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Paul Cheney 89 posts 98 comments
Paul Cheney, Senior Manager, Content & Marketing, MECLABS Institute, MarketingSherpa, MarketingExperiments. Paul is the Senior Managing Editor of MarketingExperiments.com at MECLABS Institute. He helps turn raw research into easy-to-understand content for MarketingExperiments readers. He earned his B.A. in English literature from Covenant College. Before joining the MarketingExperiments team, Paul wrote grant proposals and fundraising letters for a mid-size nonprofit in New Jersey. He has also worked as a freelance Internet marketing consultant and copywriter for small businesses. In his spare time, Paul enjoys reading, writing poems and dating his wife, Callie.
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Conversion Lifts in 10 Words or Less
Flint McGlaughlin walks through five experiments where the least amount of changes produced the highest conversion wins.
Adding Content Before Subscription Checkout Increases Product Revenue 38%
Adding content to a process that leads to revenue for a company seems like a bad idea — particularly when that process is already five steps long. But that wasn't the case for iReach.
How to Think About Email Capture Forms Like a Customer
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?
Marketing is Not About Making Claims; it’s About Fostering Conclusions
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…
Email is a Relational Medium
An email is a conversation. It’s not a magazine ad. It’s not a branding opportunity. It’s not a website. It’s a way to talk to your customers, and (hopefully) have them respond back. One of the most critical email mistakes we make as…
The MECLABS Conversion Index
Optimizing marketing collateral is difficult. First, there is the constant stream of new tactics and clever hacks to implement. Then there are the politics of your team interacting with management for budget, thought leadership and decision…
The Prospect’s Perception Gap
Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises. There is, inherent in every transaction, a perception gap in the mind of the prospect…
Your Landing Page Needs an Ultimate Reason to Maximize Conversion
Your landing page's value proposition is an ultimate reason — the offer must make customers reach 4 specific conclusions in their mind: 1. I want it. 2. I can’t get it (exactly like this) anywhere else. 3. I understand it. 4. I believe it.…
The Two Customer Conclusions Every Product Launch Should Foster
In our work with Research Partners, we often get asked about new product launches. Eric Ries talks about product launches in his book The Lean Startup. In that book, he introduces a concept called the minimum viable product.
UX or Design: Where should marketers invest?
There is a problem with the question in the headline above. The problem is it implies a zero-sum game. If you focus on UX or focus on design, you lose either way. The key to any successful message is the combination of the two in service to…
The MECLABS Conversion Heuristic Applied
In this Quick Win Clinic, Flint McGlaughlin, our CEO and managing director, walks through Axess Wallets’ home page and applies the Conversion Sequence Heuristic to show how easy it is to think about conversion in a sales path using the…
Best Practices Are Often Just Pooled Ignorance
How do we know that our sites are performing at their maximum ability for our given objectives?
• Is it because we used A/B testing to get a set of iterative performance bumps?
• Is it because we used a focus group to tell us how we can…
Industrial Digital Marketing
Digital marketing for industrial products has a specific set of unique challenges. For one, most industrial businesses are way behind the curve in both technology and marketing strategy. And for another, industrial product manufacturers are…
How Sermo Increased the Opt-in Rate for a Rented List by 197%
Are rented lists effective? What can I expect for a conversion rate on one? Are my emails even getting read when I rent a list?
These are all good questions, and the answer is…
It depends.
The best we can do is look at what other…
Optimizing Course Product Pages
As marketers, the best possible way to sell a course is by doing the hard work of imagining for your customers. Of course, this is much easier said than done.
In this Quick Win Clinic, Flint McGlaughlin demonstrates how to optimize a…
The Most Shared MarketingExperiments Content of 2016
Yes, yes. 2016 was a bad year. We get it.
But it wasn’t all bad. We published some fairly exciting stuff here on MarketingExperiments. It was so exciting that a good portion of our audience found the time to share it with their…
Optimizing Software Landing Pages
Downloading software is a difficult decision. As consumers, we’ve been burned by so many software downloads that have spyware, adware and malware hidden inside them.
Making that decision to download more attractive is exactly what Flint…
Advice From Three Digital Marketing Experts on Building Your Budget
“Management is doing things right; leadership is doing the right things,” according to Peter Drucker.
Flint McGlaughlin, CEO, MECLABS Institute (parent company of MarketingExperiments), quoted this when asked what digital marketers should…
The Importance of Building Trust: What 2,400 consumers say about trust in the conversion process
Websites are more than digital images and copy. Websites are relationships with people. And if we seek to influence behavior, we need to understand and respect that relationship.
All sales begin with customer understanding
As with any…