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Marketing Leadership: Aligning the entire team around the unifying vision is an integral part of…
World-shaking ideas only get you so far. You actually need to get stuff done to actually make that impact. Read on for ideas on managing your testing, website redesign, product launch, rebranding, replatforming or other projects.
Landing Page Optimization: How Aetna’s HealthSpire startup generated 638% more leads for its call…
Marketers have several assumptions. Long form pages don’t work. Call center employees should be measured by average time of call. Try to sell any customer that comes your way. We recently interviewed Denis Mrkva, General Manager,…
Adding Content Before Subscription Checkout Increases Product Revenue 38%
Adding content to a process that leads to revenue for a company seems like a bad idea — particularly when that process is already five steps long. But that wasn't the case for iReach.
Mental Cost: Your customers pay more than just money
If you don’t understand them well, mental costs can be detrimental to conversion because they add to the cost of the decision beyond just the price of a product.
Heuristic Cheat Sheet: 10 methods for improving your marketing
MECLABS Institute has developed a series of patented methodologies (Pat. No. 8,155,995) to help marketing, advertising and business leaders bring rigor to the way their teams think about executing marketing tactics as well as serving a…
Lead Gen: How conversion optimization for call centers is similar to (and different from) online…
How the Conversion Sequence Heuristic can be applied to verbal conversations with the customer.
Conversion Optimization Testing: Validity threats from running multiple tests at the same time
In this article, we’ll zoom in on one example of a selection effect that might cause a validity threat and thus misinterpretation of results — running multiple tests at the same time — which increases the likelihood of a false positive.
Optimizing Tactics vs. Optimizing Strategy: How choosing the right approach can mean all the…
Discover a strategy that can put you ahead of your competitors by adding an incredible amount of value for your customers.
Do Your Pages Talk TO Customers or AT Customers? Why the subtle shift in message makes all the…
It is crucial that the messaging and design of your webpages show that you value your customers, and their satisfaction is your number one goal. In order to begin to build this trust, when people visit your website, they need to feel they…
The Essential Messaging Component Most Ecommerce Sites Miss and Why It’s Deterring Your…
Why should visitors choose this company over others? This retailer fails to answer that crucial question.
A Simple Guide for the Busy Marketer: Using data from online marketing and web analytics tools
How does Adobe define bounce rate? What’s the difference between exit and bounce rate? And how can these numbers be meaningfully used to better serve customers and ultimately improve results? Let’s take a closer look at some of the numbers…
Beware of the Power of Brand: How a powerful brand can obscure the (urgent) need for optimization
We've all been there before. You go online to order something from a well-known brand but can't figure out how to navigate the site. You push through, even though you want to click away, because you know they have a great product and you…
Most Popular Marketing Experiments Conversion Optimization, A/B testing and Value Proposition…
We’ve taken a peek into our analytics to see what most interested our readers in the past year, and are sharing the most popular MarketingExperiments conversion optimization, A/B testing and value proposition content in 2017. Read on to get…
Page Layout Optimization: A common mistake marketers and web designers make, and how to avoid it
In this Quick Win Clinic, we see a page that has several positive factors going for it. Our attention is captured. But just as the conversation gets rolling, it seems to end and we are left hanging, even a little confused. Watch the video…
Form Optimization: The importance of communicating value before making the “ask”
If you want to maximize your revenue, it's not enough to optimize your landing page; you should ensure form pages reinforce your value proposition, minimize unnecessary friction and alleviate customer anxiety.
Conversing with the Customer: Beware of using too many nouns
Apple has earned the right to use a single noun on its landing page. You and I have not. In fact, very few brands can get away with simply using a noun or two as their value proposition because ...
Call Center Optimization: How a nonprofit increased donation rate 29% with call center testing
Marketing experimentation and A/B testing are extremely powerful tools for digital marketing optimization. However, the customer-first science principles behind them don’t have to be limited to digital environments. In this article, we…
Customer Theory: How to leverage empathy in your marketing (with free tool)
Ever get frustrated by how far off the mark some copy or design you’ve received from your agency is? Read on for a free tool to help close the gaps your entire marketing and advertising ecosystem may have about the customer, to create more…
7 Lessons for Testing with Limited Data and Resources
The BIG WIN in our marketing experimentation, whether it is conversions, revenue, leads, etc., never seems to come quick enough. I’ve been there with you. However, after running 33+ tests in 18 months with our team, I can testify there are…
How a Nonprofit Leveraged a Value Proposition Workshop to See a 136% Increase in Conversions
Our Partners at the Willow Creek Association conducted a Value Proposition Workshop for their Global Leadership Summit, and they gained a 136% increase in conversions and 1,182 additional registrations.