Optimizing for Multiple Customer Personas: How a recent test “broke the rules” of optimization and drove a 331% conversion lift

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Standard rules of optimization often call for a single focus in writing the headline, body copy and even call-to-action. This works well when all of your visitors are interested in the same thing.

But, what do you do when you have to write copy for a page that serves multiple visitor types with varying interests?

In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal how copywriting and design impacts clicks and conversions on pages that serve highly diverse interests simultaneously.

He will address some of the most common questions related to managing the messaging:

• How many visitor types can I address on a single page?
• How do I choose which prospect to focus on?
• Are there any effective templates for managing multiple customers?
• How do I balance the divided attention?
• What copywriting mistakes are commonly made when writing for different personas?

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Optimizing for Multiple Customer Personas: How a recent test “broke the rules” of optimization and drove a 331% conversion lift

  1. 1. Optimizing for Multiple Personas How a recent test “broke the rules” of optimization and drove a 331% conversion lift
  2. 2. Today’s Team Jon Powell Senior Manager Research and Strategy MECLABS @jonpowell31 Market research practitioner with 6+ years of hands-on discovery gained through managing hundreds of A/B and multivariate tests for e-commerce, healthcare, financial, and education Research Partners. #WebClinic
  3. 3. An Experiment
  4. 4. Background Experiment ID: TP1560 Record Location: MECLABS Research Library Research Partner: [Protected] Background: An organization that offers a minimally invasive medical treatment for people suffering from chronic pain. Goal: To increase leads from the website. Research Question: Which site will generate the highest lead conversion rate? Test Design: A/B multifactorial test. #WebClinic
  5. 5. Version A #WebClinic
  6. 6. Version A #WebClinic
  7. 7. Version B #WebClinic
  8. 8. Version B #WebClinic
  9. 9. Side-by-Side Version B Version A #WebClinic
  10. 10. 331% Relative Increase in Conversions The new page template B increased lead capture rate by 330.6% Conv. Rate % Rel. Change Version A 1.6% Version B 7.0% -330.6% #WebClinic Stat. Conf. 99%
  11. 11. Familiar Behavior Patterns From this To this Protocol ID: TP1306 266% Increase in clicks LOGO LOGO Protocol ID: TP1213 78% Increase in conversions Protocol ID: TP2026 46% Increase in purchases #WebClinic
  12. 12. Why did the treatment win? So what was different in this situation? #WebClinic
  13. 13. Optimizing for Multiple Personas F Key Principles 1. Messaging is naturally ordered into four stages: (1) To Listen, (2) To Attract, (3) To Converse, (4) To Nurture. The order is as important as the activity. One cannot converse before one attracts; one should not attract before one listens. #WebClinic
  14. 14. Why did the treatment win? After examination of: • Feedback from service reps and Sales • A data/metrics analysis of incoming channels and keywords • Existing customer research The team’s preliminary research question: What is the effect of providing multiple paths (CTAs) for visitors to choose based on where they are in the process? #WebClinic
  15. 15. Optimizing for Multiple Personas F Key Principles 1. Messaging is naturally ordered into four stages: (1) To Listen, (2) To Attract, (3) To Converse, (4) To Nurture. The order is as important as the activity. One cannot converse before one attracts; one should not attract before one listens. 2. To enable conversation with different customers arriving at the same intersection, one must alter the geography of the page in a way that attracts each group into its own conversation. #WebClinic
  16. 16. Why did the treatment win? Though equally weighted on the page, the content is not equal in the mind. #WebClinic
  17. 17. Optimizing for Multiple Personas How do I write and design for a page that serves multiple visitor types with varying interests? #WebClinic
  18. 18. Optimizing for Multiple Personas F Key Principles 1. Messaging is naturally ordered into four stages: (1) To Listen, (2) To Attract, (3) To Converse, (4) To Nurture. The order is as important as the activity. One cannot converse before one attracts; one should not attract before one listens. 2. To enable conversation with different customers arriving at the same intersection, one must alter the geography of the page in a way that attracts each group into its own conversation. 3. A meta-analysis of these page types has uncovered how copywriting and design can be adjusted to maximize response from pages serving multiple customer personas. #WebClinic
  19. 19. Optimizing for Multiple Personas Today, we are going to walk through tactical design and copy changes extracted from patterns of customer response. #WebClinic
  20. 20. Design Changes #WebClinic
  21. 21. Design Changes F Key Principles 1. The marketer’s goal is not simplicity; the marketer’s goal is clarity. The former is the means to the latter. 2. Simplicity which obscures clarity is lethal to the close. This is true as it relates to the prospect’s understanding of the marketer’s offer. #WebClinic
  22. 22. Example: Simplicity vs. Clarity Protocol ID: TP1315 Control How would you increase the search volume on this page? #WebClinic
  23. 23. Example: Simplicity vs. Clarity Treatment By giving the page a more Google-like search experience, our researchers hypothesized an increase in search volume … The result proved that simplicity does not always guarantee clarity. 5.6% Decrease in search volume #WebClinic
  24. 24. Design Changes F Key Actions 1. To enable clarity of the offer for multiple personas, focus on these three types of page template adjustments: • The number of conversion paths • The availability of subheadlines and headers for instructional guidance • The sequence of the content #WebClinic
  25. 25. From TP1499 To This … This, Protocol ID: From This #WebClinic
  26. 26. From This, To This … Utilized the header to be instructional To This Optimal # of paths 25% Increase in clicks #WebClinic
  27. 27. From TP1315 To This … This, Protocol ID: From This #WebClinic
  28. 28. From This, To This… To This Optimized the number of paths 32.4% Increase in conversions #WebClinic Added a subheadline for explanation
  29. 29. From TP1460 To This … This, Protocol ID: From This #WebClinic
  30. 30. Utilized headers for explanation From This, To This … To This Reduced paths via consolidation 63% Increase in conversions #WebClinic
  31. 31. From TP17XX To This … This, Protocol ID: From This Increase in clickthrough #WebClinic
  32. 32. Added a headline and explanation subheadline From This, To This … To This 181% Increase in clickthrough Adjusted color #WebClinic Adjusted content position
  33. 33. Copy Changes #WebClinic
  34. 34. Copy Changes F Key Principles 1. “Mind is the great lever of all things; human thought is the process by which human ends are ultimately answered.” -Daniel Webster #WebClinic
  35. 35. The Great Lever in Action #WebClinic
  36. 36. The Great Lever in Action The Top 5 Reasons for Bungee Jumping 1. Overcome a fear 2. If you go naked, it could be free! 3. Cross an item off the bucket list 4. Bragging rights 5. It’s safe #WebClinic
  37. 37. Copy Changes F Key Principles 1. “Mind is the great lever of all things; human thought is the process by which human ends are ultimately answered.” -Daniel Webster 2. We must realize that even as the lever moves in degrees, the sale moves in stages. The marketer must match the message to the stage. We achieve this by synchronizing geography with chronology. #WebClinic
  38. 38. Customer Buying Cycle Sample Keyword The wide variety of search terms brings light to what customers are trying to achieve online. Search Volume Florida Car Insurance Quote Low Car Insurance Quote Medium Buying Process Purchase Intent + Shop Car Insurance High Consideration or Research Insurance Very High Awareness #WebClinic
  39. 39. Copy Changes F Key Actions 1. To enable a type of synchronization that serves multiple personas, align your copy within each competing section closely with: • Different stages in the buying cycle • Relevant, distinguishable categories of interest #WebClinic
  40. 40. From TP1560 To This … This, Protocol ID: From This #WebClinic
  41. 41. From This, To This … To This 331% Increase in conversions #WebClinic New copy focuses on relevant topics aligned with buying cycle stage
  42. 42. From This, To This … A single section was rewritten to attract more of a given prospect type Then This 49.5% Increase in clickthrough #WebClinic
  43. 43. From TP1503 & TP1507 This … This, To Protocol ID: From This #WebClinic
  44. 44. All Traffic To This 20.6% Increase in conversions #WebClinic
  45. 45. Partner Sites Then This As a result of this discovery, the team installed dynamic response pages 32.4% Increase in conversions 20.6% Increase in conversions #WebClinic Google 198% Increase in conversions
  46. 46. From TP1315 To This … This, Protocol ID: From This #WebClinic
  47. 47. From TP1315 To This … This, Protocol ID: Copy written for browsers and deal seekers 5.8% Increase in search volume #WebClinic
  48. 48. A Final Experiment #WebClinic
  49. 49. Background Experiment ID: TP1203 Record Location: MECLABS Research Library Research Partner: [Protected] Background: A subscriber-only social media site designed to provide fast, easy access expert advice for IT. Goal: To increase subscriptions, subscription revenue. Research Question: Which sign-up process will produce the greatest subscription rate? Test Design: A/B multifactorial test. #WebClinic
  50. 50. Background #WebClinic
  51. 51. Background #WebClinic
  52. 52. Control Order Page Pop-over #WebClinic
  53. 53. Treatment #WebClinic
  54. 54. Side-by-Side Control Treatment #WebClinic
  55. 55. 10.9% Relative Decrease in Revenue Per Visit The treatment order process received 10.9% less revenue per visit than the control. Conv. Rate % Rel. Change $$$ / Visit % Rel. Change Control .095% Treatment .098% -1.12% #WebClinic $1.89 -- $1.68 -10.93%
  56. 56. Review #WebClinic
  57. 57. Summary: Putting it all together F Key Points 1. The marketer’s goal is not simplicity; the marketer’s goal is clarity. To enable clarity as it relates to the prospect’s understanding of the marketer’s offer, focus on three types of page template adjustments: • • • The number of conversion paths The availability of subheadlines and headers for instructional guidance The sequence of content 2. As the sale moves in stages, the marketer must match the message to the stage. Achieve this by aligning copy of each competing section with: • • Different stages in the buying cycle Relevant, distinguishable categories of interest #WebClinic
  58. 58. Templates for Multiple Customers Page Templates that Work Published July 5, 2013 http://www.marketingexperiments.com/site-optimization/page-templates-that-work.html #WebClinic
  59. 59. 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 postwebinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x #WebClinic
  60. 60. Live Optimization
  61. 61. EMAIL AWARDS Winners Announced MECLABS.com/EmailAwards #WebClinic
  62. 62. Live Optimization CVCheck Primary Audience: Individuals and HR managers Primary Objective: Sell background checks http://bit.ly/1h0hl4n #WebClinic
  63. 63. Live Optimization Sherman College Primary Audience: Sherman College students and alumni Primary Objective: Send visitors to proper area http://bit.ly/16n2Wgl #WebClinic

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