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.

1. Special Live Optimization (with Flint McGlaughlin):
The top discoveries from 2014 (over 300 tests) applied to
your pages in real time

2. We’re sharing on Twitter!
#WebClinic

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Today’s speaker
Flint McGlaughlin — Managing Director and CEO, MECLABS Institute
Flint McGlaughlin is Managing Director and CEO of MECLABS Institute. The organization has
partnered with key market leaders, including The New York Times, Microsoft Corporation and
Reuters Group.
McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business
Institute, University of Cambridge (U.K.), as the Chairman of the Board of Governors for St.
Stephen’s University and as a Trustee for Westminster Theological Centre. McGlaughlin
originally studied philosophy and theology at the University of London’s Specialist Jesuit College.
Today, his primary research is focused on enterprise as transformative agent. His work has won
multiple awards and has been quoted in more than 13,000 online and offline sources.

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Previous Web clinic
http://www.marketingexperiments.com/marketing-
optimization/maximizing-subscription-revenue.html

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Experiment: Background
Background: A software as a service (SaaS) company that offers membership access to their
products online.
Goal: Increase paying subscribers and increase revenue.
Research Question: Which price point will increase subscribers as well as increase revenue?
Test Design: A/B split test
Experiment ID: TP 11074
Record Location: MECLABS Research Library
Research Partner: (Protected)

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Experiment: Control
• Customers land on this page
after choosing the “Basic
Membership Product” to select
length of service.
*Anonymized

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Experiment: Treatment
• All subscriptions were discounted
by 22% to attempt to drive more
subscribers to longer subscription
durations.
*Anonymized

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Experiment: Side-by-side comparison
Control Treatment
Audience Question: Which pricing strategy produced better results??
*Anonymized

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Design Total Conversions Total Revenue
Control 3.6%
Treatment (22% Discount) 4.3%
% Relative Change 19.44%
Experiment: Results
Relative increase in total conversions19%The Treatment resulted in a 19.44% relative increase in total conversions.

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Design Total Conversions Total Revenue
Control 3.6% $19,425
Treatment (22% Discount) 4.3% $17,535
% Relative Change 19.44% 9.73%
Experiment: Results
Relative decrease in total revenue10%The Treatment resulted in a 9.73% relative decrease in total revenue.

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Experiment: Background
Background: A mid-sized furniture company selling mattresses online.
Goal: To increase the overall number of mattress purchases.
Research Question: Which design will generate the most online purchases?
Test Design: A/B split test
Experiment ID: TP 11267
Record Location: MECLABS Research Library
Research Partner: PlushBeds

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Experiment: Design A
Luxury Latex Mattress Product Page
Variable Cluster Test:
• Guarantee, warranty and return
policy
• Free shipping and guarantee
reinforcement
• Supportive media, more
guarantees, plus free shipping

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Experiment: Design B
Luxury Latex Mattress Product Page
Variable Cluster Test:
• A promise is made: “Try your
mattress for 100 NIGHTS & sleep
better — or your money back.”
• Conversational questions are
presented with a guarantee
reinforcement
• Messaging directed at addressing
and reducing customer anxiety

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Experiment: Side-by-side comparison
Design A Design B

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Experiment: Side-by-side comparison
Design A Design B

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Experiment: Side-by-side comparison
Design A Design B
Audience Question:
Which design elements will generate the
most conversions?
?

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Design Total Conversions
Level Of
Confidence
Design A 0.8% 97%
Design B 0.3% -
% Relative Change 166.7% 97%
Experiment: Results
Relative difference in conversions167%Design A resulted in a 166.7% relative increase in total conversions.

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Experiment: Side-by-side comparison
Design A Design B
167%In conversion rate

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Experiment: Side-by-side comparison
Design A Design B
167%In Conversion rate
Why did the elements in Design A have such a profound
impact on conversion?

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What you need to know: It’s not the magnitude of
the change on the page that impacts conversion. It
is the magnitude of the change in the customer’s
mind that makes the difference.

21. 99%In total Revenue
78%Conversion rate
173%Clickthrough Rate
46%In Conversions
87%In Conversion
2014 Web clinic results
61%In purchases
109%In lead rate
96%In Leads Generated
129%In Clickthrough
262%Conversions

22. 99%In total Revenue
78%Conversion Rate
173%Clickthru Rate
46%In Conversions
87%In Conversion
2014 Research at a Glance
61%In Purchases
109%In Lead Rate
96%In Leads Generate
129%In Clickthru
262%Conversions
2014 key principles

23. 99%In total Revenue
78%Conversion Rate
173%Clickthru Rate
46%In Conversions
87%In Conversion
2014 Research at a Glance
61%In Purchases
109%In Lead Rate
96%In Leads Generate
129%In Clickthru
262%Conversions
2014 Key Principles
Today, we are going to help you determine the
elements on your page that will enable you to test
“why” your customers behave the way they do
through guided live optimization.

25. Live optimization

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Live Optimization: Coupons for Education
Primary Audience: Families with children in
school.
Page Purpose: Sign up to receive a free
coupon booklet
Top of Page
Middle
of Page
Bottom
of Page

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Live Optimization: Hilton Worldwide
Primary Audience: New York City travelers
Page Purpose: Book Hilton Hotels in New
York City
Top of
Landing Page
Bottom
of Page

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Live Optimization: Indianapolis Star
Primary Audience: Print and digital
newspaper subscribers near Indianapolis
Page Purpose: Sell subscription access
Landing Page

29. Special Live Optimization (with Flint McGlaughlin):
The top discoveries from 2014 (over 300 tests) applied to
your pages in real time