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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.
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...MarketingExperiments
Content marketing is a popular marketing strategy. Many marketers spend a significant amount of time developing content to generate interest from their customers.
But how do you use this content to generate a direct response? When you do, how do you ensure that you get the most response from the content you have created?
As one company recently discovered, it isn’t as simple as just putting a piece of content on your website. In fact, you could have valuable content to offer (as they did), but if you are unable to communicate this content in an effective way, then you are likely wasting much of the effort put into creating that content.
In a recent experiment with one of the largest industrial product distributers in the world, we were able to generate a 96% increase in the total number of leads by simply making a few tweaks to the way a piece of content was presented to the customer. We didn’t change, alter or rewrite the content. We simply ensured the expression of its value was felt at its fullest force.
In this 35-minute Web clinic, the MECLABS research team explained three simple tactics that you can employ on your own content marketing campaigns. Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...MarketingExperiments
Think for a moment about your current calls-to-action on your main offer pages. Are they in the right place on the page? Are they generating enough customer response? Is your CTA copy optimized?
What if there were some slight modifications you could make to your CTA copy, placement, size and color to experience a significant increase in response?
In this 35-minute Web clinic, the MECLABS research team will cover the essentials to swiftly modify your CTAs for a performance lift. In addition, we will be reviewing your CTAs live, so you can apply everything you learn in the clinic to your own optimization efforts.
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...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. Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...
Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...MarketingExperiments
What if you had a methodology that could help you consistently lower your cost per acquisition (CPA) just by changing the copy and images in your ads?
Watch this YouTube Live replay, (https://marketingexperiments.com/a-b-testing/display-ad-optimization-how-to-lower-your-cpa-consistently-with-the-right-copy-and-imagery)
Flint McGlaughlin dissects a simple heuristic the MECLABS team uses to optimize the messaging in display ads.
ea = 2at + i + as ©
ea: Effective advertisement
at: Ability to capture attention
i: Ability to turn attention into interest
as: Force of the “ask”
He uses the heuristic to achieve three tasks: 1) Attract attention, 2) generate interest, and 3) ask for the click. (Remember, the goal of an effective banner ad is NOT to make a sale, but to get a click.)
McGlaughlin also explains how to use five important design elements — size, color, shape, motion and position — along with good usage examples.
Watch the video to learn how to optimize your ads and lower your CPA consistently. Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...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.Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...MarketingExperiments
Recommended
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.
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...MarketingExperiments
Content marketing is a popular marketing strategy. Many marketers spend a significant amount of time developing content to generate interest from their customers.
But how do you use this content to generate a direct response? When you do, how do you ensure that you get the most response from the content you have created?
As one company recently discovered, it isn’t as simple as just putting a piece of content on your website. In fact, you could have valuable content to offer (as they did), but if you are unable to communicate this content in an effective way, then you are likely wasting much of the effort put into creating that content.
In a recent experiment with one of the largest industrial product distributers in the world, we were able to generate a 96% increase in the total number of leads by simply making a few tweaks to the way a piece of content was presented to the customer. We didn’t change, alter or rewrite the content. We simply ensured the expression of its value was felt at its fullest force.
In this 35-minute Web clinic, the MECLABS research team explained three simple tactics that you can employ on your own content marketing campaigns. Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...MarketingExperiments
Think for a moment about your current calls-to-action on your main offer pages. Are they in the right place on the page? Are they generating enough customer response? Is your CTA copy optimized?
What if there were some slight modifications you could make to your CTA copy, placement, size and color to experience a significant increase in response?
In this 35-minute Web clinic, the MECLABS research team will cover the essentials to swiftly modify your CTAs for a performance lift. In addition, we will be reviewing your CTAs live, so you can apply everything you learn in the clinic to your own optimization efforts.
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...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. Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...
Strengthen your copy in 35 minutes: Proven strategies to boost the effectiven...MarketingExperiments
What if you had a methodology that could help you consistently lower your cost per acquisition (CPA) just by changing the copy and images in your ads?
Watch this YouTube Live replay, (https://marketingexperiments.com/a-b-testing/display-ad-optimization-how-to-lower-your-cpa-consistently-with-the-right-copy-and-imagery)
Flint McGlaughlin dissects a simple heuristic the MECLABS team uses to optimize the messaging in display ads.
ea = 2at + i + as ©
ea: Effective advertisement
at: Ability to capture attention
i: Ability to turn attention into interest
as: Force of the “ask”
He uses the heuristic to achieve three tasks: 1) Attract attention, 2) generate interest, and 3) ask for the click. (Remember, the goal of an effective banner ad is NOT to make a sale, but to get a click.)
McGlaughlin also explains how to use five important design elements — size, color, shape, motion and position — along with good usage examples.
Watch the video to learn how to optimize your ads and lower your CPA consistently. Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...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.Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...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%. Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...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. The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...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. Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...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.
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...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.
Personalized Messaging Tested: How little changes to an email send led to a 3...
Personalized Messaging Tested: How little changes to an email send led to a 3...MarketingExperiments
As marketers, it is vital that our campaigns remain relevant to customers throughout the year. Seasonal campaigns tailored to specific holidays or events might be one way to ensure that our messaging remains in constant alignment with the motivations of our prospects.
How can we be sure that our seasonal campaigns are truly bolstering the appeal of our product and enhancing our core value proposition? Despite the opportunities that season-specific campaigns present, how can we be sure these changes will not negatively affect the clarity of our messaging?
In this 35-minute Web clinic, our research team shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...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%.Brand Design Tested: How simple changes in page element aesthetics led to a 5...
Brand Design Tested: How simple changes in page element aesthetics led to a 5...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%.Harnessing Customer Motivation: How one company increased conversion by 65% b...
Harnessing Customer Motivation: How one company increased conversion by 65% 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%.The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...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%.Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...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%.Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...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.Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...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.Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
A customer’s world is constantly changing. Each day, as technology evolves and devices change, so does the customer experience.
This is particularly true for many in the subscription space, as content distribution is at the bleeding edge of all this change.
As subscription marketers, we can often hear that our sites need to “be this” or “do that” in order to stay up with the changing customer experience.
But what really makes a difference? What really works in marketing today? How are customers really being impacted by all these changes?
In this 35-minute Web clinic, we transcended all the speculation and “best practices” to review a recent experiment in which we tested six different radical webpage approaches against each other to determine which would truly generate the most customer response within a market that is frequently inundated with constant change: the publication subscription space.
But the goal of a test was not simply the lift, but gain knowledge. To that end, we walked through this experiment (and many others) as we distilled transferable insights gained from over a decade of testing, so that you can immediately apply the lessons learned from this experiment to your own webpages.Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...MarketingExperiments
Many marketers depend on paid search to reach their customers. Significant revenue is spent on keyword strategy, but position is only half the battle. It really does not matter how many people see your PPC ad if it does not motivate anyone to click. This raises some essential questions:
• Have you maximized the effectiveness of all 95 characters?
• Does every word convey meaning with the greatest force?
• Will your ad stand out from the competition?
In this 35-minute interactive Web clinic, sponsored by Marin Software, the MECLABS research team reviewed a series of PPC experiments from the MECLABS research library in which small changes led to significant increases in ROI – including one experiment in which changing a single word increased CTR by 289%.
During the course of the presentation, we identified transferable principles discovered from more than a decade of search experimentation that you can immediately apply to your own PPC campaigns. Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...MarketingExperiments
All over the Web, our product pages are underperforming. It isn’t that we’re losing customers who would never buy the product in the first place, we are simply failing to communicate our products in a way that highlights the most important value and alleviates implicit customer concerns.
According to the recently released MarketingSherpa E-commerce Benchmark Study, the majority of marketers reported their overall e-commerce conversion rate was below 5%. That means for every 100 people, 95 of them don’t convert.
Until we can improve our product pages to help the customers understand the product better, those conversion rates won’t change.
In this clinic, we revealed a real experiment where changes to the product page produced a 78% increase in conversion. You learned:
• Exactly what changes were made to the product page
• Why the changes made the difference
• How you can apply the principles from this clinic to your own pages
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...MarketingExperiments
Almost anyone with a little creativity can claim to be a “green” company. “Green washing” has become so prevalent in recent years that new marketing laws have had to be put in place to control the blatant deception in so many green marketing campaigns.
But truthful or not, green marketing promises to give our campaigns a quick performance boost with only a slight shift in design or messaging.
However, does it really have an impact on whether a customer will buy from us or not? One company decided to test it, and what the marketers found may surprise you.
In our next clinic, we’ll be exploring the question of whether green marketing has a measurable impact on real marketing campaigns. You’ll learn:
• What we discovered from a real green marketing experiment
• How consumers think about green marketing
• Principles you can take away and immediately apply to your own marketing materials
***PLUS LIVE OPTIMIZATION***
In addition to the case studies and practical training you’ll receive in the clinic, you’ll also have a chance to have your pages reviewed live with research-grounded suggestions from our analysts.
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...MarketingExperiments
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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%. Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...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. The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...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. Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...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.
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...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.
Personalized Messaging Tested: How little changes to an email send led to a 3...
Personalized Messaging Tested: How little changes to an email send led to a 3...MarketingExperiments
As marketers, it is vital that our campaigns remain relevant to customers throughout the year. Seasonal campaigns tailored to specific holidays or events might be one way to ensure that our messaging remains in constant alignment with the motivations of our prospects.
How can we be sure that our seasonal campaigns are truly bolstering the appeal of our product and enhancing our core value proposition? Despite the opportunities that season-specific campaigns present, how can we be sure these changes will not negatively affect the clarity of our messaging?
In this 35-minute Web clinic, our research team shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...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%.Brand Design Tested: How simple changes in page element aesthetics led to a 5...
Brand Design Tested: How simple changes in page element aesthetics led to a 5...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%.Harnessing Customer Motivation: How one company increased conversion by 65% b...
Harnessing Customer Motivation: How one company increased conversion by 65% 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%.The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...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%.Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one...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%.Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...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.Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...
Special Live Optimization Session (with Flint McGlaughlin): The top discoveri...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.Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
A customer’s world is constantly changing. Each day, as technology evolves and devices change, so does the customer experience.
This is particularly true for many in the subscription space, as content distribution is at the bleeding edge of all this change.
As subscription marketers, we can often hear that our sites need to “be this” or “do that” in order to stay up with the changing customer experience.
But what really makes a difference? What really works in marketing today? How are customers really being impacted by all these changes?
In this 35-minute Web clinic, we transcended all the speculation and “best practices” to review a recent experiment in which we tested six different radical webpage approaches against each other to determine which would truly generate the most customer response within a market that is frequently inundated with constant change: the publication subscription space.
But the goal of a test was not simply the lift, but gain knowledge. To that end, we walked through this experiment (and many others) as we distilled transferable insights gained from over a decade of testing, so that you can immediately apply the lessons learned from this experiment to your own webpages.Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...MarketingExperiments
Many marketers depend on paid search to reach their customers. Significant revenue is spent on keyword strategy, but position is only half the battle. It really does not matter how many people see your PPC ad if it does not motivate anyone to click. This raises some essential questions:
• Have you maximized the effectiveness of all 95 characters?
• Does every word convey meaning with the greatest force?
• Will your ad stand out from the competition?
In this 35-minute interactive Web clinic, sponsored by Marin Software, the MECLABS research team reviewed a series of PPC experiments from the MECLABS research library in which small changes led to significant increases in ROI – including one experiment in which changing a single word increased CTR by 289%.
During the course of the presentation, we identified transferable principles discovered from more than a decade of search experimentation that you can immediately apply to your own PPC campaigns. Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...MarketingExperiments
All over the Web, our product pages are underperforming. It isn’t that we’re losing customers who would never buy the product in the first place, we are simply failing to communicate our products in a way that highlights the most important value and alleviates implicit customer concerns.
According to the recently released MarketingSherpa E-commerce Benchmark Study, the majority of marketers reported their overall e-commerce conversion rate was below 5%. That means for every 100 people, 95 of them don’t convert.
Until we can improve our product pages to help the customers understand the product better, those conversion rates won’t change.
In this clinic, we revealed a real experiment where changes to the product page produced a 78% increase in conversion. You learned:
• Exactly what changes were made to the product page
• Why the changes made the difference
• How you can apply the principles from this clinic to your own pages
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...MarketingExperiments
Almost anyone with a little creativity can claim to be a “green” company. “Green washing” has become so prevalent in recent years that new marketing laws have had to be put in place to control the blatant deception in so many green marketing campaigns.
But truthful or not, green marketing promises to give our campaigns a quick performance boost with only a slight shift in design or messaging.
However, does it really have an impact on whether a customer will buy from us or not? One company decided to test it, and what the marketers found may surprise you.
In our next clinic, we’ll be exploring the question of whether green marketing has a measurable impact on real marketing campaigns. You’ll learn:
• What we discovered from a real green marketing experiment
• How consumers think about green marketing
• Principles you can take away and immediately apply to your own marketing materials
***PLUS LIVE OPTIMIZATION***
In addition to the case studies and practical training you’ll receive in the clinic, you’ll also have a chance to have your pages reviewed live with research-grounded suggestions from our analysts.
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Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...MarketingExperiments
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Calls to Action Tested
- 1. Call To Actions Tested: 3 words that increased conversion by 43%
- 2. Experiment: Background Experiment ID: Protected Location: MarketingExperiments Research Library Test Protocol Number: TP1567 Research Notes: Background: This test was implemented in the secure section of a large financial institution’s website. The offer was an up-sell for a savings account. Goal: To increase submitted savings account applications Primary Research Question: Which link copy will result in the highest impression to application submission rate? Approach: A/B Single Factor Split
- 3. Experiment: Control Path Save automatically with a {Brand} Savings Account Learn More Landing Page Application Form Logo Logo Image CTA CTA
- 4. Experiment: Control Path Save automatically with a {Brand} Savings Account Learn More Landing Page Application Form Logo Logo Image CTA CTA
- 5. Experiment: Treatment Path Save automatically with a {Brand} Savings Account Open an Account Landing Page Application Form Logo Logo Image CTA CTA
- 6. Experiment: Treatment Path Save automatically with a {Brand} Savings Account Open an Account Landing Page Application Form Logo Logo Image CTA CTA
- 7. Experiment: Side-by-side Control Link Learn More Treatment Link Open an Account
- 8. Experiment: Results 43% Increase in conversions The Treatment generated 43.0% more conversions than the Control Verison CR Rel. diff Stat. Conf Control Link: Learn More 3.0%* - - Treatment Link: Open an Account 4.3%* 43.0% 99% What You Need tomore serious implication ofthe copy in the link to the link communicate the Understand: By changing opening an account, attracted prospect with higher levels of motivation. *Conversion rate has been anonymized to protect partner.
- 9. Copywriting Web Clinic Clinic Registration Page For more information on copywriting, you can register for today’s free Web clinic: Copywriting on Tight Deadlines The Web clinic will cover a copywriting framework that you can use to consistently write effective copy.