Offer Response Optimization Learn how to replicate a 331% lift in your own inbound marketing efforts
Session Speaker                  Jon Powell                  Marketing and Sales Funnel Optimization                  MECL...
Inbound Offer ResponseEXPERIMENT
Background and Test Design            Experiment ID: MTCA Microsite Test             Location: MarketingExperiments Resea...
Experiment: Version A    The control landing    page casts a broad    net and attempts to    bridge all content to    acti...
Experiment: Version B    The treatment    accounts for    three major lead    types with three    evenly weighted    colum...
Experiment: Side-by-side        Version A          Version B                                   77
Experiment: Results            331% Increase in lead rate            The Treatment generated 330.6% more conversions than ...
What made this   Version Bapproach sosuccessful?9
What we discoveredF     Key Principles     1. Too often, marketers take a rule based approach        to marketing their co...
Rules vs. Science          Rule-based                          Science-based                                        vs.   ...
What we discoveredF     Key Principles     1. Too often, marketers take a rule based approach        to marketing their co...
Offer Response OptimizationA SHOPPING EXPERIENCE
A Shopping Experience14
The Result15
A Common Problem16
The MECLABS Conversion Index                                                        ©           C = 4m + 3v + 2(i-f) - 2a ...
Perceived Value Exchange                           Perceived                             Cost     Perceived       Value18
MotivationEXPERIMENT
Experiment: Background             Experiment ID: NAS Content Approach              Location: MarketingExperiments Resear...
Treatments      Back Pain Resources                  Causes & Solutions      [Condition] Sufferer?                [Conditi...
Results        T1: Back Pain Resources                   T2: Treatment Options [Condition] Sufferer?                      ...
What we discoveredF     Key Principles     1. Prospect motivation cannot be determined…it must be        discovered     2....
Motivation Internal Relevance         External Relevance •   Personal interests     •   Seasonality •   Demographics      ...
Clarity of the Value PropositionEXPERIMENT
Experiment #2: Background             Experiment ID: NAS Content Approach              Location: MarketingExperiments Res...
Control       Bulging Disc Treatment              Read about our 30-minute treatment              for bulging disc back pa...
Version A                        Bulging Disc Symptoms                                 Read about our 30-minute treatment ...
Bulging Disc Treatment                                       Read about Bulging Disc SymptomsVersion B                    ...
Version C                             Bulging Disc Symptoms                                      Read about Bulging Disc S...
[Condition] SymptomsExperiment: Results                                           Read about [Condition] Symptoms         ...
What we discovered32
Value Proposition Question     If I am your ideal prospect, why should I           buy from you rather than your          ...
The Force of a Value PropositionF     Key Principles     1. The force of a value proposition can be measured by        fou...
IncentiveKEY CONCEPTS
Incentive     ABANDON                                             COMPLETION               Friction Elements            In...
FrictionKEY CONCEPTS
FrictionF     Key Principles     Two common elements that create Friction:       1. Length       2. Difficulty     Frictio...
Friction: Example 1         Not this…    …but this39
Friction: Example 1         Not this…    …but this                        47%                        IN CONVERSION40
Friction: Example 2      Not this…       …but this41
Friction: Example 2      Not this…       …but this                                  93%                                  I...
Friction: Example 3                      …but this       Not this…43
Friction: Example 3                      …but this       Not this…                          81%                          I...
AnxietyEXPERIMENT
Experiment: Anxiety                 Experiment ID: New York Times            Location: MarketingExperiments Research Libr...
Experiment: Control                                 The primary cause of anxiety                                 for this ...
Experiment: Treatment                              To relieve anxiety we changed all                              offers t...
Experiment: Results          541% Increase in conversions            Treatment 1 generated 541.6% more conversions than th...
AnxietyF        Key Principles     1. Anxiety is just as lethal (and growing) to conversion as        friction.     2. If ...
ConceptsREVIEW
The MECLABS Conversion Index                                                        ©           C = 4m + 3v + 2(i-f) - 2a ...
Methodology Review• To get more• You need to increase perceived value• And decrease perceived cost            Perceived   ...
Session Speaker                  Jon Powell                  Marketing and Sales Funnel Optimization                  MECL...
Offer Response Optimization Learn how to replicate a 331% lift in your own inbound marketing efforts
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2012 10 23 meclabs for ims jon powell (v2jp)

  1. 1. Offer Response Optimization Learn how to replicate a 331% lift in your own inbound marketing efforts
  2. 2. Session Speaker Jon Powell Marketing and Sales Funnel Optimization MECLABS A testing and optimization veteran with hands-on experience gained through managing hundreds of A/B and multivariate tests for ecommerce, healthcare, financial, and education Research Partners and clients. Jon studies prospects, products and processes to help organizations strategically write themselves in the stories of those that interact with them.@JonPowell31 Recent test highlights: 331% increase healthcare search traffic lead conversion rate 672% increase education program site applications 129% increase education program browsing lead conversions
  3. 3. Inbound Offer ResponseEXPERIMENT
  4. 4. Background and Test Design Experiment ID: MTCA Microsite Test Location: MarketingExperiments Research Library Test Protocol Number: TP1560 Research Notes: Background: Migraine Treatment Centers of America offers an innovative long-term migraine treatment solution to people suffering from migraines. Goal: To increase leads from the website Primary Research Question: Which value exchange strategy will result in a higher conversion rate? Approach: A/b multifactor split4
  5. 5. Experiment: Version A The control landing page casts a broad net and attempts to bridge all content to action connection with a single message and CTA.5
  6. 6. Experiment: Version B The treatment accounts for three major lead types with three evenly weighted columns.6
  7. 7. Experiment: Side-by-side Version A Version B 77
  8. 8. Experiment: Results 331% Increase in lead rate The Treatment generated 330.6% more conversions than the Control Stat. Version CR Rel. diff Conf Version A 1.6% - - Version B 7.0% 330.6% 99%  What Youto action to the thought sequence ofthe content and calls Need to Understand: By matching the three primary prospect types, Version B generated a 331% higher conversion rate than the control.8
  9. 9. What made this Version Bapproach sosuccessful?9
  10. 10. What we discoveredF Key Principles 1. Too often, marketers take a rule based approach to marketing their content10
  11. 11. Rules vs. Science Rule-based Science-based vs. Optimization Optimization Practice • Emphasize hero shots • Keep it above the fold • Avoid too much copy Methodology • Emphasize the Benefits • Don’t use reverse text • Don’t rely too much on Flash • Implement basket recovery emails Meta-theory • Avoid auto-on audio11
  12. 12. What we discoveredF Key Principles 1. Too often, marketers take a rule based approach to marketing their content 2. To find gains when rules don’t work, a scientific approach is needed12
  13. 13. Offer Response OptimizationA SHOPPING EXPERIENCE
  14. 14. A Shopping Experience14
  15. 15. The Result15
  16. 16. A Common Problem16
  17. 17. The MECLABS Conversion Index © C = 4m + 3v + 2(i-f) - 2a Wherein: C = Probability of conversion m = Motivation of user v = Clarity of the value proposition i = Incentive (additional) to take action f = Friction elements present a = Anxiety elements present17
  18. 18. Perceived Value Exchange Perceived Cost Perceived Value18
  19. 19. MotivationEXPERIMENT
  20. 20. Experiment: Background Experiment ID: NAS Content Approach Location: MarketingExperiments Research Library Test Protocol Number: TP40XX Research Notes: Background: Medical provider specializing in treating chronic back pain. They are the sole providers of a minimally invasive, innovative pain management procedure. Goal: To plan a content marketing strategy based on the copy focus that generates the most appeal in condition-based searchers. Primary Research Question: Which content focus (copy) will achieve a higher clickthrough rate? Approach: A/B Multifactor Split Test20
  21. 21. Treatments Back Pain Resources Causes & Solutions [Condition] Sufferer? [Condition] Sufferer? Free access to back pain resources Learn about the causes & solutions, from the experts in spine health. from the experts in spine health. NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition] Symptoms Treatment Options [Condition] Sufferer? [Condition] Sufferer? How to recognize the symptoms, Compare available treatments, from the experts in spine health. from the experts in spine health. NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition]21
  22. 22. Results T1: Back Pain Resources T2: Treatment Options [Condition] Sufferer? [Condition] Sufferer? Free access to back pain resources Compare available treatments, from the experts in spine health. from the experts in spine health. NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition] T3: Causes and Solutions T4: Recognize Symptoms [Condition] Sufferer? [Condition] Sufferer? Learn about the causes & solutions, How to recognize the symptoms, from the experts in spine health. from the experts in spine health. NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition] What You Need to Understand ! We discovered that the symptom copy focus recorded a 99.7% relative increase in click-through rate22
  23. 23. What we discoveredF Key Principles 1. Prospect motivation cannot be determined…it must be discovered 2. Motivation has the highest coefficient because it is the most important deciding factor in the sales process. 3. Prospect motivation can be based upon 1) internal motivations of the prospect and 2) external events surrounding a prospect23
  24. 24. Motivation Internal Relevance External Relevance • Personal interests • Seasonality • Demographics • Special discounts • Shopping habits • Limited-time offers • Personality • News events • Communication styles • Competitive initiatives • Level of engagement
  25. 25. Clarity of the Value PropositionEXPERIMENT
  26. 26. Experiment #2: Background Experiment ID: NAS Content Approach Location: MarketingExperiments Research Library Test Protocol Number: TP4068 Research Notes: Background: Medical provider specializing in treating chronic back pain. They are the sole providers of a minimally invasive, innovative pain management procedure. Goal: To determine which presentation of the content focus will result in the greatest measurable interest (click-through) Primary Research Question: Which presentation will achieve a higher clickthrough rate? Approach: A/B Multifactor Split Test26
  27. 27. Control Bulging Disc Treatment Read about our 30-minute treatment for bulging disc back pain relief.Ad Template NorthAmericanSpine.com/Bulging_Disc Herniated Disc Treatment Herniated Disc? You Have Options. Ask Our Experts About AccuraScope™. NorthAmericanSpine.com Proven Sciatica Treatment Relieve Sciatica Nerve Pain with Our Unrivaled 30-Minute Procedure. NorthAmericanSpine.com/Sciatica Pinched Nerve Treatment New 30-Minute Procedure, Reclaim Your Life From Pinched Nerve Pain. NorthAmericanSpine.com/PinchedNerve Relief From Back Pain Read about our 30-minute treatment for total freedom from back pain! NorthAmericanSpine.com Degenerative Disc Disease Relieve Degenerative Disc Pain w/ Our Unrivaled Revolutionary Program NorthAmericanSpine.com/Degenerative
  28. 28. Version A Bulging Disc Symptoms Read about our 30-minute treatment for bulging disc back pain relief. NorthAmericanSpine.com/Bulging_DiscWhat we will learn: Herniated Disc Symptoms• The effect of the symptoms Herniated Disc? You Have Options. Ask Our Experts About AccuraScope™. content approach in the NorthAmericanSpine.com headline only Sciatica Symptoms Relieve Sciatica Nerve Pain with Our Unrivaled 30-Minute Procedure. NorthAmericanSpine.com/SciaticaWhat has changed Pinched Nerve Symptoms• ‘Symptoms’ added to headline New 30-Minute Procedure, Reclaim Your Life From Pinched Nerve Pain. with the specific condition NorthAmericanSpine.com/PinchedNerve searched for Lumbar Back Pain Symtpoms Read about our 30-minute treatment for total freedom from back pain! NorthAmericanSpine.com
  29. 29. Bulging Disc Treatment Read about Bulging Disc SymptomsVersion B and see how our experts can help! NorthAmericanSpine.com/Bulging_Disc Herniated Disc TreatmentWhat we will learn: Read about Herniated Disc Symptoms and see how our experts can help!• The effect of the symptoms content NorthAmericanSpine.com Proven Sciatica Treatment approach in the description only Read about Pinched Nerve Symptoms and see how our experts can help! NorthAmericanSpine.com/SciaticaWhat has changed Pinched Nerve Treatment Read about Pinched Nerve Symptoms• Description uses the symptoms and see how our experts can help! NorthAmericanSpine.com/PinchedNerve content approach with the specific Relief From Back Pain condition searched for Read about Back Pain Symptoms and see how our experts can help! NorthAmericanSpine.com Degenerative Disc Disease Read how our spine experts can help relieve Degenerative Disc Symptoms! NorthAmericanSpine.com/Degenerative
  30. 30. Version C Bulging Disc Symptoms Read about Bulging Disc Symptoms and see how our experts can help! NorthAmericanSpine.com/Bulging_DiscWhat we will learn: Herniated Disc Symptoms• The effect of the symptoms Read about Herniated Disc Symptoms and see how our experts can help! content approach in both the NorthAmericanSpine.com headline + description Sciatica Symptoms Read about Pinched Nerve Symptoms and see how our experts can help! NorthAmericanSpine.com/SciaticaWhat has changed Pinched Nerve Symptoms• Both headline and description use Read about Pinched Nerve Symptoms and see how our experts can help! symptoms content approach, while NorthAmericanSpine.com/PinchedNerve staying specific to the condition Lumbar Back Pain Symptoms searched for Read about Back Pain Symptoms and see how our experts can help! NorthAmericanSpine.com
  31. 31. [Condition] SymptomsExperiment: Results Read about [Condition] Symptoms and see how our experts can help! NorthAmericanSpine.com/[Condition] 40.3% Increase in click through Version C generated 40.3% more click throughs than the Control Version CTR Rel. diff Stat. Conf Control 0.28% - - Version A (headline) 0.26% -7% 99% Version B (description) 0.21% -25% 99% Version C (headline & description) 0.39% 40.3% 99%  What You Need to Understand: The symptom content approach has the greatest clarity when it is used in both the headline and description for visitors conducting condition-based searches31
  32. 32. What we discovered32
  33. 33. Value Proposition Question If I am your ideal prospect, why should I buy from you rather than your competitors?33
  34. 34. The Force of a Value PropositionF Key Principles 1. The force of a value proposition can be measured by four essential elements of the offer: • Appeal – How much do I desire this offer? • Exclusivity – Where else can I get this offer? • Credibility – Can I trust your claims? • Clarity – What are you actually offering?34
  35. 35. IncentiveKEY CONCEPTS
  36. 36. Incentive ABANDON COMPLETION Friction Elements IncentivesIdeal Incentive: Incentives must be tested. There is an “idealincentive.”Until you find an incentive that gives you a major ROIincrease, you must assume you have not yet found the idealincentive.
  37. 37. FrictionKEY CONCEPTS
  38. 38. FrictionF Key Principles Two common elements that create Friction: 1. Length 2. Difficulty Friction is also generated by pages and processes that do not match a proper thought sequence. Therefore, the message must be specifically crafted to synchronize to the decision patterns of the recipient38
  39. 39. Friction: Example 1 Not this… …but this39
  40. 40. Friction: Example 1 Not this… …but this 47% IN CONVERSION40
  41. 41. Friction: Example 2 Not this… …but this41
  42. 42. Friction: Example 2 Not this… …but this 93% IN CONVERSION42
  43. 43. Friction: Example 3 …but this Not this…43
  44. 44. Friction: Example 3 …but this Not this… 81% IN CONVERSION44
  45. 45. AnxietyEXPERIMENT
  46. 46. Experiment: Anxiety  Experiment ID: New York Times Location: MarketingExperiments Research Library Research Notes: Background: The New York Times came to us with a subscription product that they were having difficulty marketing called the “Electronic Edition” Goal: To increase the number of subscriptions for the “Electronic Edition” Primary research question: Which page design will generate the most subscriptions? Approach: A/B split test (variable cluster)46
  47. 47. Experiment: Control The primary cause of anxiety for this page is that this is a paid up-front service which prominently displays the price with a de-emphasized free trial offer. Original47
  48. 48. Experiment: Treatment To relieve anxiety we changed all offers to the lowest risk free trial offering and de-emphasized the price of the paid subscription. Optimized48
  49. 49. Experiment: Results 541% Increase in conversions Treatment 1 generated 541.6% more conversions than the Control Original Optimized49
  50. 50. AnxietyF Key Principles 1. Anxiety is just as lethal (and growing) to conversion as friction. 2. If you think about mitigating anxiety in rational terms, you are likely to fail in your efforts. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk. 3. Anxiety is also localized in the buy process. It is closely associated with the geography of the page.50
  51. 51. ConceptsREVIEW
  52. 52. The MECLABS Conversion Index © C = 4m + 3v + 2(i-f) - 2a Wherein: C = Probability of conversion m = Motivation of user v = Clarity of the value proposition i = Incentive (additional) to take action f = Friction elements present a = Anxiety elements present52
  53. 53. Methodology Review• To get more• You need to increase perceived value• And decrease perceived cost Perceived Cost Perceived Value
  54. 54. Session Speaker Jon Powell Marketing and Sales Funnel Optimization MECLABS A testing and optimization veteran with hands-on experience gained through managing hundreds of A/B and multivariate tests for ecommerce, healthcare, financial, and education Research Partners and clients. Jon studies prospects, products and processes to help organizations strategically write themselves in the stories of those that interact with them.@JonPowell31 Recent test highlights: 331% increase healthcare search traffic lead conversion rate 672% increase education program site applications 129% increase education program browsing lead conversions
  55. 55. Offer Response Optimization Learn how to replicate a 331% lift in your own inbound marketing efforts
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