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Using Overlays to Get More Conversions


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Learn why modal overlays can help you drive more conversions from any web page (and how to build them yourself!)

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Using Overlays to Get More Conversions

  1. 1. @unbounce #unwebinar MATTHEW SHEPHERD Launch Specialist Unbounce Thanks for joining us! The webinar will begin shortly. ANGUS LYNCH Conversion Optimizer Unbounce OFF Join our chat on Twitter Using Overlays to Get More Conversions
  2. 2. @unbounce #unwebinar Stephanie Saretsky Multimedia Producer Unbounce OFF Join our chat on Twitter Using Overlays to Get More Conversions
  3. 3. Build Landing Pages Fast & Get More Conversions Unbounce helps marketers build and publish high-converting landing pages and website overlays. 1.888.515.9161
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. What Are Overlays, And Why Should I Use Them?
  8. 8. Overlays are modal light boxes that open within a web page. @unbounce #unwebinar
  9. 9. Overlays focus attention on a single offer by greying out the background. @unbounce #unwebinar
  10. 10. Overlays are often mistaken for “pop-ups,” but there are key differences. @unbounce #unwebinar
  11. 11. @unbounce #unwebinar Overlays open within an existing window. Pop-ups open a new window.
  12. 12. @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.
  13. 13. @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
  14. 14. @unbounce #unwebinar Overlays are shown based on browsing history and visitor actions, while pop-ups are shown based on page visits.
  15. 15. Why Use Overlays?
  16. 16. Roughly 90-97% of visitors to any marketing website will not buy or sign up. @unbounce #unwebinar
  17. 17. @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.
  18. 18. 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
  19. 19. Generating Revenue With Overlays
  20. 20. @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.
  21. 21. @unbounce #unwebinar Revenue Generation Travel site using an entrance overlay to highlight its best offers.
  22. 22. @unbounce #unwebinar What Can You Achieve?
  23. 23. Capturing Leads With Overlays
  24. 24. @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).
  25. 25. Lead Generation Examples Gr8fires capturing leads by offering a free calculator. @unbounce #unwebinar
  26. 26. @unbounce #unwebinar What Can You Achieve?
  27. 27. Directing Traffic With Overlays (a.k.a. “Traffic Shaping”)
  28. 28. 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
  29. 29. @unbounce #unwebinar Traffic Shaping Example Overlay on “conference” blog posts. CTA Conf Homepage.
  30. 30. @unbounce #unwebinar What Can You Achieve?
  31. 31. Building & Publishing Overlays
  32. 32. Using Convertables OFF
  33. 33. Using Overlays Effectively
  34. 34. Overlays are a powerful conversion tool, but when used improperly, they can negatively affect the user experience. @unbounce #unwebinar
  35. 35. Make offers that are relevant and valuable to your visitors — without harming the user experience. @unbounce #unwebinar
  36. 36. @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.
  37. 37. Relevance & Value
  38. 38. Where To Place Overlays
  39. 39. Placing Lead Gen Overlays
  40. 40. @unbounce #unwebinar Lacking Value Targeting Unbounce blog Duration 163 days Views 558,488 Conversions 8,194 Conversion rate 1.42%
  41. 41. @unbounce #unwebinar Lacking Relevance Targeting Unbounce blog Duration 14 days Views 43,456 Conversions 495 Conversion rate 1.11%
  42. 42. @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%
  43. 43. Placing Rev Gen Overlays
  44. 44. @unbounce #unwebinar Relevance Targeting CTA Conf Homepage Duration 30 days Views 8,277 Conversions 343 Conversion rate 4.14%
  45. 45. Placing Traffic Shaping Overlays
  46. 46. @unbounce #unwebinar Traffic Shaping For CTA Conf Overlay on “conference” blog posts. CTA Conf Homepage.
  47. 47. @unbounce #unwebinar Relevance Targeting Unbounce blog Duration 16 days Views 9,280 Conversions 289 Conversion rate 3.11%
  48. 48. User Experience (Triggers & Frequency)
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. Best used for: • Expanding on offers below the fold • Content-heavy pages (blog posts) On Scroll @unbounce #unwebinar Triggers
  53. 53. Unbounce recommends showing overlays once per visitor. @unbounce #unwebinar Frequency
  54. 54. Putting it All Together
  55. 55. @unbounce #unwebinar Capturing Leads For Digital Agency Day • Virtual event held in January, 2016 • 30+ digital marketing experts • Online audience of 6,500+
  56. 56. @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
  57. 57. @unbounce #unwebinar Results Duration 22 days Views 10,463 Conversions 1,991 Conversions rate 19.02%
  58. 58. Make offers that are relevant and valuable to your visitors — without harming the user experience. @unbounce #unwebinar One Takeaway
  59. 59. Expect an email within 1 week @unbounce #unwebinar Recording + Slides
  60. 60. @unbounce #unwebinar More Convertables Information
  61. 61. Build Landing Pages Fast & Get More Conversions Unbounce helps marketers build and publish high-converting landing pages and website overlays. 1.888.515.9161