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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.

Email Marketing

Email Deliverability Tested: How “FREE” produced a 6.7% higher clickthrough rate

Paul Cheney Aug 8, 2011 8
As marketers, we hear so much about avoiding spammy words in our emails that we absolutely never use them--even when words like "free" add clarity. In a recent email test, we learned that despite a higher bounce rate from using the word…
A/B Testing

Marketing Intuition (Contest): Which homepage generated more conversions?

Paul Cheney Aug 3, 2011 25
Every once in a while, we like to test our audience's marketing intuition on this blog. Guess which treatment had a higher conversion rate and you could win a free book.
Conversion Marketing

Marketing Intuition (Contest): Which landing page generated 200% more conversions?

Paul Cheney Jul 20, 2011 22
Every once in a while, we like to test our audience's marketing intuition on this blog. Guess which treatment received 200% more conversions and you could win a free book.
Copywriting: 5 Proven Discoveries That Strengthen Copy

Optimizing Copy: The 7 most common copywriting mistakes we see marketers make

Paul Cheney Jul 18, 2011 98
There’s a lot of bunk information out there about copywriting. The barrier to entry for being an “expert copywriter” is pretty low and some of those crossing that barrier are simply wrong in the advice they give. With the help of our…
Conversion Marketing

Website Optimization: 7 ways to reduce the perceived cost of lead generation offers

Paul Cheney Jul 13, 2011 4
One of the easiest things to do to get a lift on a lead generation offer is to reduce the number of form fields. We hear it all the time because it works. The problem is, it only works so well and then you start seeing diminishing returns.…
Conversion Marketing

Website Optimization: How you can improve conversion by finding your buried treasure

Paul Cheney Jul 6, 2011 1
Optimizing your own web pages is tough. It's hard to be objective about anything you've spent so much time looking at and deliberating over. Sometimes we need new eyes to see with. That's what Ecopaper.com was looking for when they…
Social Marketing

Marketing Intelligence: 3 ways to better serve your customers (and your bottom line)

Paul Cheney Jun 24, 2011 3
Your potential customers are ignoring the work you’ve invested thousands of dollars and hundreds of hours into as you’re reading this sentence. That's why we spend so much time on the MarketingExperiments blog talking about optimization. To…
SEO

New Marketing Research: 3 profitable traffic sources most marketers are ignoring

Paul Cheney Jun 3, 2011 7
PPC ads and email messaging are generally viewed as great channels to optimize dedicated landing pages for. But limiting LPO to just those sources leaves a lot of traffic that's not being effectively utilized. According to a chart from…
Conversion Marketing

Landing Page Optimization: 36 articles and resources to help you complete your next LPO project

Paul Cheney May 25, 2011 9
Chances are fairly good that you’ve either not started or not finished an LPO project of your own. Maybe it’s because you don’t know how to do LPO. Maybe it’s because you don’t have the resources. Whatever the reason, here's 36 tools and…
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