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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…
Leveraging Compelling Stories: How to draw out your value proposition from your company’s story
Watch this Quick Win Clinic to get tips on how to leverage your company’s story to help you connect with your audience and boost conversion rates.
6 Good (and 2 Bad) B2B and B2C Value Proposition Examples
An email subscriber recently wrote in and asked for specific examples of five great value propositions. So, we have six specific examples to share … plus two examples showing what to avoid.
Optimizing Forms: How to increase the perceived value for your customers
A good marketer is aware of the need for a clear value proposition. However, the value proposition must continue at the process level where you ask for a response from your customer.
The Behind-the-scenes Story of How We Optimized Outdoor Advertising That Was Featured in a USA Today…
You might have read about The BairFind Foundation in USA Today Sports Weekly magazine recently: Minor league ballpark signs raise awareness on missing kids. We helped optimize the signs discussed and pictured in that article, and I wanted…
When Not to Optimize: Getting into the high-performance zone for conversion optimization
While optimizing an insurance company's homepage, we learn that time and money would be better spent building a new page from scratch.
Optimizing Homepages: How a clear objective can increase conversion
In this Quick Win Clinic, Flint McGlaughlin looks at a homepage that has no clear objective. Its visitors become lost somewhere in between the disjointed pictures, ads, video and phrases. Watch now to get ideas for clarifying a homepage's…
Effective CTAs: How the thought sequence of a call-to-action affects landing page performance
In this Quick Win Clinic, Flint McGlaughlin optimizes a webpage that provides marriage counseling. The CTA is in a prominent position but fails to achieve significant conversion because the micro-yes sequence was ignored.