What if you could create a new stream of revenue for your existing business using the traffic you already have? You can! In this case study, we’re going to show you how Nature TTL used OptinMonster to generate new leads and increase their optins by 800%, ensuring the steady growth of their new business model.

Meet Will Nicholls of Nature TTL

Will Nicholls is a professional wildlife photographer and filmmaker from the UK, and the founder of Nature TTL.
Will-NichollsNature TTL was conceived to fill a gap in the nature photography industry.

“The nature photography industry has been rapidly changing,” Will explained. “With both the stock industry and commercial image sales slumping (thanks to microstock websites and the availability of free images from amateur photographers), I quickly realized that I needed to adapt.”

To adapt to the changing market, Will launched NatureTTL.com, providing high quality, free tutorials and equipment reviews specifically for nature photographers.

Photographers found the content at Nature TTL to be extremely helpful, and they were quick to share his articles on social media.

However, despite their high engagement on social media, actually retaining their readership and converting those readers into email leads proved difficult.

They simply weren’t getting enough new email subscribers from their existing lead generation campaigns.

“We set up a newsletter, and placed a sign-up box in our sidebar. The number of sign-ups we received per day were very low– we are talking single digit figures here,” he said.

How Nature TTL Increased Their Optins by 800%

“I was searching around for a viable solution, and kept seeing exit-intent pop-ups spin into action on different blogs. I soon found out these were powered by OptinMonster, and eagerly downloaded their plugin,” Will said.

Installing it on his website, he tried the fullscreen welcome gate. “Immediately conversions went through the roof!” he said.

Their offer was a free eBook, providing 10 Top Tips to INSTANTLY Improve Your Photos, and their fullscreen welcome gate optin looked like this:

Using OptinMonster’s native MailChimp integration, they were able to connect this new optin form to their existing email list without hassle.

Will described the setup process:

“The OptinMonster editor is simple and brilliant to use. It syncs straight into WordPress with a plugin, but edits can be made on the OptinMonster website which is much faster than the WordPress backend. This is great for making quick changes and maintaining an effective design.”

He set the cookies for his optin to allow the optin to appear once, but not again for 30 days if it had either been closed or successfully converted. This ensured that they could generate new leads without annoying readers with the same offer after they had already made a decision about the offer presented.


Prior to installing OptinMonster, Nature TTL’s optin was converting at a rate of 0.5%. After using OptinMonster, they saw huge increased in overall list size and conversions.

  • NatureTTL boosted conversions to 4.54% using a welcome gate optin. That’s an increase of 808%!
  • NatureTTL added 30-40 new subscribers a week, at least 400% more than he was getting before.


Using a fullscreen welcome gates to make an offer focuses your readers attention immediately on that offer. There are no other links or articles to distract them from the offer, so be sure to make it a good one!

OptinMonster is a must-have plugin for anyone looking to turn visitors into customers. It’s a no-brainer for anyone serious about marketing and organic growth.

Will Nicholls, NatureTTL