1. A marketer at a technology company tested different pages to increase leads. Testing on a SEO landing page first helped understand customer motivations.
2. Focusing the SEO page's copy on how the product made registration forms easier increased leads by 548%.
3. Applying these learnings to the homepage increased leads by 90%, projecting over $500,000 in additional annual revenue. Proper testing and metrics analysis can provide insights to significantly improve marketing performance.
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.
Does Fear-based Marketing Work: How one company saw a $45 million increase in...MarketingExperiments
As marketers, we are often taught to identify and tap into the pain points of our customers. But once we pinpoint these sources of customer anxiety, how should we proceed? Should we attempt to alleviate this stress through encouragement or empowerment, or should we instead ratchet up the tension, frightening prospects into thinking that only we can solve their problem?
In this 35-minute live clinic, available at MarketingExperiments.com, we looked at six case case studies, covering everything from social media testing and nonprofit donation drives, to the overall messaging strategy of a Fortune 500 company.
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...MarketingExperiments
Is your site banner doing a good enough job effectively conveying critical information to your customer? How can you tell?
And is a banner even beneficial to your specific site?
Past MarketingSherpa eye-tracking research has shown that up to 80% of repeat site visitors exhibit banner blindness, ignoring certain areas of a page entirely if they believe the content will not directly address their needs.
How can you best leverage this prime real estate to boost site performance, rather than hurt clickthrough and conversion?
In this 35-minute Web clinic – Mike Loveridge, Head of Digital Test and Learn, Humana, will join the MarketingExperiments team live to discuss a series of banner tests that his team carried out, including one test that increased clickthrough by 433%.
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.
The document discusses principles for presenting price in marketing. It describes an experiment conducted by a sports entertainment company to test when to reveal price on their landing page. Removing or de-emphasizing price early in the customer journey resulted in a 96.6% increase in conversions. The document outlines three key principles: 1) Price does not equal cost, as other psychological factors contribute to perceived cost. 2) Price can be presented either positively (P+) or negatively (P-). 3) Price must be tested to find the optimal price point, as intuitions may be incorrect. Testing different price points in an experiment resulted in the lowest price generating the highest total revenue and return on investment.
Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...MarketingExperiments
You are under constant pressure to quickly pump out copy, often under seemingly impossible deadlines. Without always having the time to test, how can you give your copy the best chance of actually being effective?
In this 35-minute Web clinic, we’ll dive into over 15 years of research from the MECLABS Institute to answer such questions as:
• How long should your copy be?
• What format should it take?
• What should you emphasize?
• What order should it be presented in?
During the November Web clinic, we will share numerous tests that have revealed actionable tactics to strengthen copy across emails, landing pages and PPC ads, and provide attendees with transferable takeaways that they can leverage for their own copy.
The 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%.
How You Can Use Email to Discover the Essence of Your Value PropostionMarketingExperiments
Email testing can help uncover a company's most effective value proposition by using simple split tests. A 5-step process involves: 1) identifying potential value claims, 2) estimating their appeal and uniqueness, 3) testing claims in email subject lines, 4) testing further in email body copy, and 5) interpreting results to apply insights and improve future messaging. Testing value propositions with email allows for quick, low-cost experiments that provide important learnings about customers.
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.
Does Fear-based Marketing Work: How one company saw a $45 million increase in...MarketingExperiments
As marketers, we are often taught to identify and tap into the pain points of our customers. But once we pinpoint these sources of customer anxiety, how should we proceed? Should we attempt to alleviate this stress through encouragement or empowerment, or should we instead ratchet up the tension, frightening prospects into thinking that only we can solve their problem?
In this 35-minute live clinic, available at MarketingExperiments.com, we looked at six case case studies, covering everything from social media testing and nonprofit donation drives, to the overall messaging strategy of a Fortune 500 company.
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...MarketingExperiments
Is your site banner doing a good enough job effectively conveying critical information to your customer? How can you tell?
And is a banner even beneficial to your specific site?
Past MarketingSherpa eye-tracking research has shown that up to 80% of repeat site visitors exhibit banner blindness, ignoring certain areas of a page entirely if they believe the content will not directly address their needs.
How can you best leverage this prime real estate to boost site performance, rather than hurt clickthrough and conversion?
In this 35-minute Web clinic – Mike Loveridge, Head of Digital Test and Learn, Humana, will join the MarketingExperiments team live to discuss a series of banner tests that his team carried out, including one test that increased clickthrough by 433%.
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.
The document discusses principles for presenting price in marketing. It describes an experiment conducted by a sports entertainment company to test when to reveal price on their landing page. Removing or de-emphasizing price early in the customer journey resulted in a 96.6% increase in conversions. The document outlines three key principles: 1) Price does not equal cost, as other psychological factors contribute to perceived cost. 2) Price can be presented either positively (P+) or negatively (P-). 3) Price must be tested to find the optimal price point, as intuitions may be incorrect. Testing different price points in an experiment resulted in the lowest price generating the highest total revenue and return on investment.
Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...MarketingExperiments
You are under constant pressure to quickly pump out copy, often under seemingly impossible deadlines. Without always having the time to test, how can you give your copy the best chance of actually being effective?
In this 35-minute Web clinic, we’ll dive into over 15 years of research from the MECLABS Institute to answer such questions as:
• How long should your copy be?
• What format should it take?
• What should you emphasize?
• What order should it be presented in?
During the November Web clinic, we will share numerous tests that have revealed actionable tactics to strengthen copy across emails, landing pages and PPC ads, and provide attendees with transferable takeaways that they can leverage for their own copy.
The 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%.
How You Can Use Email to Discover the Essence of Your Value PropostionMarketingExperiments
Email testing can help uncover a company's most effective value proposition by using simple split tests. A 5-step process involves: 1) identifying potential value claims, 2) estimating their appeal and uniqueness, 3) testing claims in email subject lines, 4) testing further in email body copy, and 5) interpreting results to apply insights and improve future messaging. Testing value propositions with email allows for quick, low-cost experiments that provide important learnings about customers.
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%.
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.
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.
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.
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%.
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...MarketingExperiments
According to a Pew Research Center report in 2013, eight out of 10 American Internet users regularly watch or download videos. The rapid expansion of video on the Web over the past five years has largely been powered by the adoption of smartphones, which make creating and uploading videos faster and easier than ever.
This research indicates that in 2015 and beyond, video will continue to be an essential medium for content on the Web.
As marketers, we often hear that video is the way to engage customers when developing creative for our companies or clients, but how do we know whether the investment is justified?
How do we know that using video is any more effective for delivering a message to our audience than simple copy and static imagery?
In this 35-minute Web clinic, our research team shares strategies for leveraging video to increase the performance of online marketing collateral, including one test that helped boost mobile conversion by over 50%.
Increasing User Engagement: How one company tested its site navigation and in...MarketingExperiments
What actions do you want your visitors to take on your site? What if you could influence those actions more effectively?
Although conversion metrics typically receive the majority of marketers’ attention, understanding what behavior motivates the conversion event may be even more important. For some companies, website engagement may be the most effective indicator of conversion potential that you can monitor using analytics.
In this 35 minute Web clinic, our research team will revealed three tactics proven to boost engagement on your website. This session also included a case study demonstrating how one company tested navigation structures, which resulted in a clickthrough increase of over 35%.
Radio Buttons vs. Dropdowns: How knowing the right way to collect customer in...MarketingExperiments
Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked the customer to select one of multiple options. Perhaps the field was:
• Credit card type
• Subscription length option
• Company revenue range
• “Yes” or “no” to newsletter opt-in
Whatever it was, you probably didn’t think too hard about whether you should use a dropdown or a radio button to let your visitor select their option. Most of us decide quickly as we’re creating the form in our CMS or form software.
But what if choosing the right format, radio buttons or dropdowns, for a single question in your form meant seeing a performance differential of 15%?
In this Web clinic, we’ll walk you through an experiment where that was exactly the case. Getting the question format right generated a 15% lift in total orders.
Optimizing 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.
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.
Based on the information provided about factors that impact email timing, here are the key principles for Factor #4 - Nature of Product:
1. Products or services that require a longer sales cycle, more consideration, or have higher complexity will benefit from a focus on high-utility, educational emails sent with greater frequency.
2. Products or services that have an easy purchase decision, lower complexity, or are purchased more frequently can utilize a more promotional email strategy sent with less frequency.
3. The nature of the product or service being offered will influence whether emails should focus more on generating awareness, interest, or a call-to-action. Products in early stages may require awareness-building content while simpler products can focus more on direct
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.
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...MarketingExperiments
Standard rules of optimization often call for a single focus in writing the headline, body copy and even call-to-action. This works well when all of your visitors are interested in the same thing.
But, what do you do when you have to write copy for a page that serves multiple visitor types with varying interests?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal how copywriting and design impacts clicks and conversions on pages that serve highly diverse interests simultaneously.
He will address some of the most common questions related to managing the messaging:
• How many visitor types can I address on a single page?
• How do I choose which prospect to focus on?
• Are there any effective templates for managing multiple customers?
• How do I balance the divided attention?
• What copywriting mistakes are commonly made when writing for different personas?
The 3-step copywriting framework provides marketers with a concise way to write effective copy on tight deadlines. The framework mirrors the structure of storytelling by including an exposition, rising action, and climax. The exposition captures attention with a headline and sets the stage. The rising action intensifies the problem through proofs, benefits, features, incentives and urgency. The climax is the call-to-action that builds to the pivotal decision. Using this framework ensures each copy element matches the visitor's thought sequence for maximum impact. When applied to an optimization summit landing page, it doubled ticket sales projections and sold out the event.
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
Subject Lines that Convert: A review of 100+ successful subject lines reveals...MarketingExperiments
Subject lines have a huge impact on marketing success. Yet, what busy marketer has the time to really focus on the cognitive psychology behind a 75-character subject line?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will share what an analysis of more than 100 successful subject lines reveal about how people choose to open an email. You will learn the common traits of the most successful email subject line as well as the most common mistakes.
Specifically, we will address the following common questions related to subject lines:
• What makes a subject line engaging?
• What factors make a subject line more likely to be deleted?
• How do we express value through so few characters?
• How long/short should subject lines be?
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
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.
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.
The document summarizes an A/B test conducted by Sermo, a physicians-only social network, to increase leads on their website. The control microsite generated a 3.5% lead rate, while the treatment microsite, which simplified messaging and calls to action, increased the lead rate by 154.7% to 9.0%. The experiment demonstrated that optimizing a web page through testing and new design perspectives can significantly improve key metrics like conversions.
The 6 tweaks discussed to optimize shopping carts for the holidays are:
1) Removing unnecessary steps to streamline the checkout process
2) Eliminating competing options to simplify decision making
3) Demonstrating a clear sequence to guide customers through checkout
4) Expressing value in every step to motivate purchases
5) Justifying every action to build trust and reduce friction
6) Testing small changes to identify high-impact optimizations
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%.
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.
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.
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.
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%.
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...MarketingExperiments
According to a Pew Research Center report in 2013, eight out of 10 American Internet users regularly watch or download videos. The rapid expansion of video on the Web over the past five years has largely been powered by the adoption of smartphones, which make creating and uploading videos faster and easier than ever.
This research indicates that in 2015 and beyond, video will continue to be an essential medium for content on the Web.
As marketers, we often hear that video is the way to engage customers when developing creative for our companies or clients, but how do we know whether the investment is justified?
How do we know that using video is any more effective for delivering a message to our audience than simple copy and static imagery?
In this 35-minute Web clinic, our research team shares strategies for leveraging video to increase the performance of online marketing collateral, including one test that helped boost mobile conversion by over 50%.
Increasing User Engagement: How one company tested its site navigation and in...MarketingExperiments
What actions do you want your visitors to take on your site? What if you could influence those actions more effectively?
Although conversion metrics typically receive the majority of marketers’ attention, understanding what behavior motivates the conversion event may be even more important. For some companies, website engagement may be the most effective indicator of conversion potential that you can monitor using analytics.
In this 35 minute Web clinic, our research team will revealed three tactics proven to boost engagement on your website. This session also included a case study demonstrating how one company tested navigation structures, which resulted in a clickthrough increase of over 35%.
Radio Buttons vs. Dropdowns: How knowing the right way to collect customer in...MarketingExperiments
Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked the customer to select one of multiple options. Perhaps the field was:
• Credit card type
• Subscription length option
• Company revenue range
• “Yes” or “no” to newsletter opt-in
Whatever it was, you probably didn’t think too hard about whether you should use a dropdown or a radio button to let your visitor select their option. Most of us decide quickly as we’re creating the form in our CMS or form software.
But what if choosing the right format, radio buttons or dropdowns, for a single question in your form meant seeing a performance differential of 15%?
In this Web clinic, we’ll walk you through an experiment where that was exactly the case. Getting the question format right generated a 15% lift in total orders.
Optimizing 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.
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.
Based on the information provided about factors that impact email timing, here are the key principles for Factor #4 - Nature of Product:
1. Products or services that require a longer sales cycle, more consideration, or have higher complexity will benefit from a focus on high-utility, educational emails sent with greater frequency.
2. Products or services that have an easy purchase decision, lower complexity, or are purchased more frequently can utilize a more promotional email strategy sent with less frequency.
3. The nature of the product or service being offered will influence whether emails should focus more on generating awareness, interest, or a call-to-action. Products in early stages may require awareness-building content while simpler products can focus more on direct
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.
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...MarketingExperiments
Standard rules of optimization often call for a single focus in writing the headline, body copy and even call-to-action. This works well when all of your visitors are interested in the same thing.
But, what do you do when you have to write copy for a page that serves multiple visitor types with varying interests?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal how copywriting and design impacts clicks and conversions on pages that serve highly diverse interests simultaneously.
He will address some of the most common questions related to managing the messaging:
• How many visitor types can I address on a single page?
• How do I choose which prospect to focus on?
• Are there any effective templates for managing multiple customers?
• How do I balance the divided attention?
• What copywriting mistakes are commonly made when writing for different personas?
The 3-step copywriting framework provides marketers with a concise way to write effective copy on tight deadlines. The framework mirrors the structure of storytelling by including an exposition, rising action, and climax. The exposition captures attention with a headline and sets the stage. The rising action intensifies the problem through proofs, benefits, features, incentives and urgency. The climax is the call-to-action that builds to the pivotal decision. Using this framework ensures each copy element matches the visitor's thought sequence for maximum impact. When applied to an optimization summit landing page, it doubled ticket sales projections and sold out the event.
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
Subject Lines that Convert: A review of 100+ successful subject lines reveals...MarketingExperiments
Subject lines have a huge impact on marketing success. Yet, what busy marketer has the time to really focus on the cognitive psychology behind a 75-character subject line?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will share what an analysis of more than 100 successful subject lines reveal about how people choose to open an email. You will learn the common traits of the most successful email subject line as well as the most common mistakes.
Specifically, we will address the following common questions related to subject lines:
• What makes a subject line engaging?
• What factors make a subject line more likely to be deleted?
• How do we express value through so few characters?
• How long/short should subject lines be?
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
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.
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.
The document summarizes an A/B test conducted by Sermo, a physicians-only social network, to increase leads on their website. The control microsite generated a 3.5% lead rate, while the treatment microsite, which simplified messaging and calls to action, increased the lead rate by 154.7% to 9.0%. The experiment demonstrated that optimizing a web page through testing and new design perspectives can significantly improve key metrics like conversions.
The 6 tweaks discussed to optimize shopping carts for the holidays are:
1) Removing unnecessary steps to streamline the checkout process
2) Eliminating competing options to simplify decision making
3) Demonstrating a clear sequence to guide customers through checkout
4) Expressing value in every step to motivate purchases
5) Justifying every action to build trust and reduce friction
6) Testing small changes to identify high-impact optimizations
Strategically placing keywords from paid search ads (PPC) into the headlines of landing pages can significantly increase conversion rates. An experiment tested placing the keyword "bankruptcy" from a PPC ad into the headline of a landing page. The treatment with the keyword in the headline increased leads by 144% compared to the control headline without the keyword. Further iterative testing increased the lead rate by a total of 603% by focusing on building momentum from the PPC ad through the landing page experience.
SEO Landing Pages: How we achieved 548% more conversions without damaging org...MarketingExperiments
1. By optimizing the lead capture process on an SEO landing page through a multi-step A/B test, the treatment page achieved a 548% increase in total leads without damaging organic search rankings.
2. Key learnings include prioritizing profit maximization, understanding how search engines rank pages, assessing risk to rankings from changes, and minimizing impact through techniques like segmentation, emphasis, and concealment of content.
3. A four-step process is recommended to minimize ranking risk: understand objectives, learn ranking basics, assess risk, and minimize impact through the above techniques.
1. The document discusses software product development using a test-driven approach. It describes using hypothesis-driven testing to validate assumptions and learn from customer feedback before building full features.
2. A case study is presented of Optality, a company that helps users analyze fitness data. Blazing Cloud helped Optality develop a mobile app by conducting exploratory and repeatable tests to determine key features and refine the landing page.
3. The methodology emphasizes talking to customers, running tests, analyzing results, and refactoring based on learnings before completing the product. The goal is to validate assumptions and reduce risk through iterative testing and customer feedback.
The document discusses 5 common mistakes designers make with color on websites that can negatively impact conversion rates. These mistakes are: 1) placing wrong emphasis on elements, 2) using the wrong amount of color, 3) combining colors incorrectly, 4) choosing colors that convey the wrong message, and 5) disrupting the optimal flow with color placement. The document provides examples of A/B tests that demonstrate how optimizing color choices and placements in line with best practices can significantly increase metrics like clickthrough rates and conversions.
Clover Rings Up Digital Growth to Drive ExperimentationOptimizely
Monil Shah from Clover presented on how Clover uses experimentation to drive digital growth. Clover started with walk experiments to test small changes and validate hypotheses. They then increased their experiment velocity by prioritizing high impact experiments and defining success metrics upfront. Clover also developed processes to conclude experiments early if clearly winning or losing, and to iterate based on experiment learnings. Clover evangelized experimentation across the company by finding executive sponsors, involving multiple teams, and educating and incentivizing experimentation.
Leveraging Analytics To Improve Your Marketing Efforts:BusinessOnline
When it comes to marketing…we should assume nothing, and test everything. There are hundreds of variables affecting your website and campaign performance. How do you know which elements are working and which ones are holding you back? You test.
The document discusses how lead scoring helps drive conversions by prioritizing sales leads most likely to turn into customers. It provides examples of how to set up a basic lead scoring system taking into account factors like a lead's online behavior, demographic profile, and activities. Implementing lead scoring can improve campaign effectiveness and close rates by allowing companies to better target messaging to prospects at different stages in the buying cycle.
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.
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MECLABS Institute
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 will shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.
How Truly Effective CRO Requires Great UXGiles Thomas
How Truly Effective CRO Requires Great UX - How CRO is about profits not conversions. How an effective CRO process requires qualitative and quantitative data analysis for test hypothesis ideas and big profit lifts.
The document discusses 6 steps for discovering a company's value proposition in a crowded marketplace. It begins by defining value proposition and explaining its importance for differentiation. It then outlines 6 steps: 1) Identify your ideal customer, 2) List their pains and gains, 3) Note which pains you help resolve and gains you help achieve, 4) Determine what makes you unique at resolving pains/achieving gains, 5) Express your unique ability in a compelling statement, 6) Ensure it's clear, concise and communicable. Developing a clear value proposition is key to standing out competitively.
The document summarizes 5 startling marketing discoveries from 2012 experiments. Discovery 1 found prospects can be more motivated by negative messaging than positive. Discovery 2 found the color of a page can profoundly impact the message. Discovery 3 found the quickest route to maximum lift is changing page categories rather than single variables. Discovery 4 noted higher conversion is not necessarily related to magnitude of page changes. Discovery 5 showed 3 word changes in a link increased conversions by 43%.
2009_06_08 The Lean Startup Tokyo editionEric Ries
The document discusses the Lean Startup methodology for building startups. It describes how most startups fail due to making assumptions without validating them with customers. The Lean Startup approach advocates for continuous customer feedback through short development cycles, rapid experimentation, and measuring what customers actually do rather than what they say. This allows startups to continually learn and adjust their product to fit the market.
In this MarketingExperiments Web clinic, Flint McGlaughlin, Managing Director, MECLABS reveals a proven methodology for effective email copywriting. Flint also provides on-the-spot analysis you can use to improve your email campaigns
To learn more about Web clinics, visit:
http://www.marketingexperiments.com/about-web-clinics.html
The document describes an experiment conducted by a company that provides business VoIP telephone services to increase the number of quote requests on their website. The control used the original landing page which required visitors to provide extensive personal information and would be contacted by a representative, causing anxiety. The treatment reduced fields, provided instant quotes, emphasized anxiety-reducing copy, added third-party credibility indicators, and included a comparison chart addressing specific concerns. This treatment increased the conversion rate by 262% by overcorrecting for anxiety through minimizing friction and addressing specific causes of concern.
Emetrics - Oct 19 2011 - New York - X channel optimisationCraig Sullivan
The document discusses Belron's testing culture and multi-variate testing program. Belron has a small in-house optimization team that runs dozens of tests across its sites annually. Their testing aims to increase key metrics like revenue and customer satisfaction while lowering costs. Belron gathers ideas from analytics, customer feedback, and usability research. They employ A/B testing as well as multi-variate or "MVT" testing with dozens of variables. Through continual testing, Belron has achieved over $40 million in ROI from optimizations costing around $800,000 over two years.
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
Would you, as a marketing professional, prefer short-term profit or long-term growth?
Although the answer should be obvious, in a hyper-competitive market, subscription marketers continue to opt for the former instead of the latter.
Before discounting subscription products in an effort to increase conversions, you should consider the following questions:
• How do you know that your current discounted pricing isn’t hurting your product's long-term value proposition?
• How do you know you found the optimized price for your product?
• Is a single price point or product appropriate for all prospective customers?
• Do you know which aspect of the product customers value most?
• How do you retain customers at a price point that maximizes revenue in the long-term?
However large your company, it’s important to analyze the role that discounting plays in the overall subscription strategy.
Marketers will learn what to consider before discounting products, as well as risk mitigation strategies inherent in long-term promotional offers.
The MECLABS Technology Group developed a customized technology solution for a multinational banking and financial services company.
This tool enabled their own marketing team to quickly create, manage, and track marketing creative and campaigns.
Read through the presentation to learn more.
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)MarketingExperiments
How confident are you of understanding how (and why) customers react to your campaigns?
In his ClickZ presentation, Taylor Kennedy, Senior Manager of Training, shared lessons that will optimize ecommerce campaigns to help you identify principles that improve your own testing strategy, while getting a better understanding of your customer.
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...MarketingExperiments
Many marketers depend on paid search to reach their customers. Significant revenue is spent on keyword strategy, but position is only half the battle. It really does not matter how many people see your PPC ad if it does not motivate anyone to click. This raises some essential questions:
• Have you maximized the effectiveness of all 95 characters?
• Does every word convey meaning with the greatest force?
• Will your ad stand out from the competition?
In this 35-minute interactive Web clinic, sponsored by Marin Software, the MECLABS research team reviewed a series of PPC experiments from the MECLABS research library in which small changes led to significant increases in ROI – including one experiment in which changing a single word increased CTR by 289%.
During the course of the presentation, we identified transferable principles discovered from more than a decade of search experimentation that you can immediately apply to your own PPC campaigns.
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.
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...MarketingExperiments
All over the Web, our product pages are underperforming. It isn’t that we’re losing customers who would never buy the product in the first place, we are simply failing to communicate our products in a way that highlights the most important value and alleviates implicit customer concerns.
According to the recently released MarketingSherpa E-commerce Benchmark Study, the majority of marketers reported their overall e-commerce conversion rate was below 5%. That means for every 100 people, 95 of them don’t convert.
Until we can improve our product pages to help the customers understand the product better, those conversion rates won’t change.
In this clinic, we revealed a real experiment where changes to the product page produced a 78% increase in conversion. You learned:
• Exactly what changes were made to the product page
• Why the changes made the difference
• How you can apply the principles from this clinic to your own pages
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...MarketingExperiments
Almost anyone with a little creativity can claim to be a “green” company. “Green washing” has become so prevalent in recent years that new marketing laws have had to be put in place to control the blatant deception in so many green marketing campaigns.
But truthful or not, green marketing promises to give our campaigns a quick performance boost with only a slight shift in design or messaging.
However, does it really have an impact on whether a customer will buy from us or not? One company decided to test it, and what the marketers found may surprise you.
In our next clinic, we’ll be exploring the question of whether green marketing has a measurable impact on real marketing campaigns. You’ll learn:
• What we discovered from a real green marketing experiment
• How consumers think about green marketing
• Principles you can take away and immediately apply to your own marketing materials
***PLUS LIVE OPTIMIZATION***
In addition to the case studies and practical training you’ll receive in the clinic, you’ll also have a chance to have your pages reviewed live with research-grounded suggestions from our analysts.
Optimizing Web Forms: How one company generated 226% more leads from a comple...MarketingExperiments
According to the MarketingSherpa 2012 Lead Generation Benchmark Report, capturing a higher quantity of qualified leads is of one of the most important goals in the minds of marketers.
So how can we capture more leads across our Web forms without significantly reducing the quality of those leads?
In our next clinic, the MECLABS research team will walk you through a scientifically validated case study in which one company radically redesigned its Web form without significantly reducing form fields. The marketers' approach generated a 226% higher rate of lead capture.
You’ll learn:
• The exact changes the company made to its form with before and after versions
• How those changes affected conversion on the page
• Examples and case studies on Web form optimization from our library
• How to apply everything you learn to your own pages through live optimization
Marketing Multiple Products: How radical thinking about a multi-product offer...MarketingExperiments
Marketing with multiple products is difficult. Whether you are in e-retail or not, multiple products can throw a wrench in our best laid marketing plans. Often, what we know to be our most powerful products appear doomed to be over-shadowed by the clutter of less impactful (and sometimes even competing) products.
But what if there was an elegant way to think about our multiple products that could maximize the impact of the whole?
In this Web clinic, we’ll be discussing how one marketer was able to cut through the clutter of a convoluted multi-product offering and increase revenue by 70%.
You’ll learn:
• The exact before and after creative that achieved the result
• How we discovered a way to communicate (seemingly) competing offers
• Key tactics that you can take away and apply to your product offering
• Exactly what this could look like for your own pages through live optimization
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...MarketingExperiments
The document summarizes the results of an A/B test conducted by MECLABS, a research organization, for a large financial consultancy. The goal was to increase clickthroughs on an "make an appointment" button. Version A focused on expertise messaging while Version B emphasized location. Version B performed significantly better, achieving a 232% increase in clickthrough rate compared to Version A. The document then discusses key principles for understanding what drives conversions and outlines several other A/B tests conducted by MECLABS on topics like email messaging, form controls and lead nurturing. It announces an upcoming webinar on optimizing pages to market multiple products.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
3. Today’s team
Dr. Flint McGlaughlin Jon Powell
Managing Director Senior Manager
Research and Strategy
#webclinic
4. The Challenge
Q: Are there metrics your organization does NOT monitor, only because they are
not set up properly?
4
#webclinic
5. Background and Test Design
Experiment ID: REGOnline Homepage Test
Location: MarketingExperiments Research Library
Test Protocol Number: TP1427
Research Notes:
Background: REGOnline is event management software that lets users create
online registration forms and event websites to manage their events.
Goal: To increase number of completed leads on homepage.
Primary research question: Which page will generate the greatest number of
leads?
Approach: A/B multifactor split test
#webclinic
6. Experiment: Control
Control - Homepage
• Our researchers
hypothesized that we could
increase the appeal
associated with the value
proposition of this offer by
focusing more on the
product and its specific
features and benefits.
#webclinic
7. Experiment: Treatment
Treatment - Homepage
• Headline was written to focus
more on the product.
• Specific features and benefits
are utilized to express the
value.
• The page emphasizes “Free
Access.”
• Also, ensured that this value
was being communicated in
subsequent steps.
7
#webclinic
9. Experiment: Results
24.5% Decrease in Conversion
The Treatment generated 24.5% less completed leads
Conversion
Versions Rel. diff
Rate
Control – Two-step homepage 2.3% -
Treatment – Three-step homepage 1.7% -24.5%
What youthe amount of form fieldsspite of first step,clearer valuestill
reducing
need to understand: In
in the
having a
the control
and
outperformed the treatment.
#webclinic
10. Experiment #2: Background
Homepage from
Previous Test
• Before we could get a lift, we
needed to learn more about
the prospects coming to this
site.
24.5%
Decrease in Conversion
• We decided to use one of
their SEO pages as a research
window into the cognitive
psychology of the customer’s
motivation.
10
#webclinic
11. Experiment #2: Background
Experiment ID: REGonline SEO landing page test
Location: MarketingExperiments Research Library
Test Protocol Number: TP3055
Research Notes:
Background: A technology and media company specializing in online registration and
event management software.
Goal: To increase the amount of leads generated online.
Primary research question: Which online capture process will generate the higher
addressable lead rate?
Approach: A/B multifactor split test
11
#webclinic
12. Experiment #2: Control
SEO Landing Page
• This landing page was
offering the same
product as the home
page but dealt with a
smaller subset of
visitors who matched
the profile of those
coming to the
homepage.
• Our researchers could
test here without the
negative consequences
of hurting conversion
on the homepage.
12
#webclinic
13. Experiment #2: Treatment
Treatment SEO Landing Page
• For our first test on this
page, we tested
focusing on how this
product made the
process of creating
registration forms
easier and could cut
the prospects’ time in
half…
• …and yet it still had a
robust functionality.
#webclinic
14. Experiment #2: Side-by-side
Control Treatment
Which copy language will generate the most leads?
14
#webclinic
15. Experiment #2: Results
548% Increase in Complete Leads
The new page’s conversion rate increased by 548.46%
Conversion Rate Relative Statistical Level
Design (%) Difference of Confidence
Original Page 0.7% - -
Treatment 4.8% 548% 99%
What you need to understand: Bythe treatment wasthis product made
creating registration forms easier,
focusing on how
able to increase
step-level clickthrough rate by 1,312%, and completed leads captured
by 548%.
15
#webclinic
16. Experiment #2: Final Results
Original Homepage New Homepage Test
SEO Page Test
548% Learning Learning 90%
• We were able to take what we learned about the motivations of their
customers from testing on the SEO landing page and apply it to the
homepage, which generated a 90% increase in leads captured.
16
#webclinic
17. What we discovered
F Key Principles
1. The goal of all customer research is to enable the marketer to
predict customer behavior.
2. Therefore, the primary usefulness of metrics is not in answering
“how many?” but rather in answering, “why so?”
3. Ultimately, metrics enable the marketer to see the cognitive trail
left by the visitor’s mind.
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18. How do we cut through it all?
• The problem is not typically getting sufficient data from you metrics
software. Rather, the challenge is making sense of it.
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20. Today, we will walk through a simple 5-step process for
translating raw testing data into predictive power
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21. Translating Raw Data to Predictive Power
F Key Steps
1. Establish Visibility – Ensure that your metric platforms are able to track the
four primary types of analytics:
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22. STEP 1: Establish Visibility
Types of Analytics – Visual
Page views referrers
search terms
visitor sessions languages
Amount Source
returning visitors organizations
impressions geographic location
Entry pages
Sign-ups Orders
exit pages
browsers Number of page views
Nature Results
Screen resolution
time on page Click trails
Load errors Most requested pages
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23. Translating Raw Data to Predictive Power
F Key Steps
1. Establish Visibility – Ensure that your metric platforms are able to track the
four primary types of analytics:
Amount – How many instances of a particular action are occurring?
Source – Where are prospects coming from?
Nature – What are prospects experiencing on your site?
Results – What are prospects doing on your site?
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24. Translating Raw Data to Predictive Power
F Key Steps
1. Establish Visibility – Ensure that your metric platforms are able to track the
four primary types of analytics: (1) Amount, (2) Source, (3) Nature, (4) Results.
2. Determine Objective – Determine the exact research question you are setting
out to answer with your metrics.
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25. STEP 2: Determine the Objective
The Research Question
1. Whether you are running a live test or conducting a forensics metrics analysis,
your research and metrics analysis must be grounded in a properly framed
Research Question.
2. A properly framed Research Question is a question of “which” and sets out to
identify an alternative (treatment) that performs better than the control.
Example:
Not this..
What is the best price for product X?
But this…
Which of these three price points is best for product X?
* Depending on the data available, forensics data is often grounded in a research question of “what?” rather than “which”.
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26. STEP 2: Determine the Objective
Audience Exercise
? How would you refine the following three research questions?
1. What is the best headline for my landing page?
2. Why do I have such a high bounce rate on my offer page?
3. How many objectives should I have on my homepage?
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27. STEP 2: Determine the Objective
The Research Question
1. Often, metrics can also Unique visits
be utilized to Flights
40,607,893
determine the most Hotels
32%
effective research 14,185,646
Autos Not all visitors go
questions you should 7,729,403 through each of
these steps
be asking. Activities
9,167,901
60%
Travelers
2. Metrics can be a 73%
12,883,177
Summary
window into key gaps 58%
7,717,122
into your customer Login
5,665,020
76%
theory and ultimately Contact
3,260,292
into the highest 71%
Payment
potential revenue 2,484,236
opportunities for Completion Rate
once process begins
4% 1,766,609
marketing efforts.
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28. STEP 2: Determine the Objective
Example Case Study – Experiment Background
Experiment ID: (Protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP1305
Research Notes:
Background: A website that sells retail and wholesale collector items
Goal: To increase conversion rate
Primary research question: Which version of second step in the conversion
funnel will produce the highest conversion rate?
Approach: A/B variable cluster split test that focused on reducing anxiety
through credibility indicators, copy, and re-organization of existing page
elements
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29. STEP 2: Determine the Objective
Example Case Study – Experiment Background
Fallout Report: New Customers • When we analyzed the metrics, we
realized there were leaks throughout
the checkout process, the credit card
submission page stood out as low
cost opportunity for immediate
return.
• When we analyzed the metrics even
further, we saw that this step also
had the highest lost revenue per cart
(more than double of any other step).
• From this, we hypothesized that
optimizing this step would have the
highest potential return on our
efforts.
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30. STEP 2: Determine the Objective
Example Case Study – Experiment Control
Control What might be causing the
fallout?
• It is unclear why the credit
card is required when
payment method is
different.
• The complexity of the
Purchase Agreement Terms’
causes confusion and
concern.
• There is no indication that
my credit card information
is secure.
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31. STEP 2: Determine the Objective
Example Case Study – Experiment Treatment
Treatment How we addressed the issues:
• Third-party security indicators
have been added.
• Clearer explanation of why a
credit card is required and that
it will not be charged.
• “Satisfaction Guaranteed”
promise is emphasized.
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32. STEP 2: Determine the Objective
Example Case Study – Experiment Results
5% Increase in total conversion
The new credit card page increased conversion by 4.51%
Design Conversion Rate
Control 82.33%
Treatment 86.04%
Relative Difference 4.51%
What youthis specific step in theWhile it mighttoseem resulted in a projected
choosing
need to understand:
sales funnel test
like a small increase,
$500,000+ increase in revenue per year. This underscores the potential
impact of a properly identified research question.
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33. Translating Raw Data to Predictive Power
F Key Steps
1. Establish Visibility – Ensure that your metric platforms are able to track the
four primary types of analytics: (1) Amount, (2) Source, (3) Nature, (4) Results.
2. Determine Objective – Determine the exact research question you are setting
out to answer with your metrics.
3. Track and Measure – Track and measure the appropriate metrics that will
provide you with the answer to your determined research question.
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34. STEP 3: Track and Measure
Primary and Secondary Metrics
1. Primary “Test” Metrics: The
essential metrics that enable
you to answer the research
question
Primary
Metrics 2. Secondary Metrics: The
additional metrics you can
utilize to help interpret the
Secondary results of your primary metrics
Metrics
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35. STEP 3: Track and Measure
Primary Metrics – Examples
Example #1:
Research Question: Which headline will generate the most subscriptions?
Primary Metrics: Visits, subscriptions subscription rate (%)
Example #2:
Research Question: Which PPC ad will generate the most qualified traffic?
Primary Metrics: Ad spend, conversions cost per acquisition ($)
Example #3:
Research Question: Which page will generate the most Facebook fans?
Primary Metrics: Visitors, clicks on the “Like” button fans per visitor (%)
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36. STEP 3: Track and Measure
Secondary Metrics – Examples
Secondary Metric Potential Insights
Are visitors engaged with the content?
Time on page
Are they confused with the process?
What are visitors interested in?
Click tracking Are they confused with the process?
Is there a lack of relevance to visitors?
Bounce rate Are there too many distractions? Is there too
much (or little) information?
What motivates individual visitor types?
Segment-level data Where are the deeper optimization opportunities?
Form event tracking What form fields cause anxiety or confusion?
How much friction will your visitor put up with?
Traffic patterns Who is coming and where are they coming from?
Can we be more relevant to the visitor?
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37. STEP 3: Track and Measure
Example Case Study – Experiment Background
Experiment ID: (Protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP1341
Research Notes:
Background: A company offering dedicated hosting services
Goal: To increase the number of leads
Primary research question: Which page design will generate the greater
number of leads?
Approach: A/B multi-factor split test (radical redesign)
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38. STEP 3: Track and Measure
Example Case Study – Experiment Treatments
Control Treatment
Let’s consider both the primary and secondary metrics
utilized for this test…
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39. STEP 3: Track and Measure
Example Case Study – Experiment Metrics
Control Treatment
Research Question: Which page design will generate the
greater number of leads?
Primary Metrics Primary Metrics
Visits = 31,400* Visits = 30,560*
leads = 628* Leads = 1,764*
CR = 2.0% CR = 5.7%
Answer: The treatment design will generate 188% more
leads.
* Numbers have been anonymized 39
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40. STEP 3: Track and Measure
Example Case Study – Experiment Metrics
• In addition to tracking the
primary metrics, the research
analysts installed some
secondary event tracking
metrics.
• On this page, there were six
expandable sections of copy
featuring different elements of
the product value proposition.
• By monitoring the specific clicks
of visitors on this page, we were
better able to understand what
aspect of this product’s value
proposition was most appealing
to the visitor.
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41. Translating Raw Data to Predictive Power
F Key Steps
1. Establish Visibility – Ensure that your metric platforms are able to track the
four primary types of analytics: (1) Amount, (2) Source, (3) Nature, (4) Results.
2. Determine Objective – Determine the exact research question you are setting
out to answer with your metrics.
3. Track and Measure – Track and measure the appropriate metrics that will
provide you with the answer to your determined research question.
4. Monitor Anomalies – Monitor the data for any anomalies that might indicate a
validity threat.
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42. STEP 4: Monitor Anomalies
Audience Question
? What wrong with this test data set?
19.00%
17.00%
15.00%
Conversion Rate
13.00%
11.00% Control
9.00% Treatment 3
7.00%
5.00%
3.00%
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11
Test Duration
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43. #webclinic
campaign
rates, etc.)
Validity Threats
to a specific online
rates, sales, average
• A more subtle clue is a
of response visitors are
temporary spikes in the
having to a specific online
amount of traffic or views
campaign (e.g., conversion
• Monitor for unexplainable
purchase amounts, bounce
noticeable shift in the kind
3.000
0.000
1.000
2.000
4.000
(3.000)
(2.000)
(1.000)
Saturday, October 11, 2008
Sunday, October 12, 2008
Monday, October 13, 2008
Tuesday, October 14, 2008
Wednesday, October 15, 2008
Thursday, October 16, 2008
Friday, October 17, 2008
STEP 4: Monitor Anomalies
YES
Saturday, October 18, 2008
Sunday, October 19, 2008
Monday, October 20, 2008
Tuesday, October 21, 2008
Wednesday, October 22, 2008
Thursday, October 23, 2008
Friday, October 24, 2008
Saturday, October 25, 2008
Sunday, October 26, 2008
Monday, October 27, 2008
Tuesday, October 28, 2008
NO
Wednesday, October 29, 2008
Thursday, October 30, 2008
Friday, October 31, 2008
Saturday, November 01, 2008
Sunday, November 02, 2008
Monday, November 03, 2008
Tuesday, November 04, 2008
Wednesday, November 05, 2008
Standardized Conversion Rate
Thursday, November 06, 2008
NO
Friday, November 07, 2008
Saturday, November 08, 2008
Sunday, November 09, 2008
Monday, November 10, 2008
Tuesday, November 11, 2008
Wednesday, November 12, 2008
Thursday, November 13, 2008
Graphed results of a 4-week email test with an ecommerce retailer:
Normalized
Normalized B
Normalized Traffic
Normalized Traffic B
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44. STEP 4: Monitor Anomalies
Validity Threats
Anomalies in your metrics can indicate that there may be validity threats in your
tests and data. Be sure to check for the following validity threats should you
encounter any anomaly.
History Effect – when a test variable is affected by an extraneous variable
associated with the passage of time
Instrumentation Effect – when a test variable is affected by a change in the
measurement instrument
Selection Effect – when a test variable is affected by different types of
subjects not being properly distributed among
experimental treatments
For more on validity threats, see our previous Web clinic replay:
“Bad Data: The 3 validity threats that make your tests look conclusive (when they are deeply flawed).”
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45. Translating Raw Data to Predictive Power
F Key Steps
1. Establish Visibility – Ensure that your metric platforms are able to track the
four primary types of analytics: (1) Amount, (2) Source, (3) Nature, (4) Results.
2. Determine Objective – Determine the exact research question you are setting
out to answer with your metrics.
3. Track and Measure – Track and measure the appropriate metrics that will
provide you with the answer to your determined research question.
4. Monitor Anomalies – Monitor the data for any anomalies that might indicate a
validity threat.
5. Interpret Data – Interpret the data by moving from “Which?” to “Why?” to
“What?” to “Where?”.
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46. STEP 5: Interpret Data
From Customer Behavior to Customer Theory
Which? Why? What?
Customer Behavior Customer Theory
Which headline will Why this headline?
What does my customer
generate a higher want the most?
response?
Why this testimonial?
Which testimonial will What makes my customer
generate the most especially anxious?
response?
Which call to action will Why this call-to-action? What is my customer’s position in
generate a higher the sequence of micro-yeses?
response?
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47. STEP 5: Interpret Data
Example Case Study
Again, test results are
interpreted and the next
round of testing is started
for this page
201% 2% 29%
Test results are interpreted and Test is again interpreted and
second test was created based on transferrable principles are
the analyst’s observations applied to other offer pages
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48. STEP 5: Interpret Data
Where else can we apply this data?
• The discoveries and insights about 451%
customer motivation from the
three prior tests were applied to
other landing pages and used to
optimize PPC campaigns.
• The purposeful effort to identify 302%
and selectively apply these
transferrable insights led to
widespread optimization gains .
257% 28% 603%
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49. Baltimore Training Week
Save $100 off any workshop
Promo Code: 284-WS-2022
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www.meclabs.com/BTW
49
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50. Summary: Putting it all together
F Key Principles
1. The goal of all customer research is to enable the marketer to predict
customer behavior.
2. Therefore, the primary usefulness of metrics is not in answering “how
many?” but rather in answering, “why so?”
3. Ultimately, metrics enable the marketer to see the cognitive trail left by the
visitor’s mind.
50
#webclinic
51. Summary: Putting it all together
F Key Steps
1. Establish Visibility – Ensure that your metric platforms are able to track the four
primary types of analytics: (1) Amount, (2) Source, (3) Nature, (4) Results.
2. Determine Objective – Determine the exact research question you are setting out to
answer with your metrics.
3. Track and Measure – Track and measure the appropriate metrics that will provide
you with the answer to your determined research question.
4. Monitor Anomalies – Monitor the data for any anomalies that might indicate a
validity threat.
5. Interpret Data – Interpret the data by moving from “Which?” to “Why?” to “What?”
to “Where?”.
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52. Audience Question
How can I track and integrate social media metrics
? into my web analytics?
-Anne
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53. Audience Question
Is Google Analytics "good enough“ to measure
? everything I need?
-Lou
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54. Audience Question
What is the best method for calculating
? incremental click costs for low volume keywords?
- Don
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55. Audience
How should I interpret bounce rates?
?
- Steve
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