Tag Archives: phoenixorflame

8 Overlay Examples to Inspire More Clicks, Sales & Signups [FREE LOOKBOOK]

Need some inspiration for your overlay design? No problem.

overlay-inspiration
Image source.

Oh, sorry, you didn’t mean an inspirational quote?

Let me try that again.

Inspire more clicks, sales & signups with your overlays

Download our free Spring Overlay Lookbook, featuring 8 oh-so-beautiful, Unbounce-built overlays.


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Feature image via Shutterstock.

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8 Overlay Examples to Inspire More Clicks, Sales & Signups [FREE LOOKBOOK]

3 Scientific Reasons Why Overlays Are So Freaking Effective

Fact: Overlays increase conversion rates.

Why? Because science.

But before we dig into the science, let’s take a look at why overlays are a marketer’s best friend.

overlay-best-friend
Image via Giphy.

A second (and often last) chance to convert

Here’s something no one in ecommerce wants to hear: Prospects abandon websites in droves, and most will never return.

There are many reasons why visitors leave: they’re not swayed by your offer, they’re not the right fit (or they just don’t know it yet), they’re distracted, they’re rushed.

Regardless of why, it doesn’t take a scientist to point out that re-engaging abandoning visitors could dramatically improve your conversion rates.

This is where overlays (a.k.a. your new “bestie”) come to the rescue.

Overlays provide a second chance for your audience to convert. And by focusing the visitor’s attention on just one timely, relevant and valuable offer (the trifecta of effective overlays), your chances of conversion go through the roof.

Here’s an example…

Upon seeing the shipping costs associated with their order, a potential customer may decide to abandon the sale. Implementing an overlay offering a deal on shipping could prevent cart abandonment and close the sale.

happy-conversion-dance
This is our we-just-closed-a-sale dance. Image via Giphy.

But why do abandoning users change their minds?

Back to the science.

#1: Overlays counteract the paradox of choice

Think about the toothpaste aisle of your drugstore. There are whitening toothpastes, natural toothpastes, cinnamon flavored toothpastes… spearmint, peppermint, bubblegum!

analysis-paralysis
Are you overwhelmed yet? Image via Giphy.

With an online store, customers face a similar overload of options. They come in the form of multiple buttons, links and messages calling out for the visitor’s attention.

When they can’t decide, they flee. It seems that while humans are empowered by a little bit of choice, too much choice can result in analysis paralysis.

Author Barry Schwartz further illustrates this in his oldie-but-goodie book, The Paradox of Choice. In it he discusses the negative psychological impact an abundance of choice can have on our well being, and how eliminating choices can help reduce stress and anxiety.

Alleviating anxiety by way of eliminating options, then, is critical to making a sale.

It’s for this reason that landing pages are so effective in converting targeted traffic. By keeping the Attention Ratio at 1:1, landing pages focus a visitor’s attention on a single conversion goal, thus resulting in higher conversion rates than a page on your website.

But what about those web pages — shouldn’t they be optimized, too?

Yes, absolutely.

Overlays take on the role of a helpful salesperson, tapping your prospect on the shoulder and asking if they can be of assistance. They narrow the visitor’s attention on a single, enticing offer, and simplify the decision-making process for potential customers.

SImply put, overlays are effective for the same reason landing pages are effective: they eliminate distractions, provide the user with a last-chance offer and distill the choice down to a simple yes-or-no answer.

#2: Overlays re-engage prospects by using a neuro-linguistic programming technique called pattern interrupt

wait-what
Neuro what? Image via Giphy.

Sorry, let me explain.

Pattern interrupt is a neuro-linguistic programming (NLP) technique that has been used by salespeople for years. The concept is pretty straightforward: do or say something unexpected to disrupt a person from their normal patterns.

By interrupting patterns we create moments for change, which is why some people use the technique for breaking bad habits. Even something as simple as slapping an elastic band against your wrist can help interrupt a regular pattern

Overlays are driven by a similar logic. Unexpectedly, they show the visitor an offer that sweetens the pot, convincing them to think twice about their predictable path toward the ‘Back’ button.

In essence, you’re using the overlay much like you would the rubber band, to get your visitor’s attention and then focus it on something else, since what they were looking at before clearly wasn’t engaging them.

#3: Overlays leverage effective frequency by repeating and reinforcing your message

Several years ago I began seeing ads for a three-step skin clearing system that shall remain nameless.

At first I didn’t pay much attention to them, but after seeing ad after ad I started to wonder whether their claims had any validity; I was intrigued.

A few months later, I had a nasty breakout. I’d already warmed up to the idea of testing the product out, so I keyed in my credit card info and placed my order. A week later, a package arrived at my home with my first month’s supply.

ups-package
Image via Giphy.

That — what happened there — was the result of effective frequency.

Effective frequency is the number of times a prospect must be shown a particular message before taking the desired action.

There are varying theories on what the optimum number of times to show a message is — the law of seven, for example, suggests that it’s, well, seven. Whatever the case, it’s always more than once.

Overlays leverage effective frequency by providing you with an additional opportunity to serve up and thus reinforce your message. By using an overlay with similar messaging to your web page, you are in fact nudging your prospect toward becoming a customer.

Takeaways and learnings

Overlays don’t work because they’re the shiny new thing. They work because scientific — and particularly psychological — principles are at play.

  • Our brains don’t like complicated scenarios, and given how many we already face in daily life, the last thing we want are complicated consumer decisions. Simplicity of product choice = higher chance of conversion.
  • People are habitual by nature. We have certain patterns that we subscribe to, often unconsciously, that allow us operate on “autopilot”. Disrupting this pattern creates a moment for change, and doing so with an overlay may be just the thing to turn an unengaged visitor into a customer.
  • The more times we’re served up a message, the more likely we are to believe it to be true. By reinforcing the message on your web page with a similar supporting message on your overlay, you are in fact nudging your prospect toward becoming a customer.

Have you experimented with overlays? I’d love to hear about it the comments.

Get overlay ideas you can launch today

Download Unbounce’s newest ebook, 12 Proven Ways to Convert with Overlays
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

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3 Scientific Reasons Why Overlays Are So Freaking Effective

Our Gift to You: The Ultimate Holiday Email Marketing & Landing Page Guide

Eggnog and rum, chestnuts and open fires, turkey and cranberry, email marketing and landing pages: there are some things that are better together.

Did I lose you at email marketing and landing pages? Well, pour yourself a holiday drink and let me explain.

As a marketer, you know that email is one of the most impactful marketing tools in your stack. In 2015 alone, 25.1% of Black Friday ecommerce sales came from email marketing and over one-third of holiday shoppers say they used retailers’ emails to keep track of deals.

But email marketing is just one half of a successful campaign. Those emails need to lead somewhere…

A landing page is the ideal destination for your email marketing campaign because it focuses your visitor’s attention on a single conversion goal. This lack of distractions could mean the difference between a bounce and a sale.

Using email marketing and landing pages together is thus the perfect combo to drive more sales — it’s the spiked eggnog of marketing and conversion tactics.

May we pour you a glass?

Run high-converting campaigns using email and landing pages

Download Unbounce and Campaign Monitor’s Ultimate Holiday Email Marketing & Landing Page Guide
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Our Gift to You: The Ultimate Holiday Email Marketing & Landing Page Guide

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Master the Multi-Channel Campaign [Free Digital Campaign Launch Kit]

rocket launching
Think NASA launches without solid preparation? Well, neither should your marketing team. Image via Shutterstock.

Quick show of hands: Who loves spending oodles of time and energy on a task, only to find out someone else has been working on the same thing?

Nobody?

What about when you casually scope a project only to realize halfway through that it’s going to require more time and resources than you originally thought?

No one again?

I’ll stop — y’all know what I’m getting at: proper preparation is key to getting a campaign shipped with minimal friction. This means filling out a detailed brief and scoping the project from start to finish.

Are you thinking, “Ugh, what if I don’t have a tried-and-true process? And now I have to make a brief from scratch — where am I going to find the time for that?” Well, fear not, my friends, we have just the thing for you.

It’s a complete multi-channel campaign launch kit, and it’s what we use at Unbounce for all our digital marketing campaigns.

Inside the Digital Campaign Launch Kit, you’ll find the following items:

  • Campaign projections worksheet
  • Marketing brief template
  • A start-to-finish process for launching multi-channel campaigns, including how to define roles, determine your target market and messaging, identify the campaign’s objective, strategy, tactics and targets and get buy-in from stakeholders. Oh, and how to launch :)

Want to drive epic results and execute campaigns like a well-oiled machine?

Download our FREE Digital Campaign Launch Kit!
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

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Master the Multi-Channel Campaign [Free Digital Campaign Launch Kit]

Get Inspired By These 10 Beautiful Landing Page Designs [FREE DOWNLOAD]

You’ve been designing and building landing pages for a while now.

You may even create landing pages for clients.

You’ve seen the benefits of landing pages first-hand, and cringe at the thought of sending PPC traffic to a homepage.

You pride yourself on creating pages that are both beautiful and delightful… a recipe for campaign success.

Micheal Phelps gold medal
If landing page building was an Olympic sport, you’d be Michael Phelps. Image via Giphy.

But then, unexpectedly, you’re hit with a massive wave of landing page creative block. It’s a thing, and it can happen to anyone.

Creative block creeps up when you’ve got all the tools to build a massively high-converting landing page, but the juices just aren’t flowing. And without those creative juices, your landing page could end up feeling stuffy and robotic.

Fear not, friends, there’s an easy cure for landing page creative block. Simply follow my two-step process and you’ll be pumping out beautiful, high-converting pages in no time.

Step 1: De-stress

Here are a few ideas:

  • Take several deep breaths.
  • Try this guided meditation.
  • Go for a quick walk around the office.
  • Watch this video.

Step 2: Download our FREE 2016 Spring Lookbook

Featuring 10 sensational real-life landing pages spanning multiple industries, the 2016 Spring Lookbook is sure to inspire you and get those creative juices flowing.

Feeling a little uninspired?

Download our FREE Spring 2016 Lookbook, packed with landing page design inspiration!
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

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Get Inspired By These 10 Beautiful Landing Page Designs [FREE DOWNLOAD]