Consider a special case of one company, which with minimum staff and low cost have managed to raise the conversion rate by 6%.
How it all began
Adam kirk is the marketing Director of the American program of loans to Kiva Microfunds. It is a charitable organization that helps entrepreneurs with low incomes to obtain interest-free loans.
In his case, it is important that the visitor comes to the website, filled out the application for the loan. Adam’s strategy to achieve this goal as follows: first, the leads generated in sufficient quantity from the home page, and then with the help of exciting and inspiring content to stimulate the user to leave the application.
After a while it became clear that users do not perform the desired action. And that’s the problem. No response from customers – it makes no sense to run a business. The situation is compounded by the fact that Adam had neither a big team nor adequate financial support. In fact, the whole of his Department – he himself and his Intern.
The decision
To use the overlay. This will allow you to catch the attention of a visitor to one particular offer and get the e-mail address to send Kiva Microfunds.
The first attempt to introduce an overlay, it would seem, was to end in failure. The message was very brief, and due to errors in targeting were launched before by the user within 5 seconds after entering the website that was very annoying and scare away users. It if to argue logically. But in reality everything was much more interesting. Despite all the shortcomings, overlay, allowed us to obtain the email addresses of 4% of visitors.
What’s next?
Next – think about how to build on their success. Even if a little clunky and the overlay worked, so it was worth it to upgrade and see what happens. So Adam did.
He with an assistant had prepared the text, arranged design and has changed the principle of operation of the overlay. Now it only run for new visitors just before their departure from the site. The final form of the alert, you can see in the picture below.
Results
Can not but rejoice. Adam managed to get contact details from 6-7% of users. And it is possible to increase the conversion rate by almost three times if compared with the first overlay.
