Mental Cost: Your customers pay more than just money
If you don’t understand them well, mental costs can be detrimental to conversion because they add to the cost of the decision beyond just the price of a product.
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Heuristic Cheat Sheet: 10 methods for improving your marketing
MECLABS Institute has developed a series of patented methodologies (Pat. No. 8,155,995) to help marketing, advertising and business leaders bring rigor to the way their teams think about executing marketing tactics as well as serving a…
Conversion Optimization Testing: Validity threats from running multiple tests at the same time
In this article, we’ll zoom in on one example of a selection effect that might cause a validity threat and thus misinterpretation of results — running multiple tests at the same time — which increases the likelihood of a false positive.
A Simple Guide for the Busy Marketer: Using data from online marketing and web analytics tools
How does Adobe define bounce rate? What’s the difference between exit and bounce rate? And how can these numbers be meaningfully used to better serve customers and ultimately improve results? Let’s take a closer look at some of the numbers…
Most Popular Marketing Experiments Conversion Optimization, A/B testing and Value Proposition…
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…
Call Center Optimization: How a nonprofit increased donation rate 29% with call center testing
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…
Customer Theory: How to leverage empathy in your marketing (with free tool)
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…
6 Good (and 2 Bad) B2B and B2C Value Proposition Examples
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.
The Behind-the-scenes Story of How We Optimized Outdoor Advertising That Was Featured in a USA Today…
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…
4 Lessons About B2B Inbound Marketing from a Sunday Morning in the Coffee Shop
I was in Starbucks the other day, and in walks an older gentleman. I couldn’t help but notice that people kept focusing on him and chatting him up — in line, while waiting for a drink, etc.
I could overhear the conversations a bit, so I…
Customer Service Can Be a Treasure Trove of Ideas For CRO
Landing page optimization requires mind reading to a certain extent. What do customers want? And how can your landing page provide that information so you can ultimately get what you want as well — namely, a conversion.There are many ways…
How to Reduce Friction and Anxiety in a Checkout Process You Don’t Control
Engaging in conversion optimization requires making a modification of some sort to improve conversion. But, what if there are steps in your customers’ buying journey that you can’t control? Our team ran into this problem when marketing our…
A Free Tool to Help Marketing Teams Discover their Brand’s and Products’ Value Prop
Identifying and clearly communicating an effective value proposition can lead to significant business success. But it is a complex topic. So when my colleague Steve Stone whipped out a simple Excel tool he created to help your team…
Data Analysis 101: How a nonprofit used data to secure a critical business decision and help find…
Getting an essential decision from a manager, client, or business partner to go your way can be vital to the ultimate success of your marketing plans.
In this post, we take a look at a basic data story to extract some larger principles…
Email Marketing: Test ideas for five types of email
Stumped for an idea for your next email marketing test? Take a look at some examples for different types of emails, get some new hypothesis ideas, and test them against your control.
Eight Lessons from the Father of Data-obsessed Marketing
With digital marketing comes data. Lots and lots of data to learn from. But taking a rigorous approach to marketing is nothing new. In fact, we can learn a lot by seeing how lessons from one of the pioneers of advertising can be applied…
The Difference Between Marketing and Advertising (and Why It Matters)
Advertising and marketing. We throw these words around every day without really think of their meaning and relationship. Step back from your ever day challenges for just a moment, and think a little deeper about the practice you engage in…
Value Proposition: Avoiding the curse of the ‘Why Bother Brand’
Does your brand deliver unique value in the marketplace? If so, do potential consumers understand the exclusive value? Or do they consider your brand a replica of other offerings, with no real reason to buy from you. Read on to learn how to…
Transparent Marketing: Research into social media marketing reveals surprising consumer discovery
When marketers think of transparent marketing in social media, content and customer service usually come to mind, and too much selling is considered forbidden. But what if customers actually want promotional information more than you think?…
Value Force: How to win on value proposition and not just price
Having trouble creating a value proposition for a commodity product? In this blog post, we answer one reader’s question to help you move beyond competing solely on price.