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

This MarketingExperiments Blog post features four case studies from our sister brand, MarketingSherpa. Each article covers a testing and optimization program from a brand-side marketer and this post provides a recap and a link to the full…

One challenge in marketing is understanding the difference between the perception of a prospect (what the prospect believes) and reality (what actually is). This blog post takes a philosophical view of this challenge and explains how a…

Sometimes the simplest changes on a webpage can significantly impact that page’s performance. This MarketingExperiments Blog post covers a test of color variations on a webpage search box. The end result may come as a surprise.

The Portland Trail Blazers optimized its entire purchasing process, implementing personalization every step of the way. One element of that process was testing how prices were displayed. See how by simply changing the order of how ticket…

Conveying the value of your product or service is an important, and challenging, aspect of marketing. Overcoming an incorrect perception makes this task even more difficult. Read on to learn how one teleprospecting campaign uncovered a…

Friction in a conversion process can significantly impact your efforts to convert. Read on to learn more about a recent experiment that increased clickthrough 173% and what you need to know to help your efforts to reduce resistance.

This MarketingExperiments Blog post is a continuation of a previous article, which took another look at a recent Web clinic on a landing page split test. Read on to find out how to think about the relationship between Value and Cost and the…

This MarketingExperiments Blog post features another look at a recent Web clinic on a landing page split test that compared an informational page versus a page with a downloadable incentive in the form of an e-guide. Read on to find out…

Effective calls-to-action aren’t based on a set of “best practices.” Instead, they should be thought of as an element of customer service. That approach makes the CTA about the audience, not the marketer. This post features five…

When engaging in testing and optimization, one key challenge involves avoiding validity threats. As Flint McGlaughlin, Managing Director and CEO, MECLABS, says, “Those who conduct invalid tests are blind to the risk they take and make…

Call-to-action button copy can make a significant difference in clickthrough performance. This MarketingExperiments Blog post features Jon Powell covering what seems like a very simple test that illustrates the power of call-to-action…

While some marketers leave 404 pages for the Web designer to create, that could be a mistake. The 404 error pages shouldn’t be a dead end for visitors. Instead, it should properly inform visitors where they are and guide them to a page of…

PPC ads are often a missed opportunity when it comes to utilizing paid search as a channel. Read about how a recent PPC ad experiment can show you how to better use testing and optimization to help you understand your customers’ needs and…

This author’s experience with garage sales was minimal, but his experience with website optimization was extensive. Nonetheless, when it comes to any kind of sale, prominence, eye-path and customer theory can close even the most unlikely…

Testing for websites often focuses on pages, such as homepages and landing pages, that can show immediate results in metrics like conversion or bounce rate. One potentially overlooked aspect for website testing is the site’s navigation.…

Optimizing to improve your email marketing efforts can be a little overwhelming when you consider all of the moving pieces involved. Read on for three resources to help you optimize your email marketing program.

A large email subscriber database might look impressive, but an engaged email subscriber database leads to effective campaigns. This blog post covers a test we ran to re-engage with our Canadian subscribers in light of the Canadian…

This MarketingExperiments Blog post features an optimization process highlighting a website copy change to match the copy on a direct mail piece that led to a 104% increase in lead capture. Learn more about how this case study applies to…