Using analytics to determine your offer

Having trouble deciding what your exit overlay should offer?

One smart way to choose your offer is to dig into your analytics to see what is most popular with your users.

If you write a blog, have regular promotions, or have had other high-traffic events, your analytics will show traffic spikes. 

By basing your overlay on these high-traffic events, you increase your chances success with your exit overlay campaign.

Step 1 of 3: Finding your high-traffic events

Log in to your Google Analytics (or whatever tracking/analytics system you use). Open your traffic graph and run a report for the last 12 months.

If you had any high-traffic events over the past year, they should show up right away.

Next, do a bit of digging to find out what you did on those high traffic days. What did these days coincide with? Was it a blog post? Product launch? SEM campaign?

It’s very important to determine which events correlate with the traffic spike in question. Why? Because it will tell you what your users want to read, and that ties right in with the next step.

Step 2 of 3: Determine your opt-in offer

Exit overlays must offer something valuable to the user in order to generate results. It’s important to give users what they want, but luckily for us, we’ve already determined what’s most popular with your users during step 1.

Let’s say your traffic spike coincided with a post called “14 Ways to Weave a Basket With Palm Leaves.” Perfect, because the headline for your exit overlay is going to go something like this:

“3 secrets to weaving a basket in less than 15 minutes.”

So in essence, you want to repurpose your high-traffic content to create the offer.

Step 3 of 3: Design your overlay

The design of your overlay is a bit more open-ended than the copy. As a general rule, your design should have:

  • A clean and simple layout; don’t clutter the offer with ‘busy’ images
  • Clear contrast between the copy and imagery
  • Consistency with your brand scheme and guidelines

Though good design is vital to the success of your pop-up, there is no need for you to reinvent the wheel on this. You want something that supports what your copy is conveying without crowding it, or diluting its message.

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