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Headlines That Work: 15 years of research reveal what motivates prospects to convert

Wed, Sep 9, 2015
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Site Optimization

Email Optimization

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Marketing Optimization



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Kaiser Permanente

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Home Science Tools

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Co-Founder and Chief Response Officer
Response Capture, Inc


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Email Marketing: Five test ideas for personalizing your email campaigns
September 3rd, 2015
Email Marketing: Five test ideas for personalizing your email campaigns
Personalization is not new to email marketing; but has it lost some of its appeal to marketers? Marketers from various industries have seen incredible success with personalization. Read on to find out how marketers have used both tried-and-true personalization tactics and innovative, tech-savvy strategies to better engage their customers and email audience.
Personality Matters: How one company doubled its ROI by customizing ads based on personality
August 31st, 2015
Personality Matters: How one company doubled its ROI by customizing ads based on personality
Today's algorithms can reliably predict people's personality traits just by analyzing their Facebook updates. As marketers, we have the ability to use the digital footprint data of your customers to build more effective campaigns. Read on to learn about the ROI results from a rest test of customized ads based on personality traits.
How Customers Read Reviews: Four takeaways for marketers from a business school study
August 27th, 2015
How Customers Read Reviews: Four takeaways for marketers from a business school study
For over a decade, MarketingExperiments has stressed the importance of customer reviews. With the knowledge that customer reviews are now one of the most vital components of our marketing collateral, how can we make sure that we are presenting our reviews in a way that best serves our customers? Read on to learn from new ecommerce research.

See How Our Web Clinics Are Produced

Recent Research (presented on a Live Web Clinic)

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 ...

Free Internet Marketing ReportOptimizing PPC Campaigns
MarketingExperiments Web Clinic 2014-09-18
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rate by 289% (and more)
How do you effectively market your product, service or company in 130 characters or less? Each word and character must work toward communicating value in a PPC ad, as these ads directly compete with those around them.

But when just one word fails to resonate with the customer, PPC ads fail as a whole. How do you craft a PPC ad that a potential customer will click?

In this Web clinic replay, the research team shares two key principles from several real-world examples that you can use to optimize your own PPC ads.
Read This Report ...

Free Internet Marketing ReportLeveraging Content to Generate Leads
MarketingExperiments Web Clinic 2014-08-21
Leveraging Content to Generate Leads: 3 simple tactics one company used to achieve a 96% increase in leads
Producing content takes a lot of dedication, time and resources. Valuable content invites your audience to get to know your company and products in a more personal and in-depth way.

But when marketers generate content with company logic, it often falls flat with the customer and the conversation ends before it even began. How do you produce content that your ideal customer actually wants to engage with?

In this Web clinic replay, the research team gleaned three observations from a recent experiment that you can apply to content presentation on your site to increase lead generation.
Read This Report ...

Free Internet Marketing ReportProduct Pages Tested
MarketingExperiments Web Clinic 2014-06-26
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78% increase in conversion
Product pages are often the heart and soul of an ecommerce website. Itís where you showcase products and initiate a conversation with customers that guides them to convert. However, there are elements on your product pages that can potentially have a deep impact on customer behavior by quickly turning conversation into concern.

Watch this Web clinic replay to learn about three key principles you can use to identify and reduce customer anxiety.
Read This Report ...

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