Mental Cost: Your customers pay more than just money
If you don’t understand them well, mental costs can be detrimental to conversion because they add to the cost of the decision beyond just the price of a product.
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Conversion Marketing Methodology
Heuristic Cheat Sheet: 10 methods for improving your marketing
MECLABS Institute has developed a series of patented methodologies (Pat. No. 8,155,995) to help marketing, advertising and business leaders bring rigor to the way their teams think about executing marketing tactics as well as serving a…
Optimizing Tactics vs. Optimizing Strategy: How choosing the right approach can mean all the…
Discover a strategy that can put you ahead of your competitors by adding an incredible amount of value for your customers.
Do Your Pages Talk TO Customers or AT Customers? Why the subtle shift in message makes all the…
It is crucial that the messaging and design of your webpages show that you value your customers, and their satisfaction is your number one goal. In order to begin to build this trust, when people visit your website, they need to feel they…
Most Popular Marketing Experiments Conversion Optimization, A/B testing and Value Proposition…
We’ve taken a peek into our analytics to see what most interested our readers in the past year, and are sharing the most popular MarketingExperiments conversion optimization, A/B testing and value proposition content in 2017. Read on to get…
Page Layout Optimization: A common mistake marketers and web designers make, and how to avoid it
In this Quick Win Clinic, we see a page that has several positive factors going for it. Our attention is captured. But just as the conversation gets rolling, it seems to end and we are left hanging, even a little confused. Watch the video…
Form Optimization: The importance of communicating value before making the “ask”
If you want to maximize your revenue, it's not enough to optimize your landing page; you should ensure form pages reinforce your value proposition, minimize unnecessary friction and alleviate customer anxiety.
Customer Theory: How to leverage empathy in your marketing (with free tool)
Ever get frustrated by how far off the mark some copy or design you’ve received from your agency is? Read on for a free tool to help close the gaps your entire marketing and advertising ecosystem may have about the customer, to create more…
How to Think About Email Capture Forms Like a Customer
What keeps customers from filling out one of your email capture forms? Is it because they don't believe you will deliver what you say? Is it because it's too long? Too short?
Communicating Value Effectively: Respecting the customer’s right to draw their own conclusions
If you want to stand out in the marketplace, instead of making a claim that you are the best, show your prospective customers that you are the best — with specific, quantifiable facts. Then, let them draw their own conclusions whether you…
Marketing is Not About Making Claims; it’s About Fostering Conclusions
People are still people. We are mostly reasonable. We hear arguments and we can change our minds. But when we hear someone making braggadocios claims, rather than trying to rationally win us over, we are naturally repulsed. Your customers…
The Danger of Marketing Background Noise: How to communicate your offer with maximum clarity
Flint McGlaughlin shares three principles that FreedomCare, and marketers like you, can utilize to overcome this obstacle to conversion — lack of clarity.
Sustaining Momentum: Pitfalls to avoid when driving customers up the sales funnel
In this Quick Win Clinic, the customer's momentum, while traveling up the sales funnel, quickly slows down after giving the first few micro-yes(s), because a very large "yes" is being asked of them too soon — to install something on their…
When Not to Optimize: Getting into the high-performance zone for conversion optimization
While optimizing an insurance company's homepage, we learn that time and money would be better spent building a new page from scratch.
Effective CTAs: How the thought sequence of a call-to-action affects landing page performance
In this Quick Win Clinic, Flint McGlaughlin optimizes a webpage that provides marriage counseling. The CTA is in a prominent position but fails to achieve significant conversion because the micro-yes sequence was ignored.
Conversion Rate Optimization: Getting the right “yes”
Customers are often jaded by broken promises from other marketers, and they are tired of endless ads that don't deliver. You have to overcome this negativity by building trust through a series of incremental steps that lead to a macro-yes.…
The Danger of Using Grammatically Incomplete Headlines
Our experiments have consistently proven that there is a significant difference between a page that uses a clever but incomplete thought as a headline and one that uses a value-infused headline.
The MECLABS Conversion Index
Optimizing marketing collateral is difficult. First, there is the constant stream of new tactics and clever hacks to implement. Then there are the politics of your team interacting with management for budget, thought leadership and decision…
UX or Design: Where should marketers invest?
There is a problem with the question in the headline above. The problem is it implies a zero-sum game. If you focus on UX or focus on design, you lose either way. The key to any successful message is the combination of the two in service to…
Customer Service Can Be a Treasure Trove of Ideas For CRO
Landing page optimization requires mind reading to a certain extent. What do customers want? And how can your landing page provide that information so you can ultimately get what you want as well — namely, a conversion.There are many ways…