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The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 minutes

Wed, Dec 9, 2015
4:00 - 5:00 PM EST

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Research Topics

Site Optimization

Email Optimization

Search Optimization

Marketing Optimization



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David Jones
Senior Practice Leader
Kaiser Permanente

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Marketing Coordinator
Home Science Tools

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Co-Founder and Chief Response Officer
Response Capture, Inc


Discover What Really Works in Optimization

MarketingExperiments is a publishing branch of the MECLABS Institute, a research laboratory with a simple (but not easy) seven-word mission statement: To discover what really works in optimization. We focus all of our experimentation on optimizing marketing communications. We test every conceivable approach and publish the results (at no charge) in the MarketingExperiments Journal (subscribe).

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The Importance of Testing: How one test applied to two email sends resulted in different audience responses
November 23rd, 2015
The Importance of Testing: How one test applied to two email sends resulted in different audience responses
At MarketingExperiments we promote having a culture of testing and the importance of continually testing, even when you think you know what changes your customers will prefer. Read on to learn how one test applied to two newsletter sends garnered two very different results and reinforced the value of regular testing.
Copywriting: 5 proven discoveries that strengthen copy
November 19th, 2015
Copywriting: 5 proven discoveries that strengthen copy
Great copy isnít about writing beautiful prose; itís about knowing what to say to your prospects, when to say it and how to say it so they immediately become engaged, stay engaged, and ultimately buy whatever it is youíre selling. Read on to learn five proven discoveries from MECLABS Institute about writing copy that sells and how to immediately apply them to your own marketing
Ecommerce: 6 takeaways from a 42-day analysis of major retailersí holiday marketing
November 16th, 2015
Ecommerce: 6 takeaways from a 42-day analysis of major retailersí holiday marketing
In todayís MarketingExperiments blog post, weíll look at the 2014 holiday campaigns of Amazon, Best Buy, Apple and Walmart and see what you can learn from their efforts. If you sell anything at all Ė from books to electronics to glow-in-the-dark toilet paper Ė you compete with at least one, if not all, of these retailers. Read on to learn from how you can apply these lessons to your own holiday campaigns.

See How Our Web Clinics Are Produced

Recent Research (presented on a Live Web Clinic)

Free Internet Marketing ReportStrengthen Your Copy in 35 Minutes
MarketingExperiments Web Clinic 2015-11-19
Strengthen Your Copy in 35 Minutes: Proven strategies to boost the effectiveness of your words
As marketers, we are under constant pressure to quickly pump out copy, often under seemingly impossible deadlines. Without always having the time to test, how can we give our copy the best chance of actually being effective?

The research team shared tests and revealed actionable principles that answered such vital questions as:
  • How long should your copy be?
  • What format should it take?
  • What specific points should be emphasized?
  • What order should your copy be arranged in?
They also provided viewers with takeaways that marketers can leverage for their own copywriting needs.
Read This Report ...

Free Internet Marketing ReportOptimizing Email Capture
MarketingExperiments Web Clinic 2015-10-22
Optimizing Email Capture: How a simple form change led to a 364% increase in leads without sacrificing quality
As marketers, we're beginning to understand the basic principles of optimization. However, email capture forms continue to lag behind in optimization.

Customers have become untrusting, using junk email addresses and other creative tactics, which makes each new subscriber increasingly important for marketers in maintaining a healthy list size. Because the email capture form provides marketers with the opportunity for specificity, segmentation and the ability to qualify leads, it is essential to ensure the right people are getting on your lists.

The research team shared tests and revealed actionable tactics to improve email capture, including one test that resulted in a 364% increase in leads.

They also provided viewers with takeaways that marketers can leverage for their own email capture campaigns.
Read This Report ...

Free Internet Marketing ReportHow to Write Headlines That Convert
MarketingExperiments Web Clinic 2015-09-17
How to Write Headlines That Convert: Key discoveries from a meta-analysis of 15 years of behavioral research
The headline is a simple element to change on your site ó you don't need any special coding skills or additional technology to make it happen. Yet, they require serious attention. In this Web clinic, the research team shared a case study in which a headline change resulted in an 816% increase in conversion, just from understanding the cognitive psychology of the primary customer.

Marketing campaigns are so dependent on headlines that MECLABS had three writers perform a meta-analysis of more than 15 years of behavioral research. They measured real customer reactions to websites and campaigns from B2B, B2C and nonprofit brands.

The research team revealed key discoveries from this meta-analysis to help any marketer ó no matter how much or how little copywriting experience they have ó create more effective headlines.

You'll learn actionable principles for creating headlines that you can implement to improve the results of your marketing campaigns, emails and websites.
Read This Report ...

Free Internet Marketing ReportPersonalized Messaging Tested
MarketingExperiments Web Clinic 2015-08-20
Personalized Messaging Tested: How little changes to an email send led to a 380% change in response rate
Whether or not an email send is successful comes down to one primary factor: the messaging.

While many companies strive to get audiences interested in products via email, nonprofits have the challenge of asking for donations via email — money spent towards an organization that does not directly benefit the donor.

In this Web clinic replay, special guest Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter, shares his expertise from working with nonprofit organizations on email campaigns.

Tim and the research team analyzed specific ways that you can generate interest in an email and strategies you can use to move forward with testing your way to successful campaigns, including an example test that lead to a 380% increase in revenue per email.
Read This Report ...

Free Internet Marketing ReportDoes Seasonal Messaging Really Work?
MarketingExperiments Web Clinic 2015-07-16
Does Seasonal Messaging Really Work? How one company's wrong assumptions led to a 25% decrease in clickthrough
Staying relevant to your customers is key in developing a marketing strategy that really works. Many marketers attempt to remain relatable with seasonal campaigns, such as winter holiday campaigns or events like back-to-school.

However, seasonal campaigns might not be the best fit, or might not be appropriately executed in all industries.

In this Web clinic replay, the research team reveals strategies for striking a balance between clarity and seasonality and shares a test from one company that resulted in a 25% change in clickthrough rate.
Read This Report ...

Free Internet Marketing ReportBranded Design Tested
MarketingExperiments Web Clinic 2015-06-18
Branded Design Tested: How simple changes in page element aesthetics led to a 51% increase in subscriptions
Brand strategy has never been more important. The logos, colors and design of a website have the power to immediately orient customers and prospects when they land on your site.

When used properly, design elements and aesthetic choices also act to reinforce the value proposition. However, itís important to understand that there must be a balance so that design elements do not become conversion obstacles.

In this Web clinic replay, the research team will share strategies for testing your way into a balanced site as well as a test on branding that resulted in a 51% difference in conversions.
Read This Report ...

Free Internet Marketing ReportHarnessing Customer Motivation
MarketingExperiments Web Clinic 2015-02-19
Harnessing Customer Motivation: How one company increased conversion by 65% by aligning page elements with customer desire
As marketers, we must ensure the elements on the page align with the specific thought processes of our prospective customers, empowering them to proceed rather than filling them with anxiety or confusion.

The most essential element in the sales process is customer motivation. Unfortunately, it is also the hardest variable for us to influence. Understanding the thoughts of the highly-motivated customer is imperative so that we can then use that motivation to bring about a desirable outcome.

In this Web clinic replay, the research team shares two key principles on understanding and harnessing customer motivation, gleaned from two tests. The team also shares four questions to ask when evaluating your own customersí behavior on your site.
Read This Report ...

Free Internet Marketing ReportThe Power of the Properly Sequenced Subject Line
MarketingExperiments Web Clinic 2015-04-16
The Power of the Properly Sequenced Subject Line: Improve email performance by using the right words, in the right order
Across all age ranges, U.S. adults said that they preferred companies to contact them via email as opposed to any other medium (according to a 2015 MarketingSherpa survey).

However, that does not necessarily mean customers are anxiously awaiting your sends. With customersí inboxes being flooded daily with ads and newsletters, they carefully skim the subject lines, searching for easy emails to eliminate.

In this Web clinic replay, the research team shares three observations on crafting effective subject lines gleaned from two tests, including an experiment which resulted in a 26% increase in clickthrough rate.
Read This Report ...

Free Internet Marketing ReportIncorporating Video in Your Mobile Strategy
MarketingExperiments Web Clinic 2015-02-19
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one company boost mobile conversion by over 50%
Eight out of 10 American Internet users regularly watch or download videos, according to a Pew Research Center Report (2013). Over the past five years, the ability to create and share content on smartphones has fueled the expansion of video.

How do you determine the most effective way to incorporate video in your mobile strategy?

In this Web clinic replay, the research team shares two key principles for leveraging the use of video to increase the performance of digital collateral, including a test where one company increased mobile conversion by over 50%.
Read This Report ...

Free Internet Marketing ReportIncreasing User Engagement
MarketingExperiments Web Clinic 2015-02-19
Increasing User Engagement: How one company tested its site navigation and increased clickthrough by over 35%
For many organizations, site engagement is one of the most effective indicators of quantifiable conversion potential that is monitored by analytics.

What if you could more effectively influence visitorsí actions on your website?

In this Web clinic replay, our research team will reveal three proven tactics that can boost engagement on your website as well as a case study demonstrating how one company tested navigation structures, resulting in a 35% increase in clickthrough rate increase.
Read This Report ...

Free Internet Marketing ReportSpecial Live Optimization Session (with Flint McGlaughlin)
MarketingExperiments Web Clinic 2015-01-22
Special Live Optimization Session (with Flint McGlaughlin): The top discoveries from 2014 (over 300 tests) applied to your pages
At the crossroad in a customerís mind between "yes" and "no," elements on your page propel him toward his ultimate decision.

However, are the pieces on your site leading your customer down a path that is favorable to you and your business?

In this Web clinic replay, Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, explains which parts of websites impact a customerís decision making strategy, and he also identifies components through audience-submitted pages during live optimization.
Read This Report ...

Free Internet Marketing ReportMaximizing Subscription Revenue
MarketingExperiments Web Clinic 2014-12-18
Maximizing Subscription Revenue: How 3 businesses increased their subscription revenue by discovering the optimal pricing strategy
Determining the optimal price point of a subscription product is no easy task. Customers are inundated with subscription choices in the marketplace, making your asking price vital to your success.

At the same time, marketers in subscription business models are under pressure to price products that deliver value and drive ROI.

In this Web clinic replay, Flint McGlaughlin, Managing Director, MECLABS Institute, will share three case studies demonstrating how each company increased subscription revenue through testing and optimization.
Read This Report ...

Free Internet Marketing ReportOptimizing Subscription Paths
MarketingExperiments Web Clinic 2014-10-16
Optimizing Subscription Paths: Recent research reveals a radical webpage redesign that produced a 173% lift in customer response
Designing the subscription path of your site is not a trivial matter. Often, minor elements are overlooked that stop a potential subscriber in their tracks and causes them to fall out of the sales funnel.

However, with testing, planning and research, a subscription path can be optimized using a few key principles that transform the customer experience.

In this Web clinic replay, the research team identifies transferable principles from a recent experiment that you can apply to your own subscription process to increase conversion.
Read This Report ...

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