using overlays to get more conversions

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MATTHEW SHEPHERDLaunch Specialist

Unbouncematthew.shepherd@unbounce.com

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ANGUS LYNCHConversion Optimizer

Unbounceangus.lynch@unbounce.com

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Using Overlays to Get More Conversions

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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 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)?

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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.

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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.

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Background

What Are Overlays, And Why Should I Use Them?

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

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

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

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Overlays open within an existing window.

Pop-ups open a new window.

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

navigation bar.

Pop-ups take control of the browser and impede

navigation.

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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

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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.

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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

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Generating Revenue With Overlays

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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.

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Revenue Generation

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

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What Can You Achieve?

Capturing Leads With Overlays

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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.

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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.

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Traffic Shaping Example

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

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What Can You Achieve?

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.

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

experience.

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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

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Lacking Value

Targeting Unbounce blog

Duration 163 days

Views 558,488

Conversions 8,194

Conversion rate1.42%

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Lacking Relevance

Targeting Unbounce blog

Duration 14 days

Views 43,456

Conversions 495

Conversion rate1.11%

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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

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RelevanceTargeting CTA Conf Homepage

Duration 30 days

Views 8,277

Conversions 343

Conversion rate4.14%

Placing Traffic Shaping Overlays

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Traffic Shaping For CTA Conf

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

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Relevance

Targeting Unbounce blog

Duration 16 days

Views 9,280

Conversions 289

Conversion rate3.11%

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

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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

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Triggers

Best used for:• “Saving” potentially

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

• Capturing user details (leads) from abandoning visitors

On Exit

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Triggers

Best used for:• Expanding on offers

below the fold• Content-heavy pages

(blog posts)

On Scroll

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Triggers

Unbounce recommends showing overlays once per visitor.

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Frequency

Putting it All Together

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Capturing Leads For Digital Agency Day

• Virtual event held in January, 2016

• 30+ digital marketing experts

• Online audience of 6,500+

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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

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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.

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“”

One Takeaway

Expect an email within 1 week

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Recording + Slides

www.unbounce.com/features/convertables

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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 support@unbounce.com