Yearly Archives

2017

Daniel Burstein Dec 14, 2017 2

We’ve taken a peek into our analytics to see what most interested our readers in the past year, and are sharing the most popular MarketingExperiments conversion optimization, A/B testing and value proposition content in 2017. Read on to get…

Conversion Marketing

Page Layout Optimization: A common mistake marketers and web designers make, and how to avoid it

Linda Johnson Dec 5, 2017 1

In this Quick Win Clinic, we see a page that has several positive factors going for it. Our attention is captured. But just as the conversation gets rolling, it seems to end and we are left hanging, even a little confused. Watch the video…

Conversion Marketing

Form Optimization: The importance of communicating value before making the “ask”

Linda Johnson Nov 27, 2017 0

If you want to maximize your revenue, it's not enough to optimize your landing page; you should ensure form pages reinforce your value proposition, minimize unnecessary friction and alleviate customer anxiety.

Value Proposition

Conversing with the Customer: Beware of using too many nouns

Linda Johnson Nov 21, 2017 1

Apple has earned the right to use a single noun on its landing page. You and I have not. In fact, very few brands can get away with simply using a noun or two as their value proposition because ...

A/B Testing

Call Center Optimization: How a nonprofit increased donation rate 29% with call center testing

Daniel Burstein Nov 14, 2017 0

Marketing experimentation and A/B testing are extremely powerful tools for digital marketing optimization. However, the customer-first science principles behind them don’t have to be limited to digital environments. In this article, we…

Conversion Marketing

Customer Theory: How to leverage empathy in your marketing (with free tool)

Daniel Burstein Nov 9, 2017 4

Ever get frustrated by how far off the mark some copy or design you’ve received from your agency is? Read on for a free tool to help close the gaps your entire marketing and advertising ecosystem may have about the customer, to create more…

A/B Testing

7 Lessons for Testing with Limited Data and Resources

John Jordan Nov 7, 2017 12

The BIG WIN in our marketing experimentation, whether it is conversions, revenue, leads, etc., never seems to come quick enough. I’ve been there with you. However, after running 33+ tests in 18 months with our team, I can testify there are…

Value Proposition

How a Nonprofit Leveraged a Value Proposition Workshop to See a 136% Increase in Conversions

Arren Mills Oct 20, 2017 0

Our Partners at the Willow Creek Association conducted a Value Proposition Workshop for their Global Leadership Summit, and they gained a 136% increase in conversions and 1,182 additional registrations.

Conversion Marketing

How to Think About Email Capture Forms Like a Customer

Paul Cheney Oct 10, 2017 3

What keeps customers from filling out one of your email capture forms? Is it because they don't believe you will deliver what you say? Is it because it's too long? Too short?

Conversion Marketing

Communicating Value Effectively: Respecting the customer’s right to draw their own conclusions

Linda Johnson Sep 26, 2017 2

If you want to stand out in the marketplace, instead of making a claim that you are the best, show your prospective customers that you are the best — with specific, quantifiable facts. Then, let them draw their own conclusions whether you…

Value Proposition

Clarifying Your Marketing Objective: The danger of asking “how?” too soon

Linda Johnson Sep 21, 2017 0

In an earlier Quick Win Clinic, Flint McGlaughlin talked about the importance of determining a clear objective for your webpage. But where does the marketer go from there? The next step is to determine the most effective way to accomplish…

Conversion Marketing

Marketing is Not About Making Claims; it’s About Fostering Conclusions

Paul Cheney Sep 21, 2017 0

People are still people. We are mostly reasonable. We hear arguments and we can change our minds. But when we hear someone making braggadocios claims, rather than trying to rationally win us over, we are naturally repulsed. Your customers…

A/B Testing

The Hypothesis and the Modern-Day Marketer

Adam Lapp Sep 7, 2017 2

How can you be so certain you’re creating the most effective marketing offers and messages? Simply put, no one can. However, instead of seeking an answer to your marketing challenges, what if you focused on the right question instead? And…

Conversion Marketing

The Danger of Marketing Background Noise: How to communicate your offer with maximum clarity

Linda Johnson Sep 5, 2017 1

Flint McGlaughlin shares three principles that FreedomCare, and marketers like you, can utilize to overcome this obstacle to conversion — lack of clarity.

Conversion Marketing

Sustaining Momentum: Pitfalls to avoid when driving customers up the sales funnel

Linda Johnson Aug 28, 2017 0

In this Quick Win Clinic, the customer's momentum, while traveling up the sales funnel, quickly slows down after giving the first few micro-yes(s), because a very large "yes" is being asked of them too soon — to install something on their…

Value Proposition

Leveraging Compelling Stories: How to draw out your value proposition from your company’s story

Annie Summerall Aug 21, 2017 0

Watch this Quick Win Clinic to get tips on how to leverage your company’s story to help you connect with your audience and boost conversion rates.

Value Proposition

6 Good (and 2 Bad) B2B and B2C Value Proposition Examples

Daniel Burstein Aug 17, 2017 3

An email subscriber recently wrote in and asked for specific examples of five great value propositions. So, we have six specific examples to share … plus two examples showing what to avoid.

Value Proposition

Optimizing Forms: How to increase the perceived value for your customers

Linda Johnson Aug 14, 2017 2

A good marketer is aware of the need for a clear value proposition. However, the value proposition must continue at the process level where you ask for a response from your customer.

Value Proposition

The Behind-the-scenes Story of How We Optimized Outdoor Advertising That Was Featured in a USA Today…

Daniel Burstein Aug 9, 2017 2

You might have read about The BairFind Foundation in USA Today Sports Weekly magazine recently: Minor league ballpark signs raise awareness on missing kids. We helped optimize the signs discussed and pictured in that article, and I wanted…

Conversion Marketing

When Not to Optimize: Getting into the high-performance zone for conversion optimization

Linda Johnson Aug 7, 2017 0

While optimizing an insurance company's homepage, we learn that time and money would be better spent building a new page from scratch.

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