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The 5 Most Startling Marketing Discoveries from 2012
 

The 5 Most Startling Marketing Discoveries from 2012

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    The 5 Most Startling Marketing Discoveries from 2012 The 5 Most Startling Marketing Discoveries from 2012 Presentation Transcript

    • The 5 Most Startling Marketing Discoveriesfrom 2012Including the 3 words that changed everything for a topfinancial product #webclinic
    • Join the conversation on Twitter #webclinic #webclinic
    • Today’s team Flint McGlaughlin Jon Powell Managing Director Senior Manager, Research and Strategy #webclinic
    • DISCOVERY #1: Prospects Can Be More Motivated By the Negative than the Positive#webclinic
    • Background and test design Experiment ID: TP4061 Location: MECLABS Research Library Controlled Testing Environment: North American SpineResearch Notes: Background: North American Spine is the sole provider of the Accurascope procedure, an innovative, minimally invasive spine surgery for back pain relief Goal: To increase number of leads on the home page. Primary Research Question: Which value approach of the three treatments will increase the conversion rate? Approach: A/B multifactor split test #webclinic
    • The MECLABS Controlled Testing Environment Controlled Testing Environment (CTE) 2 Marketing Creative Control Test Cycle #1 TRT 1 TRT 2 TRT 3 Fully Optimized Test Cycle #2 Page Goes Live Control TRT 2MECLABS Certified Final 6 #webclinic
    • Experiment: Control Control What are some? problems with this control? 7 #webclinic
    • Experiment: Treatment #1 Treatment #1 8 #webclinic
    • Experiment: Treatment #2 Treatment #2 9 #webclinic
    • Experiment: Side-by-side Landing Page Control Treatment #1 Treatment #2 10 #webclinic
    • Experiment: Results 46.6% Increase in Conversion The treatment generated 46.6% more leads Relative Statistical Versions Conversion Rate Difference Confidence Control 1.8% - - Treatment #1 1.6% -7.9% 95% Treatment #2 2.6% 46.6% 95%  What you need toable to achieve a 46.6% liftbut nuanced adjustments, treatment #2 was understand: With simple over the control. 11 #webclinic
    • Experiment: Key Insights ControlINSIGHT #1: Prospects can be moremotivated by the negative than thepositive Treatment #1 Treatment #2 12 #webclinic
    • Experiment: Key Insights ControlINSIGHT #1: Prospects can be moremotivated by the negative than thepositiveINSIGHT #2: A few words can Treatment #1dramatically influence a prospect’sperception Treatment #2 13 #webclinic
    • Experiment: Key Insights ControlINSIGHT #1: Prospects can be moremotivated by the negative than thepositiveINSIGHT #2: A few words can Treatment #1dramatically influence a prospect’sperceptionINSIGHT #3: A PPC ad, though limitedin length, can actually say too much Treatment #2 14 #webclinic
    • Experiment: Key Insights ControlINSIGHT #1: Prospects can be moremotivated by the negative than thepositiveINSIGHT #2: A few words can Treatment #1dramatically influence a prospect’sperceptionINSIGHT #3: A PPC ad, though limitedin length, can actually say too much Treatment #2INSIGHT #4: The best PPC ad does notalways get the most clicks 15 #webclinic
    • Experiment: Key Insights By modulating specificity and friction in the messaging of our PPC ad, we were able pay for less clicks while increasing overall conversion. Level of specificity Not This You must be suffering from back pain to click this ad. But This 59% IN CLICKTHROUGH You must need back surgery to click this ad. 47% IN CONVERSION #webclinic
    • Learn more … MarketingExperiments.com/AdForensics #webclinic
    • DISCOVERY #2: The Color of the Page Can Have a Profound Effect on the Message#webclinic
    • Experiment: Background Experiment ID: TP1645 Record Location: MECLABS Research Library Controlled Testing Environment: [Location Protected]Research Notes: Background: A large sports entertainment provider seeking to increase conversion on it’s main landing page. Goal: To increase premium signups Research Question: Which color scheme will result in a higher conversion rate? Test Design: A/B single factor split 19 #webclinic
    • Experiment: Treatment Designs Version A • The control was a design with a dark background and white text. #webclinic
    • Experiment: Treatment Designs Version B • The treatment was an almost exact color inverse of the control. #webclinic
    • Experiment: Which Page Won? Version A Version B 22 #webclinic
    • Experiment: Results 10.66% Increase in account sign ups The inverse color scheme increased account sign ups by 10.66% Relative Statistical Level Design Lead Rate of Confidence Difference Control (Black) 2.40%* - - Treatment (White) 2.66%* 10.66% 95%  What youthe treatment was easier simply changing the background color to white, need to understand: By to read and provided greater color flexibility with headlines and secondary information. The result was a 10.66% increase in conversion. *Conversion rates have been anonymized #webclinic
    • How does color affect conversion?F Key Principles 1. Marketers do not optimize web designs, they optimize thought sequences. Yet often, our web page design is NOT created with the intention of guiding the visitor through a clear sequence of thought. 2. There are primarily 5 design elements that enable a marketer to guide the visitor through a conversion process: 1. Size 2. Shape 3. Color 4. Position 5. Motion 3. Of the five elements, color is likely the most overlooked and misused. 24 #webclinic
    • Learn more… MarketingExperiments.com/ColorTest #webclinic
    • DISCOVERY #3: The Quickest Route to a Maximum Lift is by Changing Page Categories#webclinic
    • Experiment: Background Experiment ID: TP1429 Location: MECLABS Research Library Controlled Testing Environment: [Protected]Research Notes: Background: The company is a leading automotive head gasket repair solution. Goal: To increase total orders on the cart page. Primary Research Question: Which landing page/cart will result in a higher conversion rate? Approach: Radical redesign of cart page through a variable cluster A/B split test. 27 #webclinic
    • Experiment: Control Logo Logo Control Logo Step 2 Step 3 Logo Logo Logo Logo Step 4 Step 5 Step 6 #webclinic
    • Experiment: Treatment Treatment Logo Step 2 Logo Logo #webclinic
    • Experiment: Side by side Control Treatment Logo Logo Logo Logo 30 #webclinic
    • ? What makes this test different?#webclinic
    • Experiment: Control Control Logo Logo An average experimentmight have tested a single variable at a time. #webclinic
    • Experiment: Control Control Logo Logo An average experimentmight have tested a single variable at a time. #webclinic
    • Experiment: Control Control Logo Logo An average experimentmight have tested a single variable at a time. #webclinic
    • Experiment: Control Control Logo Logo An average experimentmight have tested a single variable at a time. #webclinic
    • Experiment: Control Control Logo Logo Instead, we changed almost everything… #webclinic
    • Experiment: Treatment Treatment Logo Logo Instead, we changed almost everything… ? Why? #webclinic
    • Experiment: Treatment Treatment Logo • We are not operating in a clinical environment with sterile conditions. This is a field test. Logo • In a field test you must deal with special conditions that you do not have in a lab. This business is dependent upon its revenue stream. • We cannot wait for a series of ten tests across twelve months to get the results we need. Every error everyday costs money. #webclinic
    • Experiment: Results 58.1% Increase in conversions The Treatment generated 58.1% more conversions than the control Versions CR Rel. diff Stat. Conf Control 2.1% - - Treatment 3.3% 58.1% 99.4%  What You Need to Understand: single call-to-action led tothroughout the entire process coupled with the The reduction of friction a 58.1% relative increase in conversion. #webclinic
    • Learn more… MarketingExperiments.com/RadicalRedesign #webclinic
    • DISCOVERY #4: Higher Conversion is Not Necessarily Related to the Change on the Page#webclinic
    • Experiment: Background and design Experiment ID: Saxo Bank Forex Trading Test Source: Optimization Summit Attendee, Michael Aagaard, Online-TekstForfatter.dk Research Notes: Background: Denmark-based Saxo Bank sells access to a foreign exchange trading platform. Goal: To get visitors to sign up for a free trial Primary Research Question: Which landing page will have the highest free trial sign-up rate? Test Design: A/B split test #webclinic
    • Call for student work If you have any tests you would like to share with the MarketingExperiments team, email us at: Editor@MarketingExperiments.com #webclinic
    • Experiment: Control Control #webclinic
    • Experiment: Treatment Treatment #webclinic
    • Experiment: Side-by-side Control Treatment #webclinic
    • Experiment: Results 99.4% Increase in conversion The new page design improved the conversion rate by 99.4% Version CR Relative Difference Confidence Interval Control 2.00%* - - Treatment 3.99%* 99.4% 99%  What Youthe treatment was ableBytomaking a a 99.4% higher to the page, Need to Understand: achieve few simple changes conversion rate. * Conversion rates have been anonymized to protect Saxo Bank. #webclinic
    • What you need to understandF Key Principles 1. It is not the magnitude of change on the page that impacts conversion; it is the magnitude of change in the mind of the prospect. #webclinic
    • What you need to understandF Key Principles 1. It is not the magnitude of change on the page that impacts conversion; it is the magnitude of change in the mind of the prospect. 2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic. #webclinic
    • Customer Logic vs. Company Logic Marketer Value Market Proposition #webclinic
    • What you need to understandF Key Principles 1. It is not the magnitude of change on the page that impacts conversion; it is the magnitude of change in the mind of the prospect. 2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic. 3. When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a landing page. #webclinic
    • Learn more… MarketingExperiments.com/QuickWin #webclinic
    • DISCOVERY #5: 3 Words Can Mean the Difference Between Adequacy and Excellence#webclinic
    • Experiment: Background Experiment ID: TP1567 Location: MECLABS Research Library Controlled Testing Environment: [Protected]Research Notes: Background: This test was implemented in the secure section of a large financial institution’s website. The offer was an up-sell for a savings account. Goal: To increase approved and funded savings accounts Primary Research Question: Which link copy will result in the highest impression to funded account rate? Approach: A/B Single Factor Split #webclinic
    • Experiment: Control Path Save automatically with a {Brand} Savings Account Learn More Landing Page Application Form Logo Logo Image CTA CTA #webclinic
    • Experiment: Control Path Save automatically with a {Brand} Savings Account Learn More Landing Page Application Form Logo Logo Image CTA CTA #webclinic
    • Experiment: Treatment Path Save automatically with a {Brand} Savings Account Open an Account Landing Page Application Form Logo Logo Image CTA CTA #webclinic
    • Experiment: Treatment Path Save automatically with a {Brand} Savings Account Open an Account Landing Page Application Form Logo Logo Image CTA CTA #webclinic
    • Experiment: Side-by-side Control Link Learn More The ONLY change in this test was the link text to begin the application process. Treatment Link Open an Account #webclinic
    • Experiment: Results 43% Increase in Funded Accounts The Treatment generated 43.0% more conversions than the Control Verison CR Rel. diff Stat. Conf Control Link: Learn More 3.0%* - - Treatment Link: Open an Account 4.3%* 43.0% 99%  What You Need tomore serious implication ofthe copy in the link to the link communicate the Understand: By changing opening an account, attracted prospects with higher levels of motivation and resulted in a 43% increase in FUNDED Accounts. *Conversion rate has been anonymized to protect research partner. #webclinic
    • Learn more… MarketingExperiments.com/CallToAction #webclinic
    • Summary: Putting it all together DISCOVERY #1: Prospects Can Be More Motivated By the Negative than the Positive. DISCOVERY #2: The Color of the Page Can Have a Profound Effect on the Message DISCOVERY #3: The Quickest Route to a Maximum Lift is Through Changing Page Categories DISCOVERY #4: Higher Conversion is Not Necessarily Related to the Change on the Page DISCOVERY #5: 3 Words Can Mean the Difference Between Adequacy and Excellence #webclinic
    • LIVE OPTIMIZATION#webclinic
    • Live Optimization Video blocks Primary objective: To convert free trial users to paid users after trial ends Primary traffic sources: Display, email list rental and affiliates program Target audience: Design professionals and video producers Page URL: http://bit.ly/x73R3S #webclinic
    • Live Optimization CR England Primary objective: To get truck drivers to apply for employment with us Primary traffic sources: Adwords, Organic, Display, Ads on job boards and PPC Target audience: truck drivers Page URL: http://bit.ly/XT98Y2 #webclinic
    • Live Optimization Transcendental Meditation Program Primary objective: To get people to sign up for a free introduction lecture Primary traffic sources: SEO Meditation, transcendental meditation, tm, meditation techniques Target audience: People interested in meditation and spiritual growth Page URL: http://bit.ly/XbvYFg #webclinic
    • Live Optimization Primary objective: International Tube Lead Generation Primary traffic sources: Organic and SEO (stainless steel precision tubing, miniature medical tubing ) Target audience: Engineers and purchasing agentsPage URL: http://bit.ly/XSGAOg #webclinic
    • Live Optimization Sustainable Energy Primary objective: To get prospects to download our free whitepaper Primary traffic sources: SEO and Email Target audience: Facility managers Page URL: http://bit.ly/UBNVNa #webclinic
    • Live Optimization Ramsey Ford Primary objective: Lead Generation Primary traffic sources: SEO and Adwords “Ford Dealer” “Ramsey Ford” Target audience: Auto consumers Page URL: http://bit.ly/Sb6yv0 #webclinic
    • MarketingExperiments Optimization Newsletter Free subscription to more than $20 million in marketing research Join 98,000 of the top marketers from around the world as we work together to discover what really works. MarketingExperiments.com/subscribe#webclinic