Boost Onsite Performance
Is your advocacy rate down?* Do you need an immediate performance hike that will continue to perform well over time? There's a quick change you can make today to boost your on-site performance—turn on the overlay call-to-action (CTA).
*Note that advocacy rate is a measure of (Unique Advocates / Advocate Viewers). Your advocacy rate may be low if you have confirmation autopop enabled. This is because the confirmation autopop appears for every purchase made, so the number of Advocate Viewers will be very high. On the other hand, the confirmation autopop improves your Participation Rate (Advocates / Transactors) because it drives advocacy!
Quick Steps to Implementation
It's simple. As long as you have the Extole JavaScript library implemented on your site, the overlay CTA can be turned on by Extole and does not require any additional coding on your end. You just need to provide the copy and agree on the design!
Contact your Client Services Manager to let them know you are interested in using the overlay CTA.
Your Client Services Manager will work with you to ensure the overlay CTA you want to implement follows best practices.
Once you provide the copy you want to use and agree on the design provided by Extole Client Services, the overlay CTA can be turned on by Extole.
Best Practices
Due to its high visibility and proven ability to get ten times the clicks of any other call-to-action on your site, it's no wonder that the overlay CTA drives 20-60% of conversions. Make sure your overlay CTA has the best chance of performing well by keeping these best practices in mind:
Standard view
Make your copy simple and direct.
Provide a clear advocate incentive.
Use a visible, legible font.
Implement the overlay CTA across all of your site pages.
Use a bright, contrasting color.
Expanded view
Use a contrasting CTA button on expanded view.
Keep the expanded messaging simple and concise.
Why bright, contrasting colors matter
Our experience shows that overlay CTAs in bright, contrasting colors compared to the rest of a website yield the highest results. Your customers quickly scan pages to find something that grabs their attention. If your overlay CTA blends in with the rest of your site, it won't get noticed. Make sure that your overlay CTA gets attention.
Sample performance result
A customer recently changed their overlay CTA color from blue to red. The blue was a brand color, but the site was dominated by blue and the overlay got lost in the busyness of the site. Changing the overlay CTA from blue to red was a simple change that yielded immediate results. By promoting their program in a contrasting, bright color, it got noticed. In the first two weeks alone, their advocacy rate had increased by 2.5%. After just one month, their advocacy rate jumped from their starting point of 1.1% to 10.7%–an increase of 9.6%.
Motivate customers with direct messaging
Don't try to force too much information into a small space. You want to provide just enough information to catch a user's attention with the value of the offer and motivate them to click through to the advocate share experience. We can present the details in the share experience itself, so keep the overly CTA simple, direct, visible, and legible.
Test your messaging
As with other acquisition channels, it's unlikely you’ll get your copy right the first time around. Work with your Client Services Manager to focus on testing copy to ensure you are driving the highest click-through-rates (CTRs) possible. For your high volume placements, such as the overlay CTA, a small increase in its CTR can have a huge impact on your bottom line. Test copy variations to understand the impact a small change in copy can have on your CTR, advocacy rate, and share rate.