Seray Keskin7 min readPartner postsJanuary 11, 2019

How to collect emails without hurting the user experience: Toyota case study

How to collect emails without hurting the user experience: Toyota case study

Have you ever landed on a website asking for your email address with a bombardment of annoying pop-ups? I’m sure this scenario sounds familiar and it wasn't pleasant.

As a marketer, generating leads for your business is important – but so is the user experience.

Surrounding your website with pop-ups from all corners scares your visitors away. And more importantly, it prevents them from converting, which is the purpose of pop-ups.

Trust me; there’s a better way to collect emails on your website.

Today, I’ll share how one international brand grew their email list without compromising the user experience. (And how you can do it too.)

How Toyota Denmark increased conversions by 130%

When we first started working with Toyota Denmark, they had three main lead generation goals:

  1. Securing more test drives;
  2. Collecting trade-in leads; and
  3. Increasing newsletter subscribers.

After implementing a lead generation campaign, Toyota boosted their on-page conversion rate by 130% and increased their test drive bookings by 27%.

And even better, the leads they collected on their site converted to sales at 17%.

In a short time, Toyota managed to collect more emails and close more sales – simply by implementing relevant, unintrusive, and actionable campaigns on their site.

Let’s take a closer look at how they did it and what we can learn from them.

1. Be relevant to your customers

Imagine entering a supermarket and heading down to the deli section. All of a sudden, a sales rep approaches you and asks if you’re willing to try their brand new floral fragrance.

Would you be interested? Maybe, but they could certainly improve their chances by being in a better place at a better time. 

Toyota Denmark knew that their customers had different interests and needs. So they created two separate campaigns for potential test-drivers and used-car owners. And, they then implemented them on different product pages.

They kept the customer journey in mind. Toyota knew that visitors who browse certain product pages are more likely to be interested in booking a test drive with those cars.

Toyota Example 1

Creating a simple “Book a Test Drive” campaign for specific cars on the site, the company collected emails more easily and increased test drive bookings by 27%.

Based on the insight that people who sell their cars to Toyota often make a new purchase from them, the company created another campaign to generate trade-in leads.

Toyota Example 2

Implementing a quick form that offers visitors to “Get a Quote” only on specific product pages, Toyota remained relevant to a certain segment of customers.

The main takeaway from these two campaigns is that relevancy works better than one-size-fits-all solutions. And it certainly helps you to generate valuable leads with a high likelihood to convert.

Action items:

  • Consider the steps of the customer journey.
  • Identify your lead generation objectives.
  • Create relevant campaigns on relevant pages.

2. Be unintrusive

Let’s return to the supermarket example for a moment. Imagine now being chased by several salespeople who keep asking for your contact information without giving you any space to breathe.

How likely are you to go shopping there again? Visitors need room to breathe – both offline and online.

When it comes to lead generation, one of the most common practices is equating lead collection with intrusive pop-ups. Many marketers make the mistake of sacrificing user experience in exchange for a hope to collect more emails.

But most of the time, intrusive lead generation campaigns create the opposite results.

After all, nobody wants to feel trapped in an abundance of promotional messages which won’t go away – especially, when there’s no easy way to get rid of them.

One of the main reasons why all three campaigns turned out to be a huge success for Toyota is that they prioritized user experience over conversion goals.

Toyota Image 3

Note how Toyota placed the campaign on the bottom left corner without preventing the visitor from easily scrolling through the page.

Toyota Example 4

Another smart way to keep your campaigns unintrusive is to place them at the bottom center of the page, as Toyota consciously did.

Both campaigns converted well because they take up very little space, yet still manage to catch attention.

Toyota example 5

Toyota aimed to further guarantee a seamless user experience by adding visible close buttons (X) to both campaigns. This simple, yet overlooked element of pop-up design can help visitors navigate more easily on your website, saving headaches.

It’s not that complicated: Give your visitors a chance to breathe and enjoy higher conversions.

Action items:

  • Limit the number of pop-ups you display per page.
  • Design minimal pop-ups that cover limited space on your website.
  • Add a visible X button to make sure your campaigns are easy to close.

3. Make it simple for your visitors

Since we’re talking about user experience, it’s imperative to mention simplicity.

Simplicity is more than design – it’s about the whole experience. Keeping your campaigns as simple as possible is the key to lead generation success.

Toyota Denmark does a great job of making sure their lead forms are easy-to-understand and highly actionable.

Going back to the test drive campaign, you can see how Toyota conveys a clear message throughout the entire copy.

Toyota Example 1

In English, the headline reads “Try your new Yaris,” and the body copy says “Book a test drive at your local Toyota dealer.”

As you might have already guessed, the call-to-action is as straightforward as “Order test drive.”

Since the campaign is displayed only on relevant product pages, it’s much more likely the message will hit the target. Visitors who are already eyeing the new Yaris can easily understand this message and take the next action.

Collecting valuable leads requires some effort. Sometimes, you need to go the extra mile to make your customers’ lives easier.

Providing some sort of value to your visitors will give them a stronger reason to sign up for your email list: Just like Toyota offering car owners a chance to fill out a form, instead of visiting a dealership to get a quote.

Toyota achieved high conversion rates because they knew what their customers needed: testing the car before purchasing and getting a quote for used cars easily.

Action items:

  • Keep your headline, copy, and call-to-action clear.
  • Offer your visitors something valuable in exchange for emails.
  • Go the extra mile!


I enjoy telling the story of Toyota Denmark, not only because we helped them collect emails that eventually led to sales. It’s because Toyota’s campaigns made me realize the importance of the user experience even more.

You don’t have to be a large corporation to achieve your lead generation goals. We know from first-hand experience that most online businesses that follow these three basic rules reach high conversion rates in a short time.

When you do it right, you can expect jaw-dropping results too.

How do you collect emails on your website? What has worked the best for you? Share your experience in the comments below.

Seray Keskin

Seray Keskin is a content marketer at Sleeknote: a company that helps e-commerce brands engage their site visitors – without hurting the user experience.