What are overlays?
Overlays, when used correctly, are a really powerful way to re-engage with your customers at critical points in the purchase journey, where you otherwise would be unable to intervene.
Did you know that for retailers, on average 97% of visitors exit a website without purchasing?
Re-engaging with customers who are about to leave your website or abandon the cart can be just the push they need to make that conversion or lead.
So, what is an overlay? These are simply banners that show over the website landing page when a customer shows a behaviour which has been set up to trigger the overlay. The overlay banners can display any message or imagery you want for different customer behaviours, making sure they look clean, professional and on-brand.
How can they be used effectively?
When using overlays, it’s crucial that you have a clear strategy and objective to meet, to prevent overusing them and damaging the users experience on the website. The overlay needs to be relevant and helpful to the customer in order to encourage them to convert.
There are a range of different campaigns you can run through overlay publishers to trigger the banner. A few examples are running overlays based on the basket value of the customer, customers who have been on the website for a certain amount of time or customers who go to leave the cart and navigate to close the tab.
Using discount incentives to persuade customers with a larger basket value to convert has been one type of overlay campaign we’ve seen achieve fantastic results.
It’s important to have the correct message depending on which of these campaigns you choose to run. Using discount incentives to persuade customers with a larger basket value to convert has been one type of overlay campaign we’ve seen achieve fantastic results, especially when the customer is still deciding between you and a competitor. Similarly, customers who attempt to leave the website after being on it for a certain period of time could then be shown a banner reminding them of your USPs, for example, ‘free delivery’, giving them a reason to actually want to purchase from you.
What to look out for?
Overlays can be something a lot of advertisers don’t have much control over, with the publishers creating the banners and setting up the trigger points based on what you’ve asked. But how do we actually know they’ve done what you’ve said? After all, they want to make money. That’s why at Zeal we only use the best platforms which allow you to have full control, from the creation of the banners, to actually setting up the trigger points. This makes it easier to set up a range of campaigns for different messages and also know exactly when these will be shown to customers.
It’s really important to ensure that your banners don’t come across as ‘spammy’. Ensuring they only show on certain landing pages and don’t just follow potential customers around the website is a huge mistake some brands make. You need a clear objective for the overlay activity to meet which you can then create relevant campaigns for, making it easier to track performance and understand if customers are positively engaging with them.
The positive results we’ve seen
Since putting together an overlay strategy for our Affiliate clients, we have seen a really strong increase in revenue, with sales increasing on average by 85%!
We have seen a really strong increase in revenue, with sales increasing on average by 85%!
These great results have proven that customers will engage with an overlay if it’s helpful and relevant to them, and there are clear objectives set in place. If you need help setting up your own strategy and want to help increase conversion rate on your website, then get in touch with one of our Affiliate marketing experts would love to hear from you.