Minor Changes, Major Lifts

One of the best ways to get around IT and budget challenges is to optimize areas on your website that are relatively simple to change yet have the opportunity to make a significant impact on conversion. In this Web clinic replay, Dr. Flint McGlaughlin answered the essential question every marketer asks at some point in their career:

How can I get the greatest amount of return on the least amount of optimization investment?

In our research, we’ve come across a few ways to help you answer this question. In this Web clinic replay, you’ll learn:

  • The two most impactful elements to test on your page
  • 5 common headline errors to avoid
  • 5 common call-to-action errors to avoid


Dr. McGlaughlin and a team of our researchers also helped the live audience apply what they learned to their own pages with the Live Optimization session in the clinic.

Here are what some of the audience members had to say about the Web clinic:

Tight, Valuable, Fast, Humorous, Engaging, Relevant, Practical, Effective –Gregory

Clearly listed problem, showing problem and then showing solution –Todd

Less chit-chat with people in the room; eliminate irrelevant side stories –Brooks

A printable PDF of the actual presentation for future reference along with the video [would be an improvement] –Branden

Download a full transcript of this Web clinic:

Online Advertising Forensics


Dr. Flint McGlaughlin
Adam Lapp
John Cockburn

Paul Cheney

Technical Production
Luke Thorpe
Steven Beger
Jessica McGraw
Yi Xu

Additional Contributors
Beth Caudell
Austin McCraw
Daniel Burstein
Selena Blue
Brad Bortone

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