Author

David Kirkpatrick 23 posts 5 comments

David is a reporter for MarketingSherpa (our sister company) and has over twenty years of experience in business journalism, marketing and corporate communications. His published work includes newspaper, magazine and online journalism; website content; full-length ghosted nonfiction; marketing content; and short fiction. He served as producer for the business research horizontal at the original Office.com, regularly reporting on the world of marketing; covered a beat for D/FW TechBiz, a member of the American City Business Journals family; and he provided daily reporting for multiple LocalBusiness.com cities. David’s other media and corporate clients include: USA Today, Oxford Intelligence, GMAC, AOL, Business Development Outlook and C-Level Media, among many others.

Copywriting: 5 Proven Discoveries That Strengthen Copy

Landing Page Optimization: Conversion increased 37% by reducing copy

David Kirkpatrick May 4, 2015 3

This MarketingExperiments Blog post features a test run by a company recently featured in a MarketingSherpa consumer marketing case study. This test covers reducing the amount of copy on a paid search landing page. After pitting the…

Conversion Marketing

Testing and Optimization: A/B tests on landing pages, email and paid search from case studies

David Kirkpatrick Mar 5, 2015 1

This MarketingExperiments Blog post features three tests from our sister publication's, MarketingSherpa, newsletter case studies. Read on to find out more about A/B split tests on email campaigns, landing pages and paid search efforts.

Conversion Marketing

Testing and Optimization

David Kirkpatrick Nov 6, 2014 1

This MarketingExperiments Blog post features four case studies from our sister brand, MarketingSherpa. Each article covers a testing and optimization program from a brand-side marketer and this post provides a recap and a link to the full…

Marketing Analytics: Show your work

David Kirkpatrick Aug 14, 2014 2

In this MarketingExperiments Blog post, learn how National Instruments tackled a data management challenge and extended an effective, transparent data management approach across the enterprise.

Conversion Marketing

[Video] Landing Page Optimization: Tips when making a radical redesign decision

David Kirkpatrick Apr 12, 2013 2

Last year at Optimization Summit 2012, Steve Parker, Vice President, Direct Marketing Division, firstSTREET, presented a case study on how he implemented a radical redesign to a landing page, and saw a dramatic increase in sales. Watch this…

A/B Testing

[Video] Testing and Optimization: Involve IT when prioritizing testing sequences

David Kirkpatrick Apr 8, 2013 0

In this MarketingExperiments blog post, watch an excerpt from an Optimization Summit 2012 session, "Where to Test, What to Test, What to Ask." In this excerpt, hear from Tony Doty, Senior Research Manager, MECLABS, on involving IT when…

Email Marketing

Email Optimization: A single word change results in a 90% lift in sign-ups

David Kirkpatrick Mar 15, 2013 8

At MarketingSherpa Email Summit 2013, Michael Aagaard, Copywriter, ContentVerve, discussed call-to-action (CTA) optimization in his presentation, "How to Optimize and Test: Calls-to-Action for Maximum Conversions." Read on for three tests…

Lead Generation

Infographic: Landing pages for the complex sale

David Kirkpatrick Sep 14, 2012 2

Landing page optimization is a continual process of test planning and design, testing, reviewing of results and of course… the next cycle of tests. But how do you plan and design for sales that are becoming increasingly complex throughout…

Conversion Marketing

The State of Website Optimization in 2012

David Kirkpatrick Jun 13, 2012 6

Dr. Flint McGlaughlin opened Optimization Summit 2012 with a presentation on the state of website optimization in 2012. See the the data points on testing and optimization he offered, as well as the three key principles in optimization. He…

Email Marketing

Email Summit: Testing timing and format elements in follow-up email

David Kirkpatrick Feb 10, 2012 5

Day three of Email Summit 2012 included a case study of GamersFirst from Frank Cartwright. The online gaming website worked through the challenge of getting more people through their sales funnel by testing extensively. See the results of…

Email Marketing

Email Summit 2012: Meeting email marketing challenges

David Kirkpatrick Feb 8, 2012 3

Kicking off Email Summit 2012, Sergio Balegno discusses email marketing challenges reported by marketers, and Dr. Flint McGlaughlin perfectly illustrates the value of testing over just applying “best practices” concepts for email elements…

Lead Generation

B2B Lead Testing: “Cheap” data is actually expensive

David Kirkpatrick Oct 26, 2011 6

Part of Brian Carroll and Nicolette Dease's presentation was a case study on finding the most efficient list source based on a test that looked at several different lead sources. The objective of the test was to determine if…

Conversion Marketing

Landing Page Optimization: How IBM applied homepage redesign learnings to landing page testing

David Kirkpatrick Oct 24, 2011 10

At the West Coast leg of the MarketingSherpa B2B Summit 2011 in San Francisco this week the first case study of the day featured IBM’s homepage redesign and the overall approach IBM uses in its redesign process. Joan Renner, Content…

A/B Testing

Website Optimization: Landing page test leads to 548% increase in conversion

David Kirkpatrick Sep 21, 2011 12

Toward the end of last year, Active Network, a technology and media company specializing in online registration and event management software, began a testing and optimization program on the website of one of its brands, RegOnline. For…

Social Marketing

Social Media Optimization: Engineering contagious ideas

David Kirkpatrick Sep 2, 2011 7

According to Dan Zarrella of HubSpot, engineering contagious ideas comes down to three main factors. Using those factors, Dan saw a significant increase in the Facebook shares and Retweets of his content. Here are the three factors Dan…

Copywriting: 5 Proven Discoveries That Strengthen Copy

Website Redesign: Wondering what to test? Just ask your customers

David Kirkpatrick Aug 10, 2011 2

Are you looking to determine what website elements to test? Customer surveys are great way to find out where testing and optimization will have the greatest impact. Read on to find out how one web analytics company used customer feedback…

Lead Generation

Lead Generation: Testing form field length reduces cost-per-lead by $10.66

David Kirkpatrick Jun 27, 2011 14

Online forms are an important aspect of one marketing automation company's lead generation. Find out the results of its form field length testing, and its strategy to make sure online forms lead to both a low cost-per-lead and a high…

Conversion Marketing

B2C Testing: A discount airline looks to increase conversion

David Kirkpatrick Apr 27, 2011 1

Find out how a UK-based discount airline increased bookings and revenue through online testing. One test led to an 18% increase in seat bookings, and a second created a 2.5% increase in flight booking conversion and helped to solve an…

Email Marketing

Email Marketing: Testing subject lines

David Kirkpatrick Apr 15, 2011 20

Read about HubSpot's subject line testing on an email campaign that created almost 25,000 webinar registrations.

Email Marketing

Social Media Marketing Optimization: Start small and test

David Kirkpatrick Jan 28, 2011 2

At MarketingExperiments we practice what we preach. We are beginning research with Radian6 that will lead to a social media marketing optimization methodology similar to the Email Messaging Optimization Index. One of our first research…

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