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Analysis

Expert commentary and editorial from the MarketingExperiments research analysts.

Why Subtle Changes in Button Copy Can Significantly Influence Clicks

Jon Powell Sep 29, 2014 2

Call-to-action button copy can make a significant difference in clickthrough performance. This MarketingExperiments Blog post features Jon Powell covering what seems like a very simple test that illustrates the power of call-to-action button copy.

Website Optimization: 6 tips for effective 404 pages

Selena Blue Sep 25, 2014 1

While some marketers leave 404 pages for the Web designer to create, that could be a mistake. The 404 error pages shouldn’t be a dead end for visitors. Instead, it should properly inform visitors where they are and guide them to a page of…

Search Marketing: How a simple copy change increased conversion 21%

John Tackett Sep 18, 2014 2

PPC ads are often a missed opportunity when it comes to utilizing paid search as a channel. Read about how a recent PPC ad experiment can show you how to better use testing and optimization to help you understand your customers’ needs and…

Ecommerce: 2 tips I learned from a garage sale

John Nye Sep 15, 2014 0

This author’s experience with garage sales was minimal, but his experience with website optimization was extensive. Nonetheless, when it comes to any kind of sale, prominence, eye-path and customer theory can close even the most unlikely…

Website Optimization

Lindsay Johannesen Sep 11, 2014 2

Testing for websites often focuses on pages, such as homepages and landing pages, that can show immediate results in metrics like conversion or bounce rate. One potentially overlooked aspect for website testing is the site’s navigation.…

Email Marketing: 3 resources to help you optimize your next campaign

John Tackett Sep 8, 2014 0

Optimizing to improve your email marketing efforts can be a little overwhelming when you consider all of the moving pieces involved. Read on for three resources to help you optimize your email marketing program.

Email Marketing: Compliance-related re-engagement campaign messaging increases conversion 49%

Daniel Burstein Sep 4, 2014 2

A large email subscriber database might look impressive, but an engaged email subscriber database leads to effective campaigns. This blog post covers a test we ran to re-engage with our Canadian subscribers in light of the Canadian…

Lead Generation: Simple text change leads to 104% lead capture increase

Jon Powell Aug 28, 2014 2

This MarketingExperiments Blog post features an optimization process highlighting a website copy change to match the copy on a direct mail piece that led to a 104% increase in lead capture. Learn more about how this case study applies to…

Subscription Checkouts Optimized: How experimentation led to compounding gains at the revenue level

Paul Cheney Aug 25, 2014 0

Complex or confusing checkout processes can negatively impact ecommerce conversion rates. A process that's not clear or logical to a customer can have them saying "yes" one moment, and "no" the next. Read on to find out the results of a…

Lead Generation: How one company increased leads 96% by changing the presentation of incentive…

Selena Blue Aug 21, 2014 4

Many B2B marketers use free content as an incentive to gain prospect information. How can we improve lead capture on landing pages with free content? In this experiment, we look at how a few changes in the manner of how a free guide was…

Landing Page Optimization: 5 factors that lead to (and prevent) conversion

Daniel Burstein Aug 18, 2014 1

Conversion – whether it be a click, a registration form sign-up or even a sale – is a goal and key metric for marketers. In this MarketingExperiments Blog post, learn the basics of the MECLABS Conversion Sequence Heuristic, and how it…

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.

Email Marketing: Does your copywriting accomplish these 6 key objectives?

Daniel Burstein Aug 11, 2014 4

The goal of an email is to get that clickthrough to the landing page. Copy is important, but the customer’s thought process is what takes them from opening your email to finally clicking through. Here are six key objectives that email copy…

5 Traits the Best Calls-to-action All Share in Common

John Tackett Aug 7, 2014 7

How can you make your calls-to-action more effective for generating interest and conversion? Check out today's MarketingExperiments Blog post for five traits effective CTAs have in common, along with examples for implementing those traits…

Stock Images Tested: Does ethnicity in marketing images impact purchases?

Paul Cheney Aug 4, 2014 7

Does ethnicity in marketing images affect a campaign’s performance? Besides being an important marketing question, it’s also an interesting social question. Read this MarketingExperiments Blog post to learn more about how one newspaper used…

Why Responsive Design Does Not Care About Your Customers

John Tackett Jul 31, 2014 11

Responsive design, like any new technology or technique, does not necessarily increase conversion. This is because when practicing Web optimization, you are not simply optimizing a design; you are optimizing a customer's thought sequence.…

Ecommerce: How parent brands can reduce user friction and anxiety

Carmen Weeks Jul 28, 2014 0

In this MarketingExperiments Blog post, we'll take a look how one ecommerce retailer leveraged the credibility of its parent brand to ease friction and turn interest into conversions on the sign-up page.

Value Proposition: 4 key questions to help you slice through hype

John Tackett Jul 21, 2014 3

Customers in today’s market have no tolerance for hype, so your marketing claims should be devoid of any promises your team can’t deliver. Check out this MarketingExperiments Blog post to discover four questions you need to ask about your…

2 Vital Questions Every Marketer Should Ask of Lead Gen Forms

John Tackett Jul 17, 2014 2

We’ve all seen exhaustive Web forms that tax prospects’ patience far more than they should. Read this MarketingExperiments Blog post to learn more about two vital questions every marketer should ask of lead gen forms to help find an ideal…

Ecommerce: 3 landing page elements to help increase product emphasis

John Tackett Jul 14, 2014 0

The elements on a product page are often one of the most underutilized tools a marketer has at their disposal. In this MarketingExperiments Blog post, learn about three elements you can tweak to help emphasize important products and…

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