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16 Overlay Examples Critiqued for Conversion

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When it comes to overlays, everyone’s a critic — especially your prospects. Image via Shutterstock.

These days, cyberspace is about as cluttered as my closet.

And in that deep sea of endless streams and notifications and other dopamine-releasing distractions, getting your offer seen can be challenging to say the least.

Luckily, overlays can help mute some of that background noise by focusing your visitor’s attention on one (hopefully) compelling offer.

But your job doesn’t end there.

Once you get your prospect’s attention with an overlay, it’s your job to use design and copywriting best practices to keep their interest.

What are these best practices I speak of? Let’s take a look at some overlay examples we spotted in the wild for some concrete examples of what you should — and shouldn’t — do.

Be immediately clear on the value of your offer

I have to admit that when I first saw this overlay, I found the tongue-in-cheek copywriting delightful.

The headline was clever and had me nodding my head:

1-copy

And while the self-aware overlay is a cute idea, you know what’s less cute? Just how quickly your prospect will look for that “x” button if the value of the offer isn’t abundantly clear.

Don’t make readers work to find out what your offer is. It’s fine to be cutesy, as long as you’re explaining what’s in it for them. See how Groove clearly explains the benefit of signing up for their newsletter?

2-copy

The transparency of this offer makes it appealing, and the specificity of Groove’s current monthly revenue adds credibility.

Pro tip: When you’re pushing a subscription, your copy has to do a lot of work because there’s no immediate value. Test including a tangible offer like a free ebook.

It’s not about you!

This overlay by the Chive has personality, but not much persuasive power:

3-copy

The headline – “the best newsletter in the world”  – is playful (if a little cocky), but it fails to communicate what makes the newsletter great and why readers should care.

They’re so caught up in self-praise that they forget to explain what’s in it for the reader. How will signing up for this newsletter impact the reader’s life?

This overlay by GetResponse is guilty of a similar infraction, and to be frank, the tone is a little despie:

4-copy

This overlay uses “I” and “us” language without ever explaining the benefits of the offering — not to mention it never really explains what GetResponse is.

This is problematic, because the overlay appears on a page giving away an ebook only marginally related to their core offering — so it’s safe to assume that not everyone will know what GetResponse is.

I’d test an overlay that includes a compelling, customer-focused unique value proposition and a clear hero shot so people can quickly understand what they’re dealing with at a glance.

Want more overlay best practices?

Download Unbounce’s free guide: Best Practices for Creating High-Converting Overlays
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Lead with what’s in it for them

So what does customer-focused copy look like? Preneur Marketing’s overlay leads with a headline that explains in detail what the reader will get when they sign up:

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So much specificity!

But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?).

A great thing to test would be a hero shot representative of the actual offering, like the one in this overlay by Acquire Convert:

6-copy

Use overlays to counter objections

No matter which stage of the buyer journey your prospect is at, their inner monologue will include some objections to your offer. Overlays are a great way to counter them.

For example, have a look at this overlay by Gr8fires, which appeared for visitors to their ecommerce store. They knew visitors to that page were likely shopping around for the best deals and were likely already thinking, “I don’t know how much stove installation is going to cost.”

To counter that objection, Gr8fires created an overlay with an “installation calculator” that detailed the costs associated with installing their product. See how the headline mirrors the conversation in the prospect’s head?

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The results of Gr8fires’ overlay campaign were incredible: 300% increase in monthly sales leads and a 48.54% lift in sales. Image source.

This example is particularly wonderful because it accomplishes something for both the marketer and the prospect. On the prospect’s end, it delivers great value in exchange for a very small commitment (entering name and email). On the marketer’s end, it helps to educate prospects on a larger-ticket item that typically requires more convincing.

A real win-win scenario. Beautiful, isn’t it?

Don’t be a negative Nelly

If you’ve seen overlays across the web, you’ve likely noticed that “yes” button text is often juxtaposed with “no” hyperlink text in close proximity. And you’ve likely noticed that the “no” hyperlink text is often sassy.

I see this everywhere online — marketers resorting to language like:

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Nobody thinks this.

Or this one:

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Come on.

Don’t forget this one:

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Really?

Or finally, this example, which borders on offensive:

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This is getting out of hand.

It should go without saying, but you should never talk down to prospects simply because they might not want your offering.

Not only does that create friction to completing the form, it can also damage your brand’s image and credibility.

This example by Narcity misses the mark for a different reason:

12-copy

This overlay forces a lie in order to opt-out: “I’m already subscribed.”

This is problematic for two reasons:

  1. If people are subscribed then they shouldn’t be seeing this to begin with
  2. It creates cognitive dissonance, forcing prospects to stop and think.

In short, it creates a jarring experience that doesn’t make you wanna fill in the form.

So what should you be doing?

Mirror the voice in your prospect’s head

Don’t talk down to your visitors with “I can’t stand exclusive offers” opt-out copy.

Stop and reflect on what they’re likely thinking when they click that “no” button. The folks at TVLiftCabinet.com keep it classy:

13-copy

When at a loss, stick with a straightforward, “No thanks, I’m not interested.”

Make it easy to say yes

There are tons of other things you can test to make your overlay offers irresistible to visitors.

  • Test fewer form fields to reduce perceived friction on your forms:
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Adding too many form fields can have a negative impact on conversion rates.
  • Make visitors feel like they’re being offered something exclusive:
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Whatever you do, never forget that your prospect’s attention is a valuable commodity.

And once you have it, you should respect it by doing everything you can to deliver meaningful value.

Taken from:

16 Overlay Examples Critiqued for Conversion

12 Proven Ways to Convert With Overlays [FREE EBOOK]

90-97% of visitors to your website won’t convert.

I know… a little piece of my soul dies every time I think about it, too.

[Queue Morgan Freeman narrator voice] But not all hope is lost.

Marketers everywhere are using overlays to get more conversions from their existing website traffic — without running more campaigns, increasing their budget or redesigning their site.

And in our latest ebook, 12 Proven Ways to Convert With Overlays, we spill all their juicy secrets. (Okay, maybe not the one about what happened in Vegas.)

Get more conversions from your website traffic

This ebook will teach you how real companies are using overlays to score more subscribers, sales leads and sales — and how you can start planning your own overlay campaigns today.
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

In 12 Proven Ways to Convert with Overlays by Angus Lynch and Amanda Durepos (oh hi), you’ll learn:

  • What overlays are and why you should care
  • Real-world examples and case studies of companies using overlays to score more subscribers, sales leads and sales
  • Tried-and-true best practices to help you plan your own overlay campaigns

In short, it’s 40 pages of overlay inspiration and guidance to help you score more conversions from your existing traffic. Ya dig?

Original post: 

12 Proven Ways to Convert With Overlays [FREE EBOOK]

Next Level Landing Page Optimization: Before and After the Conversion

We spend a lot of time on this blog waxing poetic about the importance of optimizing your landing pages.

But landing pages are only one element of a stellar, high-converting marketing campaign. And focusing all of your attention on optimizing only one element is just foolish.

‘Cause — pardon the cliché — but a chain is only as strong as its weakest link.

giphy
Image via Giphy.

If you’ve optimized your landing pages and you’re still not getting the results you wished for, maybe there are broken links elsewhere in your conversion chain — like before and after the landing page?

Not sure? We created a 24-page guide for Unbounce customers to help them maximize the value of their landing pages, but we like you too and figured you might find it useful — regardless of whether you use Unbounce to build your landing pages or not.

The guide will help you optimize every step of your prospect’s conversion journey:

  • Before the landing page: Are you doing enough to send healthy doses of traffic to your landing pages? Are there distribution channels you’re missing? How can you use each most effectively?
  • On the landing page: Are you making the most of that sweet traffic by constantly optimizing every element of your landing page for more conversions?
  • After the landing page: After people convert on your optimized page, are you making their next step crystal clear? Are you missing additional conversion and nurturing opportunities on your thank you page?

Are you optimizing your entire conversion funnel?

Download this 24-page whitepaper and learn how to better optimize your entire conversion funnel — both before and after your landing page.
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

Continue reading: 

Next Level Landing Page Optimization: Before and After the Conversion

The 7 Principles of Conversion-Centered Design [Free 56-Page Ebook]

I’d like to meet the person who goes into IKEA to pick up a new fridge and walks out with only the fridge. If you’re like me, you inevitably wind up with a car full of junk products, an ice cream in one hand and two hotdogs in the other.

That’s because IKEA stores aren’t designed to help you achieve a single goal.

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That’s a pretty crappy attention ratio. Image credit: ALEXANDER LEONOV via Shutterstock.com.

They don’t care about the “optimal route” to the cash register — they want you to snake in and out of the showrooms. They want you to stop and fantasize about chopping imaginary vegetables on their impeccable countertops.

If you’re shopping for a new fridge and you know that’s all you need, you’re better off going to an appliance showroom, where the goal is clear: Get your gadget and get out.

This focus on a singular goal is the same focus that lies at the heart of our latest ebook:

Maximize Conversions Using Conversion-Centered Design

Download this ebook and become an expert at building delightful, high-converting marketing campaigns.
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

For a marketer, conversion means convincing a visitor to do one thing and one thing only. Not one of many things, not accomplishing it in under seven seconds, not successfully navigating from one point to another — just completing a single business-driven objective.

Conversion-Centered Design (CCD) helps you design experiences that guide the visitor towards completing that one specific action, using persuasive design and psychological triggers to increase conversions. In other words, it’s about persuasion.

And as you’ll learn, persuading your prospects to take the desired action you want them to take doesn’t have to be difficult (especially when you’re not distracting them with 99¢ hotdogs).

You’ll learn:

  • The theory behind each of the 7 CCD principles (Attention, Context, Clarity, Congruence, Credibility, Closing, Continuance) and how they affect conversion rates.
  • How to leverage the principles to create and optimize high-converting marketing campaigns.
  • Why landing pages are instrumental to improving the ROI of your marketing campaigns.

You can grab the framework as a downloadable ebook above, or check out the content on our interactive site here.

More – 

The 7 Principles of Conversion-Centered Design [Free 56-Page Ebook]

The Challenges And Rewards Of Teaching Web Design

Just over four years ago, I decided to take a part-time position teaching website design and front-end development at a local university, the University of Rhode Island. My time in the classroom has been one of the most challenging as well as one of the most rewarding experiences in my career, and I believe that other Web professionals would greatly benefit from spending some time in an educational setting teaching others their craft.

Link to original: 

The Challenges And Rewards Of Teaching Web Design

Coding Q&A With Chris Coyier: Responsive Sprites And Media Query Efficiency

Howdy, folks! Welcome to more Smashing Magazine CSS Q&A. It works like this: you send in questions you have about CSS, and at least once a month we’ll pick out the best questions and answer them so that everyone can benefit from the exchange. Your question could be about a very specific problem you’re having, or it could even be a question about a philosophical approach. We’ll take all kinds.

Original article: 

Coding Q&A With Chris Coyier: Responsive Sprites And Media Query Efficiency