Research Briefs

Marketers often try to use seasonal campaigns to send relevant messages to their customers or prospects. However, seasonal campaigns, if not executed correctly, could have the opposite of the intended relatable effect — leaving your…

Brand strategy has never been more important for marketers. Each design element on your page has a direct impact on your prospect’s journey down the sales funnel. Finding the right balance between design and clarity requires testing.…

The motivation driving a customer up your sales funnel is the most influential decision in whether or not they choose to purchase from you. However, motivation is also the most difficult element to impact. How can marketers…

According to a recent MarketingSherpa survey, most U.S. adults prefer that companies contact them via email (2015). However, with so many emails coming to their inboxes daily, customers are not actively trying to read emails, but delete…

The prevalence of video content has rapidly expanded over the past five years, with eight out of 10 American Internet users regularly downloading or streaming videos (Pew Research Center, 2013). This movement has been fueled by the adoption…

Understanding the motivation behind a conversion event is essential in discovering how to optimize your site for the best possible customer experience. Although conversion metrics typically receive the majority of marketers’ attention,…

Getting into the mind of your customer is essential in forming your site pages and leading them toward saying "yes" to your call-to-action, whether that be making a purchase, reading an article or submitting a form. Testing and…

Satisfying customer expectations in the long run is often at the heart of a successful subscription business model. While reoccurring revenue is alluring, there are some pitfalls and challenges. Retention, crowded marketplaces and…

Determining the subscription path for your customer is a vital step in defining the checkout process. It's an opportunity to guide your customer through the delicate last steps of the sales journey. However, marketers frequently leave…

A PPC ad is often a customer’s first impression of your product or company. Those 130 characters present your chance of channeling that person’s interest into your sales funnel by transforming an individual challenge into a problem-solving…

Product pages in ecommerce are the equivalent of a showroom floor. It’s where you highlight products, strive to deliver a world-class customer experience and engage in conversation. Yet, there are elements on product pages that can have…

The rising tide of "green marketing" tactics is unavoidable as customers increasingly demand new environmentally friendly products and services. But, does a green marketing campaign really have an impact on customer purchases? In this…

According to the MarketingSherpa Lead Generation Benchmark Report, capturing a higher quantity of qualified leads is of one of the most important goals in the minds of marketers. So how can marketers capture more leads in their Web forms…

Conversation with customers can become a challenge for landing pages cluttered with products and content. So how do you present multiple products to the marketplace in a way that maximizes conversion? In this Web clinic, Austin…

After all of the effort put into your lead generation efforts, your sales team either wants more higher quality leads or more leads in total. How can you bridge the gap between your marketing and the teleprospecting efforts of your sales…

Testing is simple enough, but using it to truly understand the mind of your customer requires a different approach. So how can you develop a repeatable methodology that empowers you to not only see lifts, but also foster a conclusion…

Think for a moment about the calls-to-action on your landing pages and in your emails. Are they generating enough customer response? What if there were some slight modifications you could make to your call-to-action copy, placement,…

The choice between a radio or dropdown format for our shopping carts and lead gen forms is often made quickly, leaving the design of the option presentation as an afterthought. But what if choosing the right format for a single question…

When you think about the number of columns on your landing pages, there are a few questions every marketer should ask: What is the optimal number of columns for a page? How should columns be weighted on a page? Which is better: a…