using overlays to get more conversions

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MATTHEW SHEPHERDLaunch Specialist

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ANGUS LYNCHConversion Optimizer

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Using Overlays to Get More Conversions


Stephanie SaretskyMultimedia Producer

Unbounce

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Using Overlays to Get More Conversions

Build Landing Pages Fast & Get More ConversionsUnbounce helps marketers build and publish high-converting landing pages and website

overlays.

www.unbounce.com 1.888.515.9161 [email protected]

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)?


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.


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.


Background

What Are Overlays, And Why Should I Use Them?

Overlays are modal light boxes that open within a web page.


Overlays focus attention on a single offer by greying out the background.


Overlays are often mistaken for “pop-ups,” but there are key differences.



Overlays open within an existing window.

Pop-ups open a new window.


Overlays do not take control of the browser, or inhibit the

navigation bar.

Pop-ups take control of the browser and impede

navigation.


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


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.



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


Generating Revenue With Overlays


Revenue Generation

1A 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.


Revenue Generation

Travel site using an entrance overlay to highlight its best offers.


What Can You Achieve?

Capturing Leads With Overlays


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.


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.



Traffic Shaping Example

Overlay on “conference” blog posts. CTA Conf Homepage.

Building & Publishing Overlays

Using Convertables

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Using Overlays Effectively

Overlays are a powerful conversion tool, but when used improperly, they can

negatively affect the user experience.


Make offers that are relevant and valuable to your visitors — without harming the user

experience.



What does that mean?

1 RelevanceUsing page targeting to show the right overlays on the

right pages.

2 ValueFinding offers that further your visitors’ goals (and yours!)

3 User ExperiencePicking triggers that show your overlays at the right time.

Relevance & Value

Where To Place Overlays

Placing Lead Gen Overlays


Lacking Value

Targeting Unbounce blog

Duration 163 days

Views 558,488

Conversions 8,194

Conversion rate1.42%


Lacking Relevance


Duration 14 days

Views 43,456

Conversions 495



Segmentation to the Rescue

Targeting ”Conference” postsViews/Conversions 52,505Conversion rate 3.82%

Targeting “UX” blog postsViews/Conversions 17,001Conversion rate 2.92%

Placing Rev Gen Overlays


RelevanceTargeting CTA Conf Homepage

Duration 30 days

Views 8,277

Conversions 343


Placing Traffic Shaping Overlays


Traffic Shaping For CTA Conf

Overlay on “conference” blog posts. CTA Conf Homepage.


Relevance


Duration 16 days

Views 9,280

Conversions 289


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


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


Triggers

Best used for:• “Saving” potentially

lost conversions (e.g. coupon code, shipping discount)

• Capturing user details (leads) from abandoning visitors

On Exit


Triggers

Best used for:• Expanding on offers

below the fold• Content-heavy pages

(blog posts)

On Scroll


Triggers

Unbounce recommends showing overlays once per visitor.


Frequency

Putting it All Together


Capturing Leads For Digital Agency Day

• Virtual event held in January, 2016

• 30+ digital marketing experts

• Online audience of 6,500+


Exit Overlay on Homepage

1 RelevanceDirectly relevant content

2 ValueSaving time + valuable content

3 User ExperienceOnce per visitor, shown only to abandoners, disabled

for users who completed forms


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.


“”

One Takeaway

Expect an email within 1 week


Recording + Slides

www.unbounce.com/features/convertables


More Convertables Information

Build Landing Pages Fast & Get More ConversionsUnbounce helps marketers build and publish high-converting landing pages and website

overlays.

www.unbounce.com 1.888.515.9161 [email protected]

using overlays to get more conversions

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