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…

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…

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…

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…

We’ve all seen exhaustive Web forms that tax prospects’ patience far more than they should. Read this MarketingExperiments Blog post to learn more about two vital questions every marketer should ask of lead gen forms to help find an ideal…

Optimization is not a process without risk when it comes to the subtle dangers in optimizing with no perspective on how the big picture is potentially impacted by changes. Read this MarketingExperiments Blog post to learn about what a…

In this MarketingExperiments Blog post, review a recent experiment where an e-book retailer tested its product pages and achieved an increase in conversion of 78%. You'll learn why mitigating anxiety is so important to ecommerce marketing,…

When it comes to lead gen optimization, some marketers will opt to cut the number of required fields. But how can you optimize a lead gen form without making big cuts? Read on to learn from Austin McCraw, Ben Huppertz and Ben Filip, all…

To discover what works best for generating leads in your organization, you have to wade through enough trial and error until success is the only destination left. Watch this brief video excerpt from Optimization Summit 2013 to hear how…

In this MarketingExperiments Blog post, discover the call-to-action button copy that reduced clickthrough rate 26% and how to improve your own CTA button copy to avoid this overlooked area of optimization.

Small changes can make a big difference in the user experience. Read on to learn more about a simple call-to-action change that increased conversion 77%.

Executing tests live from Summit has become a MECLABS tradition. At this week’s MarketingSherpa Email Summit 2014 in Las Vegas, the MECLABS live test team is shaking things up along with the test’s sponsor, BlueHornet. Typically, the team…

According to the experts, users should be able to view your website on their various devices with minimal effort. But is responsive design worth the investment? Read on to learn more about the results of a recent responsive design test that…

When it comes to website testing, maybe you’ve heard of the terms type I and type II errors, but never really understood what they mean. In the context of testing, what we are really referring to is the ever-present risk that exists in all…

One of the most critical elements to test on your product page is “buyability.” But what is buyability? In essence, buyability is a perceived ease of use that exists within the customer’s thought sequence. Buyability is how a customer…

One of the most critical elements of copy needed for a product is the “why” factor. It’s the reason a customer needs to consider if your product is right for them before they make a purchase. In this experiment recap, learn how marketers at…