Learn more about Web clinics here: http://bit.ly/LnULEI

1. See the Research in Action:
Dr. McGlaughlin personally reviews your pages with
optimization suggestions
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2. Join the conversation on Twitter
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3. Today’s team
Dr. Flint McGlaughlin Jon Powell
Managing Director Senior Manager
Research and Strategy
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4. PART 1:
A Case Study from the MECLABS Library
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5. Experiment: Background
Experiment ID: TP1423 – SMO Client Microsite Test
Record Location: MarketingExperiments Research Library
Research Partner: Sermo, Inc.
Research Notes:
Background: Sermo is a physicians-only social network that allows
pharmaceutical companies to conduct survey research and promote products
to their audience.
Goal: To increase the amount of leads
Primary Research Question: Which microsite will generate more total leads?
Approach: A/B multifactor split test
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6. Experiment: Control
Control
Problems with the Control:
• Higher quality visitors are
not converting because no
true value exchange exists
for those interested in the
real products
• Call to action is passive and
assuming, There are too
many other options that are
much more appealing or
convenient.
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7. Experiment: Treatment
Treatment - Top
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8. Experiment: Treatment
Treatment - Bottom
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9. Experiment: Side-by-side
Treatment
Control
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10. Get a MECLABS Controlled Testing Environment
2
Controlled Testing Environment (CTE)
Test Cycle #1
Your Creative
Control TRT 1 TRT 2 TRT 3
Your
Marketing
Team
Fully Optimized
Embed a Science Lab in the Test Cycle #2 Page Goes Live
heart of your organization.
Control TRT
Apply for a Research
Partnership to Learn
More…
2MECLABS
Certified Final
10
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11. Experiment: Results
155% Increase in lead rate
The new microsite’s lead rate increased by 154.7%
Relative Statistical Level
Design Lead Rate of Confidence
Difference
Control 3.5% - -
Treatment 9.0% 154.7% 95%
 What you need to understand: Bytosimplifying the process either
process, visitors were more likely complete
the messaging and
based on the ease of finding a next step, the clarity of the value, or a
combination of these two elements.
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12. What we discovered
F Key Principles
1. Optimizing a web decision is not simply a matter of seeing problems
and fixing a page.
2. To properly optimize a page you need new eyes to see with – the eyes
of your customers.
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13. Today’s Objective
Today, we are going to apply 15 years of
research and attempt to give you new eyes
to see your own pages with.
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14. PART 2:
Live Optimization
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15. Live Optimization Virtual Job Fair Hosting
Primary Objective: To get
visitors to contact us for more
information
Primary Traffic:
Adwords: virtual job
fairs, virtual career fairs,
online job fair
Value Proposition: Reliable,
easy-to-use service for hosting
job fairs
Page URL: http://bit.ly/Oxd33M
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16. Live Optimization
Primary Objective: To provide Northeast Florida Community Hospice
information to individuals and
families who are in need of
hospice care and to choose us
to provide that care
Primary Traffic: SEO and
Organic
Value Proposition: We have
not clearly established a value
proposition
Page URL: http://bit.ly/Uk68QW
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17. Live Optimization
ReadyTalk
Primary Objective: To get 30-
day Free Trial signups
Primary Traffic: SEO,
Direct & Retargeting
display
Value Proposition: 30 Day free
trial of our $49 Audio & Web
conferencing subscription
Page URL: http://bit.ly/v4VAqF
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18. Live Optimization Maximum Results Group
Primary Objective: Get people
engaged so they will think of us
when they need to purchase a
home.
Primary Traffic: Social
media referral and Email
campaigns
Value Proposition: Tips, tricks
and small contests to get
email addresses from people.
Page URL: http://bit.ly/PASSCF
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19. Live Optimization Beads and Pieces
Primary Objective: To get
people to go further into our
website and increase
conversions
Primary Traffic: Organic
Search, wooden beads,
wholesale Beads, Beads
Value Proposition: You will be
able to find something you
want to buy in this site
Page URL: http://bit.ly/QH260
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20. Live Optimization
ERA Environmental
Primary Objective: To Get
people to click through to the
software overview page
Primary Traffic: SEO &
Direct
Value Proposition: We're the
best choice because we
provide environmental
management software, and
include support from
environmental experts.
Page URL: http://bit.ly/OCOw2X
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21. Live Optimization
Social Media Online
Primary Objective: To get
people to purchase the
Facebook 101 class.
Primary Traffic: SEO
social media online
classes, online facebook
classes, facebook
training
Value Proposition: Students
can get trained & certified in 4
weeks
Page URL: http://bit.ly/QU3O1F
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22. Live Optimization Bakken Residential Suites
Primary Objective: Convince
corporate personnel that we
are premier housing source
and to contact us.
Primary Traffic: Adwords
and SEO
Value Proposition: Stay a
night...Stay a Year. Your home
away from home in the middle
of the Bakken, ND oil boom.
Page URL: http://bit.ly/Ro7xqs
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23. MarketingExperiments Optimization Newsletter
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