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, it’s almost impossible for marketers in the field to keep up.
In our next Web clinic, we’ll walk through the most important discoveries of the year so you can learn the progress MECLABS analysts and scientists have made. You’ll discover actual research-grounded answers to the following questions:
• When is the best time to send an email?
• How should I design my website navigation?
• Can a brand really make an impact on conversion?
• Is my page missing critical copy?
• And more …
You’ll also receive access to the broadest array of researchers from our lab so far this year. They’ll be talking through the experiments and answering your questions live from the MarketingExperiments broadcast studio.
Some best practices in email marketing and how to measure a successful email program. Includes campaign tagging, building trended analysis, and email reputation troubleshooting. Email segmentation mentioned briefly as a best practice.
Overview of why welcome emails are important; key elements of welcome emails; samples of good and bad welcome emails; best practices; and samples of welcome series
PushON hosted the first Online Marketing Meetup in Manchester on 3rd April at Manchester Digital Tech Incubator. Speakers included Ceri Francis from Music Magpie, Denise Maskew from United Utilities, Ben Wilkins from Regital and Gareth Hoyle from Marketing Signals. The meetup was sponsored by Run 2, with Richard Gregory compering,
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%.
Some best practices in email marketing and how to measure a successful email program. Includes campaign tagging, building trended analysis, and email reputation troubleshooting. Email segmentation mentioned briefly as a best practice.
Overview of why welcome emails are important; key elements of welcome emails; samples of good and bad welcome emails; best practices; and samples of welcome series
PushON hosted the first Online Marketing Meetup in Manchester on 3rd April at Manchester Digital Tech Incubator. Speakers included Ceri Francis from Music Magpie, Denise Maskew from United Utilities, Ben Wilkins from Regital and Gareth Hoyle from Marketing Signals. The meetup was sponsored by Run 2, with Richard Gregory compering,
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%.
Tanla Mobile Marketing & Advertising Guide 2008Helen Keegan
A comprehensive guide to Mobile Marketing and Advertising written by Helen Keegan in late 2007 on behalf of Tanla Mobile and launched at Mobile World Congress, Barcelona in Febuary 2008. The guide also includes articles and essays by Tomi Ahonen, Russell Buckley, Jessica Sandin, Gillian Kennedy, Dr Mike Short, Anuj Khanna, Ben Tatton-Brown, Daniel Appelquist, Jeff Spirer, Steve Flaherty and Gerry Drew.
The font size is very small - apologies in advance - you'll need to adjust that before you print it out.
It also needs updating to accommodate what's happening today with regard to mobile internet and the impact of the iPhone. Anyone want to sponsor me to do that? Get in touch!
The guide isn't perfect by any stretch of the imagination, but it should give you a good overview of the world of mobile marketing, advertising and media, a wide variety of viewpoints and lots of case studies to consider.
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
A look at design trends that are peaking in 2016 and a prediction of design trends for 2017 for web sites, e-newsletters and email marketing. Originally presented at Social Media Breakfast Maine by Emily Brackett of Visible Logic and Mail on the Mark.
Can I Test More Than One Variable at a Time? Statisticians answer some of th...MarketingExperiments
A/B testing on the Web has become incredibly sophisticated in the last few years. New software makes it easier than ever to have a test up and running on your site. Still, a software program can only take you so far, and many marketers find themselves with questions.
In our next Web clinic, statisticians and testing experts from the MECLABS research lab will be answering some of the most common questions associated with online testing:
• Can I test more than one variable at a time?
• What is a multivariate test?
• Is a multivariate testing better than an A/B split test?
• Which page element(s) should I test?
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...donordigital
Mal Warwick | Donordigital Vice President Mwosi Swenson spoke with Jason Wilson of Share Our Strength and Dawn Stoner of Mal Warwick | Donordigital at the Direct Marketing Association Nonprofit Federation Washington Nonprofit Conference on February 27, 2015. Donation page optimization is the least-sexy part of online fundraising — yet investment in this area can mean real money (lots of it, in fact!) from the same traffic to your site. Learn how analytics-driven changes to donation pages that have raised tens of thousands of additional dollars at some of the largest nonprofit programs. Includes a quick review of the tools, technology and methodology needed for effective testing, then dives into best practices and real testing results — things you'd expect, things that you need to know, and things that surprised us all!
Build a Winning Conversion Optimization StrategySavage Marketing
By Srikant Kotapalli – VWO
AB Testing has traditionally been one of the most commonly used methods to boost conversion rates. Many marketers have since used it tactically, that gets them some early wins but are unable to convert it into repeatable success. Building an effective optimization strategy needs an in-depth understanding of user behaviour, adopting a structured framework and constantly measuring and improving upon the results. This session will walk you through everything you need to know to transform your AB testing into a winning optimization engine.
It’s no secret HubSpot are really big fans of inbound marketing. We’re also obsessed with finding opportunities that will help us to grow quicker across our inbound channels.
In 2015 we started a growth team who were set a challenge, find ways to deliver a greater return from some of our best performing inbound channels.
This presentation will go through how we approached that challenge, the growth team we created and real results from initiatives they’ve implemented.
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?
David Hawking, Funnelback's Chief Scientist, presented "The Search Master's Toolbox" at Online Information 2010 in London.
The talk provided considerations and advice for website and marketing managers to apply to search solutions employed in their organisations. It highlighted the reasons why search is so vitally important to the overall success of a website and provided information on the tools required to deliver and optimise an effective search solution.
Jim Pugh, CEO of ShareProgress, and Melissa Foley, of Netroots Nation and New Media Mentors, walk through the basics of an A/B test as well as how to build and maintain a culture of testing at your organization.
Are you struggling to find new testing techniques that produce ACTUAL results? You're not alone! In this webinar we will show you some unique PPC strategies by Larry Kim, Uber & Facebook that utilize growth testing processes to increase campaign conversions.
Join us Thursday, November 12th as the Founders of GrowthHackers & Wordstream walk through new testable ideas that when applied can 3X results for your PPC results.
Showcasing Testing Strategies Like:
-How To Use Call-only PPC Campaigns
-Implementing Adword's New Customer Match
-Harnessing Emotional Triggers
-Growth Testing Strategies Used by Facebook & Uber
Best in Show: Top takeaways from Lead Gen Summit 2013MarketingSherpa
You give us 30 minutes, and we'll give you all the greatest takeaways from 20 hours of sessions at Lead Gen Summit 2013 in San Francisco.
Join Pamela Markey, Sr. Director of Marketing, MECLABS, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through the best ideas from Summit, ranging from lead capture optimization to nurturing and qualification.
This presentation has been made possible thanks to Oracle Eloqua.
See the replay here: http://www.marketingsherpa.com/video/webinar/top-takeaways-from-lead-gen-summit
Online Marketing: Lead Generation ActivitiesHelloMeets
This was discussed at the Workshop on "Marketing 101 for Startups" conducted by HelloMeets at Hippo Video's office in Chennai.
Speaker & Presentation by:
Shiyam Sunder, Digital Marketing Specialist -Zoho
-Shiyam works with ManageEngine, a division of Zoho Corporation in the IT security arena
-He is the Campaign Manager for Non-English Regions ( Japan, China, and EU regions) and has expertise in SEM, localized SEO, performance analytics, conversion rate optimisation and route cause investigation
Presentation includes:
-How to identify markets and messaging
-Building a marketing plan and processes to implement it thoroughly
-Getting started on Search Engine Marketing
-Building a content calendar that could aid growth targets
-The email marketing playbook of growing leads pipeline and enhancing brand profile
-An iterative approach to landing pages to consistently improve conversions
-Hacks of gaining momentum on social media
-Leveraging influencer marketing to earn credibility and trust
-Using paid marketing to grow quickly in desired markets
Case studies on:
-Actionable ways to engage with the most popular influencers in your space
-How do you improve Blog Visits by over 100%
-Marketing Landing Pages with experimented A/B testing results
-How Zoho reached potential prospects in short span with Google Display Network
Tanla Mobile Marketing & Advertising Guide 2008Helen Keegan
A comprehensive guide to Mobile Marketing and Advertising written by Helen Keegan in late 2007 on behalf of Tanla Mobile and launched at Mobile World Congress, Barcelona in Febuary 2008. The guide also includes articles and essays by Tomi Ahonen, Russell Buckley, Jessica Sandin, Gillian Kennedy, Dr Mike Short, Anuj Khanna, Ben Tatton-Brown, Daniel Appelquist, Jeff Spirer, Steve Flaherty and Gerry Drew.
The font size is very small - apologies in advance - you'll need to adjust that before you print it out.
It also needs updating to accommodate what's happening today with regard to mobile internet and the impact of the iPhone. Anyone want to sponsor me to do that? Get in touch!
The guide isn't perfect by any stretch of the imagination, but it should give you a good overview of the world of mobile marketing, advertising and media, a wide variety of viewpoints and lots of case studies to consider.
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
A look at design trends that are peaking in 2016 and a prediction of design trends for 2017 for web sites, e-newsletters and email marketing. Originally presented at Social Media Breakfast Maine by Emily Brackett of Visible Logic and Mail on the Mark.
Can I Test More Than One Variable at a Time? Statisticians answer some of th...MarketingExperiments
A/B testing on the Web has become incredibly sophisticated in the last few years. New software makes it easier than ever to have a test up and running on your site. Still, a software program can only take you so far, and many marketers find themselves with questions.
In our next Web clinic, statisticians and testing experts from the MECLABS research lab will be answering some of the most common questions associated with online testing:
• Can I test more than one variable at a time?
• What is a multivariate test?
• Is a multivariate testing better than an A/B split test?
• Which page element(s) should I test?
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...donordigital
Mal Warwick | Donordigital Vice President Mwosi Swenson spoke with Jason Wilson of Share Our Strength and Dawn Stoner of Mal Warwick | Donordigital at the Direct Marketing Association Nonprofit Federation Washington Nonprofit Conference on February 27, 2015. Donation page optimization is the least-sexy part of online fundraising — yet investment in this area can mean real money (lots of it, in fact!) from the same traffic to your site. Learn how analytics-driven changes to donation pages that have raised tens of thousands of additional dollars at some of the largest nonprofit programs. Includes a quick review of the tools, technology and methodology needed for effective testing, then dives into best practices and real testing results — things you'd expect, things that you need to know, and things that surprised us all!
Build a Winning Conversion Optimization StrategySavage Marketing
By Srikant Kotapalli – VWO
AB Testing has traditionally been one of the most commonly used methods to boost conversion rates. Many marketers have since used it tactically, that gets them some early wins but are unable to convert it into repeatable success. Building an effective optimization strategy needs an in-depth understanding of user behaviour, adopting a structured framework and constantly measuring and improving upon the results. This session will walk you through everything you need to know to transform your AB testing into a winning optimization engine.
It’s no secret HubSpot are really big fans of inbound marketing. We’re also obsessed with finding opportunities that will help us to grow quicker across our inbound channels.
In 2015 we started a growth team who were set a challenge, find ways to deliver a greater return from some of our best performing inbound channels.
This presentation will go through how we approached that challenge, the growth team we created and real results from initiatives they’ve implemented.
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?
David Hawking, Funnelback's Chief Scientist, presented "The Search Master's Toolbox" at Online Information 2010 in London.
The talk provided considerations and advice for website and marketing managers to apply to search solutions employed in their organisations. It highlighted the reasons why search is so vitally important to the overall success of a website and provided information on the tools required to deliver and optimise an effective search solution.
Jim Pugh, CEO of ShareProgress, and Melissa Foley, of Netroots Nation and New Media Mentors, walk through the basics of an A/B test as well as how to build and maintain a culture of testing at your organization.
Are you struggling to find new testing techniques that produce ACTUAL results? You're not alone! In this webinar we will show you some unique PPC strategies by Larry Kim, Uber & Facebook that utilize growth testing processes to increase campaign conversions.
Join us Thursday, November 12th as the Founders of GrowthHackers & Wordstream walk through new testable ideas that when applied can 3X results for your PPC results.
Showcasing Testing Strategies Like:
-How To Use Call-only PPC Campaigns
-Implementing Adword's New Customer Match
-Harnessing Emotional Triggers
-Growth Testing Strategies Used by Facebook & Uber
Best in Show: Top takeaways from Lead Gen Summit 2013MarketingSherpa
You give us 30 minutes, and we'll give you all the greatest takeaways from 20 hours of sessions at Lead Gen Summit 2013 in San Francisco.
Join Pamela Markey, Sr. Director of Marketing, MECLABS, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through the best ideas from Summit, ranging from lead capture optimization to nurturing and qualification.
This presentation has been made possible thanks to Oracle Eloqua.
See the replay here: http://www.marketingsherpa.com/video/webinar/top-takeaways-from-lead-gen-summit
Online Marketing: Lead Generation ActivitiesHelloMeets
This was discussed at the Workshop on "Marketing 101 for Startups" conducted by HelloMeets at Hippo Video's office in Chennai.
Speaker & Presentation by:
Shiyam Sunder, Digital Marketing Specialist -Zoho
-Shiyam works with ManageEngine, a division of Zoho Corporation in the IT security arena
-He is the Campaign Manager for Non-English Regions ( Japan, China, and EU regions) and has expertise in SEM, localized SEO, performance analytics, conversion rate optimisation and route cause investigation
Presentation includes:
-How to identify markets and messaging
-Building a marketing plan and processes to implement it thoroughly
-Getting started on Search Engine Marketing
-Building a content calendar that could aid growth targets
-The email marketing playbook of growing leads pipeline and enhancing brand profile
-An iterative approach to landing pages to consistently improve conversions
-Hacks of gaining momentum on social media
-Leveraging influencer marketing to earn credibility and trust
-Using paid marketing to grow quickly in desired markets
Case studies on:
-Actionable ways to engage with the most popular influencers in your space
-How do you improve Blog Visits by over 100%
-Marketing Landing Pages with experimented A/B testing results
-How Zoho reached potential prospects in short span with Google Display Network
Learn how to transform from a mild-mannered online organizer into a true data-driven mastermind! What to track, how to test, and methods for creating a data-driven culture at your nonprofit.
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.
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%.
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.
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.
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.
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.
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.
Personalized Messaging Tested: How little changes to an email send led to a 3...MarketingExperiments
What truly makes donors give? What prompts customers to clickthrough some emails but delete others?
While there are many technical factors involved in email marketing, the easiest to change, and the most impactful to the bottom line, is getting your messaging right.
In this Web clinic, we’re reaching outside of our own labs to find one of the most interesting nonprofit tests we’ve seen in recent years.
Why explore tests from nonprofit organizations? Nonprofits face the ultimate challenge. Without an actual product or service to sell, they must convert based on perceived value. If you can understand why people donate to a nonprofit, you can understand how to amp up the perceived value of any product or service's actual value.
Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter brought three lessons learned from a test that generated a 380% increase in revenue per email for an American think tank.
Does 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.
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%.
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%.
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%.
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.
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.
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.
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3. Today’s speakers
Austin McCraw
Senior Editorial
Analyst
MECLABS
Pamela Markey
Senior Director
Marketing
MECLABS
Jon Powell
Senior Manager
Research and
Strategy
MECLABS
Adam Lapp
Director
Services
Operations
MECLABS
Ben Filip
Senior Manager
Data Sciences
MECLABS
5. Today, we are going to distill all of this research into a 60minute walkthrough of the top five discoveries in 2013.
6. Discovery #1:
There are Five Consistent Factors that
Impact Customer Response to Email Timing
7. Experiment: Background
Experiment ID: TP2087
Record Location: MarketingExperiments Research Library
Research Partner: Protected
Research Notes:
Background: A large financial institution offering a financial service requiring an application to
consumers.
Goal: To increase the amount of completed applications.
Primary Research Question: Of the send times tested, which time will result in the highest rate of
completed applications to delivered emails?
Approach: A/B multifactor sequential test
8. Experiment: Design
14 Total Email Sends During Week of Test
Monday
Tuesday
AM Email
1
AM Email
3
PM Email
2
Wednesday
AM Email
5
PM Email
4
Thursday
AM Email
PM Email
8
AM Email
9
7
PM Email
6
Friday
Saturday
AM Email
11
PM Email
10
Sunday
AM Email
13
PM Email
12
PM Email
14
The test had a total 14 treatment paths – each path had the same subject line and email.
The treatment values included sending two emails each day of the week, Monday through
Sunday, at 3 a.m. and 3 p.m.
10. Results
13.5% increase in clickthrough
Sending at 3 p.m. increased clickthrough rate by at least 13.5%.
Clickthrough Rate
3:00 a.m.
3:00 p.m.
Percent Relative Change
!
1.076%
1.220%
13.5%
What You Need to Understand: Recipients were 13.5% more likely to click in an
email sent at 3 p.m.
11. ?
Which Day of the Week Will Perform Best?
Mon., Tues., Wed., Thurs., Fri., Sat., Sun.
13. Experiment: Clickthrough rate by day
23.2% increase in clickthrough
Sending on Sunday increased clickthrough rate by 23.2% over Tuesday.
Treatments
(in order of performance)
Percent Relative
Change
LOC
Tuesday
10.47%
-
-
Monday
10.90%
4.1%
72%
Thursday
11.01%
5.1%
82%
Friday
11.59%
10.7%
99%
Wednesday
11.64%
11.2%
99%
Saturday
11.84%
13.1%
99%
Sunday
!
Clickthrough
12.90%
23.2%
99%
What You Need to Understand: Recipients were 23.2% more likely to click in an
email sent on Sunday than one sent on Tuesday. Sunday also significantly outperformed every other day of the week.
14. Experiment: Interpretation
Sunday Reader
Possible Reasons for Higher Clickthrough on Sunday
• Less distractions on Sunday
• Advent of mobile attaches recipients to email 24/7
• Personal nature of financial product causes higher
clickthrough outside of work
15. Experiment: Interpretation
Weekday Reader
Possible Reasons for Lower Clickthrough During
Week:
• Higher level of distraction
• Customers are in “work” mode and less likely to be
interested in financial application
16. What we discovered
F
Key Principles
1.
There is no “one-size-fits-all” time or frequency for an email send.
2.
However, the universal goal of email timing is to synchronize your email’s delivery with the cognitive
psychology of the customer’s purchase cycle.
3.
There are five consistent factors from campaign to campaign that will impact your customers’ purchase cycle:
1.
2.
3.
4.
5.
Decision cycle – (How often a decision is required)
Utility – (How useful the email is perceived)
Relevance – (How relevant the email is externally and internally)
Nature of product – (How the product affects the customer emotionally)
Expectations – (How the email matches customer expectations)
View the Full Clinic Here:
MarketingExperiments.com/EmailTiming
18. Experiment: Background
Experiment ID: TP1651
Record Location: MECLABS Research Library
Research Partner: The Boston Globe
Research Notes:
Background: One of the largest metropolitan print news sources in the United States.
Goal: To increase the number of home delivery subscriptions.
Research Question: Which offer page will result in the highest subscription rate?
Test Design: A/B variable cluster test
19. Experiment: Control
• The goal of the original
page was to get people into
the subscription process.
• The original page used a
template CMS structure
that did very little to
leverage the brand of The
Boston Globe.
24. Experiment: Results
40% increase in total subscribers
The branded subscription path increased the rate of subscriptions
by 40.3%
Clickthrough Rate
Control (Non-Branded)
Treatment (Branded)
Percent Relative Change
!
1.32%
1.86%
40.3%
What You Need to Understand: By simply emphasizing the well-known brand of
The Boston Globe, the treatment subscription path generated 40.3% more
subscriptions than the generically branded control.
25. What we discovered
Key Definition
Brand is the aggregate experience of the value proposition
26. What we discovered
F
Key Principles
1. Brand represents the sum total of experiences in the market place, particularly those that connect to you.
2. Brand exists in the mind. It represents a form of mental shorthand. It stands for a decision collective
and represents the default choice. As such, it implies expectation.
3. Brand does not make a promise; it creates an expectation. The strength of the brand is derived not from
declaration, but through expectation.
View the Full Clinic Here:
MarketingExperiments.com/DoesBrandMatter
28. Experiment: Background
Experiment ID: TP1283
Record Location: MECLABS Research Library
Research Partner: Protected
Research Notes:
Background: Italian e-commerce website offering cosmetics. The researchers were focusing on
testing different approaches to the “body” category page.
Goal: To increase the rate of conversion.
Primary Research Question: Which page will generate the highest rate of conversion?
Approach: A/B variable cluster test
29. Experiment: Control
Control – Category List
• The control listed all of the
main categories of “body”
products:
•
•
•
•
•
•
•
•
•
•
•
Deodorants
Moisturizers
Toner
Skin
Hair remover
Feet
Hands
Mouth
Scrubs and specials
Accessories
Combination offers
• Products are all listed below
by category as selected
30. Experiment: Control
Control – Category List
Is the category list at the top of
the page the most user-friendly
way to present the information?
31. Experiment: Treatment 1
T1 – Configurator
• Treatment 1 seeks to make
the page easier to use by
adding an interactive
configurator that enables
the visitor to customize the
products that show up
below.
• By Category
• By Objective
• By Product Line
32. Experiment: Treatment 2
T2 – Visual Categories
• Treatment 2 seeks to make
the page easier to use by
removing the category links
and simply featuring the
main categories with
images.
33. Experiment: Treatment 3
T3 – Navigation Links (text)
• Treatment 3 is a radical
approach that seeks to
make the process easier
by removing the “body”
category page
altogether, enabling the
visitor to choose their
category within the
navigation of the
homepage.
34. Experiment: Treatment 4
T4 – Navigation Links (visual)
• Treatment 4 is similar
to Treatment 3, only it
integrates a more visual
approach to the
categories within the
navigation.
35. Experiment: Test your intuition
Control – Category
List
T1 – Configurator
T3 – Navigation Links (text)
T2 – Visual Categories
T4 – Navigation Links (visual)
36. Results
20% increase in total conversions
Treatment 1 category page increased conversion rate by 20%.
Treatments
Clickthrough
Percent Relative Change
Control – Category List
1.04%
-
T1 – Configurator
1.25%
20%
T2 – Visual Categories
1.10%
6%
T3 – Navigation Links (text)
1.10%
5%
T4 – Navigation Links (visual)
1.10%
5%
37. Experiment: Results
Why did the configurator beat all of the other methods? Was it the usability?
If so, what made it more usable than the other methods?
Control – Category
List
T1 – Configurator
38. What we discovered
F
Key Principles
1. Focusing on usability can hinder an effective approach to optimization. It often undermines the micro-yes
approach and can ultimately hinder results.
2. An overemphasis on usability confuses the means with the end. The goal of our website is not usability,
but rather “buyability.”
3. Usability, when viewed properly, can be a valuable tool for helping marketers identify hidden psychological
costs in their conversion processes.
4. All usability claims must be tested.
View the Full Clinic Here:
MarketingExperiments.com/UsabilityMyth
40. Experiment: Background
Experiment ID: TP2137
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: A large international media company focusing on increasing
subscription rates.
Goal: To increase the number of conversions based on the value proposition conveyed through
the email.
Primary Research Question: Which email will generate the highest conversion rate?
Approach: A/B multifactor split test
41. Experiment: Control
CONTROL: Promotional-style email
• Uses popular design principles to
create balance and hierarchy on the
page.
• Heavy use of images and graphics to
catch the reader’s attention.
• Multiple call-to-action buttons for
increased points of entry.
Subject Line: Open this now for Special Savings
42. Experiment: Treatment
TREATMENT: Letter-style email
• Designed to look and feel more
like a personal letter.
• Limited use of graphics and
images.
• One call-to-action button.
Subject Line: Get Unlimited Access to [Product] with
Home Delivery
44. Experiment: Results
181% increase in conversion
The overall conversion rate increased 181% due to a
clearly stated value proposition.
Conversion Rate
Treatment – Letter-Style Email
0.04%
0.12%
Relative Difference
181%
Control – Standard Email
!
What You Need to Understand: By limiting the amount of graphics, and focusing on engaging the
customer in a conversation, the treatment outperformed the control by 181%.
45. Why did the letter-style win?
Subject Line: Get Unlimited Access to [Product] with
Home Delivery
Why did the
letter-style email win?
46. What we discovered
F
Key Learnings
1. An email message is not a monologue; it is a dialog. People don’t buy from emails;
people buy from people.
2. If the marketer can learn to participate with the prospect’s conversation, they can
guide it (with messaging) toward a satisfactory conclusion (the purchase).
3. Therefore, effective email messaging requires one often overlooked skill on the part
of the marketer: empathy.
View the Full Clinic Here:
MarketingExperiments.com/LetterEmails
47. What we discovered
Empathy: For the marketer, empathy is their ability to discern – through
listening and hearing – the ontology (nature or being) of the customer.
• Selfishness, if a benign version, is the primary driver of sales velocity. It is the selfishness of the
prospect which empowers the transaction.
• The concept, selfishness, has a negative connotation. But this can be unfortunate – how can a
self be faulted for being self(ish)? In one sense, selfishness is essence(tial).
• Empathy enables the marketer to identify with the market and experience its “selfishness.”
Empathy is the marketer’s intuition.
49. Experiment: Background
Experiment ID: TP1700
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: A medium-sized company selling a single auto repair product.
Goal: To increase the number of purchases.
Primary Research Question: Which landing page will generate the highest conversion rate?
Approach: A/B multifactor split test
53. Experiment: Results
36% increase in purchases
Product purchases increased by 36% over the control.
Conversion Rate
Control
Treatment
Relative Difference
!
1.33%
1.81%
36%
What You Need to Understand: By clarifying the problem before presenting the solution, the
treatment generated a 36% higher purchase rate than the control.
54. What we discovered
F
Key Principles
1.
Simply identifying a customer need does not inspire the need to act. The problem must be
intensified so that it is properly felt by customers.
2.
To inspire action, your copy must sufficiently transform a customer need into a customer want. This
can be achieved by using one or more of three problem intensifiers:
•
•
•
Relevance: the degree to which an offer is connected to a recipient’s situational motivations.
Importance: the degree to which an offer is essential to a recipient’s livelihood.
Urgency: the degree of immediacy associated with an offer.
View the Full Clinic Here:
MarketingExperiments.com/MissingCopy
57. Experiment: Background
Experiment ID: TP1933
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: A large news media organization trying to determine whether they should invest in
responsive mobile design
Goal: To increase the number of free trial sign-ups.
Primary Research Question: Which design will generate the highest rate of free trial sign-ups:
responsive or unresponsive?
Approach: A/B multifactor split test
61. Coming up in January 2014
Does Responsive Mobile Design
Actually Convert Better?
62. Summary: Putting it all together
Discovery #1:
There are Five Consistent Factors that Impact Customer Response to Email Timing
Discovery #2:
Brand Does Not Make a Promise, It Creates an Expectation
Discovery #3:
Usability Does Not Equal “Buyability”; All Usability Claims Must Be Tested
Discovery #4:
Letter-Style Emails are More Effective than Promotional Emails
Discovery #5:
Copy Should Establish the Problem before Presenting the Solution