29 October 2026
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9 min
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How to Turn Visitors Into Customers: A Green Pharm Cosmetic Case Study
Yulia Sadovska
This often happens when a new store opens: the first few weeks are full of excitement — balloons, flyers, curious passersby. Some people make a purchase, but most just come in to look around and leave. A month later, the excitement is over, the balloons are gone, visitor traffic has dropped sharply, and the store has to spend its budget again to attract people.
The same situation can happen online when there is no system for bringing customers back. Every new visitor comes at a high cost, while those who have already visited, shown interest, or even made a purchase — and could buy again — simply disappear.
This was exactly how Green Pharm Cosmetic operated at the start. The website received steady traffic, but there was no system for bringing visitors back and turning them into repeat customers. In effect, every purchase required acquiring a customer all over again.
Promodo agency set out to change this situation and built a customer retention system from scratch using the omnichannel Yespo CDP.
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About the Project
Green Pharm Cosmetic is a cosmeceutical brand that develops products at the intersection of professional skincare and evidence-based cosmetology.
The brand targets several audiences at once: it works with pharmacy chains, cosmetology clinics, doctors, and dermatologists while also aiming to become a go-to choice for everyday skincare at home. This diversity creates a significant communication challenge: what works well for a cosmetologist or doctor often doesn't work for someone simply looking for an effective everyday skincare product.
Starting Point: When There Is No Retention Strategy Yet
Before partnering with Promodo, Green Pharm Cosmetic did not use retention marketing as a way to engage with its contact base.
This resulted in a twofold loss:
- The brand lost sales when users were ready to buy but received no reminders or incentives to complete their purchases.
- The company had no stable contact base to rely on for further segmentation, personalization, or building a loyalty program.
Why Is Retention Important for Every Ecommerce Business?
Researchers at Bain & Company calculated that increasing customer retention by just 5% can boost company profits by 25–95%. Meanwhile, the probability of selling to an existing customer is 60–70%, compared to just 5–20% for a new lead (according to Marketing Metrics). That's why retention delivers a higher return on the effort invested than constantly focusing on new leads.
The Promodo team already had experience setting up retention marketing across different industries, so they started by developing a communication launch plan aligned with the client's goals — launching the email channel and making it an effective tool for increasing repeat sales.
The project ran for three months, from June to August 2025.
Solution: Launching Three Workstreams in Parallel
A properly configured email channel within a retention strategy helps bring back users who haven't completed a purchase and maintain relationships with those who have already bought something. But simply adding a subscription form to a website isn't enough to make this channel work.
Three interconnected workstreams need to be launched in parallel:
- Contact base building
- Communication automation
- Performance analytics
Why in parallel rather than sequentially? When subscriber numbers grow rapidly, it's difficult to engage effectively with the audience and track results without automation and properly configured analytics. That's why the team worked on all three areas simultaneously.
Technical Foundation
The first step was integrating the website with the Yespo CDP: configuring data transfer and parameters for triggers. This is the part of the work that the client doesn't see directly, but it ensures accurate collection of subscriber information and lays the foundation for further automation and analytics.
Building a Contact Base
To start building the contact base, the team chose two classic, reliable tools: a pop-up offering a 5% discount on the first order and a subscription form in the website footer.
These subscription forms don't cause negative reactions because they offer visitors something valuable in exchange for subscribing. The team then configured the display logic for these elements and adapted them for mobile devices so users could interact with the offer conveniently, regardless of their device.
Important
It's not just the presence of a pop-up or form that makes a difference, but how precisely its display timing and conditions are configured.
The Yespo platform allows flexible configuration of subscription widget display logic — based on time spent on a page, scroll depth, or exit intent — and these settings directly affect subscription conversion rates.
Automating Key Workflows
Alongside building the contact base, the team launched the first automations to ensure that every contact received a relevant message at the right time, without manual intervention.
For example, when a user subscribes, they automatically receive a welcome email with a thank-you message and a reminder about the brand, creating a positive first impression and encouraging a purchase.
The team initially implemented three basic workflows:
- Double Opt-In — subscription confirmation to build a high-quality contact base.
- Welcome series — an email with a promo code for the first purchase and an introductory email about the brand.
- Abandoned Cart trigger — to bring back users who added a product to their cart but didn't complete the purchase.
The automated Abandoned Cart trigger is among the top 10 most profitable workflows for ecommerce — which is why the Promodo team chose it as one of the first workflows for Green Pharm Cosmetic.
Real-Time Analytics
Alongside automation, the agency set up analytics in Yespo to track communication performance from the very first days after implementing contact collection tools. The platform allows the team to monitor key metrics in real time, analyze trends, and compare the results of different campaigns.
The approach to working with data was cyclical:
- If the open rate declined, the team immediately reviewed sending frequency or email content and made adjustments.
- If a particular trigger showed a high CTR, the team scaled it or created similar workflows based on it.
This approach established a continuous cycle of testing, analysis, and optimization — and provided a clear understanding of communication performance, including the direct link between subscriber activity and growth in repeat sales.
Key Takeaways
- Retention is a strategic approach implemented through specific communication channels (email in this case).
- Contact base building, automation, and analytics should be launched simultaneously rather than sequentially. This approach allows businesses to scale without compromising communication quality.
- Basic workflows deliver tangible results: a welcome series and abandoned cart workflow are a minimal yet effective starting point.
- Technical integration with a CDP is a foundation, not a formality. Properly configured data transfer determines how accurate subsequent segmentation and analytics will be.
Results
Despite building retention marketing from scratch, the subscription rate exceeded the industry benchmark by 45%.
Results after three months:
- Contact collection rate reached 13.3%.
- Subscription rate: 2.9%, compared to the industry benchmark of 2%.
- Open rate of triggered messages: 67.6%.
Green Pharm Cosmetic is currently focused on further expanding its contact base. The next stage involves launching promotional campaigns, expanding automation, and personalizing communications. The Promodo team continues to provide technical support for the project and monitor sending quality.
