How many prospecting calls does your sales team make per day to convert your leads? 30? 50? 100? Are they effective? After all of the effort you put into your marketing efforts, Sales is likely still complaining for one of two reasons: low lead quality, or low lead quantity.
How can you bridge the gap between your marketing efforts and Sales’ calling efforts?
What if you could make a single suggestion to your sales team and see a 31% increase in response? Furthermore, what if that 31% increase came solely from a slight script modification that only took a few minutes to rewrite?
In this clinic, we’ll share how this simple change in messaging impacted one company’s call-back rate, and how you can quickly rewrite your own call scripts for a significant increase in performance. In this clinic, you’ll learn:
• The exact changes in the script that achieved the 31% increase
• Why each of those changes improved performance
• How you can apply the same principles to your call scripts
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...MarketingExperiments
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?
Strategically placing keywords from paid search ads (PPC) into the headlines of landing pages can significantly increase conversion rates. An experiment tested placing the keyword "bankruptcy" from a PPC ad into the headline of a landing page. The treatment with the keyword in the headline increased leads by 144% compared to the control headline without the keyword. Further iterative testing increased the lead rate by a total of 603% by focusing on building momentum from the PPC ad through the landing page experience.
The 3-step copywriting framework provides marketers with a concise way to write effective copy on tight deadlines. The framework mirrors the structure of storytelling by including an exposition, rising action, and climax. The exposition captures attention with a headline and sets the stage. The rising action intensifies the problem through proofs, benefits, features, incentives and urgency. The climax is the call-to-action that builds to the pivotal decision. Using this framework ensures each copy element matches the visitor's thought sequence for maximum impact. When applied to an optimization summit landing page, it doubled ticket sales projections and sold out the event.
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...MarketingExperiments
A customer’s world is constantly changing. Each day, as technology evolves and devices change, so does the customer experience.
This is particularly true for many in the subscription space, as content distribution is at the bleeding edge of all this change.
As subscription marketers, we can often hear that our sites need to “be this” or “do that” in order to stay up with the changing customer experience.
But what really makes a difference? What really works in marketing today? How are customers really being impacted by all these changes?
In this 35-minute Web clinic, we transcended all the speculation and “best practices” to review a recent experiment in which we tested six different radical webpage approaches against each other to determine which would truly generate the most customer response within a market that is frequently inundated with constant change: the publication subscription space.
But the goal of a test was not simply the lift, but gain knowledge. To that end, we walked through this experiment (and many others) as we distilled transferable insights gained from over a decade of testing, so that you can immediately apply the lessons learned from this experiment to your own webpages.
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...MarketingExperiments
Savvy marketers constantly ask, “How can I get more people to say yes to my offer?”
Perhaps a more important question is, “Why are people saying no?”
In this 35 minute, live optimization Web clinic featuring Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, we distilled over 90,000 hours of research and the collective insight of over 300 experiments from 2014 to optimize the pages that you submitted for review.
We also looked at a case study where two different design approaches an ecommerce company took led to a 167% change in conversion. We showed you which elements dramatically impacted conversions with an emphasis on the cognitive psychology behind the results.
Harnessing Customer Motivation: How one company increased conversion by 65% b...MarketingExperiments
Customer motivation is the single most important factor in the sales process. Unfortunately, motivation is also the hardest variable for us to influence. Thus, when a motivated customer comes to our page, it is imperative that we understand the specific reason that they came to the page and harness that desire effectively.
As marketers, we must be certain that the page elements we use align with the specific drive and thought processes of our prospects, empowering them to proceed rather than instilling conversion-killing anxiety or confusion.
In this 35-minute Web clinic, our research team gave you tips — learned through years of research and rigor — about how to identify and leverage this motivation, including one test that boosted conversion by 65%.
Radio Buttons vs. Dropdowns: How knowing the right way to collect customer in...MarketingExperiments
Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked the customer to select one of multiple options. Perhaps the field was:
• Credit card type
• Subscription length option
• Company revenue range
• “Yes” or “no” to newsletter opt-in
Whatever it was, you probably didn’t think too hard about whether you should use a dropdown or a radio button to let your visitor select their option. Most of us decide quickly as we’re creating the form in our CMS or form software.
But what if choosing the right format, radio buttons or dropdowns, for a single question in your form meant seeing a performance differential of 15%?
In this Web clinic, we’ll walk you through an experiment where that was exactly the case. Getting the question format right generated a 15% lift in total orders.
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...MarketingExperiments
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?
Strategically placing keywords from paid search ads (PPC) into the headlines of landing pages can significantly increase conversion rates. An experiment tested placing the keyword "bankruptcy" from a PPC ad into the headline of a landing page. The treatment with the keyword in the headline increased leads by 144% compared to the control headline without the keyword. Further iterative testing increased the lead rate by a total of 603% by focusing on building momentum from the PPC ad through the landing page experience.
The 3-step copywriting framework provides marketers with a concise way to write effective copy on tight deadlines. The framework mirrors the structure of storytelling by including an exposition, rising action, and climax. The exposition captures attention with a headline and sets the stage. The rising action intensifies the problem through proofs, benefits, features, incentives and urgency. The climax is the call-to-action that builds to the pivotal decision. Using this framework ensures each copy element matches the visitor's thought sequence for maximum impact. When applied to an optimization summit landing page, it doubled ticket sales projections and sold out the event.
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...MarketingExperiments
A customer’s world is constantly changing. Each day, as technology evolves and devices change, so does the customer experience.
This is particularly true for many in the subscription space, as content distribution is at the bleeding edge of all this change.
As subscription marketers, we can often hear that our sites need to “be this” or “do that” in order to stay up with the changing customer experience.
But what really makes a difference? What really works in marketing today? How are customers really being impacted by all these changes?
In this 35-minute Web clinic, we transcended all the speculation and “best practices” to review a recent experiment in which we tested six different radical webpage approaches against each other to determine which would truly generate the most customer response within a market that is frequently inundated with constant change: the publication subscription space.
But the goal of a test was not simply the lift, but gain knowledge. To that end, we walked through this experiment (and many others) as we distilled transferable insights gained from over a decade of testing, so that you can immediately apply the lessons learned from this experiment to your own webpages.
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...MarketingExperiments
Savvy marketers constantly ask, “How can I get more people to say yes to my offer?”
Perhaps a more important question is, “Why are people saying no?”
In this 35 minute, live optimization Web clinic featuring Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, we distilled over 90,000 hours of research and the collective insight of over 300 experiments from 2014 to optimize the pages that you submitted for review.
We also looked at a case study where two different design approaches an ecommerce company took led to a 167% change in conversion. We showed you which elements dramatically impacted conversions with an emphasis on the cognitive psychology behind the results.
Harnessing Customer Motivation: How one company increased conversion by 65% b...MarketingExperiments
Customer motivation is the single most important factor in the sales process. Unfortunately, motivation is also the hardest variable for us to influence. Thus, when a motivated customer comes to our page, it is imperative that we understand the specific reason that they came to the page and harness that desire effectively.
As marketers, we must be certain that the page elements we use align with the specific drive and thought processes of our prospects, empowering them to proceed rather than instilling conversion-killing anxiety or confusion.
In this 35-minute Web clinic, our research team gave you tips — learned through years of research and rigor — about how to identify and leverage this motivation, including one test that boosted conversion by 65%.
Radio Buttons vs. Dropdowns: How knowing the right way to collect customer in...MarketingExperiments
Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked the customer to select one of multiple options. Perhaps the field was:
• Credit card type
• Subscription length option
• Company revenue range
• “Yes” or “no” to newsletter opt-in
Whatever it was, you probably didn’t think too hard about whether you should use a dropdown or a radio button to let your visitor select their option. Most of us decide quickly as we’re creating the form in our CMS or form software.
But what if choosing the right format, radio buttons or dropdowns, for a single question in your form meant seeing a performance differential of 15%?
In this Web clinic, we’ll walk you through an experiment where that was exactly the case. Getting the question format right generated a 15% lift in total orders.
By making one form field (phone number) optional, a company saw a 275% increase in conversions. While optional fields can increase quantity, they may lower quality. Marketers can use a two-page form to balance quantity and quality, collecting basic info on page one and more detailed info on qualified leads on page two. This allows optimizing costs to determine the optimal number of required fields.
Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...MarketingExperiments
You are under constant pressure to quickly pump out copy, often under seemingly impossible deadlines. Without always having the time to test, how can you give your copy the best chance of actually being effective?
In this 35-minute Web clinic, we’ll dive into over 15 years of research from the MECLABS Institute to answer such questions as:
• How long should your copy be?
• What format should it take?
• What should you emphasize?
• What order should it be presented in?
During the November Web clinic, we will share numerous tests that have revealed actionable tactics to strengthen copy across emails, landing pages and PPC ads, and provide attendees with transferable takeaways that they can leverage for their own copy.
The document discusses principles for presenting price in marketing. It describes an experiment conducted by a sports entertainment company to test when to reveal price on their landing page. Removing or de-emphasizing price early in the customer journey resulted in a 96.6% increase in conversions. The document outlines three key principles: 1) Price does not equal cost, as other psychological factors contribute to perceived cost. 2) Price can be presented either positively (P+) or negatively (P-). 3) Price must be tested to find the optimal price point, as intuitions may be incorrect. Testing different price points in an experiment resulted in the lowest price generating the highest total revenue and return on investment.
Does Fear-based Marketing Work: How one company saw a $45 million increase in...MarketingExperiments
As marketers, we are often taught to identify and tap into the pain points of our customers. But once we pinpoint these sources of customer anxiety, how should we proceed? Should we attempt to alleviate this stress through encouragement or empowerment, or should we instead ratchet up the tension, frightening prospects into thinking that only we can solve their problem?
In this 35-minute live clinic, available at MarketingExperiments.com, we looked at six case case studies, covering everything from social media testing and nonprofit donation drives, to the overall messaging strategy of a Fortune 500 company.
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...MarketingExperiments
Is your site banner doing a good enough job effectively conveying critical information to your customer? How can you tell?
And is a banner even beneficial to your specific site?
Past MarketingSherpa eye-tracking research has shown that up to 80% of repeat site visitors exhibit banner blindness, ignoring certain areas of a page entirely if they believe the content will not directly address their needs.
How can you best leverage this prime real estate to boost site performance, rather than hurt clickthrough and conversion?
In this 35-minute Web clinic – Mike Loveridge, Head of Digital Test and Learn, Humana, will join the MarketingExperiments team live to discuss a series of banner tests that his team carried out, including one test that increased clickthrough by 433%.
Personalized Messaging Tested: How little changes to an email send led to a 3...MarketingExperiments
What truly makes donors give? What prompts customers to clickthrough some emails but delete others?
While there are many technical factors involved in email marketing, the easiest to change, and the most impactful to the bottom line, is getting your messaging right.
In this Web clinic, we’re reaching outside of our own labs to find one of the most interesting nonprofit tests we’ve seen in recent years.
Why explore tests from nonprofit organizations? Nonprofits face the ultimate challenge. Without an actual product or service to sell, they must convert based on perceived value. If you can understand why people donate to a nonprofit, you can understand how to amp up the perceived value of any product or service's actual value.
Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter brought three lessons learned from a test that generated a 380% increase in revenue per email for an American think tank.
The 6 tweaks discussed to optimize shopping carts for the holidays are:
1) Removing unnecessary steps to streamline the checkout process
2) Eliminating competing options to simplify decision making
3) Demonstrating a clear sequence to guide customers through checkout
4) Expressing value in every step to motivate purchases
5) Justifying every action to build trust and reduce friction
6) Testing small changes to identify high-impact optimizations
Optimizing Email Capture: How a simple form change led to a 364% increase in ...MarketingExperiments
Despite the increase in understanding of optimization, email capture forms across the Web continue to underperform.
Simply put, we are losing revenue in our sign-up forms.
The ratio of undeliverable emails to new subscribers continues to grow, making each new capture increasingly important to maintaining a healthy list size. Because our email capture form provides us with the opportunity for specificity and segmentation, it is also the best way to ensure the right names are getting on our lists.
Though it is easy as marketers to overlook the importance of optimizing our email capture, now is the time to refocus our efforts on this vital campaign element in order to increase both the size and quality of our lists.
In this 35-minute Web clinic, we shared tests that have revealed actionable tactics to improve email capture, including one test that resulted in a 364% increase in leads. We also provided viewers with transferable takeaways that they can leverage for their own email capture.
Brand Design Tested: How simple changes in page element aesthetics led to a 5...MarketingExperiments
As marketers, brand strategy has never been more important. The color schemes, logos, Web design, typography and other design elements that we choose can immediately orient customers when they arrive at our pages. When used properly, these aesthetic choices also reinforce our core value proposition.
Despite the importance of branded design, it is important to realize that we cannot allow our design choices to create obstacles or friction in the minds of our customers and prospects.
In this Web clinic, our research team shared strategies for finding a balance between branded design and page clarity, including a test that helped boost subscriptions by 51%.
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...MarketingExperiments
At MarketingExperiments, 2015 has been another great year full of new research and discoveries about what makes customers say 'yes.' It’s not easy to attend or watch every Web clinic, so we want to provide you with the opportunity to catch up on what you may have missed.
In this 60-minute webinar, we looked back at our thousands of hours of research from 2015 to bring you five of the most surprising, actionable discoveries from the year. These simple principles will help you to quickly improve multiple aspects of your digital campaigns — from subject lines and calls-to-action to visitor engagement and mobile design.
With 2016 fast approaching, now is the time to make sure that all of the elements of your digital marketing campaigns are as effective as they can be. Join us on December 9 to learn quick, actionable tactics for improving your marketing collateral in time for the new year.
In this MarketingExperiments Web clinic, Flint McGlaughlin, Managing Director, MECLABS reveals a proven methodology for effective email copywriting. Flint also provides on-the-spot analysis you can use to improve your email campaigns
To learn more about Web clinics, visit:
http://www.marketingexperiments.com/about-web-clinics.html
Subject Lines that Convert: A review of 100+ successful subject lines reveals...MarketingExperiments
Subject lines have a huge impact on marketing success. Yet, what busy marketer has the time to really focus on the cognitive psychology behind a 75-character subject line?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will share what an analysis of more than 100 successful subject lines reveal about how people choose to open an email. You will learn the common traits of the most successful email subject line as well as the most common mistakes.
Specifically, we will address the following common questions related to subject lines:
• What makes a subject line engaging?
• What factors make a subject line more likely to be deleted?
• How do we express value through so few characters?
• How long/short should subject lines be?
1. A marketer at a technology company tested different pages to increase leads. Testing on a SEO landing page first helped understand customer motivations.
2. Focusing the SEO page's copy on how the product made registration forms easier increased leads by 548%.
3. Applying these learnings to the homepage increased leads by 90%, projecting over $500,000 in additional annual revenue. Proper testing and metrics analysis can provide insights to significantly improve marketing performance.
How You Can Use Email to Discover the Essence of Your Value PropostionMarketingExperiments
Email testing can help uncover a company's most effective value proposition by using simple split tests. A 5-step process involves: 1) identifying potential value claims, 2) estimating their appeal and uniqueness, 3) testing claims in email subject lines, 4) testing further in email body copy, and 5) interpreting results to apply insights and improve future messaging. Testing value propositions with email allows for quick, low-cost experiments that provide important learnings about customers.
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...MarketingExperiments
As marketers, our primary problem today is not brand confusion but rather confusion about brand.
When it comes down to the essentials of what makes a brand successful, Aristotle gave us the answer around 2,300 years ago. What’s more, he made it into a repeatable method that just about anyone can use to create a more successful brand.
In this 35-minute replay, Flint McGlaughlin, Managing Director, MECLABS Institute, shows you how to apply Aristotle’s framework to your brand and marketing so you can outmaneuver your competitors.
At MarketingExperiments, we often write blog posts that dig deep into experiments and tests that we share with you to help you do your job better.
However, all the test results in the world don't matter if you're new to online testing or knee deep in data with no idea where to turn next.
Here are 10 resources that you can use to help your online testing efforts.
Learn more about MarketingExperiments resources here: http://www.marketingexperiments.com/subscribe.html
This document presents 3 case studies that demonstrate reducing form fields can significantly improve conversion rates. The first case study shows a 166% increase in leads by reducing fields from 20 to 4. The second case study shows a 188% increase in leads making similar reductions. The third case study shows an 816% growth in subscriptions by reducing fields from 13 to 3. All of these case studies provide evidence that reducing form field friction can dramatically improve performance.
The document provides tips for developing an effective subject line strategy. It recommends analyzing statistics on popular keywords to see what works and doesn't work. Key tips include giving a reason to open, focusing on benefits and being timely. Tactics to avoid include being too forceful, looking like a reply, using exclamation points or stale terms. It stresses the importance of testing subject lines continually since what works can change quickly.
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...MarketingExperiments
Content marketing is a popular marketing strategy. Many marketers spend a significant amount of time developing content to generate interest from their customers.
But how do you use this content to generate a direct response? When you do, how do you ensure that you get the most response from the content you have created?
As one company recently discovered, it isn’t as simple as just putting a piece of content on your website. In fact, you could have valuable content to offer (as they did), but if you are unable to communicate this content in an effective way, then you are likely wasting much of the effort put into creating that content.
In a recent experiment with one of the largest industrial product distributers in the world, we were able to generate a 96% increase in the total number of leads by simply making a few tweaks to the way a piece of content was presented to the customer. We didn’t change, alter or rewrite the content. We simply ensured the expression of its value was felt at its fullest force.
In this 35-minute Web clinic, the MECLABS research team explained three simple tactics that you can employ on your own content marketing campaigns.
The document provides an overview of an effective sales process. It discusses determining company purpose and value proposition, performing market research to identify target customers, developing marketing and sales materials, generating awareness and demand, engaging customers through the sales process, closing deals, and ensuring successful delivery and customer satisfaction. An effective sales process involves prospecting widely to build a sales pipeline, moving prospects through stages from initial contact to purchase order, and focusing on delivering results to generate repeat business and new opportunities.
This document outlines the sales process from generating awareness to closing sales. It discusses developing a clear value proposition and target customer profile. Key steps include performing market research, developing marketing materials to generate interest, engaging prospects with a concise sales presentation, asking for the purchase order to close sales, and ensuring delivery meets expectations to gain repeat business. The document emphasizes that sales is a numbers game, and following the process from awareness to delivery will increase the chances of closing more sales over time.
By making one form field (phone number) optional, a company saw a 275% increase in conversions. While optional fields can increase quantity, they may lower quality. Marketers can use a two-page form to balance quantity and quality, collecting basic info on page one and more detailed info on qualified leads on page two. This allows optimizing costs to determine the optimal number of required fields.
Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...MarketingExperiments
You are under constant pressure to quickly pump out copy, often under seemingly impossible deadlines. Without always having the time to test, how can you give your copy the best chance of actually being effective?
In this 35-minute Web clinic, we’ll dive into over 15 years of research from the MECLABS Institute to answer such questions as:
• How long should your copy be?
• What format should it take?
• What should you emphasize?
• What order should it be presented in?
During the November Web clinic, we will share numerous tests that have revealed actionable tactics to strengthen copy across emails, landing pages and PPC ads, and provide attendees with transferable takeaways that they can leverage for their own copy.
The document discusses principles for presenting price in marketing. It describes an experiment conducted by a sports entertainment company to test when to reveal price on their landing page. Removing or de-emphasizing price early in the customer journey resulted in a 96.6% increase in conversions. The document outlines three key principles: 1) Price does not equal cost, as other psychological factors contribute to perceived cost. 2) Price can be presented either positively (P+) or negatively (P-). 3) Price must be tested to find the optimal price point, as intuitions may be incorrect. Testing different price points in an experiment resulted in the lowest price generating the highest total revenue and return on investment.
Does Fear-based Marketing Work: How one company saw a $45 million increase in...MarketingExperiments
As marketers, we are often taught to identify and tap into the pain points of our customers. But once we pinpoint these sources of customer anxiety, how should we proceed? Should we attempt to alleviate this stress through encouragement or empowerment, or should we instead ratchet up the tension, frightening prospects into thinking that only we can solve their problem?
In this 35-minute live clinic, available at MarketingExperiments.com, we looked at six case case studies, covering everything from social media testing and nonprofit donation drives, to the overall messaging strategy of a Fortune 500 company.
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...MarketingExperiments
Is your site banner doing a good enough job effectively conveying critical information to your customer? How can you tell?
And is a banner even beneficial to your specific site?
Past MarketingSherpa eye-tracking research has shown that up to 80% of repeat site visitors exhibit banner blindness, ignoring certain areas of a page entirely if they believe the content will not directly address their needs.
How can you best leverage this prime real estate to boost site performance, rather than hurt clickthrough and conversion?
In this 35-minute Web clinic – Mike Loveridge, Head of Digital Test and Learn, Humana, will join the MarketingExperiments team live to discuss a series of banner tests that his team carried out, including one test that increased clickthrough by 433%.
Personalized Messaging Tested: How little changes to an email send led to a 3...MarketingExperiments
What truly makes donors give? What prompts customers to clickthrough some emails but delete others?
While there are many technical factors involved in email marketing, the easiest to change, and the most impactful to the bottom line, is getting your messaging right.
In this Web clinic, we’re reaching outside of our own labs to find one of the most interesting nonprofit tests we’ve seen in recent years.
Why explore tests from nonprofit organizations? Nonprofits face the ultimate challenge. Without an actual product or service to sell, they must convert based on perceived value. If you can understand why people donate to a nonprofit, you can understand how to amp up the perceived value of any product or service's actual value.
Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter brought three lessons learned from a test that generated a 380% increase in revenue per email for an American think tank.
The 6 tweaks discussed to optimize shopping carts for the holidays are:
1) Removing unnecessary steps to streamline the checkout process
2) Eliminating competing options to simplify decision making
3) Demonstrating a clear sequence to guide customers through checkout
4) Expressing value in every step to motivate purchases
5) Justifying every action to build trust and reduce friction
6) Testing small changes to identify high-impact optimizations
Optimizing Email Capture: How a simple form change led to a 364% increase in ...MarketingExperiments
Despite the increase in understanding of optimization, email capture forms across the Web continue to underperform.
Simply put, we are losing revenue in our sign-up forms.
The ratio of undeliverable emails to new subscribers continues to grow, making each new capture increasingly important to maintaining a healthy list size. Because our email capture form provides us with the opportunity for specificity and segmentation, it is also the best way to ensure the right names are getting on our lists.
Though it is easy as marketers to overlook the importance of optimizing our email capture, now is the time to refocus our efforts on this vital campaign element in order to increase both the size and quality of our lists.
In this 35-minute Web clinic, we shared tests that have revealed actionable tactics to improve email capture, including one test that resulted in a 364% increase in leads. We also provided viewers with transferable takeaways that they can leverage for their own email capture.
Brand Design Tested: How simple changes in page element aesthetics led to a 5...MarketingExperiments
As marketers, brand strategy has never been more important. The color schemes, logos, Web design, typography and other design elements that we choose can immediately orient customers when they arrive at our pages. When used properly, these aesthetic choices also reinforce our core value proposition.
Despite the importance of branded design, it is important to realize that we cannot allow our design choices to create obstacles or friction in the minds of our customers and prospects.
In this Web clinic, our research team shared strategies for finding a balance between branded design and page clarity, including a test that helped boost subscriptions by 51%.
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...MarketingExperiments
At MarketingExperiments, 2015 has been another great year full of new research and discoveries about what makes customers say 'yes.' It’s not easy to attend or watch every Web clinic, so we want to provide you with the opportunity to catch up on what you may have missed.
In this 60-minute webinar, we looked back at our thousands of hours of research from 2015 to bring you five of the most surprising, actionable discoveries from the year. These simple principles will help you to quickly improve multiple aspects of your digital campaigns — from subject lines and calls-to-action to visitor engagement and mobile design.
With 2016 fast approaching, now is the time to make sure that all of the elements of your digital marketing campaigns are as effective as they can be. Join us on December 9 to learn quick, actionable tactics for improving your marketing collateral in time for the new year.
In this MarketingExperiments Web clinic, Flint McGlaughlin, Managing Director, MECLABS reveals a proven methodology for effective email copywriting. Flint also provides on-the-spot analysis you can use to improve your email campaigns
To learn more about Web clinics, visit:
http://www.marketingexperiments.com/about-web-clinics.html
Subject Lines that Convert: A review of 100+ successful subject lines reveals...MarketingExperiments
Subject lines have a huge impact on marketing success. Yet, what busy marketer has the time to really focus on the cognitive psychology behind a 75-character subject line?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will share what an analysis of more than 100 successful subject lines reveal about how people choose to open an email. You will learn the common traits of the most successful email subject line as well as the most common mistakes.
Specifically, we will address the following common questions related to subject lines:
• What makes a subject line engaging?
• What factors make a subject line more likely to be deleted?
• How do we express value through so few characters?
• How long/short should subject lines be?
1. A marketer at a technology company tested different pages to increase leads. Testing on a SEO landing page first helped understand customer motivations.
2. Focusing the SEO page's copy on how the product made registration forms easier increased leads by 548%.
3. Applying these learnings to the homepage increased leads by 90%, projecting over $500,000 in additional annual revenue. Proper testing and metrics analysis can provide insights to significantly improve marketing performance.
How You Can Use Email to Discover the Essence of Your Value PropostionMarketingExperiments
Email testing can help uncover a company's most effective value proposition by using simple split tests. A 5-step process involves: 1) identifying potential value claims, 2) estimating their appeal and uniqueness, 3) testing claims in email subject lines, 4) testing further in email body copy, and 5) interpreting results to apply insights and improve future messaging. Testing value propositions with email allows for quick, low-cost experiments that provide important learnings about customers.
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...MarketingExperiments
As marketers, our primary problem today is not brand confusion but rather confusion about brand.
When it comes down to the essentials of what makes a brand successful, Aristotle gave us the answer around 2,300 years ago. What’s more, he made it into a repeatable method that just about anyone can use to create a more successful brand.
In this 35-minute replay, Flint McGlaughlin, Managing Director, MECLABS Institute, shows you how to apply Aristotle’s framework to your brand and marketing so you can outmaneuver your competitors.
At MarketingExperiments, we often write blog posts that dig deep into experiments and tests that we share with you to help you do your job better.
However, all the test results in the world don't matter if you're new to online testing or knee deep in data with no idea where to turn next.
Here are 10 resources that you can use to help your online testing efforts.
Learn more about MarketingExperiments resources here: http://www.marketingexperiments.com/subscribe.html
This document presents 3 case studies that demonstrate reducing form fields can significantly improve conversion rates. The first case study shows a 166% increase in leads by reducing fields from 20 to 4. The second case study shows a 188% increase in leads making similar reductions. The third case study shows an 816% growth in subscriptions by reducing fields from 13 to 3. All of these case studies provide evidence that reducing form field friction can dramatically improve performance.
The document provides tips for developing an effective subject line strategy. It recommends analyzing statistics on popular keywords to see what works and doesn't work. Key tips include giving a reason to open, focusing on benefits and being timely. Tactics to avoid include being too forceful, looking like a reply, using exclamation points or stale terms. It stresses the importance of testing subject lines continually since what works can change quickly.
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...MarketingExperiments
Content marketing is a popular marketing strategy. Many marketers spend a significant amount of time developing content to generate interest from their customers.
But how do you use this content to generate a direct response? When you do, how do you ensure that you get the most response from the content you have created?
As one company recently discovered, it isn’t as simple as just putting a piece of content on your website. In fact, you could have valuable content to offer (as they did), but if you are unable to communicate this content in an effective way, then you are likely wasting much of the effort put into creating that content.
In a recent experiment with one of the largest industrial product distributers in the world, we were able to generate a 96% increase in the total number of leads by simply making a few tweaks to the way a piece of content was presented to the customer. We didn’t change, alter or rewrite the content. We simply ensured the expression of its value was felt at its fullest force.
In this 35-minute Web clinic, the MECLABS research team explained three simple tactics that you can employ on your own content marketing campaigns.
The document provides an overview of an effective sales process. It discusses determining company purpose and value proposition, performing market research to identify target customers, developing marketing and sales materials, generating awareness and demand, engaging customers through the sales process, closing deals, and ensuring successful delivery and customer satisfaction. An effective sales process involves prospecting widely to build a sales pipeline, moving prospects through stages from initial contact to purchase order, and focusing on delivering results to generate repeat business and new opportunities.
This document outlines the sales process from generating awareness to closing sales. It discusses developing a clear value proposition and target customer profile. Key steps include performing market research, developing marketing materials to generate interest, engaging prospects with a concise sales presentation, asking for the purchase order to close sales, and ensuring delivery meets expectations to gain repeat business. The document emphasizes that sales is a numbers game, and following the process from awareness to delivery will increase the chances of closing more sales over time.
The Meetings, Incentives, Conferences and Exhibitions (MICE) industry is extensively and rapidly growing and is largely associated with travel for business purpose.
Each different subsections of MICE have quite different characteristics but as a whole they are referred to as MICE Tourism.
This presentation serves as a brief insight into MICE Tourism with focus on India.
This company profile summarizes an event planning and management firm that has operated since 1999. It delivers a wide range of events across multiple industries and locations globally. These include corporate events, product launches, openings, congresses and more. The company aims to help clients reach business goals through strategic events, communication, and experiences. It provides full event design, production, and support services to inspire audiences and build brands.
Cartoons and visual communications are a great way to make an event awesome - before, during and after the event. For more info contact events@gapingvoid.com.
It's the power of story. Discover how to transform your event into a storytelling factory, engaging your prospects and customers in all the right channels with the right messages. A recent report showed that 9 out of 10 organizations market with content regardless of their size or industry. 62 percent of those B2B marketers use events as an important tactic in their marketing strategy. In fact, face-to-face events is the third most popular form of content marketing behind social media and articles. Discover how to position your event as a memorable content marketing experience.
How Hotels Can Use Social Media to Attract Event PlannersJulius Solaris
A presentation from a popular post I made on www.eventmanagererblog.com - you can access full notes here -> http://www.eventmanagerblog.com/marketing/hotels-social-media-meeting-planners
1) The document is a script for a presentation on graphic design in presentations. It discusses starting with a blank canvas rather than a template, using analog techniques like sketching before digitizing, and curating an image bank from multiple sources.
2) The presenter emphasizes reflecting on teaching style and curating an organized image bank from many contributors to have high quality, sourced materials.
3) Questions are included throughout to engage attendees in evaluating design principles like visual superiority and simplification of information.
Concept Makerz is a firm which is established in Delhi since 2003. With its wings spread across all major cities of the country to take care of the local co-ordination and management. With this unended journey, simultaneously we have collected a lot of experience and constantly upgraded our strengths in all areas of event execution and event management. With its wings spread across all major cities of the country to take care of the local co-ordination and management. With this unended journey, simultaneously we have collected a lot of experience and constantly upgraded our strengths in all areas of event execution and event management. With a team of young, creative, dynamic & dedicated professionals, we have pushed all areas of event management to new frontiers, whether it is artist management, product launch, Exhibition, Road-show, Fashion show, wedding planning & celebrity management. The urge to deliver more than the client’s expectations has always been our top priority. Hence, we are a “One stop shop” for any and every requirement to our wide spectrum of clients. Always our motto is to satisfy our clients in terms of providing the best services in competitive rates. For more info visit www.conceptmakerz.com
Joe Pulizzi's presentation at IAEE Expo Expo regarding how to leverage content marketing to drive attendee signups and additional revenue opportunities.
Here you can find 21 ways to boost your event or conference. Cyriel has a lot of experience as Master of Interaction and loves to share his knowledge and experience in some very practical ways to inspire, engage and wake up your audience. Enjoy!
Social media has had a massive impact on events fundraising, both from a supporter and charity perspective. Many event participants use it as their primary route for asking for donations, so this shows how social media can help them raise more and get their sponsors involved, including data on which social media channels perform best. It also looks at how social media can support recruitment and supporter care from a charity’s point of view.
This document outlines the agenda and program for a seminar, including:
1) An introduction by the moderators welcoming participants and outlining the day's program.
2) An invocation and national anthem to start the program.
3) Opening remarks to be delivered by the 5th year adviser.
4) Introduction of the guest speaker by the Academic Coordinator of the College of Engineering.
5) A question and answer session with the guest speaker after their talk.
6) Presentation of a token of appreciation to the guest speaker.
7) Closing remarks thanking participants for their involvement in the seminar.
The document provides a script for a moderator to introduce a presentation. It is divided into two parts.
[Part 1] The moderator greets the audience, welcomes them to the presentation, and introduces the speaker. They then welcome the speaker to begin their presentation.
[Part 2] After the presentation, the moderator thanks the speaker. They then invite questions from the audience in two sessions of three questions each. Finally, the moderator closes by again thanking the speaker and audience and hoping all found the presentation beneficial.
Effective Social Media For Event ExhibitorsWeb 2.0 Expo
These slides were used in the webcast "Effective Social Media for Event Exhibitors." Led by Web 2.0 Expo Co-Chair and “The Twitter Book” co-author Sarah Milstein and Web 2.0 Expo Community Manager Kaitlin Pike, this webcast featured real-life success stories and practical tips for using services such as Twitter, Facebook, LinkedIn, and your own company blog for efficient marketing before, during, and after a show.
Want to increase your conversion rates? Some of the most effective marketing strategies stem from psychology and a deep-seeded understanding of how people think and what makes them tick.
King of Freight provides freight brokerage services and was founded in 2008 by Mike Ricklefs. The company implements new technologies to reduce costs and pay higher commissions while maintaining competitive prices for customers. Key competitors include C.H. Robinson, Freight Quote, and Expeditors International.
As a new hire, responsibilities include achieving sales quotas, representing the company professionally, and never giving up. Sales training covers prospecting, planning calls, practicing sales scripts, pitch and tone, and follow up. New hires have initial monthly quotas of 15 quote requests and 4 loads booked. Commission rates are 25% once a load is delivered or 40% once the customer pays. The top earning agent each month and year receives bonuses
The document discusses effective strategies for nurturing business leads over extended sales cycles. It emphasizes that leads not closed on the initial outreach are still valuable and can become customers if properly nurtured. Specific recommendations include: developing a systematic nurturing process using targeted messaging; keeping prospects engaged through their research phase; addressing concerns to reduce risk; and offering help to move prospects through the buying process. Nurturing contacts over time increases the chances of converting them into customers.
This document discusses the importance of lead nurturing for B2B sales. It notes that 75% of leads are discarded without follow up, but nurtured leads are 3 times more likely to become customers. A case study shows how one company increased sales from older leads to 37% of customers through email nurturing. The document provides best practices for lead nurturing, including becoming an industry expert, educating sales, tracking results, and maintaining relationships with customers.
This document discusses the importance of lead nurturing for B2B sales. It provides insights from a case study where a company was able to generate 37% of new customers from leads over 3 months old and 20% from leads over 1 year old through effective lead nurturing. It outlines best practices like becoming an industry expert to nurture leads, tracking marketing activities, using call scripts and emails, not wasting leads, and tracking results. It also discusses nurturing leads through different stages of the sales cycle with a combination of communications like email, telemarketing, direct mail and webcasts.
Nurturing Best Practices for Demand GenAsad Haroon
Most companies have a database of leads that have been set aside after initial closing attempts failed to produce the desired results. These leads should not be ignored, as they can prove at least as valuable as fresh leads, and are worth working. The truth is, even the best leads will not produce the results you want if they are not managed and nurtured well.
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...MarketingExperiments
The document summarizes the results of an A/B test conducted by MECLABS, a research organization, for a large financial consultancy. The goal was to increase clickthroughs on an "make an appointment" button. Version A focused on expertise messaging while Version B emphasized location. Version B performed significantly better, achieving a 232% increase in clickthrough rate compared to Version A. The document then discusses key principles for understanding what drives conversions and outlines several other A/B tests conducted by MECLABS on topics like email messaging, form controls and lead nurturing. It announces an upcoming webinar on optimizing pages to market multiple products.
The document summarizes the results of an A/B test conducted by MECLABS, a research organization, for a large financial consultancy. The goal was to increase clickthroughs to schedule an appointment. Version A emphasized the expertise of consultants while Version B focused on office locations. Version B performed significantly better, achieving a 232% increase in clickthrough rate compared to Version A. The document then discusses key principles for understanding what drives conversion and outlines findings from other optimization experiments.
This document provides an introduction to a guide about power copywriting for the internet. It discusses how the guide will teach readers everything they need to know to create highly successful online marketing and copywriting. It introduces the author, Bob Serling, who has 18 years of experience in direct response copywriting and marketing consulting. He has helped clients in various industries generate hundreds of millions in sales. The introduction establishes Bob's credibility by providing examples of marketing pieces he has written that have significantly increased sales and profits for his clients. These results demonstrate that readers can expect to learn practical, results-driven strategies in the guide.
Preparing Successful Sales Quotes: Experts Weigh In
It can take a lot of work to get a lead to the quoting stage. Don’t throw away all the effort you have put in managing your sales pipeline by preparing a sub-par sales quote. Providing a successful sales quote can often determine if you win or lose a deal.
To help you sort through it all, we’ve reached out to a panel of sales and small business experts and asked them all a single question: “What are the keys to preparing successful sales quotes? ”
This document provides guidance on marketing an executive coaching business, including building a brand, developing a marketing strategy, messaging, and launching a new business. It discusses segmenting the market and targeting specific customer segments like Caterpillar dealers. The recommended positioning statement positions the coaching as providing "the competitive edge for management development because we have the most qualified coaches who understand the industry." Tactics suggested for building an initial base of business include web-based marketing, referrals, and networking with other coaches. The document also outlines developing coaching service bundles that create value and provide customers access through various channels.
Ken Rolfes of KDR Associates was my guest on the Business901 podcast. This is a transcription of the podcast. Our conversation centered Lean 3P, Customer Centricity and the upcoming AME Conference in San Antonio.
The document provides tips for closing the first 10 B2B deals by focusing on finding early adopters and unaffiliated customers, getting reviews and referrals through an advocacy program to build social proof, and using customer advocates as the new sales team by empowering them through incentives and engagement. It emphasizes aiming for the right target customers, developing competitors' status quo, and using different traction channels like networking, early adopter programs, and referrals to accelerate deals through existing satisfied customers.
Trust Equation Campaign Playbook and Checklist - Email Outreach and Sales Fo...Connect 365
We believe that small businesses, marketers, and sales professionals deserve better. We needed an automation system to build relationships with potential customers, clients, and strategic partners without requiring either a degree from MIT to implement or a massive budget. So we created it. And this document is our playbook.
Includes sales follow up email templates and outreach email templates.
This document provides tips and strategies for improving sales and marketing in today's economy. It discusses the importance of expanding relationships within organizations, creating urgency, and linking return on investment to emotional benefits. It also provides seven tips for improving cold calling, including sustaining calling efforts, making every call count, using call guides instead of scripts, respecting executive assistants, always being relevant and informed, gaining opt-ins, and following up. Finally, it discusses four levels of customer satisfaction and four strategies for cracking into corporate accounts, including using an objection elimination strategy, shouting out your value proposition clearly, leveraging triggering events, and employing a multi-touch campaign strategy.
This document discusses strategies for winning new major accounts and dispels common myths about the sales process. Some key points made include:
- Developing major accounts requires different tactics than a standard sales process and involves multiple stakeholders with different roles and budgets.
- Involving subject matter experts later in the process, after project parameters are defined, is most effective. Networks alone may not provide access to target industries or companies.
- To win as a preferred vendor, you need to engage stakeholders in each business unit and role (budget owner, influencer, implementer) before defining a specific solution. Each sees the "elephant" differently and represents a go/no-go point.
The document discusses telemarketing and cold calling services provided by Choice Treasures, including conducting surveys, setting appointments, making announcements, and providing consulting and training. They offer script writing and rebuttal development to help sales teams qualify leads and close more deals. Choice Treasures promises to earn new business through a 10 hour telemarketing test at a cost of $365 by generating qualified appointments.
My Most Stressful Sales — By Joseph Fung, CEO, Kiite Inc
1. First Sale of a New Product
2. Raising Equity Investments
3. First Sales Through a Channel
4. Selling the Company
5. First Sales Through an AI
http://www.kiite.ai
Similar to Lead Nurturing Tested: New research reveals how slight script tweaks increased response by 31% (20)
Here at MarketingExperiments, applying the scientific method to digital marketing campaigns is at the heart of what we do.
As digital marketing, A/B testing and optimization have become so important over the last 15 years that we’ve literally built the MECLABS Institute around them, a whole new language has sprung up around these idea, complete with its own unique buzzwords, acronyms, and industry shorthand.
As marketers, particularly those just starting to test, it can be exhausting just figuring out how to talk the talk.
To help you cut through the jargon and get straight to the heart of these terms, we at MarketingExperiments have created the Marketing and Online Testing Dictionary. This tool not only provides definitions of nearly two hundred marketing terms related A/B and multivariate testing, but also offers additional resources to help you learn more about many of the ideas and concepts presented herein.
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...MarketingExperiments
The headline is an element that it so simple — you don't need any special coding skills to change headlines on your websites. Yet, headlines require serious attention. In this Web clinic, we shared a headline change that resulted in an 816% increase in conversion, just from understanding the cognitive psychology of the customer.
The headline is so crucial to marketing campaigns that we have three writers performing a meta-analysis of our lab’s more than 15 years of behavioral research measuring real customer reactions to websites and campaigns from B2B, B2C and nonprofit brands.
This Web clinic revealed key discoveries from this meta-analysis to help any marketer — no matter how much or how little copywriting experience they have — create more effective headlines.
You’ll learn actionable principles for creating headlines that work to improve the results of all your marketing campaigns, emails and websites.
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
As marketers, it is vital that our campaigns remain relevant to customers throughout the year. Seasonal campaigns tailored to specific holidays or events might be one way to ensure that our messaging remains in constant alignment with the motivations of our prospects.
How can we be sure that our seasonal campaigns are truly bolstering the appeal of our product and enhancing our core value proposition? Despite the opportunities that season-specific campaigns present, how can we be sure these changes will not negatively affect the clarity of our messaging?
In this 35-minute Web clinic, our research team shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.
The Power of the Properly Sequenced Subject Line: Improve email performance b...MarketingExperiments
In a January 2015 MarketingSherpa survey, U.S. adults in every single age group identified email as their preferred form of communication with companies.
Despite the cross-generational appeal of email communication, it is important to realize that customers are not actively trying to open our emails. Rather, they are attempting to eliminate them. With so many messages flooding in daily, customers routinely skim their inboxes with one finger already hovering over the delete key, eager to eliminate any emails that don’t immediately appear relevant to their needs.
As marketers, subject lines are our first line of defense against the trash bin, and we have precious few words to work with. Though the words we choose to use are vital, the order in which we sequence these words within the subject line can make or break our email campaigns as well.
In this 35-minute Web clinic, our research team shared strategies for using the right words, in the right order to maximize the effectiveness of our email campaigns, including two tests that helped boost clickthrough by 15%.
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...MarketingExperiments
According to a Pew Research Center report in 2013, eight out of 10 American Internet users regularly watch or download videos. The rapid expansion of video on the Web over the past five years has largely been powered by the adoption of smartphones, which make creating and uploading videos faster and easier than ever.
This research indicates that in 2015 and beyond, video will continue to be an essential medium for content on the Web.
As marketers, we often hear that video is the way to engage customers when developing creative for our companies or clients, but how do we know whether the investment is justified?
How do we know that using video is any more effective for delivering a message to our audience than simple copy and static imagery?
In this 35-minute Web clinic, our research team shares strategies for leveraging video to increase the performance of online marketing collateral, including one test that helped boost mobile conversion by over 50%.
Increasing User Engagement: How one company tested its site navigation and in...MarketingExperiments
What actions do you want your visitors to take on your site? What if you could influence those actions more effectively?
Although conversion metrics typically receive the majority of marketers’ attention, understanding what behavior motivates the conversion event may be even more important. For some companies, website engagement may be the most effective indicator of conversion potential that you can monitor using analytics.
In this 35 minute Web clinic, our research team will revealed three tactics proven to boost engagement on your website. This session also included a case study demonstrating how one company tested navigation structures, which resulted in a clickthrough increase of over 35%.
Landing Page Optimization: Adding a simple short form increased leads 40%MarketingExperiments
This presentation is part of the MarketingExperiments Blog post, "Landing Page Optimization: Simple, short form increases leads 40%" (http://bit.ly/1Cga7lU). In the blog post, the author discusses how a simple form change led to a 40% increase in leads.
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
Would you, as a marketing professional, prefer short-term profit or long-term growth?
Although the answer should be obvious, in a hyper-competitive market, subscription marketers continue to opt for the former instead of the latter.
Before discounting subscription products in an effort to increase conversions, you should consider the following questions:
• How do you know that your current discounted pricing isn’t hurting your product's long-term value proposition?
• How do you know you found the optimized price for your product?
• Is a single price point or product appropriate for all prospective customers?
• Do you know which aspect of the product customers value most?
• How do you retain customers at a price point that maximizes revenue in the long-term?
However large your company, it’s important to analyze the role that discounting plays in the overall subscription strategy.
Marketers will learn what to consider before discounting products, as well as risk mitigation strategies inherent in long-term promotional offers.
The MECLABS Technology Group developed a customized technology solution for a multinational banking and financial services company.
This tool enabled their own marketing team to quickly create, manage, and track marketing creative and campaigns.
Read through the presentation to learn more.
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)MarketingExperiments
How confident are you of understanding how (and why) customers react to your campaigns?
In his ClickZ presentation, Taylor Kennedy, Senior Manager of Training, shared lessons that will optimize ecommerce campaigns to help you identify principles that improve your own testing strategy, while getting a better understanding of your customer.
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...MarketingExperiments
Many marketers depend on paid search to reach their customers. Significant revenue is spent on keyword strategy, but position is only half the battle. It really does not matter how many people see your PPC ad if it does not motivate anyone to click. This raises some essential questions:
• Have you maximized the effectiveness of all 95 characters?
• Does every word convey meaning with the greatest force?
• Will your ad stand out from the competition?
In this 35-minute interactive Web clinic, sponsored by Marin Software, the MECLABS research team reviewed a series of PPC experiments from the MECLABS research library in which small changes led to significant increases in ROI – including one experiment in which changing a single word increased CTR by 289%.
During the course of the presentation, we identified transferable principles discovered from more than a decade of search experimentation that you can immediately apply to your own PPC campaigns.
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...MarketingExperiments
All over the Web, our product pages are underperforming. It isn’t that we’re losing customers who would never buy the product in the first place, we are simply failing to communicate our products in a way that highlights the most important value and alleviates implicit customer concerns.
According to the recently released MarketingSherpa E-commerce Benchmark Study, the majority of marketers reported their overall e-commerce conversion rate was below 5%. That means for every 100 people, 95 of them don’t convert.
Until we can improve our product pages to help the customers understand the product better, those conversion rates won’t change.
In this clinic, we revealed a real experiment where changes to the product page produced a 78% increase in conversion. You learned:
• Exactly what changes were made to the product page
• Why the changes made the difference
• How you can apply the principles from this clinic to your own pages
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...MarketingExperiments
Almost anyone with a little creativity can claim to be a “green” company. “Green washing” has become so prevalent in recent years that new marketing laws have had to be put in place to control the blatant deception in so many green marketing campaigns.
But truthful or not, green marketing promises to give our campaigns a quick performance boost with only a slight shift in design or messaging.
However, does it really have an impact on whether a customer will buy from us or not? One company decided to test it, and what the marketers found may surprise you.
In our next clinic, we’ll be exploring the question of whether green marketing has a measurable impact on real marketing campaigns. You’ll learn:
• What we discovered from a real green marketing experiment
• How consumers think about green marketing
• Principles you can take away and immediately apply to your own marketing materials
***PLUS LIVE OPTIMIZATION***
In addition to the case studies and practical training you’ll receive in the clinic, you’ll also have a chance to have your pages reviewed live with research-grounded suggestions from our analysts.
Optimizing Web Forms: How one company generated 226% more leads from a comple...MarketingExperiments
According to the MarketingSherpa 2012 Lead Generation Benchmark Report, capturing a higher quantity of qualified leads is of one of the most important goals in the minds of marketers.
So how can we capture more leads across our Web forms without significantly reducing the quality of those leads?
In our next clinic, the MECLABS research team will walk you through a scientifically validated case study in which one company radically redesigned its Web form without significantly reducing form fields. The marketers' approach generated a 226% higher rate of lead capture.
You’ll learn:
• The exact changes the company made to its form with before and after versions
• How those changes affected conversion on the page
• Examples and case studies on Web form optimization from our library
• How to apply everything you learn to your own pages through live optimization
Marketing Multiple Products: How radical thinking about a multi-product offer...MarketingExperiments
Marketing with multiple products is difficult. Whether you are in e-retail or not, multiple products can throw a wrench in our best laid marketing plans. Often, what we know to be our most powerful products appear doomed to be over-shadowed by the clutter of less impactful (and sometimes even competing) products.
But what if there was an elegant way to think about our multiple products that could maximize the impact of the whole?
In this Web clinic, we’ll be discussing how one marketer was able to cut through the clutter of a convoluted multi-product offering and increase revenue by 70%.
You’ll learn:
• The exact before and after creative that achieved the result
• How we discovered a way to communicate (seemingly) competing offers
• Key tactics that you can take away and apply to your product offering
• Exactly what this could look like for your own pages through live optimization
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...MarketingExperiments
Think for a moment about your current calls-to-action on your main offer pages. Are they in the right place on the page? Are they generating enough customer response? Is your CTA copy optimized?
What if there were some slight modifications you could make to your CTA copy, placement, size and color to experience a significant increase in response?
In this 35-minute Web clinic, the MECLABS research team will cover the essentials to swiftly modify your CTAs for a performance lift. In addition, we will be reviewing your CTAs live, so you can apply everything you learn in the clinic to your own optimization efforts.
4. Background: A large well-known insurance carrier.
Goal: To increase the number of lead responses to a scripted voicemail.
Research Question: Which voicemail script will generate the most lead responses?
Test Design: A/B single factor split test
Experiment ID: Pending
Record Location: MECLABS Research Library
Research Partner: (Protected)
Experiment: Background
5. Experiment: Treatment A
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Treatment A
6. Experiment: Treatment B
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
7. Experiment: Side-by-side
Treatment A
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
8.
9. Treatments Conversion Rate % Rel. Change
Control Voicemail 50% --
Treatment Voicemail 65% 30.8%
Increase in lead responses31%The treatment voicemail increased broker handoffs by 30.8%.
Experiment: Results
10. Experiment: Treatment
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
Why did the wording in
Treatment B outperform
Treatment A?
11. FKey Principles
1. Lead nurturing is a process, not an event. The necessary timing allows for the
necessary forming – the forming of the final conclusion.
What you need to understand
13. The potential ROI of lead nurturing
On average, organizations that
nurture leads experience
a 45% lift in lead generation
ROI over organizations that do
not.
ROI WITH
NURTURING
ROI W/OUT
NURTURING
45%IN AVG. ROI
14. FKey Principles
1. Lead nurturing is a process, not an event. The necessary timing allows for the
necessary forming – the forming of the final conclusion.
2. The “final conclusion” is different from the macro-yes, for the conclusion must
precede a macro-yes. In the nurturing process, the marketing team fosters a
conclusion – the sales team converts it to a “yes.”
What you need to understand
15. g=9.81m/s2
1. The funnel is often presented as one
potentially useful analogy for
marketing. It is in fact, the primary
analogy. All marketing should
influence a decision.
The inverted funnel
16. g=9.81m/s2
1. The funnel is often presented as one
potentially useful analogy for
marketing. It is in fact, the primary
analogy. All marketing should
influence a decision.
2. The funnel analogy distorts reality.
People are not falling into your
funnel, they are falling out. The
funnel must be inverted.
The inverted funnel
17. 1. The funnel is often presented as one
potentially useful analogy for
marketing. It is in fact, the primary
analogy. All marketing should
influence a decision.
2. The funnel analogy distorts reality.
People are not falling into your
funnel, they are falling out. The
funnel must be inverted.
3. People don’t travel down the center
of the funnel. People are climbing up
the sides.
g=9.81m/s2
The inverted funnel
18. (Mi)YES
(Ma)YES
Y
ValueProposition
Business Software Suite
#1 On-Demand. 6459+ World Clients
Award-Winning Solution. Free Trial
www.XXXXXXXXXX.com/Business
PPC Ad
Landing Page
Sales Call
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
The inverted funnel
19. Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
How was the wording in
Treatment B more effective
at fostering a conclusion?
Experiment: Treatment
20. Today, we are going to walk through the three cognitive
levers we pulled in the voicemail to foster a conclusion.
LEVER #1 LEVER #2 LEVER #3
21. LEVER #1 LEVER #2 LEVER #3
LEVER #1: We ANCHORED THE MESSAGE TO THE CONTEXT
22. Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Not this
LEVER #1: Anchor the message to the context
LEVER #1 LEVER #2 LEVER #3
• The first script from the
experiment begins selling right
away without any context for
the call.
• Our analysts hypothesized that
by providing more context and
justifying the reason for the
call, prospects would be more
likely to respond.
23. LEVER #1: Anchor the message to the context
LEVER #1 LEVER #2 LEVER #3
• In the new script, context is
immediately provided by
mentioning a previous call.
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a
broker for your price quotes for the group life
benefits. Since we do not nationally advertise
and may not have had the opportunity to work
with your consultant; we would like to share
our information with them. I would like to get
your broker contact information in order to be
in consideration when they next do their
evaluations for you.
But this
31%In Conversions
24. Experiment IDs: TP2083
Record Location: MECLABS Research Library
Research Partner: (Protected)
Background: A large event management software provider.
Goal: To increase total lead inquiries (phone calls and form sign-ups) from visitors who
abandoned the free trial sign-up process.
Primary Research Question: Which email tone will result in a higher rate of lead
inquiries?
Approach: A/B single factor split test
LEVER #1 LEVER #2 LEVER #3
Experiment: Background
25. Subject Line: Your Free Company Access
Dear [Name],
You’re just one step away from getting FREE access to [company], our award-winning
Event Registration and Management Software. Quickly make an event website, try our
event marketing tools, build a registration form template or even generate custom name
badges.
Click here to finish your profile and get started. Your personal profile is kept secure and
we promise NEVER to sell or misuse your information.
Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access
over the phone.
Sincerely,
Jon Powell
Customer Service Representative
• The original nurture email
gives little to no reason
for the message. Again,
the first paragraph goes
directly to selling.
LEVER #1 LEVER #2 LEVER #3
Experiment: Control
26. Subject Line: Your Free Company Access
Hi [First],
I noticed that you started the process of getting free access to [Company] but
weren’t able to finish. Are you concerned about giving out your phone number? Are
you worried about high pressure sales tactics or mandatory contracts?
We believe our product sells itself, so we’re just here to provide you with whatever
assistance you need in getting your event up and running -- in whatever way works
best for you. We promise NEVER to sell or misuse your information.
Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just
try again online, use this link instead.
Thank you in advance for your trust!
Sincerely,
Jon Powell
Customer Service Representative
• The treatment provides
an exact reason for the
email send. (I noticed you
started … but weren’t
able to finish.)
• Furthermore, the context
provided perfectly sets up
the prospect to receive
the rest of the email.
LEVER #1 LEVER #2 LEVER #3
Experiment: Treatment
27. Dear [Name],
You’re just one step away from getting FREE access to [company], our award-winning
Event Registration and Management Software. Quickly make an event website, try our
event marketing tools, build a registration form template or even generate custom name
badges.
Click here to finish your profile and get started. Your personal profile is kept secure and
we promise NEVER to sell or misuse your information.
Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access
over the phone.
Sincerely,
Jon Powell
Customer Service Representative
Hi [First],
I noticed that you started the process of getting free access to [Company] but weren’t
able to finish. Are you concerned about giving out your phone number? Are you worried
about high pressure sales tactics or mandatory contracts?
We believe our product sells itself, so we’re just here to provide you with whatever
assistance you need in getting your event up and running -- in whatever way works best
for you. We promise NEVER to sell or misuse your information.
Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try
again online, use this link instead.
Thank you in advance for your trust!
Sincerely,
Jon Powell
Customer Service Representative
Control
Treatment
LEVER #1 LEVER #2 LEVER #3
Experiment: Side-by-side
28. Design Conv. Rate
Control 1.58%
Treatment 7.08%
% Relative Change: 349.41%
Relative increase in lead inquiries349%The treatment increased lead inquiry rate by 349.41%
LEVER #1 LEVER #2 LEVER #3
Experiment: Results
29. Live optimization
LEVER #1 LEVER #2 LEVER #3
Primary Audience
Customer experience
research council
members
Primary Objective
Event invite
http://bit.ly/1msZtTT
30. LEVER #2: WE CONNECTED THE VALUE PROPOSITION TO THE PROSPECT
LEVER #1 LEVER #2 LEVER #3
31. 1
3
2
Question: If I am [PROSPECT A], why should I buy from you rather than
any of your competitors?
Question: If I am your ideal prospect, why should I buy from you rather
than any of your competitors?
Question: If I am [PROSPECT A], why should I buy this product rather
than any other product?
Question: If I am [PROSPECT A], why should I click this PPC ad rather
than any other PPC ad?
Prospect B
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Primary
Value
Proposition
Conversion steps
associated with a
specific product
PRODUCT
#2
The Value Proposition Spectrum
PROSPECT-LEVEL
PROCESS-LEVEL
PRODUCT
#1
PRODUCT
#1
PRODUCT-LEVEL
LEVER #2: Connect the value prop to prospect
To learn more about derivative value
propositions, see the MELCABS course:
MECLABS.com/ValueProp
32. 1
3
2
Question: If I am [PROSPECT A], why should I buy from you rather than
any of your competitors?
Question: If I am your ideal prospect, why should I buy
from you rather than any of your competitors?
Question: If I am [PROSPECT A], why should I buy this product rather
than any other product?
Question: If I am [PROSPECT A], why should I click this PPC ad rather
than any other PPC ad?
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Conversion steps
associated with a
specific product
PRODUCT
#2
The Value Proposition Spectrum
PROCESS-LEVEL
PRODUCT
#1
PRODUCT
#1
PRODUCT-LEVEL
LEVER #2: Connect the value prop to prospect
Prospect B
Primary
Value
Proposition
PROSPECT-LEVEL
To learn more about derivative value
propositions, see the MELCABS course:
MECLABS.com/ValueProp
33. If I am the CEO, why should I be interested in your product rather than
any other solution?
If I am a business manager tasked with finding a solution, why should I
be interested in your product rather than any other solution?
If I am an IT server admin, why should I be interested in your product
rather than any other solution?
LEVER #2: Connect the value prop to prospect
34. • The original voicemail messaging
focused on the primary-level value
proposition of the company.
• However, after conducting
qualitative research concerning
the specific motivations of the
prospect, we hypothesized that
they:
1. Had a high degree of anxiety when
they felt they were “being sold”
2. Had little interest in learning about
an insurance company
3. Simply desired to redirect us to their
broker
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Not this
LEVER #2: Connect the value prop to prospect
LEVER #1 LEVER #2 LEVER #3
35. • The treatment script included a
new sentence that further justified
why we were calling and made a
more prospect-level appeal of
letting us “work with your
consultant” instead of doing the
work yourself.
But this
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
LEVER #2: Connect the value prop to prospect
LEVER #1 LEVER #2 LEVER #3
31%In Conversions
36. Experiment ID: TP1483
Record Location: MECLABS Research Library
Research Partner: Sermo
Background: The largest physicians-only social network that allows pharmaceutical companies to conduct
survey research and promote products to their audience.
Goal: To increase lead rate on the content marketing landing page.
Research Question: Which landing page will capture the most leads?
Test Design: A/B multifactor split test
Experiment: Background
LEVER #1 LEVER #2 LEVER #3
37. • The control page focused mainly on the product-
level value proposition of a single free report.
• While it follows many of the best practices of a
landing page, the researchers at Sermo
hypothesized that they might be focusing on the
wrong level of value proposition.
Experiment: Control
LEVER #1 LEVER #2 LEVER #3
38. • In the treatment, the researchers at Sermo
focused on the broader prospect-level value
proposition.
• The content on the page displays several
reports that the prospect might be interested
in.
Experiment: Treatment
LEVER #1 LEVER #2 LEVER #3
40. First Visit Repeat Visits
Design Lead Rate Rel. Diff Lead Rate Rel. Diff
Control 33.3% - 18.2% -
Treatment 27.2% - 6.1% 54.1% 197%
% Relative Change: 197%
Increase in lead rates197%By increasing the number of available reports, there was an increase in lead rates for
returning visitors by 197%.
Experiment: Results
LEVER #1 LEVER #2 LEVER #3
41. The answers to prospect-level value propositions will vary based on:
Factor CEO Manager IT Admin
Objective
What are the prospects main
goals and desired outcomes?
I must increase the
financial performance of
my organization
I must achieve X amount
of revenue by the end of
the year
I must implement and
manage all technology
solutions/products
Motivation
What core motivations drives this
prospect’s actions?
I want to be featured as a
key leader in the industry
I want to get a
significant promotion by
the end of the year
I would like to get
home at a decent hour
Experience
What are the past experiences of
the prospect?
Has tried many similar
solutions in the past
Has not tried any related
solutions in the past
Has heard that
solution is difficult to
manage
Authority
What level of authority does the
prospect have to make decisions?
Has full authority
Must get expressed
permission for any
expense exceeding
$10,000
Can only provide
feedback on resource
requirements
Personality
What is the personality of the
prospect?
Serious, Dominant,
Aggressive, Decisive
Analytical, Empathetic,
Energetic, Relational
Cynical, Sarcastic,
Indecisive
Prospect-level value propositions
LEVER #1 LEVER #2 LEVER #3
43. Live optimization
LEVER #1 LEVER #2 LEVER #3
Primary Audience
Primary Objective
Lead capture form
Team event planners
http://bit.ly/1h6c0Jy
44. LEVER #1 LEVER #2 LEVER #3
LEVER #3: WE ALIGNED THE ARGUMENT TO THE “ASK”
45. Exposition
Climax
Resolution
Beginning (The Setup) Middle (The Confrontation) End (The Resolve)
ACT 1 ACT 2 ACT 3
Climax
Rising Act.
Resolution /Exposition
Falling Act.
SUB STORY
People’s thoughts arrange themselves in story, therefore you must ensure that you no only have the
right message, but that it is sequenced at the right time.
LEVER #3: Align the argument to the “ask”
LEVER #1 LEVER #2 LEVER #3
46. Experiment: Control
We are currently the fifth largest life insurance
carrier in the nation offering competitive rates and
solutions to help ease administration burdens.
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
I would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
LEVER #1 LEVER #2 LEVER #3
The voicemail opens with a
normal introduction.
1
47. Experiment: Control
We are currently the fifth largest life insurance
carrier in the nation offering competitive rates and
solutions to help ease administration burdens.
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
I would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
LEVER #1 LEVER #2 LEVER #3
However, the next logical
step is not the next
sentence. It is buried further
down.
2
1
48. Experiment: Control
We are currently the fifth largest life insurance
carrier in the nation offering competitive rates and
solutions to help ease administration burdens.
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
I would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
LEVER #1 LEVER #2 LEVER #3
The next logical step would
be to state the company
value just before the final
“ask.”
23
Only then could we make a
logical “ask.”
1
4
49. • The treatment script
logically aligns every
sentence into a careful
argument.
• That argument is just
enough to give the final ask
31% more force than the
control.
But this
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
Since we do not nationally advertise and may not
have had the opportunity to work with your
consultant; we would like to share our
information with them.
I would like to get your broker contact
information in order to be in consideration when
they next do their evaluations for you.
LEVER #1 LEVER #2 LEVER #3
1
2
3
4
31%In Conversions
Experiment: Treatment
50. Background: A physicians-only social network that allows medical product companies
to conduct first-hand research on potential purchasers.
Goal: To increase the number of leads from a rented trade publication list.
Research Question: Which email design will generate the most opens, clicks?
Test Design: Multifactorial sequential test on a trade publication list
Research Partner: Sermo
Record Location: MECLABS Research Library
Experiment ID: TP2081
Experiment: Background
LEVER #1 LEVER #2 LEVER #3
51. Control
• This email, though above average in
many respects, still has conflated its
objective with the objective of the
landing page.
• It’s also asking for too much at this
stage in the conversion process.
Experiment: Control
LEVER #1 LEVER #2 LEVER #3
52. Treatment
• This email, however, uses
each section of the content
to guide the reader through
a logical series of micro-
conversions.
• The call-to-action asks for
just the right amount of
commitment at this stage
of the conversion process.
Experiment: Treatment
LEVER #1 LEVER #2 LEVER #3
54. Design Clickthrough Rate
Control 1.55%
Treatment 3.16%
% Relative Change: 104%
Relative increase in lead inquiries104%The treatment increased nurture email clickthrough by 104%.
Experiment: Results
LEVER #1 LEVER #2 LEVER #3
55. Live optimization
Primary Audience
Primary Objective
Click to website to get
more details
Projects that require in-
house fabrications
http://bit.ly/1juZkz3
LEVER #1 LEVER #2 LEVER #3
56. Summary: Putting it all together
FKey Principles
Lever #1: Anchor the message to the context
Is the message clear to your prospect?
Have you justified the reason of the message?
Lever #2: Connect the value proposition to the prospect
Is the message relevant to the prospect?
Does the message appeal to your prospect?
Lever #3: Align the argument to the “ask”
Is there a clear and logical argument in your material?
Does the “ask” logically flow from your argument?
57. Next Clinic: Background
Background: A large, well-known financial consultancy.
Goal: To increase the number of clickthroughs on the landing page.
Research Question: Which page will generate the highest clickthrough rate?
Test Design: A/B multifactorial split test
Experiment ID: TP1464
Record Location: MECLABS Research Library
Research Partner: (Protected)
61. Live April 9 at 4:00 p.m. EDT
• The exact page changes with before and after versions
• The transferable key principles behind the changes
• How to apply the same principles to your pages
Join the special one-hour Web clinic
To see the results
To join live, register at the link below:
MarketingExperiments.com/LiveOptimization52
62. 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 post-webinar
survey
• Contact us directly
info@MECLABS.com
1-877-635-0565
x
Editor's Notes
If you want to hear and learn more from impactful tests like this one, you will want to make sure you are at Optimization Summit 2014. This annual 3-day event will take place at the beautiful TimesCenter this year in the heart of New York City. We wanted to make sure you knew and are able to take advantage of our early bird pricing special that ends tomorrow. This pricing will save you $500 on you summit ticket. This is a great learning opportunity for you and your team to get some tactical takeaways from e-commerce and subscription case studies that you can implement right when you get back to the office. Don’t forget to take advantage of this price and visit MECLABS.com/WebOpt for more information.