MarketingExperiments - Research-driven optimization, testing, and marketing ideas

When potential customers click on a webpage, they ask themselves — either consciously or unconsciously — three important questions: Where am I? What can I do here? and Why should I be here? If you don’t answer all three within the first…

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 moment prospects decide to engage with your webpage, they begin to communicate with you — your webpage is a conversation. It is our job as marketers to get into the conversation and speak to those prospects the right way.

There is a stark difference between talking “at” your customer and talking “to” your customer. Talking “at” your customer will create a disconnect; it simply tells the customer what to do but doesn’t tell the customer how to do it. Talking…

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.

As marketers, we tend to forget that we don’t sell anything in an email. An email’s objective is not to get a purchase; it is to get a click. We should be asking the question, “What would drive the most possible clicks to the page where the…

The Micro-Yes Sequence is crucial to land the ultimate macro-yes, or your end goal — a sale, a subscription, a clickthrough, whatever it may be. As marketers, we often overlook the sequence and just ask the “big question” before a prospect…

An email is a conversation. It’s not a magazine ad. It’s not a branding opportunity. It’s not a website. It’s a way to talk to your customers, and (hopefully) have them respond back. One of the most critical email mistakes we make as…

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…