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Analysis

Expert commentary and editorial from the MarketingExperiments research analysts.

Landing Page Optimization: What a 4% drop in conversion can reveal about offering discounts

John Tackett Dec 18, 2014 1

Discounts can be tempting to use as a tool to increase sales volume, but they also come with their own set of consequences. Read on to learn more about a price point experiment featured in a recent MarketingExperiments Web clinic that helped a team of marketers at a large media company discover why discounts are not always an ideal strategy for…

Website Optimization: Not testing can cost you money

Jessica Lorenz Dec 15, 2014 4

This MarketingExperiments Blog post features Lisa Foreman, Marketing Conversion Manager, Nations Photo Lab, in a video interview speaking on the importance of testing and optimizing your website. Foreman explains why not testing can have a…

Web Optimization

Erin Hogg Dec 11, 2014 2

In a previous MarketingExperiments Blog post, we shared a test that yielded significant results for Felix + Iris, simply by making copy and image changes to a homepage hero unit. In this blog post, we share more insights from Jon Corwin,…

Hero Unit Testing: 72% lift from simple changes you can implement today

Erin Hogg Dec 8, 2014 3

How is your homepage's hero image and copy reflecting your company's products? Read this MarketingExperiments Blog post to discover how Felix + Iris tested its homepage hero unit's image and copy to drive a 72% increase in conversion.

Web Optimization: How to help customers help themselves

Jessica Lorenz Dec 4, 2014 2

This MarketingExperiments Blog post features a video of Matt Ruggle, Ecommerce Manager, Great Northern Corporation, explaining a new phase of site optimization at the company: click tracking. Click tracking can help identify an eye-path on…

Responsive Design: How Fathead gets out of the way of its customers

Daniel Burstein Dec 1, 2014 0

Responsive design is an optimization challenge for marketers. Essentially, you have to find multiple designs across multiple devices that are all optimized for conversion. In this post, watch a short video featuring Michael Layne, Director…

John Rambo or James Bond: What kind of marketing action hero are you?

Alexander Abell Nov 24, 2014 4

This MarketingExperiments Blog post features an interview with Brent Dykes, Evangelist for Customer Analytics, Adobe and author of “Web Analytics Action Hero,” this week’s MarketingSherpa Book Giveaway. Read on to learn more about Brent’s…

Co-creation: The next realization of value-based marketing

Jessica Lorenz Nov 17, 2014 0

Professor Wouter Van Rossum visited MECLABS (parent company of MarketingExperiments) headquarters recently and shared his views on value propositions. In this MarketingExperiments Blog post, we'll share with you some of the insights that…

Customer Anxiety: One element of the MECLABS Conversion Heuristic explained

Josh Wilson Nov 13, 2014 0

Let’s face it – when you ask someone to do something, such as make a purchase on your website, there may be some elements that raise concerns in your customers’ minds and hinder them from saying "yes." This MarketingExperiments Blog post is…

How to Improve Conversion of Your Online Ads

Daniel Burstein Nov 10, 2014 1

This MarketingExperiments Blog post provides an overview on improving the performance of online advertising from display to pay-per-click. To provide a guidepost, we share a MECLABS (parent company of MarketingExperiments) heuristic for…

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…

Value Proposition

Joey Taravella Nov 3, 2014 0

One challenge in marketing is understanding the difference between the perception of a prospect (what the prospect believes) and reality (what actually is). This blog post takes a philosophical view of this challenge and explains how a…

Customer Response: The surprising reason why color matters

Paul Cheney Oct 30, 2014 4

Sometimes the simplest changes on a webpage can significantly impact that page’s performance. This MarketingExperiments Blog post covers a test of color variations on a webpage search box. The end result may come as a surprise.

Price Testing: Order of prices increases revenue 51% per visitor for Portland Trail Blazers

Erin Hogg Oct 27, 2014 1

The Portland Trail Blazers optimized its entire purchasing process, implementing personalization every step of the way. One element of that process was testing how prices were displayed. See how by simply changing the order of how ticket…

Perception vs. Reality in the Eyes of a Decision Maker

Eddie Lutz Oct 20, 2014 6

Conveying the value of your product or service is an important, and challenging, aspect of marketing. Overcoming an incorrect perception makes this task even more difficult. Read on to learn how one teleprospecting campaign uncovered a…

What a 173% Increase in Clickthrough Can Teach You About Subscribers

John Tackett Oct 16, 2014 2

Friction in a conversion process can significantly impact your efforts to convert. Read on to learn more about a recent experiment that increased clickthrough 173% and what you need to know to help your efforts to reduce resistance.

Landing Page Optimization: Leveraging perception to tip the value scale (Part 2)

Josh Wilson Oct 13, 2014 0

This MarketingExperiments Blog post is a continuation of a previous article, which took another look at a recent Web clinic on a landing page split test. Read on to find out how to think about the relationship between Value and Cost and the…

Landing Page Optimization: Leveraging perception to tip the value scale (Part 1)

Josh Wilson Oct 9, 2014 5

This MarketingExperiments Blog post features another look at a recent Web clinic on a landing page split test that compared an informational page versus a page with a downloadable incentive in the form of an e-guide. Read on to find out…

5 Call-to-action examples that increased conversion rate (just by being helpful)

Paul Cheney Oct 6, 2014 8

Effective calls-to-action aren’t based on a set of “best practices.” Instead, they should be thought of as an element of customer service. That approach makes the CTA about the audience, not the marketer. This post features five…

4 Threats that Make Email Testing Dangerous and How a Major Retailer Overcame Them

Andrea Johnson Oct 2, 2014 0

When engaging in testing and optimization, one key challenge involves avoiding validity threats. As Flint McGlaughlin, Managing Director and CEO, MECLABS, says, “Those who conduct invalid tests are blind to the risk they take and make…

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