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@unbounce #unwebinar
MATTHEW SHEPHERD
Launch Specialist
Unbounce
matthew.shepherd@unbounce.com
Thanks for joining us!
The webinar will begin shortly.
ANGUS LYNCH
Conversion Optimizer
Unbounce
angus.lynch@unbounce.com
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Using Overlays to Get More Conversions
Using Overlays to Get More Conversions
@unbounce #unwebinar
Stephanie Saretsky
Multimedia Producer
Unbounce
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Join our chat on
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Using Overlays to Get More Conversions
Build Landing Pages Fast & Get More Conversions
Unbounce helps marketers build and publish high-converting landing pages and website overlays.
www.unbounce.com 1.888.515.9161 support@unbounce.com
Today we’ll answer 3 questions.
1 What are overlays, and why should I use them?
2 How do I build overlays and publish them on my site?
3 How do I run overlays effectively (and responsibly)?
@unbounce #unwebinar
In 2014, Unbounce began experimenting with overlays on blog posts and
campaign landing pages.
Since then, 1.81 million unique visitors have viewed Unbounce overlays.
@unbounce #unwebinar
Background
In November 2016, Unbounce launched Convertables — a conversion
tool that allows marketers to drive leads, sales and signups by placing
targeted overlays on any web page.
@unbounce #unwebinar
Background
What Are Overlays, And Why
Should I Use Them?
Overlays are modal light
boxes that open within a web
page.
@unbounce #unwebinar
Overlays focus attention
on a single offer by
greying out the
background.
@unbounce #unwebinar
Overlays are often mistaken for “pop-ups,” but
there are key differences.
@unbounce #unwebinar
@unbounce #unwebinar
Overlays open within an
existing window.
Pop-ups open a new window.
@unbounce #unwebinar
Overlays do not take control of the
browser, or inhibit the navigation
bar.
Pop-ups take control of the
browser and impede
navigation.
@unbounce #unwebinar
Overlays are controlled by site
owners.
1 Must focus on relevant
content
2 Must consider user
experience
Pop-ups are controlled by third-party
advertisers.
1 Offers aren’t relevant
2 No consideration for UX
@unbounce #unwebinar
Overlays are shown based on browsing history and visitor actions,
while pop-ups are shown based on page visits.
Why Use Overlays?
Roughly 90-97% of visitors to any marketing
website will not buy or sign up.
@unbounce #unwebinar
@unbounce #unwebinar
Overlays are used to drive conversions from
this pool of visitors, i.e. convert visitors who
otherwise wouldn’t buy or sign up.
You can use overlays for…
1 Revenue generation — Driving immediate sales
2 Lead generation — Capturing contact info/data
3 Traffic shaping — Directing users to high-converting pages
@unbounce #unwebinar
Generating Revenue With Overlays
@unbounce #unwebinar
Revenue Generation
1
A discount, giveaway
or resource is offered
to specific visitors
(e.g. abandoning,
idle).
2
Visitors are
incentivized to make
an additional
purchase, or
complete a pending
purchase.
3 The marketer gets an
additional conversion.
@unbounce #unwebinar
Revenue Generation
Travel site using an entrance overlay to highlight its best offers.
@unbounce #unwebinar
What Can You
Achieve?
Capturing Leads With Overlays
@unbounce #unwebinar
Lead Generation
1
An overlay offers a
deal, resource or
opportunity in
exchange for contact
details.
2
When visitors
convert, a
confirmation screen is
shown.
3 Leads are
automatically sent to
any email marketing
tool, and stored within
Unbounce (CSV).
Lead Generation
Examples
Gr8fires capturing leads by offering a free calculator.
@unbounce #unwebinar
@unbounce #unwebinar
What Can You
Achieve?
Directing Traffic With Overlays
(a.k.a. “Traffic Shaping”)
Traffic Shaping
1 A click-through
overlay (no form)
is placed on a
high-traffic page.
2 The user is offered
relevant products,
services or content.
3 When visitors click,
the chance of
conversion increases.
@unbounce #unwebinar
@unbounce #unwebinar
Traffic Shaping Example
Overlay on “conference” blog posts.
CTA Conf Homepage.
@unbounce #unwebinar
What Can You
Achieve?
Building & Publishing Overlays
Using Convertables
OFF
Using Overlays Effectively
Overlays are a powerful conversion tool, but
when used improperly, they can negatively
affect the user experience.
@unbounce #unwebinar
Make offers that are relevant and
valuable to your visitors — without
harming the user experience.
@unbounce #unwebinar
@unbounce #unwebinar
What does that mean?
1 Relevance
Using page targeting to show the right overlays on the right pages.
2 Value
Finding offers that further your visitors’ goals (and yours!)
3 User Experience
Picking triggers that show your overlays at the right time.
Relevance & Value
Where To Place Overlays
Placing Lead Gen Overlays
@unbounce #unwebinar
Lacking Value
Targeting Unbounce blog
Duration 163 days
Views 558,488
Conversions 8,194
Conversion rate 1.42%
@unbounce #unwebinar
Lacking Relevance
Targeting Unbounce blog
Duration 14 days
Views 43,456
Conversions 495
Conversion rate 1.11%
@unbounce #unwebinar
Segmentation to the Rescue
Targeting ”Conference” posts
Views/Conversions 52,505
Conversion rate 3.82%
Targeting “UX” blog posts
Views/Conversions 17,001
Conversion rate 2.92%
Placing Rev Gen Overlays
@unbounce #unwebinar
Relevance
Targeting CTA Conf
Homepage
Duration 30 days
Views 8,277
Conversions 343
Conversion rate 4.14%
Placing Traffic Shaping Overlays
@unbounce #unwebinar
Traffic Shaping For CTA Conf
Overlay on “conference” blog posts.
CTA Conf Homepage.
@unbounce #unwebinar
Relevance
Targeting Unbounce blog
Duration 16 days
Views 9,280
Conversions 289
Conversion rate 3.11%
User Experience
(Triggers & Frequency)
Best used for:
• “Can’t miss” offers, events
or opportunities
• Returning visitors who may
no longer notice your on-
site calls to action
On Arrival
@unbounce #unwebinar
Triggers
Best used for:
• Relevant offers to users
who have implied interest
• Returning visitors who
may no longer notice your
on-site calls to action
After Delay
@unbounce #unwebinar
Triggers
Best used for:
• “Saving” potentially lost
conversions (e.g. coupon
code, shipping discount)
• Capturing user details
(leads) from abandoning
visitors
On Exit
@unbounce #unwebinar
Triggers
Best used for:
• Expanding on offers
below the fold
• Content-heavy pages
(blog posts)
On Scroll
@unbounce #unwebinar
Triggers
Unbounce recommends
showing overlays once
per visitor.
@unbounce #unwebinar
Frequency
Putting it All Together
@unbounce #unwebinar
Capturing Leads For Digital
Agency Day
• Virtual event held in January,
2016
• 30+ digital marketing experts
• Online audience of 6,500+
@unbounce #unwebinar
Exit Overlay on Homepage
1 Relevance
Directly relevant content
2 Value
Saving time + valuable content
3 User Experience
Once per visitor, shown only to
abandoners, disabled for users
who completed forms
@unbounce #unwebinar
Results
Duration 22 days
Views 10,463
Conversions 1,991
Conversions rate 19.02%
Make offers that are relevant and
valuable to your visitors — without
harming the user experience.
@unbounce #unwebinar
One Takeaway
Expect an email within 1
week
@unbounce #unwebinar
Recording + Slides
www.unbounce.com/features/convertables
@unbounce #unwebinar
More Convertables Information
Build Landing Pages Fast & Get More Conversions
Unbounce helps marketers build and publish high-converting landing pages and website overlays.
www.unbounce.com 1.888.515.9161 support@unbounce.com
Using Overlays to Get More Conversions

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How AI Drives Success In Digital Marketing-skillfloor.pdf
 

Using Overlays to Get More Conversions

Editor's Notes

  1. Thanks Steph! Welcome everybody, my name is Angus and I’m a Conversion Optimizer here at Unbounce, and sitting to my right is Matt Shepherd who’s a launch specialist at Unbounce. We’re really excited to have you with us today… partly because we’re both heavily caffeinated...but mostly because this is the first time Unbounce has done any kind of presentation on using overlays. We’ve been experimenting with this technology for the past 2 ½ years, so much of today’s presentation will be based on these experiences.
  2. We’re gonna move pretty quickly today because we want to cover these three questions in quite a bit of detail Start with the basics Halfway through Matt is going to jump in and show you how to build and publish your own overlays After that I’m going to show you how to build overlays that drive conversions, so the difference between a successful overlay and an overlay that goes largely ignored by your visitors.
  3. Unbounce has been experimenting with overlays for 2 ½ years on our blog posts and campaign landing pages. Since then we’ve had 1.81 unique sets of eyeballs interact with our overlays.
  4. All this led up to our launch last month a Convertables…a tool that… And you’ll get the chance to see this tool in action during Matt’s demonstration.
  5. Overlays are designed to eliminate distractions and focus attention on a single offer… so you could argue they’re like a mini landing page in some respects.
  6. Now I know what you’re thinking… isn’t that just a popup? No “Wait, isn’t that just a popup?”
  7. First off, the structure is totally different. Overlays are centered in the middle of the browser, not over top in a new window. Those are some pretty old school examples on the right that you probably don’t see much anymore. I think Tiger was still winning majors the last time those were shown, but regardless…
  8. …which leads to my next point…
  9. So if you’re ever shopping for winter jackets and you get blasted by something selling you some scammy Dr. Oz stuff about a pill that’s gonna magically regrow your hair, that’s a popup…not an overlay.
  10. And finally overlay is targeted based on browsing history and visitor actions, while a pop-up basically hunts you around the internet like a wild animal. If you visit a page, You’re gonna see the popup no matter how many times you’ve closed it.
  11. Across any industry…
  12. Capturing sales from users who wouldn’t otherwise make a purchase.
  13. Here’s a great example of a nice clean overlay that gets it message across quickly. - good contrast - Concise copy
  14. Average is just under 2%, but much of this depends on the value of your offer. And when I say “conversion rate” I don’t just mean clicking the overlay. I mean they came, they clicked, and they converted to a paying customer.
  15. The most common use of overlays., it almost always has a form.
  16. Unbounce customer, Here’s a great example of lead gen done in a way that serves the goals of both the visitor and the marketer. If you know anything about wood stoves, you know installation costs are half the battle, the visitor saves time on the quote process, and the marketer gets to move the visitor further down the buying cycle.
  17. Essentially means directing users from low-converting to high converting pages.
  18. So Matt is going to quickly show you to build and publish your own overlays, but stay tuned because afterwards I’m going to show the difference between a high converting and a low converting overlay – and how you can apply it to your own campaigns. Take it away matt!
  19. So why are triggers and targeting important? Overlays can dramatically increase your conversion rates.
  20. There’s no magic or romance to this statement. It’s all about getting into the head of your visitors, and coming up with offers that would be truly valuable to them.
  21. Value – We don’t wanna just repackage what was already on the page, UX – Finding triggers that activate at the right time.
  22. -So much of establishing relevance and value comes down to where you place your overlays. -The biggest mistake you can make with overlays is placing them indiscriminately on all pages without considering the goals of the page, and the goals of your visitors.
  23. - Ideal for high-traffic pages with low “buyer intent,” such as blogs and homepages - Never use them on pricing or cart/checkout pages… those visitors are too far along in the buying cycle!
  24. -We learned this lesson the hard way. - We left it for far too long -There just isn’t enough value in generic “sign up for updates!” messaging
  25. But we weren’t done making mistakes… Remember this example, I’m gonna come back to it.
  26. So what did we do? - We did away with the generic offer of staying in the loop and offered something concrete - We assigned different overlays to different categories based on relevance.
  27. - Ideal for pages with moderate to high buyer intent, such as product, pricing and checkout/cart - Typically shouldn’t be used on blog posts or articles… those users aren’t far enough in the buying cycle!
  28. - Can be used on many types of pages, depending on your goal - Shouldn’t be used to move visitors backwards in the buying cycle, e.g. from a pricing page to your blog
  29. Aand again back to this example. Again I’ll stress relevance here…
  30. So as you saw in Matt’s demonstration there are 4 triggers available within Convertables, and there is also a frequency option.
  31. That means it’ll be shown in the first few moments…
  32. It will be shown after a delay of 5 – 20 seconds
  33. It will be shown when an abandoning user is detected
  34. It will be shown when a user scrolls a set number of pixels down the page
  35. One of the biggest online events we ever did.
  36. If there was a hall of fame for overlays, this one would get its jersey hung from the rafters. Do me a favor, if you ever see an overlay with a conversion rate as high as this, email me at angus.lynch@unbounce.com, I’d love to hear how you did it.
  37. So we covered a lot today, but if you can remember one thing… If you find a way to do this, I promise you’ll be rewarded.
  38. So just before we finish off here…
  39. In the meantime, check out this page. It contains a feature guide for convertables, and a best Practices guide that elaborates on what we’ve talked about in this webinar.
  40. And finally, our overlay tool is called Convertables, and Convertables are now part of every Unbounce plan. So with Unbounce you can build and publish overlays yourself, and integrate them the with other tools in your marketing stack. And as an Unbounce user you can also build and publish custom landing pages yourself without any coding skills or help from developers. So once again, thanks so much for joining us today. Steph, how about we tackle some of these questions?