Discover What Really Works In Optimization

The Prospect’s Perception Gap

Paul Cheney May 1, 2017 0

Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises. There is, inherent in every transaction, a perception gap in the mind of the prospect…

Value Proposition

Your Landing Page Needs an Ultimate Reason to Maximize Conversion

Paul Cheney Apr 13, 2017 1

Your landing page's value proposition is an ultimate reason — the offer must make customers reach 4 specific conclusions in their mind: 1. I want it. 2. I can’t get it (exactly like this) anywhere else. 3. I understand it. 4. I believe it.…

Email Marketing

When is a Click More Important than a Purchase?

Shaniah McGlaughlin Apr 10, 2017 2

Expecting a customer to be ready to make a purchase with only an email is like asking a friend you made an hour ago to help you move. Marketers must remember that the goal of most emails is simply to get a click, not a purchase. This is…

Copywriting: 5 Proven Discoveries That Strengthen Copy

The Two Customer Conclusions Every Product Launch Should Foster

Paul Cheney Mar 29, 2017 0

In our work with Research Partners, we often get asked about new product launches. Eric Ries talks about product launches in his book The Lean Startup. In that book, he introduces a concept called the minimum viable product.

Conversion Marketing

UX or Design: Where should marketers invest?

Paul Cheney Mar 24, 2017 1

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…

Conversion Marketing

Customer Service Can Be a Treasure Trove of Ideas For CRO

Daniel Burstein Mar 14, 2017 0

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…

E-commerce Marketing

How to Reduce Friction and Anxiety in a Checkout Process You Don’t Control

Daniel Burstein Mar 3, 2017 0

Engaging in conversion optimization requires making a modification of some sort to improve conversion. But, what if there are steps in your customers’ buying journey that you can’t control? Our team ran into this problem when marketing our…

Conversion Marketing

The MECLABS Conversion Heuristic Applied

Paul Cheney Feb 23, 2017 0

In this Quick Win Clinic, Flint McGlaughlin, our CEO and managing director, walks through Axess Wallets’ home page and applies the Conversion Sequence Heuristic to show how easy it is to think about conversion in a sales path using the…

Value Proposition

A Free Tool to Help Marketing Teams Discover their Brand’s and Products’ Value Prop

Daniel Burstein Feb 17, 2017 0

Identifying and clearly communicating an effective value proposition can lead to significant business success. But it is a complex topic. So when my colleague Steve Stone whipped out a simple Excel tool he created to help your team…

Copywriting: 5 Proven Discoveries That Strengthen Copy

Best Practices Are Often Just Pooled Ignorance

Paul Cheney Feb 13, 2017 0

How do we know that our sites are performing at their maximum ability for our given objectives? • Is it because we used A/B testing to get a set of iterative performance bumps? • Is it because we used a focus group to tell us how we can…

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