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Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
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Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion

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Marketing with multiple products is difficult. Whether you are in e-retail or not, multiple products can throw a wrench in our best laid marketing plans. Often, what we know to be our most powerful …

Marketing with multiple products is difficult. Whether you are in e-retail or not, multiple products can throw a wrench in our best laid marketing plans. Often, what we know to be our most powerful products appear doomed to be over-shadowed by the clutter of less impactful (and sometimes even competing) products.

But what if there was an elegant way to think about our multiple products that could maximize the impact of the whole?

In this Web clinic, we’ll be discussing how one marketer was able to cut through the clutter of a convoluted multi-product offering and increase revenue by 70%.

You’ll learn:

• The exact before and after creative that achieved the result
• How we discovered a way to communicate (seemingly) competing offers
• Key tactics that you can take away and apply to your product offering
• Exactly what this could look like for your own pages through live optimization

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  • 1. Marketing Multiple Products How radical thinking about a multi-product offer led to a 70% increase in conversion
  • 2. We’re sharing on Twitter! #WebClinic
  • 3. Today’s speakers Ben Huppertz Senior Research Manager MECLABS Austin McCraw Director, Content Production MECLABS Jon Powell Senior Manager, Research and Strategy MECLABS
  • 4. Experiment: Background Background: An independent vitamin manufacturer and distributor. Goal: To increase the total revenue from the page. Research Question: Which page will generate the highest total revenue? Test Design: A/B multifactorial split test Experiment ID: TP1903 Record Location: MECLABS Research Library Research Partner: (Protected)
  • 5. Experiment: Background • Here is the landing page for this offer. • This page did not change for both treatments of this experiment. • In this step, we collected all the contact information prior to collecting billing information in the next step. Landing Page
  • 6. Experiment: Background Landing Page Treatment A Treatment B
  • 7. Experiment: Treatment A Version A used a radio button table format for each of the offers.
  • 8. Experiment: Treatment B Version B utilized a horizontal comparison matrix to present the offers.
  • 9. Experiment: Side by side Treatment A Treatment B
  • 10. What made the difference? Control Treatment 12% In Clickthrough
  • 11. 43% In Conversion Control Previous experiment Treatment
  • 12. 112% In Conversion Control TreatmentPrevious experiment
  • 13. Experiment: Side by side Treatment A Treatment B 70% In Revenue
  • 14. Experiment: Results Relative increase in revenue70%Treatment A produced 70% more revenue than Treatment B. Page Design Conversion Rate Relative Difference Revenue Increase Treatment A 2.88% 74.56% 69.95% Treatment B 2.31% - - Statistical Validation 99%
  • 15. Experiment: Results Why did this product display approach underperform in this experiment?
  • 16. Managing multiple products FKey Principles 1. People do not buy from product pages, people buy from people. The art of marketing is not conversion, it is conversation. 2. When applying this principle to selling multiple products, we must understand that our goal is not simply to give prospects more options or products, but to lead them to the “one” option that is most relevant, important and urgent to them. 3. Therefore, the marketer must use three key objectives when selling multiple products: 1. Eliminate – Minimize the number of competing choices as much as possible 2. Emphasize – Use visual weight to sequence the presentation of products 3. Express – Ensure clear expression of the product-level value proposition
  • 17. OBJECTIVE #1: ELIMINATE
  • 18. Objective #1: Eliminate Control • The control features a generic call-to- action in the main eye-path that does not create enough value force in the customer’s mind to move them forward. • There are three products in no particular order down the sidebar. • The products have overlap and are unclear about which one makes sense for a particular customer.
  • 19. Objective #1: Eliminate Instead of having three separate products on the page, the marketers hypothesized that a single product with a dropdown selection for a computer operating system would increase conversion. Treatment 1
  • 20. Objective #1: Eliminate Control Treatment 1 24% In Revenue
  • 21. Objective #1: Eliminate 24% In Revenue Control Treatment
  • 22. Objective #1: Eliminate We must be careful not to eliminate too much!
  • 23. Objective #1: Eliminate Control In the control, there were three separate products for three different sizes of engines.
  • 24. Objective #1: Eliminate In the treatment, the marketers wanted to understand the effect of reducing the product selection down to a single product. Treatment
  • 25. Treatment Objective #1: Eliminate 35% in Conversions Control
  • 26. Objective #1: Eliminate 5 questions to ask before you eliminate products:  Are the products on my page the ones my customers want?  Can I visually group my products so they appear as one?  Can I eliminate one or more competing products?  Can I segment my traffic in the channel so that products are more personalized?  Is there a gap in my product mix that indicates I have eliminated too much?
  • 27. OBJECTIVE #2: EMPHASIZE IMPORTANT PRODUCTS
  • 28. Objective #2: Emphasize important products In the control, we have five equally emphasized products on the page. Control
  • 29. Objective #2: Emphasize important products Treatment In the treatment, the marketers eliminated a few products, but also emphasized the most important product of the five.
  • 30. Objective #2: Emphasize important products Treatment 66% in Conversions Control
  • 31. #WebClinichttp://bit.ly/1lERR1y Objective #2: Emphasize important products How could this page do a better job of emphasizing the right product? ?
  • 32. Objective #2: Emphasize important products 5 elements that help you control emphasis:  Size: How large is the product on the page?  Shape: Does the shape of the product distinguish it from others?  Motion: Is there a tasteful way to emphasize the product with motion?  Color: Does the color of the product distinguish it from others?  Position: Is the product being emphasized in the main eye-path?
  • 33. OBJECTIVE #3: EXPRESS THE PRODUCT VALUE
  • 34. Product-level value proposition 1 3 2 Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors? Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors? Question: If I am [PROSPECT A], why should I buy this product rather than any other product? Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad? Prospect B PRODUCT #3 PRODUCT #4 PRODUCT #1 PRODUCT #2 PRODUCT #3 PRODUCT #4 PRODUCT #2 PRODUCT #3 PRODUCT #4 Primary Value Proposition Conversion steps associated with a specific product PRODUCT #2 The Value Proposition Spectrum PROSPECT-LEVEL PROCESS-LEVEL PRODUCT #1 PRODUCT #1 PRODUCT-LEVEL
  • 35. Treatment Control 61% in Purchases Objective #3: Express the product value
  • 36. 93% in Conversions TreatmentControl Objective #3: Express the product value
  • 37. Why did Treatment A from the first test generate more revenue?
  • 38. ELIMINATE: Notice that we did not remove any options between the two treatments Treatment A Treatment B Why did Treatment A generate more revenue?
  • 39. Treatment A Why did Treatment A generate more revenue? Emphasize: Which of the three products has greatest visual weight in Treatment A?
  • 40. Treatment B Why did Treatment A generate more revenue? Emphasize: Which of the three products has greatest visual weight in Treatment B?
  • 41. Treatment B Why did Treatment A generate more revenue? Express: Which of the three products has the greatest perceived value?
  • 42. Treatment B Why did Treatment A generate more revenue? • In the Treatment B, we brought more clarity around the differences in the cost savings per serving. • The savings differential between the products is not enough to justify the cost differential. $0.66 Savings $0.12 Savings
  • 43. Treatment A Treatment B Experiment: Side by side 1. ELIMINATE – Minimize the number of competing choices as much as possible 2. EMPHASIZE – Use visual weight to sequence the presentation of products 3. EXPRESS – Ensure clear expression of the product-level value proposition Three key objectives when managing multiple objectives:
  • 44. #WebClinic Live Optimization: Unlimited Cellular Primary Audience Primary Objective Promote deals and savings on specific products Customers seeking specific mobile products and accessories http://bit.ly/1poSttI
  • 45. #WebClinic Live Optimization: Marriage Helper 911 Primary Audience Primary Objective Product resource page Spouses in troubled marriages http://bit.ly/1icYTZ1
  • 46. #WebClinic Live Optimization: Marotta Primary Audience Primary Objective Aerospace engineers B2B satellite propulsion system sales http://bit.ly/1gPycEm
  • 47. #WebClinic Live Optimization: Daimer Industries Primary Audience Primary Objective Steam cleaner product page Commercial and industrial cleaning services http://bit.ly/QxByFN
  • 48. #WebClinic Next Clinic: Background Background: A large news syndication company. Goal: To increase the overall number of sign-ups. Research Question: Which form design will result in the highest number of new member sign-ups? Test Design: A/B split test Experiment ID: TP1636 Record Location: MECLABS Research Library Research Partner: (Protected)
  • 49. #WebClinic Next Clinic: Treatment A Treatment A
  • 50. #WebClinic Next Clinic: Treatment B Treatment
  • 51. #WebClinic Next Clinic: Side by side TreatmentControl
  • 52. #WebClinic Live May 14 at 4:00 p.m. EDT • The exact changes the company made to its form with before and after versions and how those changes affected conversion on the page • Examples and case studies on Web form optimization from our library • How to apply everything you learn to your own pages through live optimization Join the next live 35-minute Web clinic to discover: Next Clinic: Optimizing Web forms To join live, register at the link below: MarketingExperiments.com/WebForms
  • 53. #WebClinic See how you can conduct research with us MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x

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