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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.
How to Think About Email Capture Forms Like a Customer
What keeps customers from filling out one of your email capture forms? Is it because they don't believe you will deliver what you say? Is it because it's too long? Too short?
Communicating Value Effectively: Respecting the customer’s right to draw their own conclusions
If you want to stand out in the marketplace, instead of making a claim that you are the best, show your prospective customers that you are the best — with specific, quantifiable facts. Then, let them draw their own conclusions whether you…
Clarifying Your Marketing Objective: The danger of asking “how?” too soon
In an earlier Quick Win Clinic, Flint McGlaughlin talked about the importance of determining a clear objective for your webpage. But where does the marketer go from there? The next step is to determine the most effective way to accomplish…
Marketing is Not About Making Claims; it’s About Fostering Conclusions
People are still people. We are mostly reasonable. We hear arguments and we can change our minds. But when we hear someone making braggadocios claims, rather than trying to rationally win us over, we are naturally repulsed. Your customers…
The Hypothesis and the Modern-Day Marketer
How can you be so certain you’re creating the most effective marketing offers and messages? Simply put, no one can. However, instead of seeking an answer to your marketing challenges, what if you focused on the right question instead? And…
The Danger of Marketing Background Noise: How to communicate your offer with maximum clarity
Flint McGlaughlin shares three principles that FreedomCare, and marketers like you, can utilize to overcome this obstacle to conversion — lack of clarity.
Sustaining Momentum: Pitfalls to avoid when driving customers up the sales funnel
In this Quick Win Clinic, the customer's momentum, while traveling up the sales funnel, quickly slows down after giving the first few micro-yes(s), because a very large "yes" is being asked of them too soon — to install something on their…