Free Marketing Tools: 11 worksheets, spreadsheets, and calculators to help make your next optimization project a success


Optimizing your webpages and marketing campaigns is a daunting task for any marketer. We need all the help we can get. Free help is even better (as long as it’s actually, well, helpful). So to assist our audience of marketers with daily optimization tasks, our researchers have created 11 free marketing tools over the years, and I compiled the below list.

You can think of this as our idea of Halloween candy.

Please try them out and let us know how they work for you in the comments.


Value Proposition Worksheet

Getting to the bottom of your company’s value proposition is one of the most difficult tasks marketers face when working on messaging. This worksheet should help guide you through the process of effectively communicating your value proposition.


Compounding Effect Spreadsheet

When testing multiple steps in a conversion path, it’s important to track where you started and how optimizing each step helped improve your bottom line. The compounding effect spreadsheet gives you a place to do this so you can easily see the impact of incremental changes on your profit margins.


Price Testing Analysis

It can be tricky to test the ideal price of your product. Testing different price points is often counter-intuitive. You might charge less for a product and actually generate more revenue for example. This tool was made to help you easily track your price testing campaigns.


Subscription Site Metrics Tool

Subscription sites with recurring charges over time can’t simply expect to measure profit based on a single conversion at sign-up. This tool can help subscription and membership sites measure the profitability of PPC campaigns over the lifetime value of the subscriber.


Max Bid Analysis Spreadsheet

There are times when you just need to quickly know how much you can bid per click on a particular ad group to remain profitable. The Max Bid Analysis Spreadsheet helps you do just that.


Customer Service Analysis Tool

There are a lot of factors and small expenses to take into account when calculating the ROI of your customer service representatives. This tool helps simplify that calculation by guiding you through the process of plugging in those expenses and then calculating the ROI for you.


A/B Testing Template Doc

If you’re just starting out with A/B testing, you need to condense the basic process into a single document. The A/B Testing Template provided will help guide you in the right direction if you’re worried about missing something in the process.


Competitive Analysis Spreadsheet

Analyzing who your competitors are and how they are either beating you or falling behind can give you huge insight into the minds of your customers. Many times, by simply doing a formal competitive analysis, our researchers have actually found entirely new markets to compete in with the same product. This spreadsheet will help you keep track of your research into the competition.


Sample Size Calculator

To determine the proper sample size you’ll need in a test is the first step in getting a valid result. This stripped down version of the sample size calculator we use in our Test Protocols should help you get a feel for the amount of traffic you need for a test.


Metrics Dashboard Tool

Keeping track of key metrics while you are testing can be overwhelming. This simple spreadsheet tool will help you navigate and monitor the metrics you need to track.


Optimization Scenario Tool

Before you start testing, you need to pitch the idea to your boss for buy-in. Of course, unless you can show him or her projected numbers for how much you can bring in, it’s going to be a tough sell. Enter the Optimization Scenario Tool. This tool makes it simple to plug in your predicted data and get a projected impact on the bottom line.

Of course, it’s one thing to have the tools, it’s another thing to know how to use them. Sign up for the free MarketingExperiments Journal to be notified of our latest research with real-world results on what does and doesn’t work in online marketing.


Related Resources:

Landing Page Optimization: 36 articles and resources to help you complete your next LPO project

Landing Page Optimization: 5 questions every marketer should ask before choosing a testing tool

PPC Marketing: A look at analytic and monitoring tools

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  1. Cleofe Betancourt says

    Excellent collection of tools! As always, you guys deliver the goods! We will be dropping a link to this on our FB and Twitter pages!

  2. Valentina says

    Wow, that’s great. Thank you so.oh much Paul!

  3. Paul Cheney says

    🙂 You’re welcome!

  4. chris says

    like the tools, have been very helpful but would love a look at the Sample Size Calculator but it sends me to a conference sign up page. Any way you can make the download available?

    1. John Tackett says

      Thank you Chris for bringing this to our attention! We made corrections and the sample size calculator issue has been fixed. If you need any further help with downloading the tools, please let us know.

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