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The 5 Most Startling Marketing Discoveriesfrom 2012Including the 3 words that changed everything for a topfinancial produc...
Join the conversation on Twitter               #webclinic  #webclinic
Today’s team               Flint McGlaughlin   Jon Powell               Managing Director   Senior Manager,               ...
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           Controll...
The MECLABS Controlled Testing Environment                     Controlled Testing Environment (CTE)         2         Mark...
Experiment: Control                         Control         What are some?        problems with         this control?     ...
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         ...
Experiment: Results               46.6% Increase in Conversion               The treatment generated 46.6% more leads     ...
Experiment: Key Insights                                     ControlINSIGHT #1: Prospects can be moremotivated by the nega...
Experiment: Key Insights                                      ControlINSIGHT #1: Prospects can be moremotivated by the neg...
Experiment: Key Insights                                       ControlINSIGHT #1: Prospects can be moremotivated by the ne...
Experiment: Key Insights                                       ControlINSIGHT #1: Prospects can be moremotivated by the ne...
Experiment: Key Insights By modulating specificity and friction in the messaging of our PPC ad, we were able pay for less ...
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        ...
Experiment: Treatment Designs               Version A                           • The control was a design                ...
Experiment: Treatment Designs               Version B                           • The treatment was an                    ...
Experiment: Which Page Won?               Version A      Version B                                          22  #webclinic
Experiment: Results               10.66% Increase in account sign ups               The inverse color scheme increased acc...
How does color affect conversion?F      Key Principles   1. Marketers do not optimize web designs, they optimize thought s...
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 T...
Experiment: Control                                        Logo                            Logo                      Contr...
Experiment: Treatment                      Treatment               Logo                                         Step 2    ...
Experiment: Side by side                  Control          Treatment      Logo                  Logo                      ...
?   What makes this test different?#webclinic
Experiment: Control                    Control                             Logo                                Logo An ave...
Experiment: Control                    Control                             Logo                                Logo An ave...
Experiment: Control                    Control                             Logo                                Logo An ave...
Experiment: Control                    Control                             Logo                                Logo An ave...
Experiment: Control               Control                        Logo                           Logo  Instead, we changed ...
Experiment: Treatment          Treatment                        Logo                                Logo  Instead, we chan...
Experiment: Treatment                           Treatment                                         Logo • We are not operat...
Experiment: Results               58.1% Increase in conversions               The Treatment generated 58.1% more conversio...
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 Sum...
Call for student work               If you have any tests you would like to share with               the MarketingExperime...
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 impro...
What you need to understandF      Key Principles    1. It is not the magnitude of change on the page that impacts       co...
What you need to understandF      Key Principles    1. It is not the magnitude of change on the page that impacts       co...
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       co...
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 T...
Experiment: Control Path       Save automatically with a {Brand} Savings Account Learn More               Landing Page    ...
Experiment: Control Path       Save automatically with a {Brand} Savings Account Learn More               Landing Page    ...
Experiment: Treatment Path    Save automatically with a {Brand} Savings Account Open an Account               Landing Page...
Experiment: Treatment Path    Save automatically with a {Brand} Savings Account Open an Account               Landing Page...
Experiment: Side-by-side          Control Link      Learn More                           The ONLY change in this test     ...
Experiment: Results               43% Increase in Funded Accounts               The Treatment generated 43.0% more convers...
Learn more…      MarketingExperiments.com/CallToAction #webclinic
Summary: Putting it all together     DISCOVERY #1: Prospects Can Be More Motivated By the Negative                   than ...
LIVE OPTIMIZATION#webclinic
Live Optimization                                  Video blocks Primary objective: To convert free trial users to paid use...
Live Optimization                  CR England Primary objective: To get truck drivers to apply for employment with us Prim...
Live Optimization                                  Transcendental Meditation Program Primary objective: To get people to s...
Live Optimization Primary objective:                   International Tube Lead Generation Primary traffic sources: Organic...
Live Optimization                                  Sustainable Energy Primary objective: To get prospects to download our ...
Live Optimization                                  Ramsey Ford Primary objective: Lead Generation Primary traffic sources:...
MarketingExperiments Optimization Newsletter      Free subscription to more than $20 million in marketing research       J...
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The 5 Most Startling Marketing Discoveries from 2012

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  1. 1. The 5 Most Startling Marketing Discoveriesfrom 2012Including the 3 words that changed everything for a topfinancial product #webclinic
  2. 2. Join the conversation on Twitter #webclinic #webclinic
  3. 3. Today’s team Flint McGlaughlin Jon Powell Managing Director Senior Manager, Research and Strategy #webclinic
  4. 4. DISCOVERY #1: Prospects Can Be More Motivated By the Negative than the Positive#webclinic
  5. 5. 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
  6. 6. 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
  7. 7. Experiment: Control Control What are some? problems with this control? 7 #webclinic
  8. 8. Experiment: Treatment #1 Treatment #1 8 #webclinic
  9. 9. Experiment: Treatment #2 Treatment #2 9 #webclinic
  10. 10. Experiment: Side-by-side Landing Page Control Treatment #1 Treatment #2 10 #webclinic
  11. 11. 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
  12. 12. Experiment: Key Insights ControlINSIGHT #1: Prospects can be moremotivated by the negative than thepositive Treatment #1 Treatment #2 12 #webclinic
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Learn more … MarketingExperiments.com/AdForensics #webclinic
  18. 18. DISCOVERY #2: The Color of the Page Can Have a Profound Effect on the Message#webclinic
  19. 19. 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
  20. 20. Experiment: Treatment Designs Version A • The control was a design with a dark background and white text. #webclinic
  21. 21. Experiment: Treatment Designs Version B • The treatment was an almost exact color inverse of the control. #webclinic
  22. 22. Experiment: Which Page Won? Version A Version B 22 #webclinic
  23. 23. 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
  24. 24. 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
  25. 25. Learn more… MarketingExperiments.com/ColorTest #webclinic
  26. 26. DISCOVERY #3: The Quickest Route to a Maximum Lift is by Changing Page Categories#webclinic
  27. 27. 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
  28. 28. Experiment: Control Logo Logo Control Logo Step 2 Step 3 Logo Logo Logo Logo Step 4 Step 5 Step 6 #webclinic
  29. 29. Experiment: Treatment Treatment Logo Step 2 Logo Logo #webclinic
  30. 30. Experiment: Side by side Control Treatment Logo Logo Logo Logo 30 #webclinic
  31. 31. ? What makes this test different?#webclinic
  32. 32. Experiment: Control Control Logo Logo An average experimentmight have tested a single variable at a time. #webclinic
  33. 33. Experiment: Control Control Logo Logo An average experimentmight have tested a single variable at a time. #webclinic
  34. 34. Experiment: Control Control Logo Logo An average experimentmight have tested a single variable at a time. #webclinic
  35. 35. Experiment: Control Control Logo Logo An average experimentmight have tested a single variable at a time. #webclinic
  36. 36. Experiment: Control Control Logo Logo Instead, we changed almost everything… #webclinic
  37. 37. Experiment: Treatment Treatment Logo Logo Instead, we changed almost everything… ? Why? #webclinic
  38. 38. 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
  39. 39. 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
  40. 40. Learn more… MarketingExperiments.com/RadicalRedesign #webclinic
  41. 41. DISCOVERY #4: Higher Conversion is Not Necessarily Related to the Change on the Page#webclinic
  42. 42. 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
  43. 43. 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
  44. 44. Experiment: Control Control #webclinic
  45. 45. Experiment: Treatment Treatment #webclinic
  46. 46. Experiment: Side-by-side Control Treatment #webclinic
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. Customer Logic vs. Company Logic Marketer Value Market Proposition #webclinic
  51. 51. 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
  52. 52. Learn more… MarketingExperiments.com/QuickWin #webclinic
  53. 53. DISCOVERY #5: 3 Words Can Mean the Difference Between Adequacy and Excellence#webclinic
  54. 54. 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
  55. 55. Experiment: Control Path Save automatically with a {Brand} Savings Account Learn More Landing Page Application Form Logo Logo Image CTA CTA #webclinic
  56. 56. Experiment: Control Path Save automatically with a {Brand} Savings Account Learn More Landing Page Application Form Logo Logo Image CTA CTA #webclinic
  57. 57. Experiment: Treatment Path Save automatically with a {Brand} Savings Account Open an Account Landing Page Application Form Logo Logo Image CTA CTA #webclinic
  58. 58. Experiment: Treatment Path Save automatically with a {Brand} Savings Account Open an Account Landing Page Application Form Logo Logo Image CTA CTA #webclinic
  59. 59. 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
  60. 60. 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
  61. 61. Learn more… MarketingExperiments.com/CallToAction #webclinic
  62. 62. 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
  63. 63. LIVE OPTIMIZATION#webclinic
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. 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
  69. 69. 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
  70. 70. 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
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