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.
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%.
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.
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.
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.
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.
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.
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%.
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.
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.
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.
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.
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.
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%.
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
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.
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.
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
Category Pages That Work: Recent research reveals design changes that led to ...MarketingExperiments
Category pages are a standard staple for websites offering multiple SKUs and often take a backseat when it comes to testing and optimization, either due to system constraints or competing priorities.
So when it comes time to create a new site, radical redesign or a different content management system, what is the most effective approach?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal category page design changes that are consistently increasing clicks and conversions across multiple industries.
Here are some of the key questions our research findings looked to answer:
• Should I include an “Add to Cart” button?
• How much product information should I display?
• Does introductory content on the page impact engagement?
• What’s the most effective way to organize my products?
**PLUS: Live Optimization**
To help you apply the research covered during the Web clinic, time will be reserved for live analysis of audience-submitted category page designs. If you would like your live design or conceptual wireframe reviewed, please submit it below.
Please Note: By filling out the form below you agree to receive invitations to future MarketingExperiments events and information from our educational partners.
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%.
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
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.
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.
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.
Build a Better Home Page Strategy: How multiple objectives on a homepage incr...MECLABS Institute
By simply directing visitors to the content they wanted, this healthcare company generated a 52% increase in clickthrough to a key page in their funnel.
How Many Columns Should I Use? How using the best page layout led to a 681% r...MarketingExperiments
Think for a few seconds about a page or email you manage. How many columns does it have? Do you know whether that is the optimal number? If you do know, have you tested it? What if you could improve the performance of the piece by adding or removing columns?
In our next clinic we’ll be drawing on about 15 years of research on optimizing columns and layout for the web to help you discover the best way to layout your page or email.
Some of the questions we are planning on answering are:
• What is the optimal number of columns for a page?
• How should I weight columns on the page?
• Which is better, a right sidebar or left sidebar?
Are Letter-Style Emails Still Effective? New research reveals how customers r...MarketingExperiments
Are Letter-Style Emails Still Effective?
New research reveals how customers read emails today
Picture your next email send.
Are you confident when your ideal customer sees it in her inbox, she’ll open, click through and buy from you? If you are, how can you be sure?
• Are you using the right template?
• Are you using too many images?
• Do you have too much or too little copy?
• Should your email be more personal? Or more corporate?
On this clinic, we explore a recent email experiment with an international media company. The marketers there pitted a typical trendy email design with a straightforward letter-style email to a list of millions of names.
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%.
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%.
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
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.
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.
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
Category Pages That Work: Recent research reveals design changes that led to ...MarketingExperiments
Category pages are a standard staple for websites offering multiple SKUs and often take a backseat when it comes to testing and optimization, either due to system constraints or competing priorities.
So when it comes time to create a new site, radical redesign or a different content management system, what is the most effective approach?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal category page design changes that are consistently increasing clicks and conversions across multiple industries.
Here are some of the key questions our research findings looked to answer:
• Should I include an “Add to Cart” button?
• How much product information should I display?
• Does introductory content on the page impact engagement?
• What’s the most effective way to organize my products?
**PLUS: Live Optimization**
To help you apply the research covered during the Web clinic, time will be reserved for live analysis of audience-submitted category page designs. If you would like your live design or conceptual wireframe reviewed, please submit it below.
Please Note: By filling out the form below you agree to receive invitations to future MarketingExperiments events and information from our educational partners.
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%.
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
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.
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.
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.
Build a Better Home Page Strategy: How multiple objectives on a homepage incr...MECLABS Institute
By simply directing visitors to the content they wanted, this healthcare company generated a 52% increase in clickthrough to a key page in their funnel.
How Many Columns Should I Use? How using the best page layout led to a 681% r...MarketingExperiments
Think for a few seconds about a page or email you manage. How many columns does it have? Do you know whether that is the optimal number? If you do know, have you tested it? What if you could improve the performance of the piece by adding or removing columns?
In our next clinic we’ll be drawing on about 15 years of research on optimizing columns and layout for the web to help you discover the best way to layout your page or email.
Some of the questions we are planning on answering are:
• What is the optimal number of columns for a page?
• How should I weight columns on the page?
• Which is better, a right sidebar or left sidebar?
Are Letter-Style Emails Still Effective? New research reveals how customers r...MarketingExperiments
Are Letter-Style Emails Still Effective?
New research reveals how customers read emails today
Picture your next email send.
Are you confident when your ideal customer sees it in her inbox, she’ll open, click through and buy from you? If you are, how can you be sure?
• Are you using the right template?
• Are you using too many images?
• Do you have too much or too little copy?
• Should your email be more personal? Or more corporate?
On this clinic, we explore a recent email experiment with an international media company. The marketers there pitted a typical trendy email design with a straightforward letter-style email to a list of millions of names.
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%.
Glossary of Affiliate Terms | Pay Per Call Masterclass Ringba
Key terms, common phrases and abbreviations you'll encounter in the affiliate marketing space.
Check out the Ringba Blog Post:
https://www.ringba.com/blog/pay-per-call/glossary-of-affiliate-terms
Watch this Lesson on the Official Ringba YouTube Channel:
https://www.youtube.com/watch?v=EGLHwurvGHQ
View the Affiliate Glossary on the Pay Per Callers Forum:
https://www.paypercallers.com/threads/glossary-of-affiliate-terms.1131/
---
ABOUT RINGBA:
Ringba is an inbound call tracking and analytics platform for connecting consumers with businesses. Purpose-built for performance, reliability and flexibility, Ringba provides on demand access to telecom networks in 60+ countries, intelligent call flow management and real-time analytics and reporting to performance marketers, contact centers and pay per call networks.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications.
Content marketer dictionary: Marketing terms and abbreviations.
Pour en finir avec les termes marketeux empruntés ou mal utilisés, voici un petit dictionnaire du webmarketeur (Eng)
ABCs of Brand Advertising
This hands-on workshop will teach you how top brand advertisers use the web for marketing, what it takes to get their attention and how you can create innovative programs for brand advertisers.
Led by Shari Gunn, Vice President Advertising & Business Development, Kaboodle , Director, Marketing, Hearst Digital Media, VP, Marketing, Primedia’s Automotive Enthusiast Group
Glossary of Partnership Marketing Terms - Word DocPartnercademy
Over 11 pages of Partnership Marketing terms displayed in this easy to use alphabetical glossary. For any budding Partnership Marketer or Partnerships Manager this glossary has every term you need know to succeed at Partnerships.
You'll receive:
11 pages of expert terminology.
1 PDF file to download and save.
Easy to use document that you can copy and add terms to.
To become a Partnerships certified expert, go to our highly acclaimed Udemy course here:
https://www.udemy.com/course/the-complete-guide-to-partnership-marketing-course/?referralCode=0382E1D96A178437476F
Or sign up for our highly acclaimed Partnercademy Masterclass course...
https://partnercademy.thinkific.com/
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.
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%.
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 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.
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.
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.
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.
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
Lead Nurturing Tested: New research reveals how slight script tweaks increase...MarketingExperiments
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
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
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QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
3. Introduction
Hi Marketer,
Integrating testing into your everyday marketing campaigns can be a
scary process but, in order to start achieving greater results from your
campaigns, you have to know what works and what doesn’t.
This dictionary is for those beginning their testing journey. As you read
through marketing blogs, learn about the testing process and receive
advice, this will take some of the mystery and intimidation out of the
terms that are often found in those resources.
Happy testing!
The MarketingExperiments Team
Jessica Lorenz Bob Kemper Daniel Beulah
Contributors:
Edited by:
Shelby Dorsey
4. Table of Contents
A: Slide 5
B: Slide 26
C – E: Slide 54
F – I: Slide 98
K – N: Slide 119
O – R: Slide 143
S – T: Slide 167
U – W: Slide 190
6. A/B Split:
Refers to a test situation where two randomized groups of users are sent different
content to test the performance of specific campaign elements. The A/B split
method can only test one variable at a time.
Further Resources: http://www.marketingexperiments.com/improving-website-
conversion/ab-split-testing.html
7. Abandonment:
Is a term used to describe when a visitor to a webpage leaves that page before they
complete a desired action. For instance, shopping cart abandonment is when a
visitor adds an item to their virtual shopping cart then never completes the order.
Marketers can track how many shopping carts have been abandoned over a period
of time to determine the abandonment rate of a website.
8. Abandonment Rate:
The percentage of visitors who don’t complete a desired action on a webpage
divided by the total number of unique visitors to that webpage for a given period of
time. For instance, if two out of 10 people who visit your website don’t complete
their order, your abandonment rate is 20%.
9. Above the Fold:
Borrowed from print newspapers, above the fold is the part of a webpage that is
visible without scrolling. Material in this area is considered more valuable because
the reader sees it first. A fold may be affected by the users’ preview pane, monitor
size, monitor resolution and any headers placed by email programs.
10. Access:
The ability to see what you are trying to view (e.g. accessing a friend’s photo but not
their profile).
11. Acquisition Cost:
In email marketing, the cost to generate one lead, newsletter subscriber or customer
from an individual email campaign; typically, the total campaign expense divided by
the number of leads, subscribers or customers it produced.
13. Adsense:
Is an advertising placement service created by Google. It is a way for website
publishers to generate revenue by displaying ads on their webpages. Publishers earn
money when site visitors view or click the ads.
14. Advertising Network:
Sells ads across multiple publishers to optimize ad delivery based on the user rather
than context (e.g. Adknowledge, RockYou, Social Cash, DoubleClick).
15. Adwords:
The advertiser program that populates Google’s Adsense program with ads. The
advertiser only pays Google when people click on their ads.
16. Affiliate Marketing:
A partnership between a website owner (affiliate) and a retailer (affiliate merchant)
where the website owner advertises the retailer on their site and receives a fee for
every lead or sale generated.
17. Aggregation:
A concept of market segmentation that assumes that most consumers are alike.
Retailers adhering to the concept focus on common dimensions of the market rather
than uniqueness, and the strategy is to focus on the broadest possible number of
buyers by an appeal to universal product themes. Reliance is on mass distribution,
mass advertising and a universal theme of low price.
(Source: https://www.ama.org/resources/Pages/Dictionary.aspx)
18. Algorithm:
A set of mathematical rules that describe or determine a circumstance or action. For
search engines, unique algorithms determine the ranking of websites returned
within search queries. Some of the qualities used to determine ranking (number of
referring sites, metatags, etc.) are known, but the precise functioning of search
engine algorithms is a closely kept secret to prevent the manipulation of the system.
20. Analytics:
Data showing how visitors interact with a website or landing page. The collection of
information resulting from the systematic analysis of data or statistics.
22. Application Programming
Interface (API):
Specifies how some software components should interact with each other.
Commonly used when discussing data transfer from one database to another (e.g.
shopping cart or form field data).
23. Application Service Provider
(ASP):
Company that provides a Web-based service. Clients don’t have to install software
on their own computers; all tasks are hosted on the ASP’s servers.
29. Back Order:
Part of a product order that a business has not filled and that they intend to fill as
soon as the product is manufactured or received.
33. Bayesian:
Being, relating to or involving statistical methods that assign probabilities or
distributions to events (as in rain tomorrow) or parameters (as a population mean)
based on experience or best guesses before experimentation and data collection.
Applies Bayes' theorem to revise the probabilities and distributions after obtaining
experimental data.
(Source: http://www.merriam-webster.com/dictionary/bayesian)
34. Bayesian Filter:
An anti-spam program that evaluates header and content of incoming email
messages to determine the probability that it is spam. Bayesian filters assign point
values to items that appear frequently in spam, such as the expressions “money-
back guarantee” or “free.” A message that accumulates too many points is either
rejected as probable spam or delivered to a junk-mail folder. Also known as a
content-based filter.
36. Behavior Analysis:
The scientific study of behavior and environmental relationships. Behavior analysts
study how behavior changes over time and look at the context in which the behavior
occurs to explain the changes in behavior.
(Source: Http://www.home.positivebehavioralsolutions.com/Aboutbehavioranalysis.html)
39. Benefit Segmentation
The process of grouping consumers into market segments on the basis of the desirable consequences
sought from the product. For example, the toothpaste market may include one segment seeking
cosmetic benefits such as white teeth and another seeking health benefits such as decay prevention.
(Source: https://www.ama.org/resources/Pages/Dictionary.aspx)
40. Black Hat:
Involves techniques that aim to deceptively or unethically show relevance or
importance of a website per a specific key term. Search engines frown upon black
hat techniques. If found out, websites utilizing black hat techniques are generally
blacklisted by the search engines.
41. Blacklist:
Websites or email addresses that are listed as dangerous or fraudulent. Usually
because of spam, spyware or malware that can affect users.
46. Bounce Rate:
Of all the visits to a page, the percentage of those who exit on the same page they
entered on.
47. Brand:
A brand is a “name, term, design, symbol, or any other feature that identifies one
seller's good or service as distinct from those of other sellers.”
(Source: https://www.ama.org/resources/Pages/Dictionary.aspx)
Further Resources: https://en.wikipedia.org/wiki/Brand
48. Brand Awareness:
Extent to which a brand is recognized by potential customers, and is correctly
associated with a particular product. Expressed usually as a percentage of target
market, brand awareness is the primary goal of advertising in the early months or
years of a product's introduction.
(Source: http://www.businessdictionary.com/definition/brand-
awareness.html#ixzz3eZpzfuQ6)
51. Bulletin Boards:
A place where users connect with a central computer to post and read email-like
messages. These early vehicles for online collaboration are the equivalent of public
notice boards.
52. Buyer persona:
A detailed profile that represents an actual, real-life group of a target audience. It
includes common interests, motivations and expectations, as well as demographic
and other behavioral characteristics. By establishing buyer personas, organizations
are enabled to deliver unique content that will attract and nurture new and existing
leads. Although buyer personas are profiles developed for marketing purposes, they
should be based on sound qualitative and quantitative research.
53. Buzz:
The cumulative coverage of an issue, event, company, etc. on all media outlets and
with the population at large. Companies that measure buzz examine the volume and
tone of coverage in both individual-generated media — blogs, message board
postings, discussion lists — and mass media outlets.
55. Call-to-action:
The link or body copy that tells the recipient what action to take in marketing
messages, Web ads, emails, etc.
Further Resources: http://www.marketingexperiments.com/blog/research-
topics/landing-page-optimization-research-topics/5-traits-ctas-share.html
56. Canvas:
The screen area an application can use to serve and feature content within a social
network.
57. Cascading Style Sheets (CSS):
A style sheet language used for describing the look and format of a document
written in a markup language.
( Source: https://en.wikipedia.org/wiki/Cascading_Style_Sheets)
58. Categories:
Pre-specified ways to organize content, such as a set of keywords that you can use,
but not add to, when posting on a site.
59. Click Fraud:
In search marketing, any incident of human or automated fraud related to erroneous
clicks on paid search ads.
60. Clickthrough:
When a hotlink is included in an email, search ad or online ad, a clickthrough occurs
when a recipient clicks on the link.
61. Clickthrough Rate:
Total number of clicks on email link(s), search ads, etc. divided by the number of
emails sent, impressions, page views, etc.
62. Client:
The user’s computer, browser or application that requests information from another
online application. Most client applications request information from a server-side
application.
64. Communities:
Groups of people who mainly communicate through the Internet. They may simply
have a shared interest to talk about or more formally learn from each other and find
solutions. Online communities may use email lists or forums where content is
centralized. Communities may also emerge from conversations around or between
bloggers.
65. Community Building:
The process of recruiting potential community or network participants, helping
them to find shared interests and goals, use the technology and develop useful
conversations.
66. Comparison Shopping Site:
Similar to search engines, comparison shopping sites or engines allow users to
compare products from a variety of sources (websites). Merchants feed product
data to the comparison sites and pay for leads or sales generated.
67. Competitive Analysis:
The analysis of factors designed to answer the question, “How well is a firm doing
compared to its competitors?" The analysis goes well beyond sales and profit figures
in assessing the firm's ratings on such factors as price, product, technical
capabilities, quality, customer service, delivery and other important factors
compared to each of the major competitors.
(Source: https://www.ama.org/resources/Pages/Dictionary.aspx)
68. Competitive Strategy:
A plan that attempts to define a position for the business that utilizes the
competitive advantage that the business has over its competitors.
(Source: https://www.ama.org/resources/Pages/Dictionary.aspx)
69. Concurrent Test:
A test were performance data is collected for each treatment at the same time as
the control to help eliminate validity threats.
70. Confidence Level:
The confidence level is the probability that a measured conversion rate differs from
the control for reasons other than chance.
Further Resources: http://www.marketingexperiments.com/blog/marketing-
insights/online-testing-validity-significance.html
71. Confirmation:
An acknowledgment of a subscription or information request. It can be either a
company statement that the email address was successfully placed on a list, a
subscriber’s agreement that the subscribe request was genuine and not faked or
automatically generated by a third party.
72. Control:
In A/B testing, this is the original version of the creative (email, landing page, etc.)
being tested.
73. Consumer Generated Media:
Any of the many kinds of online content that is generated at the user level. Personal
webpages, such as MySpace profiles, are rudimentary examples. Blogs and podcasts
are more evolved forms.
75. Content Rich:
Refers to a webpage that contains relevant content to the topic at hand; usually used
to refer to the need to repeat keyword phrases within the body copy of a website.
Search engine algorithms give higher ranking to a site that contains the keyword
phrases that a user is searching for.
76. Content:
All of the material on a webpage, including all words, images and links.
77. Content-Based Filters:
A type of filtration that sorts messages based on strings or keywords located within
the message. Filtering can take place based on a score assigned to some words or
phrases, or based on binary if/then statements. Example: Block if "free" is in the
subject field.
78. Conversion:
The point at which a recipient of a marketing message performs a desired action. It
could be a monetary transaction, such as a purchase made after clicking a link. It
could also include a voluntary act such as registering at a website, downloading a
whitepaper, signing up for a webinar or opting in to an email newsletter.
Further Resources: http://www.marketingexperiments.com/blog/research-
topics/landing-page-optimization-research-topics/5-factors-lead-conversion.html
79. Conversion Rate:
The percentage of visitors/users who “convert” on the action of a webpage or
campaign. For example, actions may be purchasing, submitting a form, downloading
content, calling a telephone number or making an extended site visit.
80. Cost-Per-Lead (CPL):
The price of each lead generated from a marketing channel or campaign (total
investment/total lead volume).
81. Cost-Per-Acquisition (CPA):
A method of paying for advertising where payment is based on the number of times
users complete a given action as a result of the marketing effort, such as visiting a
website, purchasing a product or signing up for a newsletter. Essentially, it’s the price
of each new customer (total investment/number of closed deals).
See also Cost-Per-Action.
82. Cost-Per-Action (CPA):
A method of paying for advertising where payment is based on the number of times
users complete a given action as a result of the marketing effort, such as visiting a
website, purchasing a product or signing up for a newsletter.
See also Cost-Per-Acquisition.
83. Cost-Per-Click (CPC):
A method of paying for advertising where payment is based on the number of clicks
on a link, such as in Google Adwords. Different from CPA because all you pay for is
the click, regardless of what that click does when it gets to your site or landing page.
85. Customer Lifetime Value (CLV):
A measure of the total amount the customer is going to spend with a merchant
during their tenure. Usually calculated by their spending per year multiplied by the
average number of years they are likely to be a customer.
86. Customer Relationship
Management (CRM):
The software and processes of tracking the information that defines a prospect or
customer relationship. CRM systems typically store contact and interaction data,
such as number and dates of touches as well as products considered.
87. Deep Linking:
Links that direct the person clicking to a page beneath the homepage of a website.
Term sometimes refers to linking a deep page on someone else’s website, which has
different legal issues than simply directing someone to a homepage.
88. Domain Name:
The actual name for an IP address or range of IP addresses, e.g.
MarketingExperiments.com. The identifying name of a website.
89. Domain Name System (DNS):
How computer networks locate Internet domain names and translate them into IP
addresses.
90. DMCA:“The Digital Millennium Copyright Act (DMCA) is a United States copyright law which
... criminalizes production and dissemination of technology, devices or services that
are used to circumvent measures that control access to copyrighted works
(commonly known as DRM), and criminalizes the act of circumventing an access
control, even when there is no infringement of copyright itself.”
(Source: https://en.wikipedia.org/wiki/Digital_Millennium_Copyright_Act)
91. Dynamic Content:
Webpage information that changes according to rules set by the client or server and
can adapt to instructions. For example, a dynamic content system makes it possible
for unique homepages to be delivered to millions of Yahoo! users whose personal
preferences have been set.
92. Ecommerce:
The buying and selling of goods and services on the Internet. In practice, this term
and a newer term “e-business” are often used interchangeably. For online retail
selling, the term “e‐tailing” is sometimes used.
93. Element:
A unit of design on the page (i.e. a block of text, an image or a button).
96. Exit Rate:
The percentage of visitors to a site who actively click away to a different site from a
specific page, after possibly having visited other pages on the site.
97. Eye Path:
A key principle in Web design in which design is used to draw a reader's eye to
certain areas of a Web page, illicit certain behaviors (such as a click) and keep
readers on a page or website for a longer period of time. Eye path may be influenced
by elements such as color and text variations, white space and the use of graphics.
(Source: http://www.techopedia.com/definition/27203/eye-path)
100. Focus Group:
A method used to gather consumer preferences and beliefs via group interaction
focused on a specific topic or product.
101. Fold:
The spot on the page where a typical visitor’s screen ends. If they want to see more,
they need to scroll down or over. The name comes from traditional print media as it
refers to what appears above the [newspaper’s] fold.
102. Footer:
An area at the end of an email or webpage that contains information that doesn’t
change from one edition to the next, such as contact information and site links.
103. Friction:
(Marketing): Psychological resistance to a given element in the sales process.
Further Resources: http://www.marketingexperiments.com/blog/general/hidden-
friction-silent-killers.html
104. Funnel:
Also referred to as “Sales Funnel.” A metaphor for the process of guiding the user
through a tested and optimized channel of marketing resulting ideally in a
conversion.
105. Gateway Page:
A page submitted to a search engine that is designed to give the web crawler what
it’s looking for (fitting the algorithm for that particular search engine) and increasing
the relevance of the site. Most, if not all, search engines seek to discover and
eliminate the use of these pages, because it is another form of "gaming," or trying to
fool, the algorithms.
106. Header:
An area at the beginning of a webpage that contains information that doesn’t
change from one page to the next; includes elements such as logo, search bar and
contact information.
107. Heuristic:
Experience-based techniques for problem solving, learning and discovery. Heuristic
methods are used to speed up the process of finding a satisfactory solution via
mental shortcuts.
108. Hidden Text:
A black hat technique in which text is invisible to readers (same color as background,
an HTML comment, etc.) but is visible to web crawlers. Most search engines can
detect this practice, and pages suffer the consequences in rank.
109. Historic effect:
A validity threat where events outside of the experiment affect the users’ responses
or actions.
114. Impression:
A single view of one page by a single user. Is often used in calculating advertising
rates.
115. Inbound Marketing:
Marketing strategies and tactics that increase the visibility of a company’s website to
prospects that are researching and shopping for a solution. Inbound marketing
tactics include search engine optimization, pay-per-click and social media.
116. Incentive:
(Dictionary): Something that incites or tends to incite action or greater effort as a
reward offered for increased productivity.
(Marketing): An appealing element you introduce to stimulate a desired action.
Further Resources: http://www.marketingexperiments.com/blog/research-
topics/landing-page-optimization-research-topics/incentive-optimization.html
118. Internet Protocol Address (IP
Address):
A unique number assigned to each device connected to the Internet. An IP address
can be dynamic — meaning it changes each time an email message or campaign
goes out — or it can be static, meaning it does not change. Static IP addresses are
best because dynamic IP addresses often trigger spam filters.
122. Key Performance Indicator (KPI):
A measurable percentage of visitor action (e.g. clickthrough rate or conversion rate)
selected to best judge the performance of a page, email or ad depending on the
desired result or corresponding campaign.
123. Landing Page:
The destination webpage for people responding to an ad, designed specifically for
that campaign and audience. The campaign might be in any medium, but is typically
search, online ad or email driven. The difference between a homepage and landing
page is that the former must be all things to all visitors, while the latter should be
very narrowly designed for the campaign or segment of the responding audience.
124. Landing Page Optimization (LPO):
Science of testing your landing page to determine which tweaks and changes are
optimal for high conversions.
Further Resources: http://www.meclabs.com/training/online-course/landing-page-
optimization/overview
125. Latent Conversions:
Also known as “delayed conversions.” People who click to your landing page but
don’t convert during that visit. Instead, they return to convert later that day, week,
month, etc.
126. Lead:
A visitor who expresses interest in a product or service by filling out a form. The
amount of interest a lead has is typically connected to the type of form they filled
out and the number of times they have filled them out.
127. Lead Generation:
The process of collecting contact information and extracting potential sales leads.
(Source: Http://www.ama.org.irg/resources/Pages/Dictionary.aspx)
129. Mentions:
Number of times your brand is mentioned in any publicly communicated capacity.
Mentions consist of press release pickups, news article coverage and financial
message board postings. This is used as a barometer of PR share of voice (the
percentage of all online content and conversations about your company, compared
to your competitors).
130. Meta Tags:
HTML components that can include page titles, descriptions and keywords. These
components are visible to search engine crawlers but do not affect the appearance
of the webpage.
131. Metadata:
Information — including titles, descriptions, tags and captions — that describes a
media item such as a video, photo or blog post.
132. Microblogging:
The act of broadcasting short messages to other subscribers of a Web service. On
Twitter, entries are limited to 140 characters, and applications like Plurk and Jaiku
take a similar approach with sharing bite-size media.
133. Microsite:
A cross between a landing page and a regular website. These sites often have their
own domain names and even separate brands from the organization’s core brand.
Marketers use them to offer a user an extended experience for branding or
educational purposes. In fact, the visitor might even return to a microsite as a
destination.
134. Modal Box:
A child window that requires users to interact with it before they can return to the
parent application. Sometimes called an “overlay” or “lightbox.”
136. Multichannel Marketing:
Marketing efforts that use multiple mediums to target unique prospects. For
example, sending direct postal mail and email with complementary messaging and
offers to the same people with coordinated timing.
137. Multifactorial:
The science of testing a multiple variables (that combine to address or relate to a
common theme) within a single treatment.
138. Multimedia:
Media and content in different forms such as videos, pictures, etc. Examples include
YouTube and Flickr.
139. Multivariate Testing:
Using a statistical model to allow the simultaneous testing of multiple variables.
Contrasts with A/B testing, which examines only one variable at a time.
Further Resources: http://blog.hubspot.com/blog/tabid/6307/bid/30556/The-
Critical-Difference-Between-A-B-and-Multivariate-Tests.aspx
140. Navigation (Nav):
A menu of links or buttons that allows users to move from one webpage to another
within a site.
141. Network:
A social media term (Facebook , LinkedIn) for a broader social grouping, such as a
city, large company or university
142. Null Hypothesis:
A type of hypothesis used in statistics that proposes that no statistical significance
exists in a set of given observations. The null hypothesis attempts to show that no
variation exists between variables, or that a single variable is no different than zero.
It is presumed to be true until statistical evidence nullifies it for an alternative
hypothesis.
(Source: http://www.investopedia.com/terms/n/null_hypothesis.asp)
145. Open Rate:
The rate of sent emails that are actually “opened.” An email "open" is registered
each time the recipient's email program requests an image which has been
embedded into an HTML email. For the image to be requested, the recipient must
stop at your message — even in the preview pane — long enough to load the
embedded image.
146. Optimization:
Science of testing different versions of a specific ad or webpage in order to discover
which version will elicit the best response from prospects.
147. Organic Search:
Listings that search engines do not sell (unlike paid listings). Instead, links to
websites appear because the algorithms in the search engine determine that the
content of the website best matches the user’s keyword search.
148. Outbound Marketing:
Demand and lead generation marketing activities that involve the delivery of a
message from the company to a targeted audience. Viewed as more traditional
marketing practices, outbound marketing tactics include direct mail, email
marketing, outbound calls, print advertising, etc.
149. Page Conversion Rate:
Of all the visits to a page, the percentage of those that perform a specific desired
action.
150. Page Rank:
Term search marketers use when discussing how high a website shows up on search
results for a relevant keyword.
151. Page View:
A request to load a single HTML page. Often used as a measure of Web site traffic.
(Source: https://www.ama.org/resources/Pages/Dictionary.aspx)
152. Pay-Per-Click (PPC):
A type of marketing where companies pay a set amount every time their sponsored
ad (at the top or on the right in search engines) is clicked by a prospect.
153. Personalization:
A targeting method in which a webpage or email message appears to have been
created only for a single recipient. Personalization techniques include adding the
recipient’s name in the subject line or message body, or an offer reflecting
purchasing, link clicking or transaction history.
154. Problem Statement:
The main problem you are trying to solve with the experiment. Problem statements
are the product of the “diagnosis” step of the optimization testing process, where
issues negatively effecting performance are identified.
157. Public Domain:
A work that becomes available for public use when donated by its creator or when a
previous copyright expires. A work in the public domain can be freely used in any
way, including commercial purposes.
158. Public Media:
Any form of media that increases civic engagement and enhances the public good.
161. Radical Redesign Experiment:
An experiment in which the experimental treatments differ from the original not just
by a treatment element, but rather they are categorically different.
Further Resources: http://www.marketingexperiments.com/blog/analytics-
testing/radical-redesign-build-customer-theory.html
162. Ranking:
A webpage’s position in search engine results for a particular keyword/search
phrase. Higher rankings typically indicate better PPC and SEO, as well as high volume
and quality traffic.
163. Relative Difference:
The percentage of change compared to an original performance value, i.e. when
compared to the original’s performance number, how much better (or worse) was
the new attempt?
164. Return on Investment (ROI):
Either mathematical or anecdotal analysis of the payback for a project.
165. Reverse Domain Name System
Lookup (Reverse DNS):
When an IP address is matched correctly to a domain name, instead of a domain
name being matched to an IP address. Reverse DNS is a popular method for catching
spammers who use invalid IP addresses. If a spam filter or program can’t match the
IP address to the domain name, it can reject the email.
166. Revenue Per Visitor:
A comparative performance calculation showing the total revenue directly attributed
to a particular page or email divided by the total number of visitors/readers.
169. Search Engine Optimization
(SEO):
Includes a set of processes to increase the visibility of an organization’s website,
webpage or multimedia content so search engines will index them in the natural,
organic results. While there is no cost-per-click for organic listings, the cost of these
programs typically includes the use of in-house resources or agency time.
170. Search Engine Results Page(s)
(SERP(s)):
The listing of webpages returned by a search engine keyword query.
171. Segment:
The ability to slice an email list into specific pieces determined by various attributes,
such as open history or name source. For webpages, the ability to isolate a group of
traffic from another (i.e. visitors from social media sites versus visitors from ads on
Google).
172. Selection Effect:
A validity threat where the selection of the population isn’t properly randomized,
causing the results of the experiment to be skewed. Also known as “selection bias.”
Further Resources: https://en.wikipedia.org/wiki/Selection_bias
173. Sequential Test:
Sequential tests differ from concurrent tests in that performance data is collected
for each treatment during non-overlapping times. For example, data might be
collected for the control during the first week, for Experimental Treatment-1 the
second week and Experimental Treatment-2 the third week. Sequential tests are
broadly regarded as greatly inferior to concurrent tests due to high exposure to
validity threats — particularly selection effect and history effect.
174. Single Factor Test:
A test in which there is only one independent variable, such as the headline, page
image or CTA copy.
175. Social Marketing:
The planning, execution and measurement of marketing tactics deployed through
social media sites and involving the voluntary actions of prospects and consumers.
176. Social Media Integration:
The use of social media to support search marketing plans. For organic search,
content development and link building tasks are facilitated. For pay-per-click,
clickthrough and conversion rates are improved.
177. Social Media Optimization (SMO):
The process of increasing awareness of a product, brand or event by leveraging
social media outlets and communities to create publicity virally.
178. Social Sharing:
Tools and tactics that enable email recipients to share email content on popular
social networks and other social media sites.
179. Statistical Level of Confidence:
A confidence level refers to the percentage of all possible samples that can be
expected to be included in the true population. A 95% confidence level implies that
95% of the confidence intervals would include the true population value of the
dependent variable.
Further Resources: http://www.marketingexperiments.com/blog/marketing-
insights/online-testing-validity-significance.html
180. Statistical Significance:
A result that is not likely to occur randomly, but rather is likely to be attributable to a
specific cause. Statistical significance can be strong or weak.
(Source: http://www.investopedia.com/terms/s/statistical-significance.asp)
181. Style or Style Sheet:
A computer language that expresses the presentation of structured documents, i.e.
CSS.
(Source: https://en.wikipedia.org/wiki/Style_sheet_language)
182. Tags:
Keywords added to a blog post, photo or video to help users find related topics or
media, through either browsing on the site or as a term to make your entry more
relevant to search engines.
183. Third-party Testimonials:
A testimonial or recommendation from a customer or user and not from the seller
of a product or service
Further Resources: http://www.marketingexperiments.com/improving-website-
conversion/using-testimonials-effectively.html
187. Treatment:
A version of the control with a variable (or variables) intentionally manipulated to
test the result of their change on visitor behavior.
188. Type I Error:
The rejection of a null hypothesis when it is true; it is also known as “alpha error.”
189. Type II Error:
The failure to reject a null hypothesis when it is false; it is also known as “beta error.”
192. Unique Visitor:
Each unique individual who comes to your page or site during a period of time (for
example, a month).
193. Universal Lead Definition:
A lead that has been determined to fit the profile of the ideal customer, has been
qualified as sales-ready and spells out the responsibilities and accountabilities of the
participants in the program.
194. Value Proposition:
An innovation, service or feature intended to make a company or product attractive
to customers.
Further Resources: https://en.wikipedia.org/wiki/Value_proposition,
http://www.marketingexperiments.com/blog/wp-
content/uploads/MarketingExperiments-Value-Prop-Worksheet.pdf
195. Validity Threat:
Any number of extraneous variables that threaten the integrity of data collected in a
test. The four main threats are history, instrumentation, selection and sampling
distortion effects.
Further Resources: http://www.marketingexperiments.com/improving-website-
conversion/optimization-validity-threats.html
196. Variable:
A general element that you intend to test. This could be a button, a headline, a price
point, an email capture form, etc.
197. Variable Cluster:
The test of a common message/focus across multiple values (e.g. headline,
paragraph and image all describing a new idea).
198. Value:
Values are the specific instances of the variable you intend to test. If your variable is
the headline, then your values are the particular headlines that comprise the
experimental treatments.
199. Web Browser:
A software that allows for the retrieving and sending of information across the
World Wide Web.
200. Web Crawler:
A Web crawler (also known as a web spider or spider) is an Internet bot which
systematically travels the World Wide Web, typically for the purpose of Web
indexing.