Helping Wilson Combat Convert More High-Intent Visitors into Customers
For more than four decades, Wilson Combat has set the benchmark for premium custom firearms, earning worldwide recognition for its handcrafted 1911 pistols, exceptional reliability, and uncompromising attention to detail. Every firearm is built with precision-machined American-made components, individually tested, and finished to exacting standards, making the Wilson Combat 1911 one of the most respected platforms in the industry.
The challenge
Wilson Combat's reputation for craftsmanship attracts a highly engaged audience. Customers often spend considerable time researching models, comparing custom configurations, evaluating performance features, and selecting premium finishes before making a purchase. As with many high-value products, the buying journey is rarely immediate, and a significant number of qualified visitors leave the site before identifying themselves or completing an order.
Some of the key challenges included:
Prospective customers were researching firearms, magazines, parts, and accessories but leaving the site before making a purchase or subscribing to email.
Traditional email capture methods only identified a small percentage of overall website traffic, leaving most visitors anonymous.
Klaviyo lifecycle campaigns could only engage shoppers who had already entered the database, limiting the reach of browse abandonment and nurture flows.
Paid remarketing campaigns were restricted to known audiences, making it difficult to reconnect with the majority of site visitors.
Ballistic Agency recognized an opportunity to help Wilson Combat unlock additional revenue by identifying anonymous visitors and bringing them into existing lifecycle marketing programs.
The strategy
Ballistic Agencypartnered with Opensend Connect to strengthen Wilson Combat's retention strategy without disrupting its existing marketing infrastructure.
Identifying Anonymous Visitors with Opensend Connect
Opensend Connect was deployed across Wilson Combat's ecommerce site to recognize high-intent visitors in real time using Opensend's identity resolution technology.
As qualified shoppers were identified, their profiles were automatically synced into Klaviyo, expanding the audience eligible for Wilson Combat's existing browse abandonment, product interest, and customer nurture campaigns.
Ballistic Agency integrated these newly identified contacts into the brand's lifecycle strategy, ensuring visitors received timely, personalized messaging based on the products and categories they had explored.
Rather than creating entirely new workflows, the agency enhanced the performance of campaigns that were already delivering results by supplying them with a significantly larger audience of qualified prospects.
How Opensend helped
By combining Opensend's identity resolution platform with Ballistic Agency's lifecycle marketing expertise, Wilson Combat was able to engage thousands of previously anonymous shoppers and convert more existing website traffic into measurable revenue.
Instead of relying solely on traditional lead capture methods, Wilson Combat expanded the number of visitors entering its retention ecosystem. Opensend supplied the qualified audience, while Ballistic Agency ensured every identified shopper received relevant, behavior-driven communications throughout the buying journey.
The results
30 Days
18,000
Identities Resolved
$49k
Placed order value
50%
Open rate
11%
Click through rate
$31k
Email attributable order value
The result was a stronger lifecycle marketing program that generated higher engagement, increased attributable revenue, and maximized the return from traffic Wilson Combat was already investing to acquire.
"Opensend has helped us get more value from the traffic we’re already driving by giving us another way to engage high-intent shoppers throughout their buying journey. Combined with Ballistic Agency’s lifecycle strategy, we’ve been able to expand our reach, drive strong engagement, and turn previously anonymous traffic into measurable revenue."
Brandon
Wilson Combat
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