0
Twitter hashtag: #sexyemail   3 december 2009
Optimizing Landing Pages Using Offer
 Response Optimization


                         Dr. Flint McGlaughlin
             ...
Optimization Example
Optimization Example
Test Your Acumen
 Treatment One   Treatment Two   Treatment Three
Results


    Web Hosting Offer Page   Conversion Rate

    Treatment 1                   1.31%
    Treatment 2           ...
Test Your Acumen
     Treatment One   Treatment Two
Results


   Email Campaign        Clickthrough

   Treatment 1              18.1%

   Treatment 2              21.8%

   ...
Test Your Acumen
    Treatment One   Treatment Two
Results


    Email Address Capture   Conversion Rate

    Treatment 1                 7.32%

    Treatment 2             ...
Test Your Acumen
    Treatment One   Treatment Two
Results


    Subscription Path     Conversion Rate

    Treatment 1                1.03%
    Treatment 2                0...
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 conversio...
Heuristic
• In philosophy, especially in Continental European philosophy,
  the adjective "heuristic" (or the designation ...
Heuristic

       Marketing Experiments Conversion Heuristic


               C = 4m + 3v + 2(i-f) - 2a ©


              ...
Heuristic

        Marketing Experiments Conversion Heuristic


                   C = 4m + 3v + 2(i-f) - 2a ©


     Moti...
Fulcrum
              C = 4m + 3v + 2(i-f) - 2a ©


      VC   Value Proposition. Incentive.          Friction. Anxiety.

...
Fulcrum
           C = 4m + 3v + 2(i-f) - 2a ©

      VC




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


                                          VI

      VC
                 V...
Four Key Questions
                                        1.   Why should my ideal prospect
C = 4m + 3v + 2(i-f) - 2a    ...
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-
                               ...
Toyota-forklifts.nl landing page




                                   Google Translate > English




                   ...
OHRA.nl email newsletter




                           http://public.tripolis.com/preview?xWYvZhh
                       ...
OHRA.nl email newsletter




                           Google Translate > English




                                   ...
Cobouw.nl email newsletter




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




                             Google Translate > English




                               ...
De Telegraaf email newsletter




                        http://links.nieuwsbrief.telegraaf.nl/servlet/M
                ...
De Telegraaf email newsletter




                            Google Translate > English




                             ...
Mazdainactie.nl




                  http://www.mazdainactie.nl




                                               35
Vereniging Eigen Huis email newsletter




                            http://campagne.veh.nl/ext.dl
                     ...
Hi telecom email newsletter




                              37
Thank You: Special Research Brief
Optimizing your Email in Three Steps:
How one marketer tripled revenue from their house ...
Optimizing Landing Pages Using Offer
 Response Optimization


                         Dr. Flint McGlaughlin
             ...
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Dr Flint Mc Glaughlin Marketing Experiments Sexyemail Event

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This is the presentation of Dr. Flint McGlaughlin of MarketingExperiments at the EMMA-nl Sexy email event about emailmarketing desing & testing

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Transcript of "Dr Flint Mc Glaughlin Marketing Experiments Sexyemail Event"

  1. 1. Twitter hashtag: #sexyemail 3 december 2009
  2. 2. Optimizing Landing Pages Using Offer Response Optimization Dr. Flint McGlaughlin Director, MECLABS @MktgExperiments
  3. 3. Optimization Example
  4. 4. Optimization Example
  5. 5. Test Your Acumen Treatment One Treatment Two Treatment Three
  6. 6. Results Web Hosting Offer Page Conversion Rate Treatment 1 1.31% Treatment 2 3.44% Treatment 3 2.05% Relative Difference 162%
  7. 7. Test Your Acumen Treatment One Treatment Two
  8. 8. Results Email Campaign Clickthrough Treatment 1 18.1% Treatment 2 21.8% Relative Difference 20%
  9. 9. Test Your Acumen Treatment One Treatment Two
  10. 10. Results Email Address Capture Conversion Rate Treatment 1 7.32% Treatment 2 10.95% Relative Difference 50%
  11. 11. Test Your Acumen Treatment One Treatment Two
  12. 12. Results Subscription Path Conversion Rate Treatment 1 1.03% Treatment 2 0.41% Relative Difference 148%
  13. 13. POINT ONE We need a simple, systematic way to discover the changes we should test.
  14. 14. 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)
  15. 15. 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
  16. 16. 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)
  17. 17. Heuristic Marketing Experiments Conversion Heuristic C = 4m + 3v + 2(i-f) - 2a © Motivation Incentive Anxiety (clarity of) Value Proposition Friction
  18. 18. Fulcrum C = 4m + 3v + 2(i-f) - 2a © VC Value Proposition. Incentive. Friction. Anxiety. VI VC = Value Contributor VI = Value Inhibitor
  19. 19. Fulcrum C = 4m + 3v + 2(i-f) - 2a © VC VC = Value Contributor VI = Value Inhibitor VI
  20. 20. Fulcrum C = 4m + 3v + 2(i-f) - 2a © VI VC VC = Value Contributor VI = Value Inhibitor
  21. 21. 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?
  22. 22. POINT TWO We need to apply this methodology to live landing pages.
  23. 23. Previous live optimizations 69% Increase In Conversion
  24. 24. Previous live optimizations • 24 145% Increase In Conversion
  25. 25. Previous live optimizations 300% Increase In Conversion
  26. 26. Live Optimization 26
  27. 27. Toyota-forklifts.nl landing page http://www.toyota- forklifts.nl/Nl/Products/Aanbieding/ Pages/Levio%20pallettrucks.aspx 27
  28. 28. Toyota-forklifts.nl landing page Google Translate > English 28
  29. 29. OHRA.nl email newsletter http://public.tripolis.com/preview?xWYvZhh 8VLVZ58pyISzDmNe3kLC6iRP7UmDz3VZXyT6 dtvmLMM9sTati2q95*1xY 29
  30. 30. OHRA.nl email newsletter Google Translate > English 30
  31. 31. Cobouw.nl email newsletter http://vedm.net/click2?fxhFB1w0dVoONpuK 9YVjBFxs0Pum0wdrjU5QJFa0TjE 31
  32. 32. Cobouw.nl email newsletter Google Translate > English 32
  33. 33. De Telegraaf email newsletter http://links.nieuwsbrief.telegraaf.nl/servlet/M ailView?ms=MzQ0MDY3NDUS1&r=MzQ2MjQ 3NDExNwS2&j=NjA3OTY3ODQS1&mt=1&rt=0 33
  34. 34. De Telegraaf email newsletter Google Translate > English 34
  35. 35. Mazdainactie.nl http://www.mazdainactie.nl 35
  36. 36. Vereniging Eigen Huis email newsletter http://campagne.veh.nl/ext.dl l?ID=PfO2rRhlHTjuPPPw&r=r 36
  37. 37. Hi telecom email newsletter 37
  38. 38. 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
  39. 39. Optimizing Landing Pages Using Offer Response Optimization Dr. Flint McGlaughlin Director, MECLABS @MktgExperiments
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