Top Bet Builds “Bridge” to Tournament Page, Boosts Signups 6%

by Angus Lynch on March 3, 2015
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Online marketers often place a dollar value on website traffic:

“Every organic visitor is worth $0.75 to us.”
“A referral visit is worth $1.25”
“Social visitors are worth $0.20.”

But what about the page a user lands on? Is a visit to your ‘About’ page worth the same as a landing page visit?

For most companies, the answer is a firm ‘no,’ because while some pages are high-converting, others exist only as a formality.

The team behind TopBet.eu was well aware of this, so when they set out to kickstart signups for their “Winning Millions” tournament, the goal was simple: funnel as many visitors as possible to their high-converting signup page.

To accomplish this task, Top Bet decided to use exit overlays as a “bridge” between its source pages and target pages, where:

Source page = A high-traffic page with lower conversion rates than the target page
Target page = A high-converting page with an explicit offer and few distractions

We call this tactic “traffic-shaping.”

Top Bet used the company homepage–pictured below–as its source page:

topbet-homepage
TopBet’s homepage

And the high-converting signup page for “Winning Millions”–pictured below–as its target page:

topbet-signup
TopBet’s signup page

Relevancy was important here. Top Bet needed to ensure the “Winning Millions” tournament was relevant to homepage visitors. If it wasn’t, the campaign wouldn’t have a positive impact on tournament signups, and would do little more than compromise the user experience on the homepage.

Next, a “bridge” was needed between the two pages; in this case an exit overlay.

When homepage visitors began to abandon TopBet.eu without signing up or opening an account, exit-intent technology (the ‘juice’ behind the exit overlay) would detect the user, activate the exit overlay, and ask abandoning users to visit the tournament signup page before they left.

To incentive users to cross this “bridge,” Top Bet promoted its standard $250 deposit bonus for first-time players. Here’s the exit overlay below:

topbet-exit-popup
Exit overlay on TopBet.eu, activated when users begin to abandon the page

Next, Top Bet set up targeting rules to ensure the user experience on the homepage wasn’t compromised by repeated views of the exit overlay.

The team decided to target first-time visitors to the homepage–excluding returning visitors/existing customers–and excluded all other pages on the domain from showing the overlay.

topbet-targeting

The team’s goal was to walk the line between promoting “Winning Millions” effectively to new players, while avoiding the potential of irritating users who had already signed up for the tournament.

Results from TopBet.eu’s exit overlay campaign

TopBet’s exit overlay campaign engaged 1165 abandoning users between July 28th and November 14th, 2014.

During this 3½-month period, the campaign:

  • Engaged 2.93% of otherwise abandoning users
  • Was responsible for roughly 6% of TopBet’s total signups
  • Peaked in October, when 399 new signups were generated

Takeaways

  • “Traffic-shaping” with exit overlays can help funnel more users to high-converting pathways on your site
  • When placed on high-traffic, low-converting pages/paths—and with an offer that conveys value to the user—exit overlays create a friendly bridge to your high-converting pages
  • With advanced targeting rules, you can ensure the user experience is respected while still getting your message in front of the vast majority of abandoning visitors

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