Optimization and testing is all about learning. What really works? What really doesn’t (even though we thought it would when we set up the test)? And, most importantly, how do you learn these lessons in a reliable, repeatable way?
Every year at Optimization Summit, we conduct a live test. We receive your input before and during Summit, release the hounds/treatments into the world and in an extremely short amount of time (before Summit ends), use the live test as a teaching lesson to help marketers better understand optimization and testing.
At Optimization Summit 2011, we (somewhat inadvertently) taught the audience about the importance of test design and validity using the live test.
At Optimization Summit 2012, the live test was a great example of using hypotheses when designing tests to make sure you learn from your testing.
This year, Spencer Whiting, Senior Manager, Research and Strategy, MECLABS, has been tapped to lead the live test at Optimization Summit 2013 in Boston. And, as we tend to do with the live test, Spencer wants to involve you in this fun experiment.
Generous guy that he is, Spencer will even give a MECLABS Landing Page Optimization Online Course to the person who leaves the best test idea for the control pages (you can see them below) in the comments section of this blog post by Monday, May 13, 2013 at 8:30 a.m. EDT.
Here’s some info about the test …
The goal is to have marketers to provide information about themselves on a form to receive a free copy of a 30-Minute Marketer about email subject lines.
We partnered with Dun & Bradstreet Credibility Corp on this live test, and traffic will be driven to this landing page from the MarketingSherpa and MarketingExperiments email lists, along with Dun & Bradstreet’s email list. There will likely be free and paid social media promotion, along with a possible social media contest.
There is a two-step conversion process.
|Step #1 (Click to enlarge)||Step #2 (Click to enlarge)|
Leave your test ideas in the comments section of this blog post. Spencer will choose the best comment (at his sole discretion, his decision is final) and give that person a copy of the online, on-demand MECLABS Landing Page Optimization Online Course, in the new HD video format.
Also, if you’ll be at Optimization Summit 2013 in Boston and would like to learn how you can apply lessons from this live test to your own testing efforts, be sure to attend the roundtable Spencer is moderating on this subject.
Spencer has picked a winner! Here’s what he said …
The 2 I think are best are (8) Nate Nordstrom #1 and then (1) Clayton for #2. They have good evaluation and specific test recommendations.
We have a consensus:
Nathan Nordstrom has won.
- Specific recommendations for the right column to add value or credibility.
- One-step process.
- Gave us specific headline recommendation.
- We will have 2 logos on the page due to the nature of the offer, but makes a good recommendation.
- Spoke of continuity throughout the funnel. Didn’t make any specific recommendation, but a good recommendation once the ad/email copy is known.
Clayton would be my runner up. However, Nathan was the only optimizer who identified going to a one-step process. In my mind, this will be the greatest opportunity for this offer.
Congratulations, Nathan. Enjoy your MECLABS Landing Page Optimization on-demand course.