WHERE ARE PEOPLE COMING FROM?
Who are you and what are you doing here? Answering these questions enable us to adjust our communication and offerings via overlays in great detail. Resulting in considerable benefits for your business. Our first recommendation is to see where people are coming from before you start motivating them in a certain direction.
To do this, we often recommend split testing on different types of traffic in order to uncover who should be exposed to specific messages at which moments.
Visitors from direct traffic and referrals are often very determined. If they’ve entered your site directly or via a link in a blog post, they most likely know what they want, which means we have to be careful about interrupting them with pop-ups or other messages. Trying to turn them into leads or directing them elsewhere might end up distracting them in the middle of a purchase, if not directly grabbing the product out of their basket.
When we helped a large Danish retail chain with the designing of customer journeys, we found that this was exactly what happened.
Pushing a message about signing up to a newsletter to visitors ultimately provoked a decline in the number of purchases.
By split testing, it became obvious that a lot of details were in play. We ended up keeping the overlay for segments with high long-term value as leads and removing it in other cases.
Thus, to transform a buyer into a lead is not necessarily a mistake. It might be that the value of the created leads is worth more than one single purchase.
TEST ALL TYPES OF TRAFFIC
We rarely make up-front recommendations to exclude specific traffic sources from seeing particular overlays. Instead, we typically will recommend to test all types of traffic in order to see how they react. Afterwards, based on our data analysis, we can adjust what we show them on the website at which times.
PAID VS. ORGANIC TRAFFIC
Usually, the behavior and the purchase intention stand out when it comes to Paid Search traffic. It often turns out that visitors are at a point in their customer journey where they want to be inspired or provided with a good offer. It is, however, still important not to be too pushy and to use data to guide your communication.
VARIATION BETWEEN DEVICES
Remember to extend your data analysis to different device types. Examining the behavioral differences between traffic types often becomes even more interesting when you split data up between mobile phones, desktop, and tablet users. You are likely to find significant variations.
TO SHOW AN OVERLAY CAN GENERATE GREAT VALUE. BUT TO OPTIMIZE THE EFFECT WE ALSO NEED TO REMEMBER THAT IT IS JUST AS IMPORTANT TO KNOW WHEN TO HIDE IT.