Does Brand Really Matter?
A recent experiment reveals how brand impacts the
conversion process
#webclinic
#webclinic
JOIN THE CONVERSATION ON TWITTER
#webclinic
#webclinic
TODAY’S TEAM
Dr. Flint McGlaughlin – Director, MECLABS Group
Flint McGlaughlin is the Director of MECLABS Group...
#webclinic
EXPERIMENT: BACKGROUND
Background: One of the largest metropolitan print news sources in the
United States.
Goa...
#webclinic
5
EXPERIMENT: CONTROL
• The goal of the original
page was to get people into
the subscription process.
• The or...
#webclinic
6
EXPERIMENT: CONTROL
Offer Page
Step 1 Step 2 Step 3 Step 4
• The unbranded template is
used throughout the en...
#webclinic
7
EXPERIMENT: TREATMENT
• The treatment slightly
adjusts the CMS template
to emphasize the “Boston
Globe” brand.
#webclinic
8
EXPERIMENT: TREATMENT
• Boston Globe branding is
made prominent throughout
the entire conversion
process.
#webclinic
9
EXPERIMENT: SIDE-BY SIDE
Will emphasizing a well-known brand in the online
subscription process generate more...
#webclinic
EXPERIMENT: RESULTS
Design Conversion Rate
Control (Non-branded) 1.32%
Treatment (Branded) 1.86%
Relative Diffe...
#webclinic
11
How should marketers
conceive of brand?
KEY QUESTION
#webclinic
12
BRAND IS NOT…
a logo
#webclinic
13
BRAND IS NOT…
a slogan
#webclinic
14
BRAND IS NOT…
a spokesperson
#webclinic
15
BRAND IS NOT…
a color-palette
Our problem is not brand
confusion, but rather confusion
about brand
#webclinic
UNDERSTANDING BRAND
Brand is the aggregate experience of the value proposition
Unifying Insight
#webclinic
Key Principles
“AGGREGATE EXPERIENCE”
1. Brand, represents the sum total of experiences in the market place,
p...
#webclinic
Key Principles
“AGGREGATE EXPERIENCE”
1. Brand, represents the sum total of experiences in the market place,
p...
#webclinic
19
WHAT IS YOUR EXPECTATION?
#webclinic
20
WHAT IS YOUR EXPECTATION?
#webclinic
Key Principles
“AGGREGATE EXPERIENCE”
1. Brand, represents the sum total of experiences in the market place,
p...
#webclinic
22
est. 1892
est. 1876
est. 1867
est. 1806
est. 1866
est. 1880
est. 1850
est. 1869
est. 1853
“VALUE PROPOSITION”
#webclinic
23
CREATING AN EXPECTATION
#webclinic
24
“AGGREGATE EXPERIENCE”
#webclinic
DEFINING BRAND
Brand is the aggregate experience of the value proposition
Key Definition
#webclinic
Key Principles
“VALUE PROPOSITION”
1. All brand should influence choice. More specifically, brands should be
b...
#webclinic
“You generalists pride yourselves on being creative – whatever that awful word means.
You cultivate the mystiqu...
#webclinic
Value Proposition Question: If I am your ideal prospect, why should I
buy from you rather than your competitors...
#webclinic
WHAT IS THE VALUE PROPOSITION?
Audience Example
#webclinic
WHAT IS THE VALUE PROPOSITION?
Audience Example
#webclinic
WHAT IS THE VALUE PROPOSITION?
Audience Example
#webclinic
Key Principles
“VALUE PROPOSITION”
1. All brand should influence choice. More specifically, brands should be
b...
#webclinic
Background: Well-known B2C company offering an online encyclopedia
subscription product
Goal: To get visitors t...
#webclinic
• The headline does not
communicate the value
proposition
• The “member benefits,”
which are primary selling
po...
#webclinic
• The new headline and sub-
headline describe exactly
what you get
• Bullets are used to
emphasize the valuable...
#webclinic
• “Activate Your Free Trial” is
used instead of “Please
Enter Your Billing
Information” or “Subscribe
Now” mess...
#webclinic
TreatmentOriginal
EXPERIMENT: SIDE-BY-SIDE
#webclinic
103% increase in conversion rate
The optimized page increases conversion by 103%
EXPERIMENT: RESULTS
Subscripti...
#webclinic
39
SUMMARY:
The 5 Most Common Branding Errors
#webclinic
40
SUMMARY: MOST COMMON BRAND MISTAKES
MISTAKE #1: Confusing brand essence with brand cues.
MISTAKE #2: Assumin...
#webclinic
Live Optimization
Joe Pulizzi
Founder
Content Marketing Institute
Just Announced:
KEYNOTE SPEAKERS
Flint McGlaughlin
Managing Director and C...
#webclinic
Live Optimization
The Nature Conservancy
Primary objective(s):
Encourage visitors to join
the organization and
...
#webclinic
Live Optimization Healthcare Success Strategies
Primary objective(s):
Lead generation
Primary audience:
Healthc...
#webclinic
Live Optimization
Go Mini’s
Primary objective(s):
Motivate people to
request a quote
Primary audience:
Customer...
#webclinic
Live Optimization C.R. England
Primary objective(s):
Show benefits of being a
truck driver and creating a
job a...
#webclinic
LIVE OPTIMIZATION
Description:
XeroShoes make sandals
that mimic barefoot
running and walking.
Page Objective:
...
#webclinic
MarketingExperiments.com/subscribe
MarketingExperiments Optimization Newsletter
Free subscription to more than ...
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Does brand really matter

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Does brand really matter

  1. 1. Does Brand Really Matter? A recent experiment reveals how brand impacts the conversion process #webclinic
  2. 2. #webclinic JOIN THE CONVERSATION ON TWITTER #webclinic
  3. 3. #webclinic TODAY’S TEAM Dr. Flint McGlaughlin – Director, MECLABS Group Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.
  4. 4. #webclinic EXPERIMENT: BACKGROUND Background: One of the largest metropolitan print news sources in the United States. Goal: To increase the number of online subscriptions. Research Question: Which offer page will result in the highest subscription rate? Test Design: A/B variable cluster test Experiment ID: TP1651 Record Location: MECLABS Research Library Research Partner: The Boston Globe Research Notes:
  5. 5. #webclinic 5 EXPERIMENT: CONTROL • The goal of the original page was to get people into the subscription process. • The original page used a template CMS structure that did very little to leverage the brand of the Boston Globe.
  6. 6. #webclinic 6 EXPERIMENT: CONTROL Offer Page Step 1 Step 2 Step 3 Step 4 • The unbranded template is used throughout the entire conversion process
  7. 7. #webclinic 7 EXPERIMENT: TREATMENT • The treatment slightly adjusts the CMS template to emphasize the “Boston Globe” brand.
  8. 8. #webclinic 8 EXPERIMENT: TREATMENT • Boston Globe branding is made prominent throughout the entire conversion process.
  9. 9. #webclinic 9 EXPERIMENT: SIDE-BY SIDE Will emphasizing a well-known brand in the online subscription process generate more response?
  10. 10. #webclinic EXPERIMENT: RESULTS Design Conversion Rate Control (Non-branded) 1.32% Treatment (Branded) 1.86% Relative Difference 40.3% 40% Increase in Total Subscriptions The branded subscription path increased the rate of subscriptions by 40.3%  What you need to understand: By simply emphasizing the well-known brand of The Boston Globe, the treatment subscription path generated 40.3% more subscriptions than the generically-branded control.
  11. 11. #webclinic 11 How should marketers conceive of brand? KEY QUESTION
  12. 12. #webclinic 12 BRAND IS NOT… a logo
  13. 13. #webclinic 13 BRAND IS NOT… a slogan
  14. 14. #webclinic 14 BRAND IS NOT… a spokesperson
  15. 15. #webclinic 15 BRAND IS NOT… a color-palette Our problem is not brand confusion, but rather confusion about brand
  16. 16. #webclinic UNDERSTANDING BRAND Brand is the aggregate experience of the value proposition Unifying Insight
  17. 17. #webclinic Key Principles “AGGREGATE EXPERIENCE” 1. Brand, represents the sum total of experiences in the market place, particularly those that connect to you.
  18. 18. #webclinic Key Principles “AGGREGATE EXPERIENCE” 1. Brand, represents the sum total of experiences in the market place, particularly those that connect to you. 2. Brand exists in the mind. It represents a form of mental shorthand. It stands for a decision collective and represents the default choice. As such, it implies expectation.
  19. 19. #webclinic 19 WHAT IS YOUR EXPECTATION?
  20. 20. #webclinic 20 WHAT IS YOUR EXPECTATION?
  21. 21. #webclinic Key Principles “AGGREGATE EXPERIENCE” 1. Brand, represents the sum total of experiences in the market place, particularly those that connect to you. 2. Brand exists in the mind. It represents a form of mental shorthand. It stands for a decision collective and represents the default choice. As such, it implies expectation. 3. Brand does not make a promise; it creates an expectation. The strength of the brand is derived not from declaration, but through expectation.
  22. 22. #webclinic 22 est. 1892 est. 1876 est. 1867 est. 1806 est. 1866 est. 1880 est. 1850 est. 1869 est. 1853 “VALUE PROPOSITION”
  23. 23. #webclinic 23 CREATING AN EXPECTATION
  24. 24. #webclinic 24 “AGGREGATE EXPERIENCE”
  25. 25. #webclinic DEFINING BRAND Brand is the aggregate experience of the value proposition Key Definition
  26. 26. #webclinic Key Principles “VALUE PROPOSITION” 1. All brand should influence choice. More specifically, brands should be built around the answer to a single question: “Why should I buy from you rather than any other competitor?”
  27. 27. #webclinic “You generalists pride yourselves on being creative – whatever that awful word means. You cultivate the mystique of creativity. You regard advertising as an art form – and expect your clients to finance expressions of your genius.” We directs do not regard advertising as an art form. Our clients don’t give a damn whether we win awards at Cannes. They pay us to sell their products. Nothing else.” “Your favorite music is the applause of your fellow art directors and copywriters. Our favorite music is the ring of the cash register.” “You generalists use short copy. We use long copy. Experience has taught us that short copy doesn’t sell. In our headlines, we promise the consumer a benefit. You generalists don’t think it is creative. “You have never had to live with the discipline of knowing the results of your advertising. We pack our advertisements and letters with information about the product. We have found out we have to – if we want to sell anything.” STRONG WORDS FROM DAVID OGILVY (1986)
  28. 28. #webclinic Value Proposition Question: If I am your ideal prospect, why should I buy from you rather than your competitors? 1. You are fundamentally answering a first-person question posed in the mind of your customers. It always implies a “because” answer. 2. A value proposition focuses on a specific customer segment. This requires you to consider whom you will not serve and the associated tradeoffs. 3. A value proposition is an ultimate reason – the reason why; it is the culmination of a careful argument supported by evidence. 4. A value proposition must differentiate you from your competitors. In at least one way, you must have an “only” factor. “VALUE PROPOSITION”
  29. 29. #webclinic WHAT IS THE VALUE PROPOSITION? Audience Example
  30. 30. #webclinic WHAT IS THE VALUE PROPOSITION? Audience Example
  31. 31. #webclinic WHAT IS THE VALUE PROPOSITION? Audience Example
  32. 32. #webclinic Key Principles “VALUE PROPOSITION” 1. All brand should influence choice. More specifically, brands should be built around the answer to a single question: “Why should I buy from you rather than any other competitor?” 2. Every web design element (logo, color scheme, imagery, slogan, etc.) should either state or support the essence of your primary value proposition.
  33. 33. #webclinic Background: Well-known B2C company offering an online encyclopedia subscription product Goal: To get visitors to sign up for a free trial Primary Research Question: Which landing page will have the highest subscription rate? Test Design: A/B split test (variable cluster) Experiment ID: Encyclopedia Britannica Location: MarketingExperiments Research Library Research Notes:  EXPERIMENT: BACKGROUND
  34. 34. #webclinic • The headline does not communicate the value proposition • The “member benefits,” which are primary selling points, are in a separate column, not directly in the customer’s eye path • The images on the left and bottom do not help communicate anything about the service or why they should try it EXPERIMENT: ORIGINAL PAGE
  35. 35. #webclinic • The new headline and sub- headline describe exactly what you get • Bullets are used to emphasize the valuable features of the service in an easy-to-read format • The new image is clearer and includes a caption that re-emphasizes the value proposition EXPERIMENT: OPTIMIZED PAGE
  36. 36. #webclinic • “Activate Your Free Trial” is used instead of “Please Enter Your Billing Information” or “Subscribe Now” messaging • Savings over the print edition instantly shows the customer the “value” • Button copy emphasizes the “receiving” aspect of the transaction instead of “giving” language, such as “submit” EXPERIMENT: OPTIMIZED PAGE
  37. 37. #webclinic TreatmentOriginal EXPERIMENT: SIDE-BY-SIDE
  38. 38. #webclinic 103% increase in conversion rate The optimized page increases conversion by 103% EXPERIMENT: RESULTS Subscription Path Conversion Rate Relative Diff. vs. Control Statistical Significance Original 1.00% - - Optimized 2.03% 103% 95%
  39. 39. #webclinic 39 SUMMARY: The 5 Most Common Branding Errors
  40. 40. #webclinic 40 SUMMARY: MOST COMMON BRAND MISTAKES MISTAKE #1: Confusing brand essence with brand cues. MISTAKE #2: Assuming the brand is a promise rather than expectation MISTAKE #3: Believing the brand is owned by the organization rather than the individual prospect. Brand exists in the mind. MISTAKE #4: Divorcing the brand messaging from the company value proposition. MISTAKE #5: Thinking that the work of the brand begins and ends with the first part of the messaging.
  41. 41. #webclinic Live Optimization
  42. 42. Joe Pulizzi Founder Content Marketing Institute Just Announced: KEYNOTE SPEAKERS Flint McGlaughlin Managing Director and CEO MECLABS Visit MECLABS.com/LGKeynote Ninan Chacko CEO PR Newswire
  43. 43. #webclinic Live Optimization The Nature Conservancy Primary objective(s): Encourage visitors to join the organization and donate Primary audience: Nature enthusiasts URL: http://bit.ly/10WTNGp
  44. 44. #webclinic Live Optimization Healthcare Success Strategies Primary objective(s): Lead generation Primary audience: Healthcare facilities URL: http://bit.ly/18jEHgn
  45. 45. #webclinic Live Optimization Go Mini’s Primary objective(s): Motivate people to request a quote Primary audience: Customers in need of storage solutions URL: http://bit.ly/15Ijlci
  46. 46. #webclinic Live Optimization C.R. England Primary objective(s): Show benefits of being a truck driver and creating a job application path Primary audience: People interested in pursing a career in truck driving URL: http://bit.ly/1aoreVm
  47. 47. #webclinic LIVE OPTIMIZATION Description: XeroShoes make sandals that mimic barefoot running and walking. Page Objective: Click through to learn more. XeroShoes.com
  48. 48. #webclinic MarketingExperiments.com/subscribe MarketingExperiments Optimization Newsletter Free subscription to more than $20 million in marketing research Join 89,000 of the top marketers from around the world as we work together to discover what really works. #webclinic
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