17 Tips, Tricks And Growth Hacks To Sky-rocket Your Conversions Using On-site Overlays

The path leading a visitor to a converted user is full of potholes. There are just too many diversions beyond your control for your visitor to steer away from the funnel. WebEngage is on a constant crusade to remove this bottleneck of conversion in the digital age.

Thousands of websites use WE to engage visitors on their websites. We help them combat cart abandonment, increase user signups, enlarge their social community and solve a plethora of vital pain-points that impact the conversion funnel – all by some really smart and targeted nudges/overlays on your website. Using conversion analytics, you can quantitatively measure the uplift that you got in your funnel.

We came across some astonishing growth hacks that our customers have implemented through the years for user engagement and monetization of their traffic using on-site overlays. We have hand-picked 17 most astounding growth hacks and collated them in the following slides.

We wish you more conversions. Every single day!

P.S: There’s a nice video after the 12th slide with tips on rescuing abandoned carts on your website. Must watch!
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[Case Study] How WorldRemit Improved The Conversion Rate On Traffic Coming From Their Email Marketing Campaigns By 25%

Customer Profile
WorldRemit LogoWorldRemit is a rapidly growing online money transfer company that is shaking-up the traditionally offline remittances industry. Its award-winning service enables migrants and expatriate workers to send money oversees from 50 countries to more than 110 destinations. WorldRemit is available on the web or via smartphones or tablets. Money is received as a bank deposit, cash pickup, to a Mobile Money service or as a mobile airtime top-up.
The Objective
WorldRemit uses email and social media to provide customers, fans and followers with short-burst promotion. Because these offers are targeted at selected individuals, the company needed to offer a tailored experience for those people within its website. Placing static content within the existing CMS would not have provided the targeting required.

The product team had these two major goals when they chose to use WebEngage:

  • To support targeted promotions with a custom online experience.
  • To prove these promotions have an uplift on conversion to justify using them.
How WorldRemit used WebEngage to achieve their objective?
The WorldRemit team created their on-site promotions using WebEngage Notifications – adding copy, uploading images, styling the notifications and most importantly, using targeting rules to pop these to the right segment of users coming to their site via corresponding email marketing campaigns.

WebEngage Notification in action

Targeting was maintained across email and web by identifying the promotion with a URL query parameter that passed the promotion code through to the WorldRemit website. WebEngage was configured to behaviorally target users based on their activity on the site. E.g. on the desktop site, once a user (who came to the site via an email campaign) tried to leave the website, a pre-configured push notification (like the one above) would pop on the site.

Using A/B testing, the WorldRemit team found out that users who were nudged with a WebEngage Notification, converted 25% better than the rest.

For more on such rules, here’s a quick knowledgebase on WebEngage’s Targeting engine.
How did WorldRemit put it all together?
In a nutshell, here’s how this worked – WorldRemit, while sending out emails, would append a unique tracking parameter in the URL to the links inside the email’s body. When a user clicks on those links and comes to the website, WebEngage starts tracking user journey if a Notification/Survey is pre-configured to display for that tracking parameter. Using an interesting mix of engagement levels, behavioral and device targeting, WorldRemit improved the conversion funnel for such users via some interesting on-site Notifications.

Here’s a step-by-step guide on how WorldRemit set up this campaign:

1. Inject WebEngage Tracking Parameters in Email Campaigns.

2. Create Notification > Choose a Layout.

3. Create Notification body > Choose/create Theme.






4. Add rules for the Notification > Activate the Notification.
By adding, Page URL Targeting rule, it was made sure that the Notification was ONLY shown to users coming via the email campaign. Further, the rules (as shown below) were differently set for users coming via their desktop browser versus mobile devices. The image underneath shows rules for two different Notification Layouts, desktop and mobile modal respectively.

The team at WorldRemit set up this entire campaign in less that 45 mins. The best part being that at no point in time, they had to change any code on their website – all the knobs and controls they needed, were inside WebEngage’s dashboard!

The Result!
Users seeing WebEngage notifications on-site, converted 25% better compared to those that did not see the promotion – WorldRemit ran A/B tests to come to this conclusion.

Best practice landing page development suggests continuing the visual journey for the user and carrying a consistent message was a key driver behind this. Which essentially means WebEngage makes your email marketing even more awesome! 🙂

Credits: Thanks to Depesh Mandalia (Head of Conversion Rate Optimisation at WorldRemit) for his input into this case-study. WorldRemit uses WebEngage to collect customer insights and optimize the RoI on their online marketing spends. Via WebEngage push messages, WorldRemit ensures that their customers receive a great user experience. At WebEngage, we love the fact that the WorldRemit team are huge advocates of our toolkit.

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[Case Study] How Yatra Cross-sold Hotel Inventory To 5% Of Its Customers Booking Flights – WebEngage Impact

Customer Profile
Yatra.com is India’s leading online travel company. Positioned as a brand “Creating Happy Travellers”, it provides information, pricing, availability, and booking facility for domestic and international air travel, railway reservation, hotel bookings, holiday packages, buses, and car rentals. Yatra offers a host of travel services designed to make business and leisure travel easier. Yatra is the second largest online travel agent in India and generates over USD 70 Million in revenues.
The Objective

As expected, most customers quickly go ahead with “Find Flights” options, as shown below, rather than choose the “Find Flights + Hotels” option. This, despite the fact that Yatra has some really strong and compelling hotel deals to offer.
The product marketing team had these two major objectives:

  • Figure out a compelling way to convey some of the “hottest deals” to users without obstructing their experience.
  • Cross-sell their hotel inventory to fliers who didn’t choose the “Find Flights + Hotels” option.
How Yatra used WebEngage to achieve their objective?

This was a clear cut use-case for our Notification product. However, unlike regular use-cases, the messaging had to be dynamic based on user query. E.g. a flier searching for “Delhi-Mumbai” flight – the hottest deal that should be showcased had to be a hotel in Mumbai .. and so on.

Welcome to WebEngage’s Dynamic Notifications!

Underneath is a sample of the final product, as being shown to customers searching for domestic flights on Yatra.

How did Yatra put it all together?

We allow the use of [[tokens]] in Notifications, which essentially means that you can add pre-defined placeholders while creating a push message in the dashboard, and replace them with real values while rendering it on your site, dynamically, via our JavaScript API.

Here’s a step-by-step guide on how Yatra set up this Dynamic Notification:

1. Create Notification > Choose a Layout.

2. Create Notification body > Add Tokens > Choose/create Theme.





3. Add rules for the Notification > Activate the Notification.

4. Tweak the integration code to pass dynamic information.

//in addition to the default WebEngage integration code, here's how Yatra
//makes the rules and tokes work inside this notification
_weq['webengage.notification.ruleData'] = {
  flightOnly: (true|false) //depending upon user query
};
 
//for users searching only for flight, Yatra triggers an AJAX request to their
//server for fetching the best hotel deal relevant to user's query.
//once the data is available, here's how token content is populated.
_weq["webengage.notification.tokens"] = {
  totalMin: "16,815",
  flt_code: "SG-851",
  org_code: "BOM",
  dest_code: "DEL",
  ddate: "Fri, 21 Mar",
  dtime: "05:55",
  atime: "08:10",
  hotelName: "The Beaufort Inn",
  totalStrike: "21,562",
  totalMin: "16,815",
  url: "http://dpack.yatra.com/flights-hotels/dyna/wait?type=R
        &viewName=normal&scope=dom&flexi=0&noOfSegments=2&
        flight_depart_date=12/03/2014&arrivalDate=14/03/2014&ADT=1
        &CHD=0&INF=0&class=Economy&origin=DEL&destination=BOM
        &partial=true&source=flights"
  ...
  ...
  /* similarly all other [[tokens]] were populated with data */
};

It took less than 2 hours of effort for Yatra to go live with this Notification on their site.

The Result!

Of

all the users booking on a flight on Yatra, we managed to get 5% of them to upgrade to a “flight + hotel” combination deal. In a nutshell, WebEngage helped Yatra cross-sell its hotel deals to 5% of the total audience booking a flight on the site.

Credits: Thanks to Animesh (Head of Marketing & Alliances at Yatra) for his inputs on this case-study. Special thanks to Guru and Sandeep from Yatra’s development team who build some very interesting use-cases on top of our JavaScript API. Close to 20 people at Yatra, in product and marketing, use WebEngage every day. We love them!

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