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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.

Digital Advertising

Test Your Marketing Intuition: Which PPC ad produced more conversions?

Paul Cheney Feb 1, 2012 22
If you've run PPC campaigns for longer than a month, then you've probably hit a wall where no matter how much effort you put into testing and optimizing your ads with the right keywords or copy, the incremental returns are minimal and you…
Copywriting: 5 Proven Discoveries That Strengthen Copy

PPC Ad Writing Contest: Win a $397 Benchmark Report while building your optimization peer group

Paul Cheney Jan 27, 2012 41
A test is a great way to settle arguments. The highest paid person in the room thinks he has a better headline? No problem. Just test it. For an upcoming test we’d like you to suggest the best PPC ad copy in the comments section of this…
Conversion Marketing

Quick Lift Ideas: 8 test ideas to help you increase conversion across your site

Paul Cheney Jan 25, 2012 5
The market is so saturated with mediocre goods and services that when a truly great one comes along, the same old marketing tactics simply don’t work anymore. Excellent products need excellent websites to communicate their full potential.…

The Ultimate Click: How to get what you pay for with pay-per-click advertising

Paul Cheney Jan 13, 2012 4
In response to a reader question, Paul Cheney takes our exploration of the most effective use of pay-per-click advertising one level deeper today. Read how ad relevance can increase conversion rates …
Conversion Marketing

Test Your Marketing Intuition: Why did this treatment outperform the control by 53%?

Paul Cheney Jan 11, 2012 2
When a website is underperforming, the system is broken and needs a new approach. At MECLABS, we call this a category shift, and it requires a radical redesign to your site. To give you an example, here’s a radical redesign experiment we…

11 Most-Tweeted Posts of 2011: Social media marketing, copywriting, email testing and more …

Paul Cheney Dec 28, 2011 0
As a marketer, you’re probably one of the busiest people alive and you probably missed a few posts this year. So we sorted our posts by how valuable they were to you (as you and your peers communicated to us via the Twitter button) and…

Headlines on Deadlines (Part 2): How to consistently write effective headlines without working late

Paul Cheney Dec 21, 2011 5
Writing an effective headline takes time. So how can you (a time-strapped marketer) write effective headlines in a relatively short amount of time? The first part of "Headlines on Deadlines" showed you a methodology for crafting and…

Headlines on Deadlines (Part 1): How to consistently write effective headlines without working late

Paul Cheney Dec 19, 2011 2
When working on a project or a campaign, you need to be able to write headlines (and copy for that matter) quickly and efficiently. Here is the four-step process laid out by Flint McGlaughlin, based on the discoveries we’ve made through…
Conversion Marketing

Affiliate Site Redesign: How to drive qualified traffic to a merchant’s offer

Paul Cheney Nov 11, 2011 2
With a marketplace so saturated, it’s difficult to get any kind of ROI out of affiliate campaigns. Affiliate marketers can increase their ROI the same way a merchant would increase its ROI: by providing enough perceived value to guide the…
A/B Testing

Test Your Marketing Intuition: Which email achieved 104% more clicks?

Paul Cheney Nov 9, 2011 17
With email users being incredibly wary of any promotional email, most of the email we send out gets deleted. If you can clearly communicate enough of your offer’s value in your email to earn a click, then you’ll more than likely see a…

Free Marketing Tools: 11 worksheets, spreadsheets, and calculators to help make your next…

Paul Cheney Oct 31, 2011 6
Optimizing your webpages and marketing campaigns is a daunting task for any marketer. We need all the help we can get. Free help is even better (as long as it’s actually, well, helpful). So to assist our audience of marketers with daily…
Value Proposition

Marketing Career: Why a value proposition makes marketing “good”

Paul Cheney Oct 28, 2011 3
Marketing has such a bad reputation these days because very few companies have genuine value propositions. What do you do if you’re a transparent marketer by nature, who is stuck in a company without a value proposition? Well, there are…
SEO

SEO Research: Why opportunity is knocking for marketers doing SEO

Paul Cheney Oct 21, 2011 3
A few years ago the idea of dedicating a landing page for a certain segment of traffic to a website was a novel idea. Then PPC started getting more popular with the rise of Google. When that happened, marketers realized that if they made…
Conversion Marketing

Converting PPC Traffic: How clarifying value generated 99.4% more conversions on a PPC landing page

Paul Cheney Oct 5, 2011 10
After trying a few different strategies with their page, nothing worked to improve conversion on Saxo Bank’s PPC landing page for a free trial. Michael Aagaard generated 99.4% more conversions by adding clear value proposition.
A/B Testing

Test Your Marketing Intuition: Which landing page achieved a higher conversion rate?

Paul Cheney Oct 3, 2011 20
Paying for traffic to a landing page tends help motivate marketers to optimize that page. Lifts can instantly translate to a tangible decrease in cost-per-acquisition and increased revenue. However, actually getting those lifts on the page…
Conversion Marketing

Artificial Optimization: Why at least 40% of marketers shouldn’t test

Paul Cheney Sep 23, 2011 7
If you’re not careful, you could be running tests that tell you one thing when the situation is completely different. You could be making critical decisions based on bad data. And those are the worst decisions you could make, because you’ve…
Digital Advertising

Sales Call Optimization: How to get more prospects on the phone with a banner

Paul Cheney Sep 19, 2011 4
No matter how well you optimize your website, there’s still no substitute for getting someone on the phone with your best salesperson for a complex product. People buy from people, and having a human talk to a prospect on the phone, answer…
Value Proposition

Online Reviews: How to start discovering your value proposition with Yelp

Paul Cheney Sep 12, 2011 6
Discovering your value proposition is one of the main things we hear marketers struggling with on a day to day basis. But there are some people you can turn to for help: your customers. One of the places you can look for what your customers…
A/B Testing

Banner Design Tested: How a 35% decrease in clicks caused an 88% increase in conversion

Paul Cheney Sep 9, 2011 3
Imagine for a second that you’re running a banner ad campaign on a website with a black background. Now, if you were going to choose a color for that banner to get more clicks, would you choose a dark shade of blue or bright yellow? If…
Conversion Marketing

Quick Lift Ideas: How switching a headline with a sub-headline could increase conversion (+6 more…

Paul Cheney Aug 22, 2011 7
Ideally, marketers could have an unlimited budget to run tests on their sites to learn more about their customers and drive long-term sustainable revenue. But in the real world marketers need buy in from superiors. The best way to do that…
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