Scanning the internet, we typically see that an overlay originates from a third-party provider. E.g. plugins for WordPress, a self-service solution, or from a managed service like us at SiteCampaign.

And while we believe that this makes sense, our specialization and experience give us a lot of insights in what works – and what doesn’t work. One thing that we frequently see not working, is when overlays are not given enough attention – especially when it comes to design.

Without a clear connection between overlay, site, and brand, most overlays will be regarded as foreign objects. This can lower the interest in interacting with them and thereby lower their effect. Even worse, an inconsistent brand experience in an overlay can even lead to negative impacts on KPIs such as conversion rates, average order value, or time spent on site.