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Page Templates Tested: How a few UX tweaks to 45 template pages generated a 52% increase in leads
Does UX really make that much of a difference? Bryce Miller of MasterControl, an enterprise quality management software company, has measured it. It generated a significant result...
Expert Interview: How Humana uses Voice of Customer data and Creates “Super Tests” to drive customer…
Mike Loveridge is the Head of Digital Conversion Optimization at Humana. In his position, he has conducted more than 300 tests, and achieved a 70%+ win rate. In this interview, Loveridge discusses Voice of Customer data and a/b testing.
[Infographic] How to Create an Effective Testing and Optimization Plan
How do you take the MECLABS conversion heuristic and create a feasible optimization and testing plan? This infographic walks you through the process step-by-step.
The Best Conversion Rate optimizers do NOT make changes to webpages…
…they make changes to thought sequences. This article shows how the most advanced optimization experts optimize for their customers.
Data Analysis 101: How a nonprofit used data to secure a critical business decision and help find…
Getting an essential decision from a manager, client, or business partner to go your way can be vital to the ultimate success of your marketing plans.
In this post, we take a look at a basic data story to extract some larger principles…
Selling the Click vs. Selling the Product: Which strategy is more effective for a text-based PPC ad?
Ad text optimization can drive massive ROI. Here's how one text ad generated a 102% increase in conversion for an event-based organization.
Writing an Email Like a Human “Absolutely Crushed” A Traditional Marketing Send [2 Min Video]
“If you write an email like a human being would write an email, you’re going to get a better response.” So says Nathaniel Ward, Associate Director, Online Membership Programs, The Heritage Foundation. In this post, Ward describes an…
Email Marketing: Test ideas for five types of email
Stumped for an idea for your next email marketing test? Take a look at some examples for different types of emails, get some new hypothesis ideas, and test them against your control.
Repeatable Brand Strategy
What is it that makes some brands timeless and successful and makes others forgotten overnight? What if you could bottle up whatever that is and apply it to your own brand for sustainable competitive advantage?
As marketers, our primary…
How Philip Morris & Co. Created One of the Greatest Marketing Campaigns in History Using…
In 1954, Phillip Morris created the Marlboro Man. The company used a repeatable strategy that is based on Aristotle's writings, which marketers can still use today.
Digital Marketing: 3 test ideas to optimize your incentive offers
There are countless types of incentives used to influence customers on the edge of converting, whether that’s making a purchase, filling out a lead gen form or some other conversion. In this MarketingExperiments Blog post, we review three…
Customer-centric Marketing: How market research and listening to customers informs website…
This week, our sister company MarketingSherpa has a team of reporters at IRCE 2016, hosting the official Media Center of the ecommerce event. Courtney Eckerle, Senior Managing Editor, MarketingSherpa, sat down with Matt Clark, Global Head…
Eight Lessons from the Father of Data-obsessed Marketing
With digital marketing comes data. Lots and lots of data to learn from. But taking a rigorous approach to marketing is nothing new. In fact, we can learn a lot by seeing how lessons from one of the pioneers of advertising can be applied…
Exploring Online Shopping Behavior: How website characteristics affect likelihood of purchase and…
How do characteristics of ecommerce websites affect visitor shopping behavior and likelihood to purchase? Despite the multitude of different ecommerce types and website design features available, a recent study finds some general principles…
The Difference Between Marketing and Advertising (and Why It Matters)
Advertising and marketing. We throw these words around every day without really think of their meaning and relationship. Step back from your ever day challenges for just a moment, and think a little deeper about the practice you engage in…
Does Fear-based Marketing Work?
As marketers, we are often taught to identify and tap into the pain points of our customers. But once we pinpoint these sources of customer anxiety, how should we proceed? Should we attempt to alleviate this stress through encouragement or…
Setting the Right Tone: Two key principles to build positive customer momentum
Follow these two key principles to better connect with your prospect and build positive customer momentum.
Customer-centric Marketing: 3 landing page pitfalls to avoid
Avoid these three common company-centric pitfalls to boost performance of your page and see your offer through the eyes of your customer.
Content Marketing: Testing the lifetime value of a blog post
Though we all have our own unique blogs, with unique audiences, unique promotional tactics, and unique multipliers, if there’s one thing that a recent study from IZEA proves, it’s that our blogs may have even more lasting value than we…
2015 Year in Testing: Lessons on value copy and friction
As part of his 2015 Year in Testing blog series, Micah Shull, Test Database Specialist, MECLABS Institute, digs into our testing library from last year and analyzes tests centered on value copy and friction.