2. Session
Speaker
Jon
Powell
Marke+ng
and
Sales
Funnel
Op+miza+on
MECLABS
A
tes.ng
and
op.miza.on
veteran
with
hands-‐on
experience
gained
through
managing
hundreds
of
A/B
and
mul.variate
tests
for
ecommerce,
healthcare,
financial,
and
educa.on
Research
Partners
and
clients.
Jon
studies
prospects,
products
and
processes
to
help
organiza.ons
strategically
write
themselves
in
the
stories
of
those
that
interact
with
them.
@JonPowell31
Recent
test
highlights:
331%
increase
healthcare
search
traffic
lead
conversion
rate
672%
increase
educa.on
program
site
applica.ons
129%
increase
educa.on
program
browsing
lead
conversions
4. Background
and
Test
Design
Experiment
ID:
MTCA
Microsite
Test
Loca+on:
Marke.ngExperiments
Research
Library
Test
Protocol
Number:
TP1560
Research
Notes:
Background:
Migraine
Treatment
Centers
of
America
offers
an
innova.ve
long-‐term
migraine
treatment
solu.on
to
people
suffering
from
migraines.
Goal:
To
increase
leads
from
the
website
Primary
Research
Ques+on:
Which
value
exchange
strategy
will
result
in
a
higher
conversion
rate?
Approach:
A/b
mul.factor
split
4
5. Experiment:
Version
A
The
control
landing
page
casts
a
broad
net
and
aVempts
to
bridge
all
content
to
ac+on
connec+on
with
a
single
message
and
CTA.
5
6. Experiment:
Version
B
The
treatment
accounts
for
three
major
lead
types
with
three
evenly
weighted
columns.
6
8. Experiment:
Results
331%
Increase
in
lead
rate
The
Treatment
generated
330.6%
more
conversions
than
the
Control
Stat.
Version
CR
Rel.
diff
Conf
Version
A
1.6%
-‐
-‐
Version
B
7.0%
330.6%
99%
What
You
o
ac9on
tUnderstand:
Bsequence
of
the
tontent
and
calls
t
Need
to
o
the
thought
y
matching
the
c
hree
primary
prospect
types,
Version
B
generated
a
331%
higher
conversion
rate
than
the
control.
8
10. What
we
discovered
Key
Principles
1. Too
o^en,
marketers
take
a
rule
based
approach
to
marke.ng
their
content
10
11. Rules
vs.
Science
Rule-‐based
Science-‐based
vs.
Op4miza4on
Op4miza4on
Prac+ce
• Emphasize
hero
shots
• Keep
it
above
the
fold
• Avoid
too
much
copy
Methodology
• Emphasize
the
Benefits
• Don’t
use
reverse
text
• Don’t
rely
too
much
on
Flash
• Implement
basket
recovery
emails
Meta-‐theory
• Avoid
auto-‐on
audio
11
12. What
we
discovered
Key
Principles
1. Too
o^en,
marketers
take
a
rule
based
approach
to
marke.ng
their
content
2. To
find
gains
when
rules
don’t
work,
a
scien.fic
approach
is
needed
12
20. Experiment:
Background
Experiment
ID:
NAS
Content
Approach
Loca+on:
Marke.ngExperiments
Research
Library
Test
Protocol
Number:
TP40XX
Research
Notes:
Background:
Medical
provider
specializing
in
trea.ng
chronic
back
pain.
They
are
the
sole
providers
of
a
minimally
invasive,
innova.ve
pain
management
procedure.
Goal:
To
plan
a
content
marke.ng
strategy
based
on
the
copy
focus
that
generates
the
most
appeal
in
condi.on-‐based
searchers.
Primary
Research
Ques+on:
Which
content
focus
(copy)
will
achieve
a
higher
clickthrough
rate?
Approach:
A/B
Mul.factor
Split
Test
20
21. Treatments
Back
Pain
Resources
Causes
&
Solu.ons
[Condi.on]
Sufferer?
[Condi.on]
Sufferer?
Free
access
to
back
pain
resources
Learn
about
the
causes
&
solu.ons,
from
the
experts
in
spine
health.
from
the
experts
in
spine
health.
NorthAmericanSpine.com/[condi.on]
NorthAmericanSpine.com/[condi.on]
Symptoms
Treatment
Op.ons
[Condi.on]
Sufferer?
[Condi.on]
Sufferer?
How
to
recognize
the
symptoms,
Compare
available
treatments,
from
the
experts
in
spine
health.
from
the
experts
in
spine
health.
NorthAmericanSpine.com/[condi.on]
NorthAmericanSpine.com/[condi.on]
21
22. Results
T1:
Back
Pain
Resources
T2:
Treatment
Op.ons
[Condi.on]
Sufferer?
[Condi.on]
Sufferer?
Free
access
to
back
pain
resources
Compare
available
treatments,
from
the
experts
in
spine
health.
from
the
experts
in
spine
health.
NorthAmericanSpine.com/[condi.on]
NorthAmericanSpine.com/[condi.on]
T3:
Causes
and
Solu.ons
T4:
Recognize
Symptoms
[Condi.on]
Sufferer?
[Condi.on]
Sufferer?
Learn
about
the
causes
&
solu+ons,
How
to
recognize
the
symptoms,
from
the
experts
in
spine
health.
from
the
experts
in
spine
health.
NorthAmericanSpine.com/[condi.on]
NorthAmericanSpine.com/[condi.on]
What
You
Need
to
Understand
" We
discovered
that
the
symptom
copy
focus
recorded
a
99.7%
rela4ve
increase
in
click-‐through
rate
22
23. What
we
discovered
Key
Principles
1. Prospect
mo.va.on
cannot
be
determined…it
must
be
discovered
2. Mo.va.on
has
the
highest
coefficient
because
it
is
the
most
important
deciding
factor
in
the
sales
process.
3. Prospect
mo.va.on
can
be
based
upon
1)
internal
mo.va.ons
of
the
prospect
and
2)
external
events
surrounding
a
prospect
23
26. Experiment
#2:
Background
Experiment
ID:
NAS
Content
Approach
Loca+on:
Marke.ngExperiments
Research
Library
Test
Protocol
Number:
TP4068
Research
Notes:
Background:
Medical
provider
specializing
in
trea.ng
chronic
back
pain.
They
are
the
sole
providers
of
a
minimally
invasive,
innova.ve
pain
management
procedure.
Goal:
To
determine
which
presenta.on
of
the
content
focus
will
result
in
the
greatest
measurable
interest
(click-‐through)
Primary
Research
Ques+on:
Which
presenta.on
will
achieve
a
higher
clickthrough
rate?
Approach:
A/B
Mul.factor
Split
Test
26
27. Control
Bulging
Disc
Treatment
Read
about
our
30-‐minute
treatment
Ad
Template
for
bulging
disc
back
pain
relief.
NorthAmericanSpine.com/Bulging_Disc
Herniated
Disc
Treatment
Herniated
Disc?
You
Have
Op.ons.
Ask
Our
Experts
About
AccuraScope™.
NorthAmericanSpine.com
Proven
Scia.ca
Treatment
Relieve
Scia.ca
Nerve
Pain
with
Our
Unrivaled
30-‐Minute
Procedure.
NorthAmericanSpine.com/Scia.ca
Pinched
Nerve
Treatment
New
30-‐Minute
Procedure,
Reclaim
Your
Life
From
Pinched
Nerve
Pain.
NorthAmericanSpine.com/PinchedNerve
Relief
From
Back
Pain
Read
about
our
30-‐minute
treatment
for
total
freedom
from
back
pain!
NorthAmericanSpine.com
Degenera.ve
Disc
Disease
Relieve
Degenera.ve
Disc
Pain
w/
Our
Unrivaled
Revolu.onary
Program
NorthAmericanSpine.com/Degenera.ve
28. Version
A
Bulging
Disc
Symptoms
Read
about
our
30-‐minute
treatment
for
bulging
disc
back
pain
relief.
NorthAmericanSpine.com/Bulging_Disc
What
we
will
learn:
Herniated
Disc
Symptoms
• The
effect
of
the
symptoms
Herniated
Disc?
You
Have
Op.ons.
Ask
Our
Experts
About
AccuraScope™.
content
approach
in
the
NorthAmericanSpine.com
headline
only
Scia.ca
Symptoms
Relieve
Scia.ca
Nerve
Pain
with
Our
Unrivaled
30-‐Minute
Procedure.
NorthAmericanSpine.com/Scia.ca
What
has
changed
Pinched
Nerve
Symptoms
• ‘Symptoms’
added
to
headline
New
30-‐Minute
Procedure,
Reclaim
Your
Life
From
Pinched
Nerve
Pain.
with
the
specific
condi.on
NorthAmericanSpine.com/PinchedNerve
searched
for
Lumbar
Back
Pain
Symtpoms
Read
about
our
30-‐minute
treatment
for
total
freedom
from
back
pain!
NorthAmericanSpine.com
29. Bulging
Disc
Treatment
Read
about
Bulging
Disc
Symptoms
Version
B
and
see
how
our
experts
can
help!
NorthAmericanSpine.com/Bulging_Disc
Herniated
Disc
Treatment
What
we
will
learn:
Read
about
Herniated
Disc
Symptoms
and
see
how
our
experts
can
help!
NorthAmericanSpine.com
• The
effect
of
the
symptoms
content
approach
in
the
descrip+on
only
Proven
Scia.ca
Treatment
Read
about
Pinched
Nerve
Symptoms
and
see
how
our
experts
can
help!
NorthAmericanSpine.com/Scia.ca
What
has
changed
Pinched
Nerve
Treatment
Read
about
Pinched
Nerve
Symptoms
• Descrip.on
uses
the
symptoms
and
see
how
our
experts
can
help!
NorthAmericanSpine.com/PinchedNerve
content
approach
with
the
specific
Relief
From
Back
Pain
condi.on
searched
for
Read
about
Back
Pain
Symptoms
and
see
how
our
experts
can
help!
NorthAmericanSpine.com
Degenera.ve
Disc
Disease
Read
how
our
spine
experts
can
help
relieve
Degenera.ve
Disc
Symptoms!
NorthAmericanSpine.com/Degenera.ve
30. Version
C
Bulging
Disc
Symptoms
Read
about
Bulging
Disc
Symptoms
and
see
how
our
experts
can
help!
NorthAmericanSpine.com/Bulging_Disc
What
we
will
learn:
Herniated
Disc
Symptoms
• The
effect
of
the
symptoms
Read
about
Herniated
Disc
Symptoms
and
see
how
our
experts
can
help!
content
approach
in
both
the
NorthAmericanSpine.com
headline
+
descrip+on
Scia.ca
Symptoms
Read
about
Pinched
Nerve
Symptoms
and
see
how
our
experts
can
help!
NorthAmericanSpine.com/Scia.ca
What
has
changed
Pinched
Nerve
Symptoms
• Both
headline
and
descrip.on
use
Read
about
Pinched
Nerve
Symptoms
and
see
how
our
experts
can
help!
symptoms
content
approach,
while
NorthAmericanSpine.com/PinchedNerve
staying
specific
to
the
condi.on
Lumbar
Back
Pain
Symptoms
searched
for
Read
about
Back
Pain
Symptoms
and
see
how
our
experts
can
help!
NorthAmericanSpine.com
31. [Condi.on]
Symptoms
Experiment:
Results
Read
about
[Condi.on]
Symptoms
and
see
how
our
experts
can
help!
NorthAmericanSpine.com/[Condi.on]
40.3%
Increase
in
click
through
Version
C
generated
40.3%
more
click
throughs
than
the
Control
Version
CTR
Rel.
diff
Stat.
Conf
Control
0.28%
-‐
-‐
Version
A
(headline)
0.26%
-‐7%
99%
Version
B
(descrip.on)
0.21%
-‐25%
99%
Version
C
(headline
&
descrip.on)
0.39%
40.3%
99%
What
You
Need
to
Understand:
The
symptom
content
approach
has
the
greatest
clarity
when
it
is
used
in
both
the
headline
and
descrip+on
for
visitors
conduc.ng
condi.on-‐based
searches
31
33. Value
Proposi.on
Ques.on
If
I
am
your
ideal
prospect,
why
should
I
buy
from
you
rather
than
your
compe4tors?
33
34. The
Force
of
a
Value
Proposi.on
Key
Principles
1. The
force
of
a
value
proposi.on
can
be
measured
by
four
essen.al
elements
of
the
offer:
• Appeal
–
How
much
do
I
desire
this
offer?
• Exclusivity
–
Where
else
can
I
get
this
offer?
• Credibility
–
Can
I
trust
your
claims?
• Clarity
–
What
are
you
actually
offering?
34
36. Incen.ve
ABANDON
COMPLETION
Fric.on
Elements
Incen.ves
Ideal
Incen+ve:
Incen.ves
must
be
tested.
There
is
an
“ideal
incen.ve.”
Un.l
you
find
an
incen.ve
that
gives
you
a
major
ROI
increase,
you
must
assume
you
have
not
yet
found
the
ideal
incen.ve.
38. Fric.on
Key
Principles
Two
common
elements
that
create
Fric.on:
1. Length
2. Difficulty
Fric.on
is
also
generated
by
pages
and
processes
that
do
not
match
a
proper
thought
sequence.
Therefore,
the
message
must
be
specifically
cra^ed
to
synchronize
to
the
decision
paHerns
of
the
recipient
38
46. Experiment:
Anxiety
Experiment
ID:
New
York
Times
Loca+on:
Marke.ngExperiments
Research
Library
Research
Notes:
Background:
The
New
York
Times
came
to
us
with
a
subscrip.on
product
that
they
were
having
difficulty
marke.ng
called
the
“Electronic
Edi.on”
Goal:
To
increase
the
number
of
subscrip.ons
for
the
“Electronic
Edi.on”
Primary
research
ques+on:
Which
page
design
will
generate
the
most
subscrip.ons?
Approach:
A/B
split
test
(variable
cluster)
46
47. Experiment:
Control
The
primary
cause
of
anxiety
for
this
page
is
that
this
is
a
paid
up-‐front
service
which
prominently
displays
the
price
with
a
de-‐emphasized
free
trial
offer.
Original
47
48. Experiment:
Treatment
To
relieve
anxiety
we
changed
all
offers
to
the
lowest
risk
free
trial
offering
and
de-‐emphasized
the
price
of
the
paid
subscrip.on.
Op.mized
48
49. Experiment:
Results
541%
Increase
in
conversions
Treatment
1
generated
541.6%
more
conversions
than
the
Control
Original
Op.mized
49
50. Anxiety
Key
Principles
1. Anxiety
is
just
as
lethal
(and
growing)
to
conversion
as
fric.on.
2. If
you
think
about
mi.ga.ng
anxiety
in
ra.onal
terms,
you
are
likely
to
fail
in
your
efforts.
Though
anxiety
o^en
is
s.mulated
by
a
legi.mate
concern,
its
degree/impact
is
o^en
dispropor.onate
to
the
measure
of
risk.
3. Anxiety
is
also
localized
in
the
buy
process.
It
is
closely
associated
with
the
geography
of
the
page.
50
53. Methodology
Review
• To
get
more
• You
need
to
increase
perceived
value
• And
decrease
perceived
cost
Perceived
Cost
Perceived
Value
54. Session
Speaker
Jon
Powell
Marke+ng
and
Sales
Funnel
Op+miza+on
MECLABS
A
tes.ng
and
op.miza.on
veteran
with
hands-‐on
experience
gained
through
managing
hundreds
of
A/B
and
mul.variate
tests
for
ecommerce,
healthcare,
financial,
and
educa.on
Research
Partners
and
clients.
Jon
studies
prospects,
products
and
processes
to
help
organiza.ons
strategically
write
themselves
in
the
stories
of
those
that
interact
with
them.
@JonPowell31
Recent
test
highlights:
331%
increase
healthcare
search
traffic
lead
conversion
rate
672%
increase
educa.on
program
site
applica.ons
129%
increase
educa.on
program
browsing
lead
conversions
