Microsites Tested:
Two common mistakes in the microsite design process that
can kill conversion rates at launch
#webclinic
#webclinic
TODAY’S TEAM
@jonpowell31
Jon Powell
Senior Manager
Research and Strategy
MECLABS
Market research practitioner ...
#webclinic
JOIN THE CONVERSATION ON TWITTER
#webclinic
#webclinic
MICROSITE EFFECTIVENESS STUDIED
When compared, microsites
generally rated at least
somewhat effective for
achie...
#webclinic
5
Today, we are going to walk through two
experiments that reveal two common mistakes
made with microsite desig...
#webclinic
Experiment #1:
B2C Golf Community Microsite
#webclinic
EXPERIMENT #1: BACKGROUND
Background: A national land and home sales organization for consumers
Goal: To increa...
#webclinic
EXPERIMENT #1: BACKGROUND
In this test, we focused
on the messaging
surrounding the call-
to-action.
#webclinic
EXPERIMENT #1: VERSION A
• In Version A, the call-to-action offered a PDF download of a hole-by-hole
descriptio...
#webclinic
EXPERIMENT #1: VERSION B
• In Version B, the call-to-action offered a PDF download of a scorecard
designed spec...
#webclinic
EXPERIMENT #1: SIDE-BY-SIDE
Version BVersion A
#webclinic
EXPERIMENT #1: RESULTS
Design Conversion Rate
Version A 8.92%
Version B 2.73%
Relative Difference -69.4%
69% De...
#webclinic
What was wrong with Version B?
EXPERIMENT #1: RESULTS
#webclinic
FKey Principles
1. One of the most common mistakes with microsites is the tendency of
marketers to ask for too ...
#webclinic
Losing Variation
• The losing call-to-action
performs poorly because it
assumes the visitor is
convinced that t...
#webclinic
• The winning treatment, however,
does not assume the visitor
wants to play and so offers a
“hole-by-hole” desc...
#webclinic
MISTAKE #1: MACRO DISTORTION
To This
64%in conversions
Extends a general invitation with
added explanation
Adds...
#webclinic
MISTAKE #1: MACRO DISTORTION
From This To This
326%in conversions
Offers a guide that focuses solely
on the sur...
#webclinic
Experiment #2:
B2B Medical Research Microsite
#webclinic
EXPERIMENT #2: BACKGROUND
Background: A physician-only social network that allows medical product
companies to ...
#webclinic
21
EXPERIMENT #2: VERSION A
• The original page is
designed to connect
the visitor with all the
information tha...
#webclinic
22
EXPERIMENT #2: VERSION A
Product InfoFree Reports
News Releases About Info
#webclinic
EXPERIMENT #2: VERSION B
• An alternative design
of the microsite was
tested that integrated
the majority of th...
#webclinic
EXPERIMENT #2: VERSION B
• Key Product Info
• Key Company Info
• The entry page took a long-copy
approach and i...
#webclinic
25
EXPERIMENT #2: SIDE-BY-SIDE
Version A
Version B
#webclinic
EXPERIMENT #2: RESULTS
Design Conversion Rate
Version A 3.52%
Version B 8.97%
Relative Difference 154.7%
155% I...
#webclinic
What was wrong with Version A?
EXPERIMENT #2: RESULTS
#webclinic
FKey Principles
1. People do not buy from microsites, people buy from people.
2. One of the most common mistake...
#webclinic
29
MISTAKE #2: CONVERSATIONAL VOID
• There is little-to-no
conversation on this
page.
• It is as if the visitor...
#webclinic
30
MISTAKE #2: CONVERSATIONAL VOID
• The conversation in this
design is sequenced
and directed vertically.
• Su...
#webclinic
31
So is less content better?
MISTAKE #2: CONVERSATIONAL VOID
#webclinic
EXPERIMENT: ON MICROSITE CONTENT
Background: An online, low-cost DIY platform for small and medium sized
busine...
#webclinic
EXPERIMENT: ORIGINAL CONTENT AMOUNT
According to
individual test and
nature based data,
the lack of content
lef...
#webclinic
EXPERIMENT: TREATMENT CONTENT AMOUNT
Entry Page Cart Pages (5)
Prospect Page Selection PageProduct Details 1 Pr...
#webclinic
EXPERIMENT: MICROSITE CONTENT RESULTS
Microsite Content Order Conv. Rate
Original 8.0%**
Treatment 10.5%**
Rela...
#webclinic
Summary
#webclinic
Mistake #1: Macro Distortion
One of the most common mistakes with microsites is the tendency of marketers
to as...
#webclinic
Live Optimization
#webclinic
Live Optimization
Primary objective(s):
To get engineers and
designers to download the
white paper
Primary audi...
#webclinic
Live Optimization
Primary objective(s):
Email capture
Primary audience:
Drivers in recent auto
accidents
URL:
h...
#webclinic
Live Optimization
Primary objective(s):
Prompt visitors to watch a
video
Primary audience:
Distribution center
...
#webclinic
MECLABS conducts rigorous experiments in the new science of optimization.
We apply our discoveries to help lead...
Microsites Tested:  Recent experiments reveal 2 common design mistakes that can kill microsite conversion rates
Upcoming SlideShare
Loading in...5
×

Microsites Tested: Recent experiments reveal 2 common design mistakes that can kill microsite conversion rates

1,404

Published on

Many marketers agree microsites, in general, are an effective approach to connect prospects with a specific offer or product line. However, the process of designing a microsite uncovers many questions as it relates to ensuring an ROI:

• How many different audiences can I really serve?
• What is the optimal number of products/offers I can show?
• Is it possible to have too much design or copy?
• How should the microsite connect to the overall sales funnel?

In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will uncover recent research revealing two often overlooked design decisions that have a significant impact on a microsite’s conversion rate potential.

Published in: Business, Technology
2 Comments
4 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,404
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
36
Comments
2
Likes
4
Embeds 0
No embeds

No notes for slide

Microsites Tested: Recent experiments reveal 2 common design mistakes that can kill microsite conversion rates

  1. 1. Microsites Tested: Two common mistakes in the microsite design process that can kill conversion rates at launch #webclinic
  2. 2. #webclinic TODAY’S TEAM @jonpowell31 Jon Powell Senior Manager Research and Strategy MECLABS Market research practitioner with 6+ years of hands-on discovery gained through managing hundreds of A/B and multivariate tests for ecommerce, healthcare, financial, and education Research Partners.
  3. 3. #webclinic JOIN THE CONVERSATION ON TWITTER #webclinic
  4. 4. #webclinic MICROSITE EFFECTIVENESS STUDIED When compared, microsites generally rated at least somewhat effective for achieving overall marketing objectives Why do marketers find the performance of microsites so adequate? Is there something marketers are doing wrong?
  5. 5. #webclinic 5 Today, we are going to walk through two experiments that reveal two common mistakes made with microsite design. TODAY’S FOCUS
  6. 6. #webclinic Experiment #1: B2C Golf Community Microsite
  7. 7. #webclinic EXPERIMENT #1: BACKGROUND Background: A national land and home sales organization for consumers Goal: To increase the number of leads for community microsites Research Question: Which specific section of content will result in the largest lead rate? Test Design: A/B Split test Experiment ID: TP1431 Record Location: MECLABS Research Library Research Partner: [Protected] Research Notes:
  8. 8. #webclinic EXPERIMENT #1: BACKGROUND In this test, we focused on the messaging surrounding the call- to-action.
  9. 9. #webclinic EXPERIMENT #1: VERSION A • In Version A, the call-to-action offered a PDF download of a hole-by-hole description of the course.
  10. 10. #webclinic EXPERIMENT #1: VERSION B • In Version B, the call-to-action offered a PDF download of a scorecard designed specifically for the course.
  11. 11. #webclinic EXPERIMENT #1: SIDE-BY-SIDE Version BVersion A
  12. 12. #webclinic EXPERIMENT #1: RESULTS Design Conversion Rate Version A 8.92% Version B 2.73% Relative Difference -69.4% 69% Decrease in Conversions Version B’s content decreased the rate of conversion by 69.4%  What you need to understand: The substance change of a single, important section of content resulted in a disproportionate decrease in leads
  13. 13. #webclinic What was wrong with Version B? EXPERIMENT #1: RESULTS
  14. 14. #webclinic FKey Principles 1. One of the most common mistakes with microsites is the tendency of marketers to ask for too much too soon. 2. As we have taught elsewhere1, CTA’s should be value-positive. However, this is not enough. CTA’s must be synchronized to the prospect’s thought sequence. 3. Our research findings suggest that most microsites should focus on progressing prospects with “process level value”, specifically as it relates to: 1. The next, most immediate unanswered question in their mind 2. Something they believe will help them address that MISTAKE #1: MACRO DISTORTION 1. Flint McGlaughlin: Quick Win Clinic: 5 Simple Ways to improve your webpage copy right now. May 2013
  15. 15. #webclinic Losing Variation • The losing call-to-action performs poorly because it assumes the visitor is convinced that they want to play on this course, and so offers them a scorecard. MISTAKE #1: MACRO DISTORTION
  16. 16. #webclinic • The winning treatment, however, does not assume the visitor wants to play and so offers a “hole-by-hole” description of the course itself. • The “hole-by-hole” description maintains an emphasis on the value proposition created by the course’s direct connection to the community of interest. Winning Variation MISTAKE #1: MACRO DISTORTION
  17. 17. #webclinic MISTAKE #1: MACRO DISTORTION To This 64%in conversions Extends a general invitation with added explanation Adds a connection to customers further in the decision process Protocol ID: TP1636 From This
  18. 18. #webclinic MISTAKE #1: MACRO DISTORTION From This To This 326%in conversions Offers a guide that focuses solely on the surrounding community Offers a guide that includes more detail and is also formatted in a way that’s easy to scan and compare to other information sources Protocol ID: TP1432
  19. 19. #webclinic Experiment #2: B2B Medical Research Microsite
  20. 20. #webclinic EXPERIMENT #2: BACKGROUND Background: A physician-only social network that allows medical product companies to conduct first-hand research on potential purchasers. Goal: To increase the number of product company leads from the microsite Research Question: Which microsite content approach will result in the largest lead rate? Test Design: A/B Split test Experiment ID: TP1483 Record Location: MECLABS Research Library Research Partner: [Protected] Research Notes:
  21. 21. #webclinic 21 EXPERIMENT #2: VERSION A • The original page is designed to connect the visitor with all the information that they might need to make a decision. • However, it does require the visitor to take multiple steps to get the information.
  22. 22. #webclinic 22 EXPERIMENT #2: VERSION A Product InfoFree Reports News Releases About Info
  23. 23. #webclinic EXPERIMENT #2: VERSION B • An alternative design of the microsite was tested that integrated the majority of the information into a single page.
  24. 24. #webclinic EXPERIMENT #2: VERSION B • Key Product Info • Key Company Info • The entry page took a long-copy approach and integrated the following information: • The remaining information was consolidated to one additional page
  25. 25. #webclinic 25 EXPERIMENT #2: SIDE-BY-SIDE Version A Version B
  26. 26. #webclinic EXPERIMENT #2: RESULTS Design Conversion Rate Version A 3.52% Version B 8.97% Relative Difference 154.7% 155% Increase in Conversions Version B’s content increased the rate of conversion by 154.7%  What you need to understand: The change in the amount and sequence of microsite content resulted in an increase in leads without negatively affecting SEO
  27. 27. #webclinic What was wrong with Version A? EXPERIMENT #2: RESULTS
  28. 28. #webclinic FKey Principles 1. People do not buy from microsites, people buy from people. 2. One of the most common mistakes with microsites is the tendency of marketers to design an aesthetic site that provides little-to-no sustainable conversation. 3. For microsites, our findings suggest the most effective amount of content is the balance necessary for ideal prospects to perceive enough: 1. Clarity on the offer and its ask 2. Credibility of its claims and its provider MISTAKE #2: CONVERSATIONAL VOID
  29. 29. #webclinic 29 MISTAKE #2: CONVERSATIONAL VOID • There is little-to-no conversation on this page. • It is as if the visitor is bombarded with a plethora of different voices at once.
  30. 30. #webclinic 30 MISTAKE #2: CONVERSATIONAL VOID • The conversation in this design is sequenced and directed vertically. • Subsequent information is provided in sequence so as not to compete with the overall conversation.
  31. 31. #webclinic 31 So is less content better? MISTAKE #2: CONVERSATIONAL VOID
  32. 32. #webclinic EXPERIMENT: ON MICROSITE CONTENT Background: An online, low-cost DIY platform for small and medium sized businesses to distribute content to thousands of websites Goal: To significantly increase product engagement and orders Research Question: Which front-end microsite content configuration will result in the largest amount of orders? Test Design: A/B Multi-factorial Sequential test Experiment ID: TP1901 Record Location: MECLABS Research Library Research Partner: iReach (by PRNewswire) Research Notes:
  33. 33. #webclinic EXPERIMENT: ORIGINAL CONTENT AMOUNT According to individual test and nature based data, the lack of content left many visitors with unanswered questions, mostly on topics necessary to foster conclusions Cart Pages (5)Entry Page
  34. 34. #webclinic EXPERIMENT: TREATMENT CONTENT AMOUNT Entry Page Cart Pages (5) Prospect Page Selection PageProduct Details 1 Product Details 2 Alternatively, content was added before cart pages to help customers answer those questions of value, concern and credibility that the original microsite could not.
  35. 35. #webclinic EXPERIMENT: MICROSITE CONTENT RESULTS Microsite Content Order Conv. Rate Original 8.0%** Treatment 10.5%** Relative Difference 31% 31% Increase in Order Conversion Rate The treatment microsite increased total order conversion rate by 31%  What you need to understand: The addition of the right amount of content increased total order conversions by 31% and total product revenue by 38% **Conversion rates anonymized for the partner’s protection
  36. 36. #webclinic Summary
  37. 37. #webclinic Mistake #1: Macro Distortion One of the most common mistakes with microsites is the tendency of marketers to ask for too much too soon. CTA’s must be synchronized to the prospect’s thought sequence. Mistake #2: Conversational Void People do not buy from microsites, people buy from people. One of the most common mistakes with microsites is the tendency of marketers to design an aesthetic site that provides little-to-no sustainable conversation. SUMMARY: COMMON MICROSITE DESIGN MISTAKES
  38. 38. #webclinic Live Optimization
  39. 39. #webclinic Live Optimization Primary objective(s): To get engineers and designers to download the white paper Primary audience: Engineers/IT designers URL: http://bit.ly/16D3aNU OpenText Global
  40. 40. #webclinic Live Optimization Primary objective(s): Email capture Primary audience: Drivers in recent auto accidents URL: http://bit.ly/1cK8vHx Carranza
  41. 41. #webclinic Live Optimization Primary objective(s): Prompt visitors to watch a video Primary audience: Distribution center managers URL: http://bit.ly/14p8K5u Intermec
  42. 42. #webclinic 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 post- webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 HOW TO APPLY FOR A RESEARCH PARTNERSHIP x
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×