How Black Mountain Honey’s popups achieved up to 73% conversion rates

Goals & challenges

Black Mountain Honey needed a way to engage website visitors effectively without compromising its artisanal brand feel. The objectives were:

1. Capture more email subscribers without being intrusive.
2. Increase average order value with smart upsell or cross-sell prompts.
3. Improve on-site conversions by delivering relevant content at the right moment.

Personizely’s widget tools were ideal for this: lightweight, context-aware, and fully customizable to match Black Mountain Honey’s visual identity.

Widget #1: Multi-step queen bee recommendation survey

Strategy

Black Mountain Honey launched a multi-step survey widget to help visitors choose the right queen bee based on their needs and experience. The survey adapted to each user, asking up to 20 guided questions about key traits such as temperament, swarming, disease resistance, and honey yield. At the end of the flow, the widget suggested the most relevant queen bee product, helping visitors make more confident purchase decisions.

Widget purpose

• Recommend the best queen bee for each user
• Simplify complex buying decisions
• Increase product visibility and discovery
• Collect first-party data for future campaigns

Performance summary

• Views: 1,964
• Widget conversion rate: 73%
• Goal conversion rate: 9.3%
• Revenue: £16,046.63
• Extra revenue from bee recommendations: £687
• Top devices: 74% Mobile, 19% Desktop, 7% Tablet

Implementation highlights

• Built to guide both novice and experienced beekeepers
• Used conditional logic to tailor the experience
• Supported on mobile with high engagement
• Helped match customer needs to specific product benefits

Results

The survey widget achieved a 73% engagement rate and influenced more than £16,000 in tracked revenue. £687 of that total came directly from Queen Bee products offered within the survey flow. The tool served as both an advisor and a sales driver, while also enriching Black Mountain Honey’s understanding of customer preferences.

Widget #2: F1 queen upsell with volume discounts

Strategy

Black Mountain Honey introduced a product-focused upsell widget to boost conversion rates and basket sizes during the queen bee selection process. When visitors showed purchase intent, a pop-up offered the F1 Buckfast Mated Queen with volume-based discounts, encouraging larger quantity orders. The design emphasised value, availability, and urgency to convert users quickly and efficiently.

Widget purpose

• Promote the high-demand F1 Queen product
• Increase average order value with bulk incentives
• Streamline purchasing directly from the pop-up
• Capitalise on high-intent traffic with minimal friction

Performance summary

• Views: 2,788
• Widget conversion rate: 32.68%
• Goal conversion rate: 15.1%
• Revenue: £29,938.97
• Extra revenue from upsell: £6,972
• Top devices: 74% Mobile, 15% Desktop, 11% Tablet

Implementation highlights

• Featured step-based pricing from £40 to £36 per queen
• Triggered during key buyer moments to maximise conversions
• Used direct add-to-cart functionality
• Supported urgency messaging and visual product cues

Results

This upsell widget achieved a 32.68% engagement rate and contributed nearly £30,000 in revenue, with £6,972 tracked directly from upsell-driven activity. Its straightforward structure and strategic timing made it a powerful tool for increasing sales, especially by encouraging customers to purchase in larger quantities. The widget aligned well with buyer expectations and removed unnecessary steps from the path to checkout.

Widget #3: Email list growth with discount incentive

Strategy

Black Mountain Honey deployed a list-building widget offering up to 35% off queen bees as an incentive for visitors to join their email list. The pop-up was designed with a simple layout and strong messaging to highlight the discount, paired with a teaser element that reappeared if users dismissed the initial form. This ensured multiple opportunities for users to engage and convert.

Widget purpose

Capture email leads during peak season Promote discounts for queen bees Drive newsletter and product announcement signups Encourage return visits through an email campaign

Performance summary

• Views: 57,955
• Contacts captured: 3,582
• Widget conversion rate: 7.44%
• Goal conversion rate: 1.53%
• Revenue influenced: £80,882.82
• Top devices: 76% Mobile, 17% Desktop, 8% Tablet

Implementation highlights

• Featured a high-visibility teaser for re-engagement
• Displayed compelling offer and urgency upfront
• Captured high volumes of new leads
• Synced seamlessly with existing email marketing tools

Results

This widget played a key role in growing Black Mountain Honey’s marketing list while also supporting revenue goals. With over 3,500 new contacts captured and more than £80,000 in revenue influenced, the form proved highly effective during periods of high interest and seasonal demand. The use of a teaser ensured that missed opportunities were recovered, maximising the overall lead intake.

Insights & recommendations

1. Guided selling tools drive confidence and revenue

The multi-step survey widget showed that users engage more when offered tailored advice. By simplifying a complex decision — choosing the right queen bee— the tool boosted conversions and added £687 in incremental product revenue. This shows that buyers in technical or niche categories benefit from interactive, recommendation-based flows.

2. Upsell widgets increase AOV with minimal friction

The second widget proved that strategic upselling at the right moment — such as in the cart or after product selection—can raise order values without disrupting the purchase process. With a widget CVR of 20.5% and 133 purchases driven, this tactic added £3,486.89 in tracked revenue with zero negative impact on user experience.

3. Smart incentives convert visitors into subscribers

The third widget, offering up to 35% off with a timed teaser, was key for lead capture. Its performance — over 20,000 views and a 7.3% conversion rate—demonstrated that well-timed offers tied to visible incentives are effective in growing subscriber lists. Teaser behaviour also gave returning users a second chance to opt in, maximising capture potential.

4. Device usage highlights mobile-first behaviour

Across all widgets, mobile accounted for the majority of traffic (74%+), confirming that future campaigns and designs should prioritise mobile usability and responsiveness. All three widgets performed well on small screens, which helped maintain high conversion rates and user satisfaction.

5. First-party data collection adds long-term value

In addition to short-term sales and conversions, the survey widget collected detailed user responses. This data can be repurposed for future email targeting, ad segmentation, or product planning — making each widget part of a broader data strategy.

Results & impact

1. Revenue-driving widgets across the funnel

Each widget contributed to direct sales, improving performance across different customer touchpoints — from first visit to checkout. Combined, the three widgets influenced over £21,000 in revenue, proving that targeted on-site personalisation translates to real financial impact.

2. The survey widget helped users choose confidently

The multi-step queen bee survey not only simplified product selection but also drove £16,046.63 in tracked revenue, including £687 from direct bee recommendations. With a 73% engagement rate, it proved that educational tools can act as effective sales engines in specialised niches.

3. Upselling tactics lifted order value

The upsell widget, timed strategically at checkout moments, drove £3,486.89 in extra revenue with a strong 20.5% conversion rate. By offering logical product pairings (like extra bees or hive accessories), it helped boost AOV without hurting conversion flow.

4. List building aligned with promotions

The email capture widget attracted over 3,500 new subscribers, offering up to 35% off to incentivise sign-ups. A total of 889 purchase goals were hit, with a 7.3% widget CVR, reinforcing how effective timing, visuals, and teasing mechanisms can increase opt-ins during key promotional periods.

5. Mobile-first execution drove high adoption

With more than 70% of sessions on mobile devices across all widgets, the implementation’s mobile-friendly design was key to the success of each campaign. Seamless UX across screen sizes helped maintain high conversion rates.

Conclusion & call-to-action

Black Mountain Honey’s use of Personizely showcases how even a niche, product-focused store can unlock growth through personalised, strategic widget deployment. Each tool, whether a guided survey, an upsell nudge, or a compelling list builder, was purpose-built and tightly aligned with shopper intent.

The result was more than a bump in performance. These widgets drove measurable gains in revenue, subscriber growth, and order value without redesigning the website or disrupting the customer journey.

By focusing on guided experiences, timely offers, and targeted communication, Black Mountain Honey improved not just how visitors shop but how they buy.

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