2012 10 23 meclabs for ims jon powell (v2jp)
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  • 1. Offer Response Optimization Learn how to replicate a 331% lift in your own inbound marketing efforts
  • 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. Inbound Offer ResponseEXPERIMENT
  • 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. 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. Experiment: Version B The treatment accounts for three major lead types with three evenly weighted columns.6
  • 7. Experiment: Side-by-side Version A Version B 77
  • 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. What made this Version Bapproach sosuccessful?9
  • 10. What we discoveredF Key Principles 1. Too often, marketers take a rule based approach to marketing their content10
  • 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. 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. Offer Response OptimizationA SHOPPING EXPERIENCE
  • 14. A Shopping Experience14
  • 15. The Result15
  • 16. A Common Problem16
  • 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. Perceived Value Exchange Perceived Cost Perceived Value18
  • 19. MotivationEXPERIMENT
  • 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. 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. 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. 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. 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. Clarity of the Value PropositionEXPERIMENT
  • 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. 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. 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. 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. 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. [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. What we discovered32
  • 33. Value Proposition Question If I am your ideal prospect, why should I buy from you rather than your competitors?33
  • 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. IncentiveKEY CONCEPTS
  • 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. FrictionKEY CONCEPTS
  • 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. Friction: Example 1 Not this… …but this39
  • 40. Friction: Example 1 Not this… …but this 47% IN CONVERSION40
  • 41. Friction: Example 2 Not this… …but this41
  • 42. Friction: Example 2 Not this… …but this 93% IN CONVERSION42
  • 43. Friction: Example 3 …but this Not this…43
  • 44. Friction: Example 3 …but this Not this… 81% IN CONVERSION44
  • 45. AnxietyEXPERIMENT
  • 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. 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. 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. Experiment: Results 541% Increase in conversions Treatment 1 generated 541.6% more conversions than the Control Original Optimized49
  • 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. ConceptsREVIEW
  • 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. Methodology Review• To get more• You need to increase perceived value• And decrease perceived cost Perceived Cost Perceived Value
  • 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. Offer Response Optimization Learn how to replicate a 331% lift in your own inbound marketing efforts