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

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…

Complex or confusing checkout processes can negatively impact ecommerce conversion rates. A process that's not clear or logical to a customer can have them saying "yes" one moment, and "no" the next. Read on to find out the results of a…

Content marketing determines how your customer gets to know your company and your product. It’s your chance to break through the inner monologue of your customer’s decision-making process and create a dialogue. However, marketers often…

Many B2B marketers use free content as an incentive to gain prospect information. How can we improve lead capture on landing pages with free content? In this experiment, we look at how a few changes in the manner of how a free guide was…

Conversion – whether it be a click, a registration form sign-up or even a sale – is a goal and key metric for marketers. In this MarketingExperiments Blog post, learn the basics of the MECLABS Conversion Sequence Heuristic, and how it…

The goal of an email is to get that clickthrough to the landing page. Copy is important, but the customer’s thought process is what takes them from opening your email to finally clicking through. Here are six key objectives that email copy…

How can you make your calls-to-action more effective for generating interest and conversion? Check out today's MarketingExperiments Blog post for five traits effective CTAs have in common, along with examples for implementing those traits…

Does ethnicity in marketing images affect a campaign’s performance? Besides being an important marketing question, it’s also an interesting social question. Read this MarketingExperiments Blog post to learn more about how one newspaper used…