When you cover news for the trucking industry, there’s so much to feature — industry trends, business and regulation news, equipment information and a zillion other things. But the team at Overdrive.com do a terrific job. Overdrive is a leading destination for trucking news that impacts owner-operators and small fleet owners.
Read on to find out how Overdrive converts their mobile readers to subscribers using Digioh’s ultra-responsive mobile lightboxes.
Like most publications, Overdrive saw a change in their audience’s preference. They noticed their digital content getting increasingly read on mobile devices. That’s when Overdrive switched to Digioh.
Paul Daniel, Director of Audience Engagement at Randall-Reilly said that their earlier lightbox solution couldn’t show mobile-friendly popups:
“Like many businesses, we’ve experienced huge growth in mobile. Digioh offered something we did not have – the ability to display light boxes on mobile devices. That was the initial draw for us making the change.“
Once Overdrive switched to Digioh, they took advantage of Digioh’s free, exclusive conversion consultation and design service. The Digioh team provided design services as well as design training to create sleek lightboxes for both the desktop and mobile.
Paul tells, “Digioh gave us a thorough tutorial during our setup phase. This enabled us to quickly roll out professional-looking light boxes on all of our brands quickly and avoid an interruption in service as we migrated from a previous vendor.”
After the designs were done, the mobile version was set to show up on mobiles and tablets with the desktop version displaying on desktops.
Setting up mobile-friendly lightboxes in Digioh –
Using 7 easy rules, Overdrive was able to set up mobile-friendly for their mobile audience.
Rule #1: Display until – This field is used to set the event until which a lightbox gets displayed.
In this case, since it’s a newsletter signup form, Overdrive chooses to stop showing it once the lightbox form is submitted, i.e., after a visitor subscribes.
Rule #2: Max displays per session – The maximum displays field sets the number of times a lightbox shows up during a visitor session.
By setting this to once per session, Overdrive ensures that they don’t ANNOY their readers by repeatedly showing their lightbox.
Rule #3: Total seconds on page – The total seconds field helps determine a reader’s engagement level.
Overdrive has set this field to “6” seconds. Thus ensuring that a reader doesn’t see the popup too soon.
After a reader spends about 6 seconds on a page, you can make a reasonable assumption that the reader finds the content engaging.
Rule #4: Device type – Digioh uses the device type field to identify the device from which the user is visiting.
Since this is a mobile popup, Overdrive has set this field to “Phone/Tablet”.
Rule #5: Current page URL [contains] – This field sets the pages on the which the lightbox WILL display.
As Overdrive shows the lightbox on all the pages on their site, this field is set to “www.Overdrive.com“. So whenever users land on any page on Overdrive, they’re shown the lightbox.
(To set exceptions to this rule, Overdrive uses the following rule.)
Rule #6: Current page URL [does not contain] – This field sets the pages on which the lightbox will NOT display.
Overdrive has set this field to “/newsletter-signup”. As a result, the lightbox is not shown (to mobile visitors) on the page with this URL because this page already has a detailed optin offer.
Rule #7: HTML exists jQuery – This field helps Digioh identify if a visitor is an existing subscriber.
As the above settings are of a lightbox targeting Overdrive’s non-subscriber audience, Digioh checks the value of this field to be “digioh-non-subscriber.” This rule avoids the lightbox from showing up before subscribers.
Overdrive has been a proud Digioh user for almost a year, and during this period, a whopping 68% of their signups/form submissions have happened on mobile and tablet devices.
“The results were fantastic. We saw a huge increase in both displays and conversions. We recently expanded the use of light boxes beyond newsletter subscriber acquisitions to drive print subscribers as well.”
After successfully setting up responsive opt-in forms using Digioh, Overdrive went ahead to explore many other Digioh features like targeting and A/B testing.
Targeting subscribers and non-subscribers with different offers
With Digioh’s cookie-tracking abilities, Digioh can identify when a visitor is a subscriber. Overdrive uses this feature to target non-subscriber visitors with subscription offers and subscribers with other cross-selling and upselling offers.
“Right now, we are primarily segmenting non-subscriber visitors to our website so that we can target them for newsletter and magazine subscriptions. We have also run a limited amount of promotions to current subscribers that cross-sell paid products. The conversion rates have been excellent,” Paul tells.
Improving conversions with split-testing
While Overdrive has just started doing this one, they’ve already run a few tests using Digioh’s multivariate testing.
In one particular case, where the team tested a general promotion for the newsletter against one that highlighted coverage of a key piece of legislation, the topically-focused form beat the first one with just half the impressions.
Collecting emails without coming in the way of ads
The cookie data that Digioh collects also helps it in learning if an ad is about to fire. When Digioh finds that there’s an upcoming ad, it automatically suppresses the email opt-in form.
This feature ensures that Overdrive doesn’t lose any ad revenue due to losing impressions.
Seamless integration with Google Analytics (GA) to measure results
Thanks to Digioh’s seamless integration with GA, each new submission is recorded as an event in GA. This helps the Overdrive team measure the performance of the lightboxes.
“Google Analytics is our main reporting platform. Having Digioh integrated allows us to quickly isolate the positive impact of light boxes on our subscription list goals,” Paul explains.
Other Digioh features Overdrive plans to try
While Overdrive is seeing some excellent results with Digioh’s mobile-friendly lightboxes and targeted offers, the team still has many other features they’re planning to try:
- Lightboxes with demo fields like phone number and job title
- Behaviorally-triggered lightboxes
Overdrive is also yet to use all the data Digioh collects — the subscriber’s source, location, engagement level, landing pages, interests and more. Once Overdrive leverages this information, they will be able to create highly personalized email autoresponder sequences.
Overdrive’s power tip for publishers looking to optimize their conversion rates
Even now, Overdrive continues to meet with Digioh consultants on a bi-weekly basis for insights on getting the most out of Digioh and exploring its new features as they become available. Paul says that he finds the Digioh team always responsive and ready to help: “In between those meetings, they are always very responsive to any questions or issues that arise.”