Turning Tactical Elites Website Traffic Into a Larger Revenue Opportunity
Tactical Elites serves customers looking for specialized tactical gear, equipment, and accessories where product selection is often driven by specific performance requirements and use cases. That creates a shopping journey where visitors may explore multiple products, compare features, and return to the site several times before deciding to purchase.
The challenge
For Underground Ecom, that behavior presented an opportunity. Tactical Elites Tactical Elites was already generating valuable traffic, but many shoppers were leaving before providing contact information or placing an order. Others returned later through different sessions, making it difficult to maintain continuity throughout the customer journey.
The challenge wasn’t simply bringing more people to the website. It was getting more value from the audience Tactical Elites had already acquired.
Key opportunities included:
Identifying more qualified visitors who showed meaningful purchase intent but remained anonymous.
Increasing the audience available for Tactical Elite’s existing email and lifecycle marketing programs.
Re-engaging shoppers after their initial visit rather than losing the relationship when a browsing session ended.
Recognizing returning visitors so Tactical Elite could create more opportunities to bring interested shoppers back into the purchase journey.
The strategy
Underground Ecom worked with Opensend to close these gaps using Connect and Reconnect, creating two complementary ways to capture more value from existing site traffic.
Together, Connect and Reconnect gave Underground Ecom a broader view of Tactical Elites website audience. Connect expanded the pool of identifiable shoppers, while Reconnect helped recognize visitors as they returned throughout the consideration process.
Rather than relying solely on additional acquisition spend to generate growth, the strategy focused on extracting more value from traffic Tactical Elites was already bringing to the site.
The result was a larger addressable audience, strong email engagement, additional attributable revenue, and positive ROI across both Opensend products.
How Opensend helped
Opensend Connect enabled Tactical Elites to identify previously anonymous visitors and make those shoppers available for follow-up through its retention ecosystem.
Instead of depending exclusively on forms and traditional onsite email capture, Underground Ecom could bring a larger group of interested shoppers into relevant lifecycle communications based on the intent they had already demonstrated.
Underground Ecom also implemented Opensend’s Reconnect to address another important part of the customer journey: visitors coming back to Tactical Elites after their initial session.
Reconnect helped recognize returning shoppers across subsequent visits, giving the brand another opportunity to continue the conversation with people who had already demonstrated interest.
The results
$29,735
Placed order value with Connect
8,363
Identities provided with Connect
69%
Open rate with Connect
4.6x
ROI
5,981
Visitors detected with Reconnect
58.7%
Open rate with Reconnect
"*Opensend allowed us to turn more of Tactical Elites’ existing traffic into an addressable audience we could actually nurture. Rather than relying on more acquisition spend, we were able to create incremental revenue from shoppers already showing intent.*"
Juana Garcia
CRM Director at Underground Ecom
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