Treatment A generated 70% more revenue than Treatment B by better applying the three key objectives of managing multiple products: 1. Treatment A eliminated fewer choices by using a radio button format rather than a comparison matrix. 2. Treatment A emphasized the most important product by giving it greater visual weight at the top of the page. 3. Treatment A better expressed the product-level value proposition by bringing more clarity to the cost savings differences between products.

1. Marketing Multiple Products
How radical thinking about a multi-product offer led to a
70% increase in conversion

2. We’re sharing on Twitter!
#WebClinic

3. Today’s speakers
Ben Huppertz
Senior Research Manager
MECLABS
Austin McCraw
Director,
Content Production
MECLABS
Jon Powell
Senior Manager,
Research and Strategy
MECLABS

4. Experiment: Background
Background: An independent vitamin manufacturer and distributor.
Goal: To increase the total revenue from the page.
Research Question: Which page will generate the highest total revenue?
Test Design: A/B multifactorial split test
Experiment ID: TP1903
Record Location: MECLABS Research Library
Research Partner: (Protected)

5. Experiment: Background
• Here is the landing page for
this offer.
• This page did not change for
both treatments of this
experiment.
• In this step, we collected all
the contact information
prior to collecting billing
information in the next step.
Landing Page

6. Experiment: Background
Landing Page Treatment A
Treatment B

7. Experiment: Treatment A
Version A used a radio
button table format for
each of the offers.

8. Experiment: Treatment B
Version B utilized a
horizontal comparison
matrix to present the
offers.

9. Experiment: Side by side
Treatment A Treatment B

10. What made the difference?
Control Treatment
12%
In Clickthrough

11. 43%
In Conversion
Control
Previous experiment Treatment

12. 112%
In Conversion
Control
TreatmentPrevious experiment

13. Experiment: Side by side
Treatment A Treatment B
70%
In Revenue

14. Experiment: Results
Relative increase in revenue70%Treatment A produced 70% more revenue than Treatment B.
Page Design
Conversion
Rate
Relative
Difference
Revenue
Increase
Treatment A 2.88% 74.56% 69.95%
Treatment B 2.31% - -
Statistical Validation 99%

15. Experiment: Results
Why did this product
display approach
underperform in this
experiment?

16. Managing multiple products
FKey Principles
1. People do not buy from product pages, people buy from people. The art of marketing is not
conversion, it is conversation.
2. When applying this principle to selling multiple products, we must understand that our goal is not
simply to give prospects more options or products, but to lead them to the “one” option that is
most relevant, important and urgent to them.
3. Therefore, the marketer must use three key objectives when selling multiple products:
1. Eliminate – Minimize the number of competing choices as much as possible
2. Emphasize – Use visual weight to sequence the presentation of products
3. Express – Ensure clear expression of the product-level value proposition

17. OBJECTIVE #1: ELIMINATE

18. Objective #1: Eliminate
Control
• The control features a generic call-to-
action in the main eye-path that
does not create enough value force
in the customer’s mind to move
them forward.
• There are three products in no
particular order down the sidebar.
• The products have overlap and are
unclear about which one makes
sense for a particular customer.

19. Objective #1: Eliminate
Instead of having three
separate products on the
page, the marketers
hypothesized that a single
product with a dropdown
selection for a computer
operating system would
increase conversion.
Treatment 1

20. Objective #1: Eliminate
Control
Treatment 1
24%
In Revenue

21. Objective #1: Eliminate
24%
In Revenue
Control Treatment

22. Objective #1: Eliminate
We must be careful not to eliminate too much!

23. Objective #1: Eliminate
Control
In the control, there were three
separate products for three
different sizes of engines.

24. Objective #1: Eliminate
In the treatment, the marketers
wanted to understand the effect
of reducing the product selection
down to a single product.
Treatment

25. Treatment
Objective #1: Eliminate
35%
in Conversions
Control

26. Objective #1: Eliminate
5 questions to ask before you eliminate products:
 Are the products on my page the ones my customers want?
 Can I visually group my products so they appear as one?
 Can I eliminate one or more competing products?
 Can I segment my traffic in the channel so that products are more personalized?
 Is there a gap in my product mix that indicates I have eliminated too much?

27. OBJECTIVE #2: EMPHASIZE IMPORTANT PRODUCTS

28. Objective #2: Emphasize important products
In the control, we
have five equally
emphasized products
on the page.
Control

29. Objective #2: Emphasize important products
Treatment
In the treatment, the
marketers eliminated
a few products, but
also emphasized the
most important
product of the five.

30. Objective #2: Emphasize important products
Treatment
66%
in Conversions
Control

31. #WebClinichttp://bit.ly/1lERR1y
Objective #2: Emphasize important products
How could this page do a
better job of emphasizing the
right product?
?

32. Objective #2: Emphasize important products
5 elements that help you control emphasis:
 Size: How large is the product on the page?
 Shape: Does the shape of the product distinguish it from others?
 Motion: Is there a tasteful way to emphasize the product with motion?
 Color: Does the color of the product distinguish it from others?
 Position: Is the product being emphasized in the main eye-path?

33. OBJECTIVE #3: EXPRESS THE PRODUCT VALUE

34. Product-level value proposition
1
3
2
Question: If I am [PROSPECT A], why should I buy
from you rather than any of your competitors?
Question: If I am your ideal prospect, why should I
buy from you rather than any of your competitors?
Question: If I am [PROSPECT A], why should I
buy this product rather than any other product?
Question: If I am [PROSPECT A], why should I
click this PPC ad rather than any other PPC ad?
Prospect B
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Primary
Value
Proposition
Conversion steps
associated with a
specific product
PRODUCT
#2
The Value Proposition Spectrum
PROSPECT-LEVEL
PROCESS-LEVEL
PRODUCT
#1
PRODUCT
#1
PRODUCT-LEVEL

35. Treatment
Control
61%
in Purchases
Objective #3: Express the product value

36. 93%
in Conversions
TreatmentControl
Objective #3: Express the product value

37. Why did Treatment A from the first test generate
more revenue?

38. ELIMINATE: Notice that we did not remove any options between the two treatments
Treatment A Treatment B
Why did Treatment A generate more revenue?

39. Treatment A
Why did Treatment A generate more revenue?
Emphasize:
Which of the three products
has greatest visual weight
in Treatment A?

40. Treatment B
Why did Treatment A generate more revenue?
Emphasize:
Which of the three products
has greatest visual weight
in Treatment B?

41. Treatment B
Why did Treatment A generate more revenue?
Express:
Which of the three products
has the greatest perceived
value?

42. Treatment B
Why did Treatment A generate more revenue?
• In the Treatment B, we brought
more clarity around the
differences in the cost savings per
serving.
• The savings differential between
the products is not enough to
justify the cost differential.
$0.66
Savings
$0.12
Savings

43. Treatment A Treatment B
Experiment: Side by side
1. ELIMINATE – Minimize the number of competing choices as much as possible
2. EMPHASIZE – Use visual weight to sequence the presentation of products
3. EXPRESS – Ensure clear expression of the product-level value proposition
Three key objectives when managing multiple objectives:

45. #WebClinic
Live Optimization: Unlimited Cellular
Primary Audience
Primary Objective
Promote deals and
savings on specific
products
Customers seeking
specific mobile products
and accessories
http://bit.ly/1poSttI

46. #WebClinic
Live Optimization: Marriage Helper 911
Primary Audience
Primary Objective
Product resource page
Spouses in troubled
marriages
http://bit.ly/1icYTZ1

47. #WebClinic
Live Optimization: Marotta
Primary Audience
Primary Objective
Aerospace engineers
B2B satellite propulsion
system sales
http://bit.ly/1gPycEm

48. #WebClinic
Live Optimization: Daimer Industries
Primary Audience
Primary Objective
Steam cleaner product
page
Commercial and
industrial cleaning
services
http://bit.ly/QxByFN

49. #WebClinic
Next Clinic: Background
Background: A large news syndication company.
Goal: To increase the overall number of sign-ups.
Research Question: Which form design will result in the highest number of new
member sign-ups?
Test Design: A/B split test
Experiment ID: TP1636
Record Location: MECLABS Research Library
Research Partner: (Protected)

50. #WebClinic
Next Clinic: Treatment A
Treatment A

51. #WebClinic
Next Clinic: Treatment B
Treatment

52. #WebClinic
Next Clinic: Side by side
TreatmentControl

53. #WebClinic
Live May 14 at 4:00 p.m. EDT
• The exact changes the company made to its form with before
and after versions and 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
Join the next live 35-minute Web clinic
to discover:
Next Clinic: Optimizing Web forms
To join live, register at the link below:
MarketingExperiments.com/WebForms

54. #WebClinic
See how you can conduct research with us
MECLABS conducts rigorous experiments in the new science of optimization. We apply our
discoveries to help leaders optimize the financial performance of their sales and
marketing programs.
Learn more about how you may be a fit for
a MECLABS Research Partnership:
• Select Research Partnership
Opportunities on the post-webinar
survey
• Contact us directly
info@MECLABS.com
1-877-635-0565
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