Background

Buildmyplace, a leading home improvement retailer, had been using Popin’s video call solution to provide personalized product consultations. With an impressive 20% conversion rate on video calls, it was clear that live, face-to-face interaction with product experts was a powerful sales driver.

However, Buildmyplace wanted to extend the reach of this high-conversion channel beyond their website. They aimed to integrate video consultations into their social media campaigns, offering a more engaging path for their audience to connect instantly with a product expert.

The Challenge

1. Expand Reach: Buildmyplace needed a way to offer video call functionality directly through social media ads.
2. Maintain Existing Workflows: The new approach had to complement their existing website workflows without disrupting them.
3. Capture Leads Effortlessly: Even if users didn’t complete the call, the lead details needed to be captured seamlessly.

The Solution: Popin’s Independent Links

Popin introduced Buildmyplace to its Independent Link feature, a versatile tool designed to:

• Generate video call links that open directly in a customer’s default browser, without requiring app downloads or account logins.
• Allow Buildmyplace to embed these links into social media ads, offering users a one-click option to speak with a product expert.

These links provided a new entry point for customers to connect, without altering Buildmyplace’s existing workflows. Importantly, even if a call wasn’t completed, the system still captured the lead information for follow-up.

Implementation

Buildmyplace launched a series of Facebook and Instagram ads targeting home improvement enthusiasts. The ads highlighted the option to “Speak with a Product Expert Now” via video call. Each ad contained a unique Popin independent link.

Results

The addition of Popin’s independent links had a significant impact:

• Increase in Video Calls: The campaign drove 50–70 video calls per day directly from social media, compared to the prior average of 20–25 from the website alone.
• Higher Engagement Rates: The ads with the “video call now” option achieved a 25% higher click-through rate compared to standard social media ads.
• Lead Capture Efficiency: Over 95% of leads who clicked the link were successfully captured, even if the call wasn’t completed.
• Sustained Conversion Rates: Calls initiated through the social media links maintained a strong 18% conversion rate, nearly matching the website’s performance.

Real Numbers at a Glance

Why It Worked

1. Instant Access: Independent links eliminated friction, making it easy for users to connect directly from social media.
2. Seamless Integration: The new method complemented existing workflows, ensuring no disruption to the website's performance.
3. Lead Capture Assurance: Even partial engagements were valuable, as all lead information was automatically captured for follow-up.

Conclusion

By integrating Popin’s independent links into their social media campaigns, Buildmyplace unlocked a powerful new channel for engaging customers. The result was a dramatic increase in video calls, enhanced lead capture, and consistently high conversion rates.

Looking to amplify your social media ROI? Popin’s Independent Links can help you create a seamless, high-converting path for your customers to connect instantly. Let’s get started today!