Use Case 02 - 1 | Tango.ad

Wormelen Group is one of the leading toy retail and distribution groups in the Czech Republic. The group combines wholesale, retail, and e-commerce operations and includes well-known brands such as Bambule, a nationwide toy retailer with both physical stores and a strong online presence. In addition to retail, the group operates major toy distributors supplying products across the Czech and Slovak markets and works with more than 100 global toy brands. This combination of distribution, retail stores, and e-commerce makes Wormelen Group a major player in the regional toy market.

25% conversion from contact to customer using an exit-intent contact capture strategy

25% of captured contacts converted into customers

1 in 4 newly captured contacts completed a purchase.

1,834 new customers from captured contacts

From 7,228 contacts that were gathered during less than a month, 1,834 converted into paying customers.

55× return on investment

Every $1 invested in Tango.ad generated $55 in revenue.

“What surprised us most was not only the number of contacts we captured, but how many of them quickly became customers. A conversion rate of around 25% clearly shows that the contacts collected through this approach have very strong purchase intent.”

— Jana Krčková

Marketing Director, Wormelen Group a.s.

Initial situation and challenges

Like many e-commerce businesses, the Bambule team faced the challenge of converting website visitors who were leaving the site without making a purchase. Traditional newsletter sign-ups usually capture only a small portion of visitors and often bring contacts with low purchase intent. The goal of the experiment was therefore not only to collect more contacts, but also to capture visitors who were already close to making a purchase decision.

Main challenges:

Low purchase intent in traditional newsletter sign-ups: majority of the captured contacts never convert into customers.

Large number of abandoning visitors: users frequently leave the website without completing their purchase.

Limited ability to capture high-intent users: many visitors leave just before purchasing.

Need for measurable performance: the team required a controlled experiment to clearly evaluate impact.

Solution

The Bambule e-shop implemented an exit-intent scenario using Tango.ad designed to capture visitors at the moment they attempt to leave the website. Instead of a standard newsletter form, visitors were offered an immediate benefit in exchange for their email address.

After submitting their email, users instantly received a unique discount code with a limited-time countdown, encouraging them to complete their purchase immediately.

Key elements of the solution:

Exit-intent popup: displayed when visitors attempt to leave the website.

Email exchange for a benefit: visitors receive a discount on their first purchase.

Unique coupon generation: each new contact receives a personalized discount code.

Countdown timer: the time-limited offer creates urgency and encourages immediate action.

A/B testing: messaging of the discount tested between percentage and absolute currency values.

Control group measurement: part of the visitors never saw the popup to validate the real uplift.

Measurable benefits

The experiment showed that contacts captured through this approach have significantly higher purchase intent than traditional newsletter subscribers. Instead of collecting large numbers of passive contacts, the strategy captured visitors who were already close to completing a purchase.

As a result, a significant portion of the newly acquired contacts quickly converted into customers, creating both immediate revenue and long-term CRM value.

Benefits in practice:

7,228 new email contacts captured during the test period.

1,834 of these contacts completed a purchase, representing a 25% conversion rate from contact to customer.

277 customers made repeat purchases, indicating strong retention potential.

55× return on investment: every $1 invested in Tango.ad generated $55 in revenue.

Captured contacts create long-term CRM value through repeat purchases and remarketing campaigns.

“For us, the key takeaway is that this strategy doesn’t just collect contacts, it captures visitors who are ready to buy. That’s why such a large portion of them quickly becomes real customers.”

Jana Krčková

Marketing Director, Wormelen Group a.s.

25% conversion from contact to customer using an exit-intent contact capture strategy

25% of captured contacts converted into customers

1 in 4 newly captured contacts completed a purchase.

1,834 new customers from captured contacts

From 7,228 contacts that were gathered during less than a month, 1,834 converted into paying customers.

55× return on investment

Every $1 invested in Tango.ad generated $55 in revenue.

“What surprised us most was not only the number of contacts we captured, but how many of them quickly became customers. A conversion rate of around 25% clearly shows that the contacts collected through this approach have very strong purchase intent.”

— Jana Krčková

Initial situation and challenges

Main challenges:

Low purchase intent in traditional newsletter sign-ups: majority of the captured contacts never convert into customers.

Large number of abandoning visitors: users frequently leave the website without completing their purchase.

Limited ability to capture high-intent users: many visitors leave just before purchasing.

Need for measurable performance: the team required a controlled experiment to clearly evaluate impact.

Solution

The Bambule e-shop implemented an exit-intent scenario using Tango.ad designed to capture visitors at the moment they attempt to leave the website. Instead of a standard newsletter form, visitors were offered an immediate benefit in exchange for their email address.

After submitting their email, users instantly received a unique discount code with a limited-time countdown, encouraging them to complete their purchase immediately.

Key elements of the solution:

Exit-intent popup: displayed when visitors attempt to leave the website.

Email exchange for a benefit: visitors receive a discount on their first purchase.

Unique coupon generation: each new contact receives a personalized discount code.

Countdown timer: the time-limited offer creates urgency and encourages immediate action.

A/B testing: messaging of the discount tested between percentage and absolute currency values.

Control group measurement: part of the visitors never saw the popup to validate the real uplift.

Measurable benefits

The experiment showed that contacts captured through this approach have significantly higher purchase intent than traditional newsletter subscribers. Instead of collecting large numbers of passive contacts, the strategy captured visitors who were already close to completing a purchase.

As a result, a significant portion of the newly acquired contacts quickly converted into customers, creating both immediate revenue and long-term CRM value.

Benefits in practice:

7,228 new email contacts captured during the test period.

1,834 of these contacts completed a purchase, representing a 25% conversion rate from contact to customer.

277 customers made repeat purchases, indicating strong retention potential.

55× return on investment: every $1 invested in Tango.ad generated $55 in revenue.

Captured contacts create long-term CRM value through repeat purchases and remarketing campaigns.

“For us, the key takeaway is that this strategy doesn’t just collect contacts, it captures visitors who are ready to buy. That’s why such a large portion of them quickly becomes real customers.”

Jana Krčková

Low purchase intent in traditional newsletter sign-ups: majority of the captured contacts never convert into customers.