XGaming Builds Relationships and Increases Customer Lifetime
Value With Topica’s Solution
XGaming, Internet online retailer based in Pittsburgh, PA,
produces and Sells the popular X-Arcade™, an arcade-style joystick
that delivers the look and feel of classic video games into
thousands of homes.
XGaming needed to create several marketing programs
to increase the value of the leads they were receiving
from their performance-based advertising initiatives.
They wanted to build a community around X-Arcade™
and gain insight into the customer behavior within the
purchase process, using this information to
communicate in a more relevant way.
Shawn Walters, President of XGaming, and the XGaming team worked
closely with Topica to roll out Conversion Tracking on their Web
site in order to track the purchase behavior of visitors.
Using Conversion Tracking in tandem with autoresponders,
they were able to build communications not only to create excitement
and feedback after purchase, but also to increase conversion by
messaging customers who abandoned their purchases before they
Topica’s Customer Success Team helped XGaming incorporate
Track Points for conversion tracking into each page of the
shopping cart, collecting vital information about their customer
purchase habits, including whether the purchase was completed
or not. Storing this information in their custom Topica database,
XGaming was able to create automated messages to individual
shoppers. Customers who completed messages were sent a
stream of personalized messages that were intended to build
excitement about the arrival of their X-Arcade, as well as a
personalized message from Walters, asking for
honest feedback, including criticism, suggestions, and a request for
satisfied customers to tell their friends about the X-Arcade.
Autoresponders were created to make the site more interactive and
automate the marketing process. The first autoresponder email reminded
visitors that they registered for the contest, while the second two
autoresponders promoted returning to the X-Arcade site with the headline
“Authentic Arcade Experience at Home.” Each email encouraged its
recipients to return to the site and move further along in the sales
Conversion Tracking-enabled autoresponders have done a tremendous
job of taking our purchases from a transactional sale to building
Using Topica’s Online Marketing and Sales Solution, XGaming was able to
build a community around their products. Through their campaigns they
have received thousands of emails praising their products and have
generated a buzz in the video gaming community, increasing their brand
identity within this growing industry.
Streaming autoresonders to purchasers enjoyed open rates of over
45% while streams of messages to contest participants saw open
and click rates increase by 25% and 40% with each message. The
impact of their Topica based programs have been so positive, they
are preparing to implement Topica for their entire new customer
and loyalty building programs.