The Challenge
The Association of Legal Administrators (ALA) was looking for new ways to engage members and prospects beyond their existing email campaigns. While email remained an important part of their strategy, they recognized that many valuable interactions were already happening on their website, and they wanted to better understand visitor intent and guide people to the right content in the moment.
The Solution
ALA turned to PropFuel’s Website Engagement tool to start real-time conversations with site visitors and uncover what they were really looking for. Their implementation included:
Homepage Pop-Up:
- Prompt: “What brings you to ALA’s page today?”
- Based on responses, visitors were routed to relevant resources, such as membership information, certification programs, job postings, and more.
Conference Registration Pop-Up:
- Prompt: “Are you planning to join us at the Annual Conference & Expo?”
- Visitors were directed to appropriate landing pages like the agenda or registration form, depending on their answer.
The Results (First 3.5 Weeks)
Homepage Campaign
- 3,412 check-ins
- 80 responses
- Top responses:
- 42% Just browsing
- 18% Interested in membership
- 11% Looking to register for an event
- 11% Interested in becoming a Certified Legal Manager
These simple prompts uncovered high-value intent signals. ALA now knows that nearly 1 in 5 homepage visitors are exploring membership and 1 in 10 are interested in certification, which is data they never had before. This helps prioritize updates to web content, inform campaign strategy, and validate program demand.
Event Page Campaign
- 910 check-ins
- 12% response rate
- 107 responses
- 45% said yes to attending, 43% said no, and 13% asked for more information
The event campaign helped gauge interest and move undecided visitors toward conversion by guiding them to the most relevant next step—something that wasn’t possible with traditional site analytics or broadcast emails.
The Impact
✅ Expanded Engagement Channels - While email remains a key part of ALA’s communication strategy, Website Engagement gave them a new way to connect with members and prospects in real time, right when they’re actively exploring the website.
✅ Visibility into Visitor Intent - The team gained valuable insights into what visitors were looking for in real time, helping them prioritize content updates and plan future webinars, educational offerings, and member resources more strategically.
✅ Increased Organizational Awareness- Website engagement data made it easier to demonstrate the value of site traffic to internal stakeholders, sparking broader conversations about content relevance and user experience.
✅ Efficient Setup & Seamless Experience - The ALA team found the implementation process smooth and intuitive with PropFuel’s support, requiring only a few adjustments to get campaigns up and running quickly.
What’s Next
ALA plans to expand Website Engagement for future events and refine how they use insights across teams. They’re also looking forward to upcoming enhancements—particularly the ability to identify individual users and better style follow-up popups to match their brand.
Ready to Learn More?
Schedule a call with our team to learn how you can incorporate website engaegment in your association.
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Brittany Lancor
Brittany comes from the association realm, where she spent nearly a decade in membership and marketing roles crafting growth and engagement strategies for medical associations. With this past experience in hand, she now helps spread the word about the many benefits of conversational engagement as PropFuel's Senior Marketing Manager.
Brittany lives in the suburbs of Chicago. In her spare time, she's likely off exploring a national park, getting lost in a good book, pushing through a CrossFit workout, or just soaking up time outdoors.