Every now and then, we get an email from a marketer using ConvertFlow for exit overlays, that goes a lot like this…
From: Concerned marketer
“Hey guys, for some reason my exit overlay isn’t converting well?
We’re getting traffic. It’s getting views, but the conversion rate sucks!
I thought we’d be getting more leads. Why is this happening?”
And then, at the other end of the spectrum, we get messages from marketers like this:
From: Anthony @ Rudy Mawer
“Hey guys, one of our campaigns based off a ConvertFlow exit intent has generated over $50,000 in revenue in the last 2 months. This is a huge success for us that was directly measurable from ConvertFlow. We’ve also seen about 8,000 additional leads come in from this campaign.”
While we obviously prefer getting emails like the latter, we also love it when our customers come to us for strategic help when it comes to getting more conversions.
We see these as great opportunities for growth, and these cases often highlight important conversion lessons that can be brought up to the user.
And in certain cases, these valuable lessons can be shared and applied by other pro marketers in the ConvertFlow community.
So why are some overlays so successful, while others are not?
Let’s take a closer look at this real-life case study…
When looking at Rudy Mawer’s exit overlay, we can see a couple of interesting characteristics that indicate why it’s converting so well.
1) Rudy Mawer’s exit overlay is incredibly eye-catching
Step 1 of a 2-step CTA:
Anthony Accetturo, the marketer behind this overlay, went over and above to make sure he’s displaying a CTA that’s sure to get a visitor’s attention.
2) The exit overlay’s copy and offer are genuinely compelling
In this case, the visitor has checked out an ecommerce product, which indicates purchase intent.
Using bold copy, that is thoughtfully crafted to engage the visitor at the perfect time, the overlay draws the abandoning visitor in, one last time, to present them with an offer they can’t refuse.
Also, take note of the conversational tone used for that initial CTA step shown above.
Then, Anthony wraps it up with a risk-reversing guarantee, along with a strong, clickable call-to-action button which leads to the 2nd step in the CTA, capturing the visitor’s email address.
Check out Rudy Mawer’s customer story, and see how they used ConvertFlow to boost their conversion rate – Read The Story
3) The exit overlay is targeted and perfectly-timed
With Rudy Mawer’s permission, we took a closer look, and saw that this overlay is targeted to a certain page. This allows them to carefully exclude existing customers who were tagged as having purchased the product in ActiveCampaign.
Note that it triggers upon exit intent. It shows only to visitors who have not closed out the overlay in the last 14 days.
Clearly measurable results
So what kind of quantifiable results can be directly attributed to the exit overlay built with ConvertFlow?
In short, Anthony and his team generated an extra 7,973 leads, plus over $50,000 in additional revenue during a 2 month period. Awesome work Anthony!
So why is it that some overlays DON’T convert like Rudy Mawer’s?
Unfortunately, not all CTAs are created equal. So when we get an email from “concerned marketers” who are not getting the conversions they want, we take a deeper look at their case, and almost every time, we find a CTA looking something like the one shown below:
Now there’s nothing wrong with a CTA that looks like this. It’s subtle, and not aggressive. It may also look clean on the website.
Hey, there are times when subtle calls-to-action convert. However…
1) Subtlety, doesn’t always get the attention you need
Marketing, by nature, is about capturing attention and guiding a person to take a specific action. Sometimes, when there’s not enough contrast, visitors simply don’t know what to pay attention to.
So don’t be afraid to make your calls-to-action standout. Creating contrast with design can help. Visual representations can help even more.
Here at ConvertFlow, we like adding team profiles to our CTAs. This makes the CTA look conversational, rather than promotional. Plus, human faces have been proven to command more attention.
So, whenever creating a CTA, take some extra time to think about the thought process of your visitors when they first see your CTA. Is it eye-catching?
Of course, this doesn’t mean you should go wild, and annoy the crap out of your website visitors.
In fact, please avoid doing this. The other day I was on a site and was presented with a popup that looked like a gambling interface. I felt insulted, and immediately left the site.
Unfortunately, more often than not, marketers are so concerned about not disrupting their visitor’s experience, they fail to capture enough attention to drive the kind of conversions that will make their traffic generation efforts worthwhile.
2) Triggering overlays at the wrong time is a recipe for poor results
In addition to not investing time and attention in creating a visually-engaging CTA, another common mistake we see is not setting the overlay to trigger at the right time.
More than often, it’s obvious that much thought wasn’t given to when the overlay should show on the page.
For example, triggering an overlay 5 seconds after loading the site for a new visitor, may be annoying and prompt them to close it out.
3) Less targeted CTAs = Lower conversion rates
Another common mistake with overlays, is settling for site-wide targeting on most of your pages. This means you are disregarding the relevance of the content the visitor is currently consuming.
If you don’t have any CTA targeting for your website content, by all means set some up, and you’ll see a boost in conversions.
But don’t just stop there. Create targeted overlay offers for your content categories and even for your individual blog posts.
The more relevant your overlay is, to the content the visitor is reading, the higher the conversion rates.
4) The biggest mistake of all: Failing to make a compelling offer
The overlays our team sees that aren’t converting much, tend to have less-than-compelling offers being made to their visitors.
So what factors contribute to a low converting offer?
- The offer is not relevant to the content the visitor is consuming
- There isn’t much perceived value being created
- It lacks clear visual representation of the deliverable
- It asks for too much information in exchange for the visitor to take action
Remember the overlay Anthony had set up on Rudy Mawer’s site, and how compelling the offer was?
It’s visually captivating, targeted, relevant, perfectly timed, and it makes a truly compelling offer to the visitors who are seeing it.
Moving forward, how can your overlays be more compelling?
Give your overlay a little more thought, take a second to role-play the scenario and do your best to look at your offer through the eyes of a new page visitor.
Chances are there low hanging conversion quick wins, ready to be split-tested!
Want to read more ConvertFlow customer stories? – Check out our Customer Story Hub