies can come together in practice.

Faced recently with uncertainty around gas availability, many households are beginning to explore alternative cooking solutions. For Borosil, this created an opportunity to promote induction cooktops as a convenient and reliable option.

The challenge wasn’t just promoting a product; it was ensuring that every website visitor became aware of the alternative before leaving the site.

This is where the earlier strategies played a crucial role.

1. Driving Immediate Awareness with Homepage Banners

Since the homepage receives the highest traffic, Borosil used Cooee’s homepage banner placements to highlight induction cooktops the moment visitors landed on the site.

This ensured that:

• Visitors instantly saw induction as an alternative cooking solution
  
• Traffic was directed toward the induction product category
  
• Awareness was created without requiring users to explore multiple pages
  

Rather than relying on customers to discover the category themselves, the homepage banner guided them directly to the solution.

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2. Reinforcing Discovery with Targeted Popups

To ensure the message reached visitors throughout the browsing journey, Borosil also used Cooee’s targeted pop-ups.

These popups helped capture attention at key moments and were tailored to different visitor cohorts, including:

• New visitors, who may not yet be familiar with Borosil’s product range
  
• Returning visitors, who were already exploring the site
  
• Repeat non-purchasers, who had shown intent but hadn’t converted
  

By surfacing the induction category during the browsing journey, these pop-ups ensured that users who might otherwise miss the category still discovered it.

The Result: Every Visitor Sees the Alternative

Together, these touchpoints created a simple but powerful outcome: every visitor had visibility into induction cooktops as a practical alternative.

In just three days, the campaign contributed to:

• ₹1.14L+ in attributed revenue
  
• 19% of total induction cooktop sales during the campaign period

Instead of delaying purchases due to gas uncertainty, customers could immediately discover a solution available on the site.

And because Cooee allowed Borosil’s team to quickly deploy and target these on-site campaigns, the brand was able to respond to a real-world situation in real time.

With Cooee, the growth teams can adapt quickly when customer needs change.

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Best Practices for Running Time-Sensitive Campaigns

When responding to disruptions or sudden opportunities, speed and clarity matter.

A few principles can help:

• Make alternatives highly visible on high-traffic pages
  
• Use clear, solution-oriented messaging
  
• Target multiple visitor cohorts
  
• Guide users directly to relevant product pages
  
• Monitor performance and iterate quickly
  

Even small improvements in visibility and messaging can significantly influence product discovery and conversions.

Ready to supercharge your e-commerce conversions? Learn how Cooee can help you tap into the potential of visitor intent and drive more sales!