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Using Overlays to Get More On-Site Conversions

Unbounce Conversion Optimizer Angus Lynch will teach you how overlays work and when you should use them. Plus, find out which offers to include based on buyer intent.

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Introducing Unbounce Convertables: Get More Conversions from Every Page on Your Website

Unbounce Convertables
Today we’re launching Unbounce Convertables to help you capture more conversions on any website, blog or online store. Using targeted overlays, you can drive revenue, capture leads and direct users to your high-converting pages — without bugging your developers or altering your website.

You know you’re having a weird moment when you’re talking to Siri about marketing and you don’t even have your phone with you.

I was trying to visualize the sitemap for Unbounce.com. I can’t believe I was even considering the term site map. When was the last time you used “site map” in a sentence? Please tell me you’re not Googling “site map” right now…

Anyway, the imaginary conversation went something like this:

Me: Siri, would you be a gem and list every page on my website, ordered by traffic volume from high to low? Oh, and if you could make a note of which ones have a call to action, that would be great.

Siri: How do I know if a page has a call to action, Oli?

Me: If it has a button or link that leads to a URL defined as a conversion goal in your analytics, it’s got a CTA. If it doesn’t, it doesn’t.

Siri: Okay, here is your list.

Me: So what you’re telling me, Siri, is that out of 845 indexed pages, 804 of them have no conversion goal – no opportunity for site visitors to actually become a lead or a customer?

Siri: That would be correct, Oli.

Every page on your website is a potential conversion opportunity.

They’re not all the same, they’re not all as big and they’re not all worth an equal amount of money. But they’re opportunities nonetheless.

That’s why today we’re launching Unbounce Convertables – a new tool to help you get more conversions on all your web pages.

When my co-founders and I launched Unbounce seven years ago, we set out to provide marketers with the most powerful landing page optimization platform on the planet. But our vision always extended beyond landing pages. We wanted to create exceptional marketing experiences.

This begins with our own marketing, but becomes a much larger vision when you consider our responsibility as a software provider, helping 13,000 customers create their own exceptional marketing experiences for their own customers.

As a mental exercise, picture those 13,000 businesses including thousands of in-house marketing teams managing 500-page websites, 25 concurrent projects and millions in paid ad budgets. Add in thousands of marketing agencies, each with a portfolio of 50 clients with 250-page websites, hundreds of campaign landing pages and average page traffic of 1,000 visits per month.

Do the math and we may be looking at tens of trillions of missed conversion opportunities…. every month.

Why does this matter?

This level of amplification means that one small piece of technology can have a profound influence on how people experience the internet and the marketing touchpoints they encounter along the way.

We take that responsibility seriously. It’s what we care about more than anything.

Our goal at Unbounce isn’t simply to connect businesses to customers, it’s to do it in a way that brings value to both sides of every transactional business opportunity.

The word opportunity here is a two-way term. It’s an opportunity for you as a business, and it’s an equal opportunity for your visitor to get what they’re looking for, when they’re looking for it.

Introducing Unbounce Convertables

Hopefully by now you’re visualizing your own website and landing pages (or those of your clients), and you’re drooling a little at the thought of amplifying your own marketing performance.

You might also be visualizing the pain and cost of updating your website to take advantage of these conversion opportunities.

With Convertables you don’t need to redesign your website, or wait for the dev team to make changes. By adding one simple script you now have the ability to add a conversion opportunity to any page.

What’s a Convertable?

[con-vur-tah-bul]

An Unbounce Convertable is an overlay that appears on a web page asking your visitor to take an action. For this release we’re launching four types: entrance overlays, exit overlays, timed overlays and scroll-depth overlays.

Whether you want to generate leads, drive sales or direct traffic from low-converting to high-converting pages on your website, you can now use the Unbounce drag-and-drop builder to create super-customized overlays that support your goalall without coding skills or developers.

Why overlays?

You’ve likely noticed a proliferation of overlays across the web. You see them everywhere because they work. Or at least they can, if used strategically and responsibly.

When I’m talking about something that works, I mean that it works first and foremost for your customers, and by extension, works to grow your business. This means maximizing your potential for conversion while keeping your prospect’s motivations and experience top-of-mind.

Overlays increase the number of opportunities you have to generate conversions on your website, blog or e-commerce store (and, of course, on your landing pages). They allow you to show relevant offers to specific users at the perfect time, making them less likely to leave your website without converting.

For instance, you could use overlays to:

  • Convert abandoning website visitors into potential customers as they’re about to leave your page.
  • Convert blog readers into subscribers by offering up an ebook that relates to the topic of the post they’re reading.
  • Offer online shoppers a last-second discount on shipping just before they abandon their shopping cart.
  • Turn first-time visitors on your homepage into leads by triggering an overlay on arrival, enticing them with a special welcome offer.

Amazing companies like Buffer, Campaign Monitor, Hotjar and ShopifyPlus are already seeing impressive results. But don’t take our word for it — here’s what Colin Sandeman-Allen, Marketing Manager at Alumedia had to say:

Within 21 days roughly 30% of our organic revenue had a Convertable touchpoint. Converting at 21.83% and increasing the effectiveness of complementary campaigns by 9%, Unbounce Convertables have easily become some of our most profitable organic campaigns.

Great power, great responsibility

For the past year, we’ve been testing overlays on Unbounce.com and our blog.

We’ve had some really big wins, but it’s not just about the extra conversions. By using Convertables we’ve uncovered incredibly valuable insights about how this technology can impact how our visitors experience Unbounce – and we can’t wait to share those insights with you.

When you offer relevant, well-timed offers that are truly valuable, you are enhancing the user experience. And that’s a good thing for everyone.

Start using Convertables today by clicking the link below and starting your free 30-day Unbounce trial. Already a customer? Log into the app and start using Convertables at no extra cost. You can now use the same drag-and-drop Unbounce builder to drive conversions on both your campaign landing pages and your website!

As always, we’ve got your back with tons of hands-on help, including:

  • Chat, email and phone support on every plan whenever you need it.
  • Tons of education and inspiration in the form of tactical blog posts, tutorials, podcasts, webinars, ebooks and other free resources.
  • High-converting templates for you to customize to suit your brand,
  • An active user community of likeminded marketers who are facing many of the same challenges as you.

Can’t wait to hear what you think, see what you build and share in your marketing success.

Cheers,

Oli Gardner

About Oli Gardner
Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. You should follow Oli on Twitter
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  • This is fantastic Oli, we’re going to start using these right away. The only think I’m unsure on is, do they work on mobile?

    Can’t wait to get using these.

    • Oli Gardner

      Hi Rebecca!
      Mobile will be a future release, but we’re also keeping a careful watch on Google, as there have been some instances where specific uses of interstitial popups on mobile has resulted in a Google penalty – which is something we take super seriously to safeguard our customers.
      Excited for your results!

  • I don’t see the “Convertables” option within the user dashboard. Am I looking in the wrong place?

    • Oli Gardner

      If you go to the “Labs” section it might need to be enabled in there.

      • Ah-ha! Perfect! Thank you!

  • I like the way you describing about the tool but I want to know moe about the Unbounce Convertables

  • Pardon my ignorance but did you just invent a new name ( “convertable” / “overlay” ) for the good ol’ “popups” ? entry/exit intent / engagement popup? If not, how is this different from the likes of the popular existing players such as optinmonster, optin monk, popup domination, ninja popup , etc? Just trying to understand. Thank you.

    • Oli Gardner

      Hi Yatin,
      Great question.

      Regarding the name, Convertables is a term that we coined to encompass a series of conversion opportunity features for your website. In its first iteration we’ve released the 4 overlay modes (you are correct that these are similar in functionality to the other companies you mention). Not gonna lie, we also like to geek out on cool names.

      One of the big differences is that they are built into the Unbounce builder – which is the most customizable and sophisticated builder available.

      This lets you not only construct them faster (and work within a single platform for your marketing needs), but allows you to design it to be 100% on brand with the rest of your website and brand guidelines.

      When we release more features, the differentiation will become increasingly clear. We’ll also continue to expand the triggering and targeting capabilities.

      Another benefit is our integrations with other platforms, so any leads you are collecting for example, can be sent directly to HubSpot, Salesforce, Marketo, Infusionsoft, MailChimp, AWeber, Campaign Monitor etc.

      I hope this answers your question, and thanks for bringing up the topic as I’m sure others have the same question.

      Cheers
      Oli

    • Hi Yatin, maybe I can add to comment from Oli. Having had first hand experience with the new Convertables I can definitely confirm that this is something different.

      I have tried several of the solutions you mentioned. Common for them all is that they are template based, and a nightmare to customize unless do a lot of custom code. With Unbounce Convertables you have 100% flexibility AND it’s just as easy as with the Unbounce builder for pages.

      For a marketer such as myself this is priceless!

  • FYI the video doesn’t play in Firefox :)

    • Oli Gardner

      Dang. thanks Eric. Will pass that along.

    • Oli Gardner

      Thanks again Eric.

      We’ve done some debugging with the team, and Wistia has helped out and fixed the problem.

      #teamwork
      #hustle

  • The new Convertables are absolutely amazing!

    At ConversionLab we’ve been trying them out in closed beta for quite a while and have seen some fantastic results! We’ve been using similar solutions before, but none have come close to the flexibility of the Convertables. We can now accomodate our customers with 100% on brand overlays – and integrate with the same good stuff as we’re used to with Unbounce.

    We’ve put together 3 easy scripts to help you get the most out of your new overlays in the community. https://community.unbounce.com/t/tips-scripts-3-easy-scripts-to-supercharge-your-convertables/3953

    You can also test one of our Convertables here
    https://hello.conversionlab.no/convertables/

    • Oli Gardner

      These are a wonderful UX complement to the feature. Amazing to see this come from our very best community members, so quickly.

      Thanks Finge!

  • Sounds Great Oli, Thanks. But are you going to publish some demo or tutorial for this?

  • If you use it correctly, you can create incredibly engaging content that “pops” and allows you to connect in a personal, intimate way. This form of two-way communication can be just the ticket for tightening your relationship with your audience and for taking your brand to the next level.

  • When using convertables on a landing page – do I use the same offer? I have an eBook landing page – what kind of offer would I make on the convertable?