Dr Flint Mc Glaughlin Marketing Experiments Sexyemail Event

Twitter hashtag: #sexyemail 3 december 2009

Optimizing Landing Pages Using Offer Response Optimization Dr. Flint McGlaughlin Director, MECLABS @MktgExperiments

Optimization Example

Test Your Acumen Treatment One Treatment Two Treatment Three

Results Web Hosting Offer Page Conversion Rate Treatment 1 1.31% Treatment 2 3.44% Treatment 3 2.05% Relative Difference 162%

Test Your Acumen Treatment One Treatment Two

Results Email Campaign Clickthrough Treatment 1 18.1% Treatment 2 21.8% Relative Difference 20%

Results Email Address Capture Conversion Rate Treatment 1 7.32% Treatment 2 10.95% Relative Difference 50%

Results Subscription Path Conversion Rate Treatment 1 1.03% Treatment 2 0.41% Relative Difference 148%

POINT ONE We need a simple, systematic way to discover the changes we should test.

Timeline MarketingExperiments was the first Internet-based research lab to conduct experiments in optimizing the conversion rate of sales and marketing processes. 1987 Preliminary Research Begins 1997 Research Program Established 2001 First Research Report Published 2002 Testing of Research Partnership Model Begins 2003 O/R=Oz Theory Validated 2006 Patent Filings for Research Findings (10 Heuristics)

Heuristic • In philosophy, especially in Continental European philosophy, the adjective "heuristic" (or the designation "heuristic device") is used when an entity X exists to enable understanding of, or knowledge concerning, some other entity Y. • In human-computer interaction, heuristic evaluation is a usability-testing technique devised by expert usability consultants. – Wikipedia

Heuristic Marketing Experiments Conversion Heuristic C = 4m + 3v + 2(i-f) - 2a © Email Messaging Heuristics © © ec < op < ct < lp eme = rv(of+ i) – (f + a)

Heuristic Marketing Experiments Conversion Heuristic C = 4m + 3v + 2(i-f) - 2a © Motivation Incentive Anxiety (clarity of) Value Proposition Friction

Fulcrum C = 4m + 3v + 2(i-f) - 2a © VC Value Proposition. Incentive. Friction. Anxiety. VI VC = Value Contributor VI = Value Inhibitor

Fulcrum C = 4m + 3v + 2(i-f) - 2a © VC VC = Value Contributor VI = Value Inhibitor VI

Fulcrum C = 4m + 3v + 2(i-f) - 2a © VI VC VC = Value Contributor VI = Value Inhibitor

Four Key Questions 1. Why should my ideal prospect C = 4m + 3v + 2(i-f) - 2a © purchase from me rather than any of my competitors? 2. How can I minimize all of the elements in my sale path that cause VC psychological resistance? VI 3. How can I counter the remaining psychological resistance with extra VI incentive? VC 4. How can I over-correct all of the VC = Value Contributor elements which cause psychological VI = Value Inhibitor concern in my sale path?

POINT TWO We need to apply this methodology to live landing pages.

Previous live optimizations 69% Increase In Conversion

Previous live optimizations • 24 145% Increase In Conversion

Previous live optimizations 300% Increase In Conversion

Live Optimization 26

Toyota-forklifts.nl landing page http://www.toyota- forklifts.nl/Nl/Products/Aanbieding/ Pages/Levio%20pallettrucks.aspx 27

Toyota-forklifts.nl landing page Google Translate > English 28

OHRA.nl email newsletter http://public.tripolis.com/preview?xWYvZhh 8VLVZ58pyISzDmNe3kLC6iRP7UmDz3VZXyT6 dtvmLMM9sTati2q95*1xY 29

OHRA.nl email newsletter Google Translate > English 30

Cobouw.nl email newsletter http://vedm.net/click2?fxhFB1w0dVoONpuK 9YVjBFxs0Pum0wdrjU5QJFa0TjE 31

Cobouw.nl email newsletter Google Translate > English 32

De Telegraaf email newsletter http://links.nieuwsbrief.telegraaf.nl/servlet/M ailView?ms=MzQ0MDY3NDUS1&r=MzQ2MjQ 3NDExNwS2&j=NjA3OTY3ODQS1&mt=1&rt=0 33

De Telegraaf email newsletter Google Translate > English 34

Mazdainactie.nl http://www.mazdainactie.nl 35

Vereniging Eigen Huis email newsletter http://campagne.veh.nl/ext.dl l?ID=PfO2rRhlHTjuPPPw&r=r 36

Hi telecom email newsletter 37

Thank You: Special Research Brief Optimizing your Email in Three Steps: How one marketer tripled revenue from their house list It's far less expensive to retain a current customer than to find and acquire a new one. Working with a partner that sends more than one billion emails annually, we discovered three key lessons on how to maximize revenue from your house list. In this special research brief, we'll show you what we learned in this study and how you can use these three key takeaways to maximize your email effectiveness in 2010. 38

Optimizing Landing Pages Using Offer Response Optimization Dr. Flint McGlaughlin Director, MECLABS @MktgExperiments

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Dr Flint Mc Glaughlin Marketing Experiments Sexyemail Event

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