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 matthew.shepherd@unbounce.com Thanks for joining us! The webinar will begin shortly. ANGUS LYNCH Conversion Optimizer Unbounce angus.lynch@unbounce.com 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. www.unbounce.com 1.888.515.9161 support@unbounce.com
  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. www.unbounce.com/features/convertables @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. www.unbounce.com 1.888.515.9161 support@unbounce.com

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