CASE STUDY: Download Site Grabs 82% Lift With Exit Overlay

by Angus Lynch on October 9, 2014
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Yes-Downloads partners with leading software providers to promote PC-based versions of over 50 different games, productivity tools, and security programs.

In exchange for the software, Yes-Downloads promotes signups of partner programs—some paid, some freemium—and is compensated based on users accepting these third-party offers.

The site runs high-volume PPC traffic from Google and Bing through their landing pages. Each campaign uses between 2 and 4 different landing pages, with traffic split according to search query.

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Challenge

With a clickthrough ratio hovering around 60%, Yes-Downloads’ Candy Crush campaign was falling well short of the target 80% ratio for most campaigns.

The low clickthrough ratio was indicative of a high site abandonment rate, which likely pointed to a high percentage of visitors finding the page wasn’t relative to their search query.

So the question was, how could Yes-Downloads reduce its page abandonment rate and increase clickthrough ratio in order to make this a successful campaign?

Strategy

After digging into the PPC query data, one member of the Yes-Downloads team came across something interesting: upwards of 30% of search queries included mention of Candy Crush cheats, specific levels, or general tips and tricks.

The team hypothesized that these 30% likely made up a large percentage of visitors who were abandoning the site.

So rather than eliminate this traffic with negative keywords–or rework the entire site–the team decided to add a Rooster Exit Overlay to the page that would offer tips, tricks and guides packaged in with the original download. The exit overlay would activate only when users began to abandon the page.

Traffic would be split to both landing pages in a simple A/B test, with the exit overlay added to each test variant.

Creative

The exit overlay offered a package of additional resources to help users master the game. Like the landing page, it used contrast and white space to encapsulate user attention on the offer.

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The exit overlay used the same simple design and layout used on the landing page, and kept a very similar CTA.

Results

Over a 45-day test, metrics for both landing pages improved significantly.

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The test variant of Page A (with Rooster) saw an incredible 80.28% lift in conversions, despite still having a lower clickthrough ratio than the original page.

Page B’s conversion rate increased 28.97%, a smaller lift than Page A, but still significant.

The results for Page A showed that not only were a high percentage of users who searched for “tips and tricks” opting in, a healthy chunk of traffic of other visitors also accepted the offer.

Takeaway

This experiment shows the value of digging into PPC query data to find trends that perhaps weren’t obvious at first.

Rather than eliminating these low-relevancy queries altogether, Yes-Downloads found a way to monetize them by adding another layer to their landing page.

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