Here are some suggestions to improve clarity based on the checklist:
- Emphasize the main point: "Don't Miss Out: Puzzler Promotion"
- Use precise qualifiers: "Limited Time Offer - 24 Hours Only"
- Simple language: "Special Deal on Puzzlers - Click for Details"
- Concise wording: "Puzzler Deal Ends Tomorrow - Click for Savings"
Let me know if any of those work better or if you need help revising further! The goal is a clear message that motivates clicking the link.
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...MarketingExperiments
Ā
A customerās 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 ābe thisā or ādo thatā 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 ābest practicesā to review a recent experiment in which we tested six different radical webpage approaches against each other to determine which would truly generate the most customer response within a market that is frequently inundated with constant change: the publication subscription space.
But the goal of a test was not simply the lift, but gain knowledge. To that end, we walked through this experiment (and many others) as we distilled transferable insights gained from over a decade of testing, so that you can immediately apply the lessons learned from this experiment to your own webpages.
Optimizing for Multiple Customer Personas: How a recent test ābroke the rules...MarketingExperiments
Ā
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:
ā¢ How many visitor types can I address on a single page?
ā¢ How do I choose which prospect to focus on?
ā¢ Are there any effective templates for managing multiple customers?
ā¢ How do I balance the divided attention?
ā¢ What copywriting mistakes are commonly made when writing for different personas?
Delivered by Kath Pay, CEO of Holistic Email Marketing, at Figaro Digital's Email Marketing & CRM Seminar on Thursday 9 February 2017.
Aimed at marketing professionals looking to push the power of their email marketing, this session reveals how to leverage the testing ability of your emails to improve the performance of your other marketing acquisition and conversion channels. You will learn how to build a hypothesis into your emails, to drive the actions that provide the answers you're looking for. As well as how to use a push channel such as email to inform and improve pull channel performance. Plus, tactics to test for long-term results as well as short-term results.
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...MarketingExperiments
Ā
Savvy marketers constantly ask, āHow can I get more people to say yes to my offer?ā
Perhaps a more important question is, āWhy are people saying no?ā
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.
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...MarketingExperiments
Ā
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:
ā¢ Have you maximized the effectiveness of all 95 characters?
ā¢ Does every word convey meaning with the greatest force?
ā¢ 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 ā 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.
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...MarketingExperiments
Ā
A customerās 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 ābe thisā or ādo thatā 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 ābest practicesā to review a recent experiment in which we tested six different radical webpage approaches against each other to determine which would truly generate the most customer response within a market that is frequently inundated with constant change: the publication subscription space.
But the goal of a test was not simply the lift, but gain knowledge. To that end, we walked through this experiment (and many others) as we distilled transferable insights gained from over a decade of testing, so that you can immediately apply the lessons learned from this experiment to your own webpages.
Optimizing for Multiple Customer Personas: How a recent test ābroke the rules...MarketingExperiments
Ā
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:
ā¢ How many visitor types can I address on a single page?
ā¢ How do I choose which prospect to focus on?
ā¢ Are there any effective templates for managing multiple customers?
ā¢ How do I balance the divided attention?
ā¢ What copywriting mistakes are commonly made when writing for different personas?
Delivered by Kath Pay, CEO of Holistic Email Marketing, at Figaro Digital's Email Marketing & CRM Seminar on Thursday 9 February 2017.
Aimed at marketing professionals looking to push the power of their email marketing, this session reveals how to leverage the testing ability of your emails to improve the performance of your other marketing acquisition and conversion channels. You will learn how to build a hypothesis into your emails, to drive the actions that provide the answers you're looking for. As well as how to use a push channel such as email to inform and improve pull channel performance. Plus, tactics to test for long-term results as well as short-term results.
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...MarketingExperiments
Ā
Savvy marketers constantly ask, āHow can I get more people to say yes to my offer?ā
Perhaps a more important question is, āWhy are people saying no?ā
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.
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...MarketingExperiments
Ā
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:
ā¢ Have you maximized the effectiveness of all 95 characters?
ā¢ Does every word convey meaning with the greatest force?
ā¢ 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 ā 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.
Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...MarketingExperiments
Ā
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, weāll dive into over 15 years of research from the MECLABS Institute to answer such questions as:
ā¢ How long should your copy be?
ā¢ What format should it take?
ā¢ What should you emphasize?
ā¢ 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.
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...MarketingExperiments
Ā
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 isnāt 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 didnāt 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
Ā
All over the Web, our product pages are underperforming. It isnāt that weāre 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 donāt convert.
Until we can improve our product pages to help the customers understand the product better, those conversion rates wonāt change.
In this clinic, we revealed a real experiment where changes to the product page produced a 78% increase in conversion. You learned:
ā¢ Exactly what changes were made to the product page
ā¢ Why the changes made the difference
ā¢ How you can apply the principles from this clinic to your own pages
The Top 5 Marketing Discoveries in 2013: The last 50,000+ hours of researc...MarketingExperiments
Ā
By the end of this year, MarketingExperiments will have run approximately 260 controlled experiments. That equates to around 50,000 total hours of research. With the sheer volume of work done this year, itās almost impossible for marketers in the field to keep up.
In our next Web clinic, weāll walk through the most important discoveries of the year so you can learn the progress MECLABS analysts and scientists have made. Youāll discover actual research-grounded answers to the following questions:
ā¢ When is the best time to send an email?
ā¢ How should I design my website navigation?
ā¢ Can a brand really make an impact on conversion?
ā¢ Is my page missing critical copy?
ā¢ And more ā¦
Youāll also receive access to the broadest array of researchers from our lab so far this year. Theyāll be talking through the experiments and answering your questions live from the MarketingExperiments broadcast studio.
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
Ā
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:
ā¢ How do you know that your current discounted pricing isnāt hurting your product's long-term value proposition?
ā¢ How do you know you found the optimized price for your product?
ā¢ Is a single price point or product appropriate for all prospective customers?
ā¢ Do you know which aspect of the product customers value most?
ā¢ How do you retain customers at a price point that maximizes revenue in the long-term?
However large your company, itās 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.
Category Pages That Work: Recent research reveals design changes that led to ...MarketingExperiments
Ā
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:
ā¢ Should I include an āAdd to Cartā button?
ā¢ How much product information should I display?
ā¢ Does introductory content on the page impact engagement?
ā¢ Whatās 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.
Triangle AMAās September luncheon: Converting Prospects to Customers Through Online Marketing
Brooks Bell, Founder and President of Brooks Bell Interactive, presents how marketers in diverse organizations succeeded in driving customer acquisition with online marketing campaigns.
The One-Two Punch of Effective Lead NurturingReadyTalk
Ā
Only 5 to 10 percent of your marketplace is ready to buy right now. To ensure that the remaining 90 to 95 percent eventually end up in your pipeline, you need to engage in value-driven lead generation and nurturing. In this presentation, Brian Carroll, Executive Director of Revenue Optimization at MECLABS, will describe the key components of a successful content-driven lead engagement approach.
An accurate, on-target database: Find out how you can reach the right people in the right companies. Get easily actionable tips to grow your lists with
Content theyāll eagerly consume and share: Learn how to engage and nurture prospects throughout the sales cycle. Discover how to strategically stretch resources by repurposing engaging content and learn it all from real-world examples.
Gain strategies to:
-Build a powerful database and keep it that way
-Keep prospects engaged by providing the content they really want
-Make the most of your content resources
Agenda:
1 - Introduction / case study
2 - 4 key principles
3 - The fundamentals of LP copy
4 - How to craft irresistible Calls to Action
Web-seminar presented at Markedu (http://www.markedu.com/web-seminars)
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...MarketingExperiments
Ā
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. Whatās 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 Aristotleās framework to your brand and marketing so you can outmaneuver your competitors.
Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...MarketingExperiments
Ā
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, weāll dive into over 15 years of research from the MECLABS Institute to answer such questions as:
ā¢ How long should your copy be?
ā¢ What format should it take?
ā¢ What should you emphasize?
ā¢ 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.
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...MarketingExperiments
Ā
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 isnāt 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 didnāt 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
Ā
All over the Web, our product pages are underperforming. It isnāt that weāre 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 donāt convert.
Until we can improve our product pages to help the customers understand the product better, those conversion rates wonāt change.
In this clinic, we revealed a real experiment where changes to the product page produced a 78% increase in conversion. You learned:
ā¢ Exactly what changes were made to the product page
ā¢ Why the changes made the difference
ā¢ How you can apply the principles from this clinic to your own pages
The Top 5 Marketing Discoveries in 2013: The last 50,000+ hours of researc...MarketingExperiments
Ā
By the end of this year, MarketingExperiments will have run approximately 260 controlled experiments. That equates to around 50,000 total hours of research. With the sheer volume of work done this year, itās almost impossible for marketers in the field to keep up.
In our next Web clinic, weāll walk through the most important discoveries of the year so you can learn the progress MECLABS analysts and scientists have made. Youāll discover actual research-grounded answers to the following questions:
ā¢ When is the best time to send an email?
ā¢ How should I design my website navigation?
ā¢ Can a brand really make an impact on conversion?
ā¢ Is my page missing critical copy?
ā¢ And more ā¦
Youāll also receive access to the broadest array of researchers from our lab so far this year. Theyāll be talking through the experiments and answering your questions live from the MarketingExperiments broadcast studio.
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
Ā
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:
ā¢ How do you know that your current discounted pricing isnāt hurting your product's long-term value proposition?
ā¢ How do you know you found the optimized price for your product?
ā¢ Is a single price point or product appropriate for all prospective customers?
ā¢ Do you know which aspect of the product customers value most?
ā¢ How do you retain customers at a price point that maximizes revenue in the long-term?
However large your company, itās 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.
Category Pages That Work: Recent research reveals design changes that led to ...MarketingExperiments
Ā
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:
ā¢ Should I include an āAdd to Cartā button?
ā¢ How much product information should I display?
ā¢ Does introductory content on the page impact engagement?
ā¢ Whatās 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.
Triangle AMAās September luncheon: Converting Prospects to Customers Through Online Marketing
Brooks Bell, Founder and President of Brooks Bell Interactive, presents how marketers in diverse organizations succeeded in driving customer acquisition with online marketing campaigns.
The One-Two Punch of Effective Lead NurturingReadyTalk
Ā
Only 5 to 10 percent of your marketplace is ready to buy right now. To ensure that the remaining 90 to 95 percent eventually end up in your pipeline, you need to engage in value-driven lead generation and nurturing. In this presentation, Brian Carroll, Executive Director of Revenue Optimization at MECLABS, will describe the key components of a successful content-driven lead engagement approach.
An accurate, on-target database: Find out how you can reach the right people in the right companies. Get easily actionable tips to grow your lists with
Content theyāll eagerly consume and share: Learn how to engage and nurture prospects throughout the sales cycle. Discover how to strategically stretch resources by repurposing engaging content and learn it all from real-world examples.
Gain strategies to:
-Build a powerful database and keep it that way
-Keep prospects engaged by providing the content they really want
-Make the most of your content resources
Agenda:
1 - Introduction / case study
2 - 4 key principles
3 - The fundamentals of LP copy
4 - How to craft irresistible Calls to Action
Web-seminar presented at Markedu (http://www.markedu.com/web-seminars)
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...MarketingExperiments
Ā
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. Whatās 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 Aristotleās framework to your brand and marketing so you can outmaneuver your competitors.
Does Fear-based Marketing Work: How one company saw a $45 million increase in...MarketingExperiments
Ā
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
Ā
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 ā 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%.
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...MarketingExperiments
Ā
At MarketingExperiments, 2015 has been another great year full of new research and discoveries about what makes customers say 'yes.' Itās 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 ā 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.
Optimizing Email Capture: How a simple form change led to a 364% increase in ...MarketingExperiments
Ā
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.
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 weāve literally built the MECLABS Institute around them, a whole new language has sprung up around these idea, complete with its own unique buzzwords, acronyms, and industry shorthand.
As marketers, particularly those just starting to test, it can be exhausting just figuring out how to talk the talk.
To help you cut through the jargon and get straight to the heart of these terms, we at MarketingExperiments have created the Marketing and Online Testing Dictionary. This tool not only provides definitions of nearly two hundred marketing terms related A/B and multivariate testing, but also offers additional resources to help you learn more about many of the ideas and concepts presented herein.
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...MarketingExperiments
Ā
The headline is an element that it so simple ā 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 labās 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 ā no matter how much or how little copywriting experience they have ā create more effective headlines.
Youāll learn actionable principles for creating headlines that work to improve the results of all your marketing campaigns, emails and websites.
Personalized Messaging Tested: How little changes to an email send led to a 3...MarketingExperiments
Ā
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, weāre reaching outside of our own labs to find one of the most interesting nonprofit tests weāve seen in recent years.
Why explore tests from nonprofit organizations? Nonprofits face the ultimate challenge. Without an actual product or service to sell, they must convert based on perceived value. If you can understand why people donate to a nonprofit, you can understand how to amp up the perceived value of any product or service's actual value.
Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter brought three lessons learned from a test that generated a 380% increase in revenue per email for an American think tank.
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
Ā
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.
Brand Design Tested: How simple changes in page element aesthetics led to a 5...MarketingExperiments
Ā
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%.
Harnessing Customer Motivation: How one company increased conversion by 65% b...MarketingExperiments
Ā
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 ā learned through years of research and rigor ā about how to identify and leverage this motivation, including one test that boosted conversion by 65%.
The Power of the Properly Sequenced Subject Line: Improve email performance b...MarketingExperiments
Ā
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 donāt immediately appear relevant to their needs.
As marketers, subject lines are our first line of defense against the trash bin, and we have precious few words to work with. Though the words we choose to use are vital, the order in which we sequence these words within the subject line can make or break our email campaigns as well.
In this 35-minute Web clinic, our research team shared strategies for using the right words, in the right order to maximize the effectiveness of our email campaigns, including two tests that helped boost clickthrough by 15%.
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...MarketingExperiments
Ā
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
Ā
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 marketersā attention, understanding what behavior motivates the conversion event may be even more important. For some companies, website engagement may be the most effective indicator of conversion potential that you can monitor using analytics.
In this 35 minute Web clinic, our research team will revealed three tactics proven to boost engagement on your website. This session also included a case study demonstrating how one company tested navigation structures, which resulted in a clickthrough increase of over 35%.
Landing Page Optimization: Adding a simple short form increased leads 40%MarketingExperiments
Ā
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.
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
Ā
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.
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...MarketingExperiments
Ā
Almost anyone with a little creativity can claim to be a āgreenā company. āGreen washingā 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, weāll be exploring the question of whether green marketing has a measurable impact on real marketing campaigns. Youāll learn:
ā¢ What we discovered from a real green marketing experiment
ā¢ How consumers think about green marketing
ā¢ 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 youāll receive in the clinic, youāll 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
Ā
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.
Youāll learn:
ā¢ The exact changes the company made to its form with before and after versions
ā¢ How those changes affected conversion on the page
ā¢ Examples and case studies on Web form optimization from our library
ā¢ How to apply everything you learn to your own pages through live optimization
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
Ā
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Ā
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Putting the SPARK into Virtual Training.pptxCynthia Clay
Ā
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Ā
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
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Improving profitability for small businessBen Wann
Ā
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Ā
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.š¤Æ
We will dig deeper into:
1. How to capture video testimonials that convert from your audience š„
2. How to leverage your testimonials to boost your sales š²
3. How you can capture more CRM data to understand your audience better through video testimonials. š
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Ā
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. Youāll also learn
ā¢ Four (4) workplace discipline methods you should consider
ā¢ The best and most practical approach to implementing workplace discipline.
ā¢ Three (3) key tips to maintain a disciplined workplace.
4. Todayās team
Dr. Flint McGlaughlin Ashley Hanania
Managing Director Research Manager
Daniel Burstein
Director of
Editorial Content
#webclinic
5. Experiment: Background
ļ Experiment ID: Audience Subject Line Test
Location: MarketingExperiments Research Library
Research Notes:
Background: Copyblogger and MarketingExperiments Blog audiences
competed in writing high-performing subject lines. Three subject lines were
chosen from each audience.
Goal: To increase clickthrough rate
Primary Research Question: Which email subject line will generate the
highest clickthrough rate?
Approach: A/B split test
#webclinic
6. Experiment: Design
Subject Lines Email (Same body copy) Landing Page
Subject Line T1
Subject Line T2
Subject Line T3
Subject Line T4
Subject Line T5
Subject Line T6
6
#webclinic
9. Experiment: Treatments
Copyblogger MarketingExperiments Blog
Subject Lines Subject Lines
Treatment #4:
Treatment #1: [Optimization Summit] 3 Days to a
Quarterbacks arenāt the only Better Website ($300 Off Coupon
changes being tested in Denver Inside!)
Treatment #2: Treatment #5:
A scientific way to increase your Learn 3 Tips that made 10,000
conversions landing pages extremely successful
Treatment #3: Treatment #3:
Do your landing pages pass this Optimization Summit 2012 --
test? Speakerās List Up Now! + Save $300
Today
#webclinic
10. Experiment: Results
106% Increase in Clickthrough Rate
Treatment #3 generated a 105.9% higher clickthrough than treatment #1
Subject Lines CTR Rel. diff Stat. Conf
T1 ā Quarterbacks arenāt the only changes
0.32% - -
being tested in Denver
T2 ā A scientific way to increase your
0.51% 57.9% 99%
conversions
T3 ā Do your landing pages pass this test? 0.73% 105.9% 99%
T4 ā [Optimization Summit] 3 Days to a Better
0.37% 14.8% 69%
Website ($300 Off Coupon Inside)
T5 ā Learn 3 tips that made 10,000 landing
0.66% 105.2% 99%
pages extremely successful
T6 - Optimization Summit 2012 ā Speakers List
0.40% 24.9% 90%
Up Now! + Save $300 Today
#webclinic
11. Experiment: Results
106% Increase in Clickthrough Rate
Treatment #3 generated a 105.9% higher clickthrough than treatment #1
Subject Lines CTR Rel. diff Stat. Conf
T1 ā Quarterbacks arenāt the only changes
0.32% - -
being tested in Denver
T2 ā A scientific way to increase your
0.51% 57.9% 99%
conversions
T3 ā Do your landing pages pass this test? 0.73% 105.9% 99%
T4 ā [Optimization Summit] 3 Days to a Better
ļ¼ the process, treatmentlanding
0.37% 14.8% 69%
Website ($300 Off Coupon Inside)
What you need to understand: By clarifying the value of the next steps in
T5 ā Learn 3 tips that made 10,000 #3 generated a 106% higher clickthrough rate than
0.66% 105.2% 99%
treatment #1.
pages extremely successful
T6 - Optimization Summit 2012 ā Speakers List
0.40% 24.9% 90%
Up Now! + Save $300 Today
#webclinic
12. So you think you have a good lead gen page?
Enter your landing page at
MarketingExperiments.com/LandingPageContest
for a chance to win:
LPO Online Course
LPO Benchmark Report
12
#webclinic
14. What We Learned
F Key Principles
a. Simply getting the viewerās attention with a subject line will not
produce a significant result. We must understand the functional
purpose of our subject line: converting attention into interest.
14
#webclinic
15. Converting Attention into Interest
Getting Attention
Subject Line
Building Interest
Image
Button
15
#webclinic
16. Attention-getting Subject Lines
Not this ā¦
Quarterbacks arenāt the only changes Attention captured with Tim
being tested in Denver Tebow reference
[Optimization Summit] 3 Days to a Attention captured with
Better Website ($300 Off Coupon brackets and parentheses
Inside)
16
#webclinic
17. Interest-building Subject Lines
... but this
Learn 3 tips that made 10,000 Attention converted into
landing pages extremely successful interest with āLearn 3 tipsā
Do your landing pages pass this test? Attention converted into
interest with āpass this test?ā
17
#webclinic
18. SECTION 2: The connection between subject lines
and value propositions
18
#webclinic
19. What We Learned
F Key Principles
a. Simply getting the viewerās attention with a subject line will not
produce a significant result. We must understand the functional
purpose of our subject line: converting attention into interest.
b. To build interest, we must understand the connection between our
subject line and our value proposition.
19
#webclinic
20. Process-level Value Proposition
PROCESS-LEVEL
Question: Why should your ideal prospect buy
PRODUCT-LEVEL from you rather than any of your competitors?
PRODUCT
PRODUCT
#1 #1
Question: Why should [PROSPECT A] buy from
PRODUCT PRODUCT
#2 #2 you rather than any of your competitors?
PROSPECT-LEVEL
Question: Why should [PROSPECT A] buy this
PRODUCT
PRODUCT
#3 product rather than any other product?
#3
Primary
Value
Proposition Question: Why should [PROSPECT A] click this PPC ad
PRODUCT
PRODUCT rather than any other PPC ad?
#4
#4
Prospect B
PRODUCT
PRODUCT #4
#1
1
PRODUCT PRODUCT
#2 #3
2
3 Conversion steps
associated with a
specific product Learn more here:
bit.ly/VPSpectrum
#webclinic
21. Learn More Here:
Process-level Value Proposition bit.ly/InvertedFunnel
The process-level value proposition is the reason
they should progress in the micro-decision
funnel to the next step. (U)YES
Sales Call
(M)YES
(M)YES
(M)YES
Landing Page
(M)YES
Business Software Suite
(M)YES
#1 On-Demand. 6459+ World Clients
Award-Winning Solution. Free Trial
www.XXXXXXXXXX.com/Business
PPC Ad (M)YES
21
#webclinic
24. Process-level Value Proposition
Button Example
VISITORāS MIND
Cost
Value
Submit Click Here Get Free Access
V- VĆ V+
24
#webclinic
25. Process-level Value Proposition
Subject Line Example
VISITORāS MIND
Value
Cost
No Castles in
the air for you
V-
25
#webclinic
26. Process-level Value Proposition
Subject Line Example
VISITORāS MIND
Cost Value
No Castles in Mobile can help
the air for you manage your money
V- VĆ
26
#webclinic
27. Process-level Value Proposition
Subject Line Example
VISITORāS MIND
Cost
Value
No Castles in Mobile can help Enjoy Over 2,000
the air for you manage your money Internet TV Channels!
V- VĆ V+
27
#webclinic
29. Value Proposition Session at Optimization Summit
Learn about value
proposition with Dr.
Flint McGlaughlin at
the pre-Summit
Workshop in
Denver.
MECLABS.com/
OptSummit
29
#webclinic
30. SECTION 3: The checklist for maximizing the
force of a subject line
30
#webclinic
31. What We Learned
F Key Principles
a. Simply getting the viewerās attention with a subject line will not
produce a significant result. We must understand the functional
purpose of our subject line: converting attention into interest.
b. To build interest, we must understand the connection between our
subject line and our value proposition.
c. To intensify the force of the process-level value proposition in our
subject lines, we can employ a useful set of research-based criteria ā¦
31
#webclinic
32. ? How can I consistently write subject lines
that double my projected clickthrough rate?
32
#webclinic
33. To help us write effective subject lines, we developed
this four-part checklist of elements that impact the
force of a subject lineās process-level value proposition.
33
#webclinic
35. ITEM #1: Is It Clear?
Is the main point emphasized?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must first comprehend the intended message.
To ensure they understand, we can utilize the following clarity checklist:
ļ± Is the main point emphasized?
35
#webclinic
36. ITEM #1: Is It Clear?
Is the main point emphasized?
To emphasize the main point in any subject line, we must utilize point-
sensitivity
By making our subject lines point-first or point-last, we utilize the
psychological principles of primacy and recency.
Not this ā¦ (point middle)
Optimization Summit 2012 ā Speakers List Up Now!
+ Save $300 Today
ā¦ but this (point last)
66%
IN CLICKTHROUGH
Do Your Landing Pages Pass This Test?
36
#webclinic
37. ITEM #1: Is It Clear?
Is the main point emphasized?
To emphasize the main point in any subject line, we must utilize point-
sensitivity
By making our subject lines point-first or point-last, we utilize the
psychological principles of primacy and recency.
Not this ā¦ (point middle)
[Optimization Summit] 3 Days to a Better Website
($300 Off Coupon Inside)
ā¦ but this (point first)
70%
IN CLICKTHROUGH
Learn 3 tips that made 10,000 landing pages
extremely successful
37
#webclinic
38. ITEM #1: Is It Clear?
Is the main point emphasized?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must first comprehend the intended message.
To ensure they understand, we can utilize the following clarity checklist:
ļ± Is the main point emphasized?
ļ± Are the qualifiers precise?
38
#webclinic
39. ITEM #1: Is It Clear?
Are the qualifiers precise?
Precise qualifiers help to cement the value of the subject line into the mind
of the customer.
Not this ā¦
[Optimization Summit] 3 Days to a Better Website
($300 Off Coupon Inside!)
ā¦ but this
37%
IN CLICKTHROUGH
A scientific way to increase your conversions.
39
#webclinic
40. ITEM #1: Is It Clear?
Are the qualifiers precise?
Precise qualifiers help to cement the value of the subject line into the mind
of the customer.
Not this ā¦
Ernie, A Special Offer for REAL SIMPLE readers*
ā¦ but this
Get An Instant AdWords Performance Report
(It's On Us)*
*Live Optimization Submissions
#webclinic
41. ITEM #1: Is It Clear?
Is the language simple?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must first comprehend the intended message.
To ensure they understand, we can utilize the following clarity checklist:
ļ± Is the main point emphasized?
ļ± Are the qualifiers precise?
ļ± Is the language simple?
41
#webclinic
42. ITEM #1: Is It Clear?
Is the language simple?
For maximum clarity, we must use words that can be instantly
understood by our ideal prospect.
Not this ā¦
No Castles in the air for youā¦*
ā¦ but this
Pop-culture reference that 30% Of Physicians Are At Risk - Don't
is not widely known Wait Until It's Too Late!*
*Live Optimization Submissions
#webclinic
43. ITEM #1: Is It Clear?
Is the language simple?
For maximum clarity, we must use words that can be instantly
understood by our ideal prospect.
Not this ā¦
Turn your iPads into clickers
with LanSchool*
ā¦ but this
āClickersā should be replaced Don't Forget Mom! ā Free Motherās
with āremotesā Day Shipping*
*Live Optimization Submissions
#webclinic
44. ITEM #1: Is It Clear?
Is the wording concise?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must first comprehend the intended message.
To ensure they understand, we can utilize the following clarity checklist:
ļ± Is the main point emphasized?
ļ± Are the qualifiers precise?
ļ± Is the language simple?
ļ± Is the wording concise?
44
#webclinic
45. ITEM #1: Is It Clear?
Is the wording concise?
Concise wording is critical to producing clarity in the minds of our
customers. It is important that we use the correct amount of words ā no
more, no less.
Not this ā¦
Our gift to you -- FREE Shipping or No Service Charges
ā¦ but this
21%
IN CLICKTHROUGH
Free Shipping or No Service Charge!
Limited time offer!
45
#webclinic
46. ITEM #1: Is It Clear?
Is the wording concise?
Concise wording is critical to producing clarity in the minds of our
customers. It is important that we use the correct amount of words ā no
more, no less.
Not this ā¦
Quarterbacks aren't the only changes being tested in Denver
ā¦ but this
Too many words
Denverās testing more than quarterbacks
46
#webclinic
47. ITEM #1: Is It Clear?
Is the wording concise?
Concise wording is critical to producing clarity in the minds of our
customers. It is important that we use the correct amount of words ā no
more, no less.
Not this ā¦
Denverās testing quarterbacksā¦
ā¦ but this
Too few words
Denverās testing more than quarterbacks
47
#webclinic
48. ITEM #1: Is It Clear?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must first comprehend the intended message.
To ensure they understand, we can utilize the following clarity checklist:
ļ± Is the main point emphasized?
ļ± Are the qualifiers precise?
ļ± Is the language simple?
ļ± Is the wording concise?
48
#webclinic
49. ITEM #1: Is It Clear? Live Optimization
Subject Line:
No Castles in the air for you
Audience:
Distributors of the products
Objective:
Get recipients to click the link to
the PuzzlerPromo
http://bit.ly/thebestintest
#webclinic
51. ITEM #2: Is It Appealing?
Is the message relevant?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must find the offer appealing.
To ensure appeal, we can utilize the following checklist:
ļ± Is the message relevant?
51
#webclinic
52. ITEM #2: Is It Appealing?
Is the message relevant?
Irrelevant messaging
Not this ā¦
Quarterbacks aren't the only changes being tested in Denver
ā¦ but this
A scientific way to increase your conversions.
57%
IN CLICKTHROUGH
52
#webclinic
53. ITEM #2: Is It Appealing?
Is the message relevant?
Not this ā¦
Quarterbacks aren't the only changes being tested in Denver
ā¦ but this
Do your landing pages pass this test?
106%
IN CLICKTHROUGH
53
#webclinic
54. ITEM #2: Is It Appealing?
Is the desire urgent?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must find the offer appealing.
To ensure appeal, we can utilize the following checklist:
ļ± Is the message relevant?
ļ± Is the desire urgent?
54
#webclinic
55. ITEM #2: Is It Appealing?
Is the desire urgent?
Suggests other (easier)
ways to increase your
conversions
Not this ā¦
A scientific way to increase your conversions
Suggests a simpler
standard to judge your
landing pages with
31%
IN CLICKTHROUGH
ā¦ but this
Do your landing pages pass this test?
55
#webclinic
56. ITEM #2: Is It Appealing?
Is the desire urgent?
If the audience can watch it
On-Demand, there is less
Not this ā¦ reason to click now
Vote for the Next TrainSignal Webinar | Register
and Watch On-Demand*
ā¦ but this
Upcoming Webinar - Virgin Atlantic
reveals its 7 secrets to e-Invoicing success*
A big brand revealing secrets
in an upcoming webinar
invokes a higher sense of
urgency
*Live Optimization Submissions
#webclinic
57. ITEM #2: Is It Appealing?
Is the issue important?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must find the offer appealing.
To ensure appeal, we can utilize the following checklist:
ļ± Is the message relevant?
ļ± Is the desire urgent?
ļ± Is the issue important?
57
#webclinic
58. ITEM #2: Is It Appealing?
Is the issue important?
People donāt listen to speakers,
people listen to people
Not this ā¦
Optimization Summit 2012 ā Speakers List Now Up! + Save $300 Today
The issue of successful landing
pages is important to marketers
ā¦ but this
Learn 3 tips that made 10,000
31%
IN CLICKTHROUGH
landing pages extremely successful
58
#webclinic
59. ITEM #2: Is It Appealing?
Is the issue important?
So what?
Not this ā¦
Mobile can help manage your money*
ā¦ but this
Aspirin therapy pros and cons, 7 myths
about calcium & vitamin D, lentil salad*
Pertinent information related to
my health and well-being
*Live Optimization Submissions
#webclinic
60. ITEM #2: Is It Appealing?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must find the offer appealing.
To ensure appeal, we can utilize the following checklist:
ļ± Is the message relevant?
ļ± Is the desire urgent?
ļ± Is the issue important?
60
#webclinic
61. ITEM #2: Is It Appealing? Live Optimization
Subject Line:
Vote for the Next TrainSignal
Webinar | Register and Watch
On-Demand
Audience:
IT Professionals, previous
TrainSignal customers, previous
webinar participants
Objective:
To get recipients to vote for a
preferred webinar topic
http://bit.ly/trainsignalemail
61
#webclinic
62. ITEM #2: Is It Appealing? Live Optimization
Is the message relevant?
Subject Line:
Mary Potter Hospice Invites
"Name" to take the $100
Challenge
Audience:
Business owners in same
geographical area as Mary Potter
Hospice
Objective:
To get recipients to click on āTake
the Challengeā
http://bit.ly/hospicechallenge
62
#webclinic
64. ITEM #3: Is It Exclusive?
Is the only-factor apparent?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must know the offer is exclusive.
To ensure exclusivity, we can utilize the following checklist:
ļ± Is the only-factor apparent?
64
#webclinic
65. ITEM #3: Is It Exclusive?
Is the only-factor apparent?
Suggests other (easier) ways
to increase your conversions
Not this ā¦
A scientific way to increase your conversions The specific numbers
imply an only-factor
ā¦ but this
Learn 3 tips that made 10,000 landing pages
24%
IN CLICKTHROUGH
extremely successful
65
#webclinic
66. ITEM #3: Is It Exclusive?
Is the only-factor apparent?
Does not imply an only-factor
Not this ā¦
Merchant Account with REBATE*
ā¦ but this
Upcoming Webinar - Virgin Atlantic reveals its
7 secrets to e-Invoicing success*
Virgin brand revealing secrets
implies an exclusive news scoop
*Live Optimization Submissions
#webclinic
67. ITEM #3: Is It Exclusive?
Is the brand familiar?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must know the offer is exclusive.
To ensure exclusivity, we can utilize the following checklist:
ļ± Is the only-factor apparent?
ļ± Is the brand familiar?
67
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68. ITEM #3: Is It Exclusive?
Is the brand familiar?
Not this ā¦
Exclusive First Look at New Products, Brand included in subject
Technology, and More
ā¦ but this
IADC 2011 - Exclusive First Look at New
8%
IN CLICKTHROUGH
Products, Technology, and More
68
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69. ITEM #3: Is It Exclusive?
Is the brand familiar?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must know the offer is exclusive.
To ensure exclusivity, we can utilize the following checklist:
ļ± Is the only-factor apparent?
ļ± Is the brand familiar?
69
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70. ITEM #3: Is It Exclusive?
Live Optimization
Subject Line:
Learn how to improve your
establishmentās web presence
Audience:
Small Business Restaurant and
Bar Owners
Objective:
To get recipients to click on the http://bit.ly/establishmentspresence
āGet Started Now!ā button
70
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71. ITEM #3: Is It Exclusive? Live Optimization
Is the only-factor apparent
Subject Line:
Enjoy Over 2,000 Internet TV
Channels!
Audience:
Consumers 60+ years old, more
rural than urban
Objective:
Click the āInternet TV/Radio USB
Stickā link
http://bit.ly/harrietcarteremal
#webclinic
73. ITEM #4: Is It Credible?
Is the promise believable?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must believe the offer is legitimate.
To ensure credibility, we can utilize the following checklist:
ļ± Is the promise believable?
73
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74. ITEM #4: Is It Credible?
Is the promise believable?
This is likely NOT a gift,
and it undercuts the
credibility of the offer
Not this ā¦ that follows
Our gift to you -- FREE Shipping or No Service Charges
ā¦ but this
Free Shipping or No Service Charge!
21%
IN CLICKTHROUGH
Limited time offer!
The stand alone offer of āFree
shipping or No Service Chargeā is
more credible
74
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75. ITEM #4: Is It Credible?
Is the promise believable?
Use of fear tactics without
qualifying information causes
unbelief ā¦ At risk for what?
Not this ā¦
30% Of Physicians Are At Risk - Don't Wait
Until It's Too Late!*
ā¦ but this
Aspirin therapy pros and cons, 7 myths about
calcium & vitamin D, lentil salad*
Pros and cons of aspirin therapy
implies a balanced piece of useful
content
*Live Optimization Submissions
#webclinic
76. ITEM #4: Is It Credible?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must believe the offer is legitimate.
To ensure credibility, we can utilize the following checklist:
ļ± Is the promise believable?
ļ± Is the tone appropriate?
76
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77. ITEM #4: Is It Credible?
Is the tone appropriate?
Email sent to MarketingExperiments
readers accustomed to science-
Not this ā¦ based messaging
Quarterbacks arenāt the only changes being
tested in Denverā¦
ā¦ but this
A scientific way to increase your conversions
57%
IN CLICKTHROUGH
77
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78. ITEM #4: Is It Credible?
Is the tone appropriate?
Email sent to MarketingSherpa
readers accustomed to straight-
Not this ā¦ forward messaging
If Alfred Hitchcock wrote emails, could he grow
an audience by 300%?
ā¦ but this
25%
IN CLICKTHROUGH
How Blockbuster Express grew its email list 300%
78
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79. ITEM #4: Is It Credible?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must believe the offer is legitimate.
To ensure credibility, we can utilize the following checklist:
ļ± Is the promise believable?
ļ± Is the tone appropriate?
ļ± Is the value specific?
79
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80. ITEM #4: Is It Credible?
Is the value specific? Very little specificity
Not this ā¦
Quarterbacks aren't the only changes being tested in Denver
ā¦ but this
Do your landing pages pass this test?
106%
IN CLICKTHROUGH
The specificity in āthis testā
credibly implies a test in the email
to judge a landing page
80
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81. ITEM #4: Is It Credible?
Is the value specific?
Very little specificity
Not this ā¦
Won't Mom Be Delighted!*
10 easy steps with
Microsoft 2010
ā¦ but this
Design Your Own eBook Cover in 10 Easy
Steps With Microsoft 2010*
*Live Optimization Submissions
#webclinic
82. ITEM #4: Is It Credible?
For the ideal prospect to act on the process-level value proposition of
your subject line, they must believe the offer is legitimate.
To ensure credibility, we can utilize the following checklist:
ļ± Is the promise believable?
ļ± Is the tone appropriate?
ļ± Is the value specific?
82
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83. ITEM #4: Is It Credible? Live Optimization
Subject Line:
Won't Mom Be Delighted!
Audience:
Married couples 35+ with no
children
Objective:
To get recipients to āShop Nowā
http://bit.ly/Jhhzjq
83
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84. Summary: Putting it all together
F Key Principles
a. Simply getting the viewerās attention with a subject line will not
produce a significant result. We must understand the functional
purpose of our subject line: converting attention into interest.
b. To build interest, we must understand the connection between our
subject line and our value proposition.
c. To intensify the force of the process-level value proposition in our
subject lines, we can employ a useful set of research-based criteria ā¦
84
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85. Summary: Putting it all together
ļ± ITEM #1: Is It Clear? ļ± ITEM #3: Is It Exclusive?
ļ± Is the point emphasized? ļ± Is the only-factor apparent?
ļ± Are the qualifiers precise? ļ± Is the brand familiar?
ļ± Is the language simple?
ļ± Is the wording concise?
ļ± ITEM #2: Is It Appealing? ļ± ITEM #4: Is It Credible?
ļ± Is the message relevant? ļ± Is the promise believable?
ļ± Is the desire urgent? ļ± Is the tone appropriate?
ļ± Is the issue important? ļ± Is the value specific?
85
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