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How Unbounce Used Overlays to Get 3,000+ Leads [Case Studies]

You’re a marketer, and a dang good one at that. You follow best practices. You always send campaign traffic to a dedicated landing page. You make data-driven decisions. You do post-mortems on all your campaigns and record your learnings.

But still, your visitors are dropping off your website without converting, leaving you with no way to nurture or convert them at a later date. And it sucks.

abandoning-visitors
No, wait, don’t go! Image via Giphy.

Things are no different for us at Unbounce. Despite our best efforts, we still miss out on a ton of conversions. Whether folks aren’t ready to hand over their information, or they simply aren’t finding what they’re looking for, they just. Don’t. Convert.

We knew there had to be a solution…

Overlays allow you to show relevant offers to specific users at the perfect time, making them less likely to leave your website without converting.

It’s a win-win really. You want the sale, they want the bargain. You want the email, they want the ebook.

But just like with any marketing tool (landing pages, emails, etc.), overlays need to be relevant, timely and valuable in order for them to be effective.

As you may have heard, Unbounce recently launched Convertables, a suite of easy-to-install overlays which can be triggered on-arrival, after delay, on scroll and on-exit. But before releasing Convertables to the masses, we were diligently testing overlays on our own web pages.

Two experiments in particular stand out, in which we used overlays to collect leads for online partnership events. In total, we were able to collect 3,200 leads and signups. We also learned a thing or two about how to maximize conversions, while at the same time respecting the goals of the user. We’d like to share our results and learnings with you.

Digital Agency Day: Sign up to get the recordings

On January 28, 2016, Unbounce and HubSpot co-hosted a brand new online event just for digital agencies. We called it Digital Agency Day (and sometimes, internally, “DAD,” because we’re goofs).

Digital Agency Day consisted of a combination of in-person and virtual events, bringing together expert speakers from the world’s top agencies and agency partners to share actionable advice on analytics, reporting, growing retainers, new business strategy, conversion rate optimization and much more.

In total there were 18 online events, with 6,500+ participants across 101 countries. Yep, you read that right — 6,500 participants. Many of which were captured via a hyper-relevant lead gen overlay.

The problem

The main goal of the Digital Agency Day microsite was to get people to register for the live event. But anyone who’s hosted a webinar or similar online event knows that getting attendees can be tricky. People just don’t want to commit, for fear they’ll be too busy to attend or have scheduling conflicts. Digital Agency Day was more than a single webinar, but the same perceived friction existed.

cro-day-microsite-cropped
The Digital Agency Day microsite. (Click for full image.)

We had to find a way to capture those visitors who just couldn’t commit to the live event before they left the site.

The solution

An overlay triggered on exit was the perfect solution. But rather than asking for visitors to sign up to attend the event, as was the goal of the microsite, the overlay prompted visitors to enter their contact info in exchange for the recordings.

dad-overlay

How it performed

We weren’t all that surprised that the overlay worked, due to its high level of relevance. That said, even we were a little surprised by the whopping 19.03% conversion rate.

dad-rooster-results

In the end, we chalked up its success to relevance, value and timeliness — the trifecta of effective overlays.

  • Relevance: The offer was similar yet complementary to the on-page offer.
  • Value: Rather than blocking a day off in their calendars, visitors could simply sign up for the recordings to watch at their leisure and cherry pick the ones that were relevant to them.
  • Timely: The offer was presented on exit, as visitors were about to abandon. Had it been triggered on arrival or after a delay, visitors who wanted to participate in the live event may have been confused.
Pro tip: While best practices indicate using no more than two form fields on your overlay to maximize conversions, you may opt for more should you require additional information to qualify or disqualify leads. At Unbounce, for example, we often qualify leads based on a four-field form. The trade-off here may be fewer conversions but with the benefit of qualifying or disqualifying leads right off the bat. Of course, this is something you’d want to test for yourself.

Want more overlay best practices?

Download Unbounce’s free guide: Best Practices for Creating High-Converting Overlays
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CRO Day: Click through to get the recordings

After the success of Digital Agency Day, we decided to adapt the format for CRO Day — a full day of webinars for conversion-driven digital marketers.

Featuring five webinars, two panel discussions, one AMA, one Slack workshop and one… Five-Second Landing Page Showdown, CRO Day was a smashing success — thanks to amazing participants, dedicated team members and one kick-ass overlay.

The problem

Like Digital Agency Day, the goal of the CRO Day microsite was to get people to register up for the live event. But not everyone can commit to a full day of events.

We included some fine print on the page indicating, “Can’t make it? No worries! Sign up anyway and we’ll send you the recordings.” but it would be easy to miss.

digitalagencyday-microsite-cropped
The CRO Day microsite. (Click for full image.)

Again, we needed a way to isolate the message that if you couldn’t make the online event, you could still get the recordings.

The solution

Overlays are so effective because they focus the visitor’s attention on a single offer… like getting free recordings.

cro-day-overlay

Unlike the overlay for Digital Agency Day, we experimented with a traffic shaping overlay, which directed visitors to a secondary signup page focused just on getting the recordings after the event.

Typically, traffic shaping overlays are used to move visitors from low-converting pages (like your blog homepage or ecommerce category pages) to high-converting pages, but in this case we used a traffic shaping overlay to entice abandoning visitors with an alternate offer.

The flow looked like this:

cro-day-traffic-shaping

How it performed

Pretty. Darn. Good.

Using the traffic shaping overlay, we directed 27.31% of abandoning visitors to a secondary sign up page.

cro-day-overlay-results

Once on the page, 67% of visitors converted, filling out a six-field form!

cro-day-overlay-lp-results

Again, this overlay was relevant (a similar yet complementary offer), valuable (forget blocking off your calendar — watch the recordings you want, when you want) and timely (visitors were shown the overlay on-exit after they had seen the initial offer).

However, there’s another key principle at play here: Specificity.

specificity-cro-day
When will I get the recordings? The very next day. Can’t get much more specific than that!

By specifying that the recordings would be emailed to visitors the day after the event, we were able to boost our credibility, presumably resulting in more signups.

Tips, tricks and takeaways

Using the Unbounce overlay guiding principles, you can build overlays that convert like crazy… but not at the expense of visitor experience.

When planning your own overlay campaigns, keep in mind the following:

  • Make it relevant. If your visitor is reading a blog post about waterproof watch reviews, your overlay better not be about bikes. Rather, it should be complementary, like an overlay that directs the visitor to a features page about one of the watch models.
  • But don’t present the same offer. Presenting the exact same offer on the overlay as on page is annoying and needy. Don’t be that dude.
  • Make it valuable. Asking visitors for their personal info is a big deal. Make sure what you’re offering in exchange is of equal or greater value.

Make it timely. Choosing when to trigger your overlay depends upon the goal. (Psst: With Unbounce, you can trigger your overlays on-entrance, after delay, on-scroll and on-exit.)

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 SEO Mistakes Killing Your Content Performance and a Fix for Each

Common SEO Mistakes

Common SEO Mistakes

Even the most seasoned content marketers make mistakes. In the world of SEO-driven content, with constant algorithm tweaks and changing search patterns, it’s nearly unavoidable. However, those same mistakes can often lead to discoveries that enable even better content performance.

The key is being able to recognize those easy-to-fix SEO mistakes and address them. As a result, your content will become an optimized, integrated network of metaphorical highways, leading searchers to best-answer content in a strategic and purposeful way.

So, what are the most common SEO mistakes, and how can they be addressed? Below, I’ve singled out the ‘usual suspects’ along with guidance on how to fix them while setting yourself up for long-term SEO success.

SEO Mistake #1 - Choosing Target Keywords Based on Volume vs. Relevance

How Keywords Affect Content Marketers: Great content isn't great unless people see it. But when content marketers overemphasize high-volume keywords, they miss out on meaningful engagement.

It’s tempting to plug into your keyword research tool of choice and select keywords with the highest search volume as your focuses for new content. But if the content you’re creating doesn’t match the search intent for that high-volume keyword, it’s unlikely to perform to your expectations.

The Fix: Google it! All jokes aside, evaluating the first ten search results for your target keywords can help you understand what searchers are trying to find, and what supporting content you should provide to truly be the best answer for that query.

While you’re analyzing those top results, pay attention to key factors that will shape your content creation and promotion strategy:

  1. What type of information is NOT included in top content, but is topically related? This can help you inform how you differentiate your content.
  2. What’s the content demand for that keyword? For example, are mostly top of funnel blog posts ranking, or are you seeing mostly product or service pages?
  3. How many backlinks and referring domains are pointing to the top search results? This can help you understand how competitive the first page of results is, and whether or not ongoing link building should be part of your content promotion strategy.
  4. How long is the top-ranking content for that keyword? This will help you determine ideal content length for your own post.

SEO Mistake #2 - Targeting the Same Keyword with Multiple Pages or Posts

How Same-Topic Targeting Affects Content Marketers: Pressure to create comprehensive content on a topic can actually result in dilution within search.

The conventional wisdom that more is better doesn’t apply universally — especially when it comes to SEO-driven content. Creating multiple pieces of content that target the exact same keyword is a surefire way to stand in your own way of success. There’s enough competition out there for B2B marketers without having to compete with your own content.

For example, a B2B technology company that wants to rank for B2B software consulting should optimize their service page for that term based on what is currently being served in search results. But, if they also create a series of blogs or resources that are targeting that specific term, search engine bots will be confused about which page is the best answer for that query. This could result in none of the content appearing in the top 10 results, in favor of competing sites with a more clear ‘answer’ to that query.

The Fix: Determine which of your pages or posts is the best answer for that particular query by analyzing ranking and analytics data. Which post or page sees the greatest amount of engaged organic traffic for your target keyword, and most closely matches the associated search intent?

Once you’ve determined your target page, it’s time to evaluate the remaining content targeting that keyword. Look for opportunities to:

  1. Remove or prune low-value or outdated content. Is there a blog post full of stats from 2009 that’s hindering your priority page’s chances of ranking? It might be time to consider removing that post and implementing the proper redirects.
  2. Optimize existing content for related, but different, keyword targets. For example, if you have a priority post for Chocolate Chip Cookies, and another post that more closely relates to ‘Crunchy Chocolate Chip Cookies’, consider optimizing that post for the latter and implementing internal links back to your priority cookies post.
  3. Combine closely related content. For example, if you have several blog posts around your targeted keyword(s), consider combining those posts into a longer, more robust piece of content.

SEO Mistake #3 - Ignoring Internal Link Structure

How Internal Linking Affects Content Marketers: Links are like electricity on the web, lighting up content for people and search engines alike.

Content is discovered by links. Your site’s internal linking structure tells bots (and users) which pages are most important, and which pages are most relevant to specific keywords. If you link to several pages from the same anchor text, for example, there will be some confusion about which page is truly ‘about’ that topic. Other times, you could have pages or posts on your site that are orphaned, with no internal links directing users or bots their way. This can confuse your site users, search engine bots, and even your own team. Confusion is not a ranking factor!

The Fix: Make sure you develop and continue to update your site’s keyword map. It can be as simple as a spreadsheet that lists your page’s URL and associated target keyword(s). This keyword map will help you determine what anchor text should be used to link to your target pages.

Next, conduct a site audit to determine:

  1. If there are orphaned pages that need internal links
  2. If you are linking to multiple pages with the same keyword-rich anchor text
  3. Where there are opportunities to create additional supporting content
  4. Where you might have opportunities to reduce and prune existing supporting content

Next, you’re going to want to crawl your site to find any orphaned pages. Then, map those into your overall keyword strategy and implement internal links.

SEO Mistake #4 - Ignoring Data from Other Digital Tactics

How Marketing Data Affects Content Marketers: Inspiration often drives ideation for many content marketers, but data drives optimization for ideal content performance. Marketing performance data can provide both.

Any data you can collect about how your audience engages with your content has the potential to be an SEO gold mine. For example, analyzing the keywords from your paid search campaigns can give you insight into which keywords are your best converters, and what content best suits searchers for those terms. Social posts that get the greatest amount of engagement can tell you which topics your audience is most interested in. Ignoring data from your other marketing and sales channels means missing out on an opportunity to better engage your prospects.

The Fix: Meet with different teams or departments to find out what kind of content performs best on their channels. Look at the data each platform or channel provides and compare that with your site analytics data for a full picture. And, be sure to share your channel performance data with the rest of your marketing team. The more information available related to content and marketing performance, the better equipped you are to optimize.

SEO Mistake #5 - Giving Up

How Persistence Affects Content Marketers: Content performance in search is a long game and persistence is essential for success.

SEO is a marathon, not a sprint. Sometimes a lack of results can feel demoralizing, but giving up is simply not an option. You wouldn’t stop building your house just because the nearest lumber yard ran out of wood, right? You’d find another lumber yard and keep plugging along.

The Fix: Take a step back. Re-evaluate the search landscape, your competitor’s organic presence, and your site’s overall health. Being able to remove yourself from the frustration can help you find opportunities you may have missed and additional whitespace to tackle.

Next, seek out advice from other SEOs. Ask questions on social media, in specific groups or forums, or send a question to your favorite SEO blog. If budget permits, enlist the help of a consultant or SEO agency that can help you break through your roadblocks.

Finally, we have two big SEO bummers that are tougher to fix, but absolutely necessary to address.

Bonus SEO Mistake: Migrating Your Site with No SEO Plan

How Migrating Without a Plan Affects Content Marketers: A bad migration can effectively undo your hard work, reducing content visibility and creating more user friction.

If you listen closely, you can hear the sound of SEOs cringing around the globe. A botched site migration can wreak havoc on your organic positioning and torpedo your results. It can take months, even years to recuperate organic visibility to pre-migration levels.

The Fix: Always, always consult your in-house SEO team or SEO agency when you’re considering a website migration. Before you move forward, it’s imperative you have a plan for technical, on-page, and off-page factors.

If you’ve already migrated your site and have experienced a loss of organic traffic and rankings, start with a site audit. Check for the basics, like whether or not your site is being indexed, first. Then start to evaluate technical factors like broken links, crawl errors, and duplicate content.

When in doubt, don’t hesitate to reach out for help. Recovering from a site migration is a challenge for even the best of SEOs, and sometimes those big challenges call for a little teamwork.

Bonus SEO Mistake: Not Optimizing for Mobile

How Not Optimizing for Mobile Affects Content Marketers: Even the greatest content can’t stand up to a bad mobile experience. Users will bounce, reducing engagement and sending negative signals to search engines.

Mobile accounts for about half of web traffic worldwide. Knowing this, in March 2018 Google started migrating sites to mobile-first indexing. Providing a seamless mobile experience is no longer optional, especially when you’re living in the wild world of search.

Sites that didn’t properly prepare for this can and will likely see some declines in organic search traffic and rankings as a result. And, as more sites follow mobile best practices, more users will notice and become frustrated by poor mobile experiences. This leads to declines in other pivotal ranking factors like on-page engagement. In short, if not properly addressed, a poor mobile experience can wreak havoc on your search visibility.

The Fix: The first thing to do is to conduct a mobile audit on your site. Understanding your site’s mobile performance is step one toward making improvements. Look for things like:

  1. Mobile site speed. A couple great tools for this are Google Page Speed Insights and Pingdom. These tools can tell you where to look for issues like slow-loading code, images that aren’t optimized, and other technical issues.
  2. Mobile experience. Visit your site on your phone. Ask someone who doesn’t use your site regularly to do the same. Record your experience, take notes on where you get stuck and why. Click on everything. Turn your phone into horizontal mode. Try to think of every single way a user could browse your site. And, don’t forget to try a site search on mobile.
  3. Look at mobile analytics. This will tell you key metrics like mobile bounce rate, mobile time on page and pages per session.

These steps will help you build a hypothesis to test against. Is your mobile bounce rate crazy high? Does your site take a long time to load? Is your time on page way out of line with desktop traffic? Then, use A/B testing to root out the discrepancy. Use these same metrics to test if the fix is working. Then, repeat with another element.

So, What Does This All Mean for You?

Ultimately, following SEO best practices as a content marketer can reduce performance-related headaches and set you up for long-term success.

For example, when Innovatech Labs decided it was time to make major changes to their website, they worked with our team at TopRank Marketing to implement a safe website transition strategy, minimizing their risk of reduced content visibility on Google. This assessment involved avoiding many of the big risks mentioned above, including linking, use of data and keyword research which allowed us to act quickly post-migration to combat organic traffic declines. The result? Double- and triple-digit increases in organic traffic (and increased conversions, too!).

A best-answer content strategy focused on creating content with the most relevance to their audience was the ticket to better marketing performance for a martech SaaS company. Working with the team at TopRank Marketing, long-tail and hyper-relevant keywords were researched for a comprehensive content strategy to help the brand content become the best answer for those queries. The “best answer” approach and topics were applied across organic and paid efforts. As a result, the volume of both paid and organic MQLs increased, leading to better content performance and spontaneous proclamations of love from the client’s sales team.

Fixing these big SEO mistakes aren’t only for short-term wins. Our longtime partner Antea Group USA has achieved amazing triple-digit growth over three years by avoiding these big mistakes and implementing an ongoing commitment to SEO-driven, best answer content.

As I mentioned earlier, even the most experienced content marketers can make these common SEO mistakes. But, with the right SEO strategy driven by diligent execution and monitoring of results, you can get back on track. The key is to be intentional about your site’s architecture, as well as the content you create, and to never, ever give up.

Still feeling stuck? Or maybe your team doesn’t have the resources to take on this battle alone? Check out our SEO services, tweet us your thoughts @toprank, or drop me a line in the comments. We are here to help!

The post 5 SEO Mistakes Killing Your Content Performance and a Fix for Each appeared first on Online Marketing Blog - TopRank®.

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