Selena Blue

Website Optimization: How a B2B publishing company increased free trial sign-ups by 36.4%

July 6th, 2015

A popular method to acquire new customers for online subscription models is through free trials. The hope is that by using a service or product, prospective customers can fully experience and appreciate the value you have to offer.

However, before the experience begins, you must first get them to see the value of the trial. After all, it can be a friction- and anxiety-filled process since many trials require credit card information at the time of sign-up.

Increasing the completion rate for the trial sign-up process was one of three steps the Euromoney Institutional Investor team took to revamp its strategy and increase conversions. The team accomplished this through online testing after seeing that 60% of traffic in the funnel did not complete the process.

At MarketingSherpa MarketingExperiments Web Optimization Summit 2014, Ben Eva, Global Head of Conversion Management, Euromoney Institutional Investor, shared three online tests his team used to learn about their customers and to increase that completion rate.


 
 

What is the best layout/design of the offer page?                            

Euromoney publishes over 200 online information services — which equals a lot of potential for testing. Because each audience varies, sometimes the same type of test is needed to find the best result for each audience.

Ben shared two tests that revolve around page design and how to best communicate the value of the publications and their free trials.

Test #1

The team wondered if the value was organized and laid out in the most effective manner for the trial details and the first step of the trial sign-up process. They tested three treatments against the control.

 

 

In the end, Treatment 3 won despite being a last-minute addition to the test — proof that sometimes our marketer instincts don’t match up to what customers like best. It saw the most improvement over the Control, with a 36.4% lift in conversion. The team was then able to use that discovery on more than 11 of its websites.

Test #2

The second test Ben shared also looked at the first step of the trial process. In addition to the layout of value information, some of the treatments also tested variations of the usage of breadcrumbs.

The winner? Treatment 1 won, with a 20% increase in conversion. This discovery was also rolled out on more than 11 of the other sites.

 
 

Can reducing the number of steps increase conversion?

With each step in any process, you’re leaving another opportunity for customers to exit the funnel. One extra step could be the additional friction that prevents customers from finishing the process.

With that in mind, the Euromoney team wanted to see what effect combining steps #1 and #2 would have on trial prospects.

 

Combining steps #1 and #2 performed better than the control, increasing trial conversions by 26.1%. The team has since then built this discovery into the Web product development process.

 
 

Beyond the sign-up process

This excerpt only shares one of three steps Ben and his team took. Watch Ben’s entire MarketingSherpa MarketingExperiments Web Optimization Summit 2014 presentation, “Funnel Optimization: How a subscription-based business transformed its testing strategy and increased conversions by 121%,” to learn more about the rest of his testing strategy revamp.

 

You can follow Selena Blue, Manager of Editorial Content, MECLABS, on Twitter @SelenaLBlue.

 

You might also like

Optimizing Subscription Paths: Recent research reveals a radical webpage redesign that produced a 173% lift in customer response

Subscription Checkouts Optimized: How experimentation led to compounding gains at the revenue level

Personalization Marketing: In-trial messages increased online registrations by 15% for a B2B SaaS

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Categories: Analytics & Testing Tags: , , , ,

Daniel Beulah

Finding Your Ideal Email Send Time to Maximize Relevancy

July 2nd, 2015

We get this question probably more than any other: when is the best time to send an email to customers?

The answer is that it is totally unique to your organization. There are many factors that could influence what your perfect send time is and the motivations of your customers.

Testing for the correct send time for your customers can increase the relevancy of your email campaigns and, in turn, increase your overall clickthrough rate. To discover your unique send time, there are two simple tests that you can perform that will focus your email campaigns to send on the best day, at the best time.

The first test you should run is a day of the week test.

 

Newsletter Day of the Week Test

Earlier this year we helped a tourism organization find out when to send its monthly promotional newsletter. To do this, we used Monday as the control and evenly split the traffic of newsletters to be sent each day of the week.

Based on the primary KPI, Opened/Delivered (open rates), the test had favorable results, and at least one treatment outperformed the control significantly.

However, the secondary KPI, Clicked/Delivered (clickthrough rates), had inconclusive results.

 

Primary metric — open rate: Monday was used as the control, and Saturday had the highest performing day with 5.5% relative difference with a 99% Level of Confidence (LOC).

Tuesday and Wednesday also outperformed the control with 3.8% relative difference with a 96% level of confidence. Tuesday, Wednesday and Saturday had statistically significant higher open rates than the other days of the week.

The remaining days —Thursday, Friday and Sunday — underperformed, though they had low levels of confidence. This indicates that there was little difference between these days and Monday open rates.

Read more…

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Categories: Analytics & Testing Tags:

Kayla Cobb

The Importance of Customer Centricity in Evolving A/B Testing

June 29th, 2015

When we talk about A/B testing, we often think about it on a test-by-test basis. While this singular focus is beneficial, it overlooks testing’s role as an ongoing system for optimization.

At MarketingSherpa Email Summit 2015, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Lauren Wagner, Senior Manager, and Tessa Srebro, Lead Generation and Marketing Associate, both of VolunteerMatch, to discuss how to utilize A/B testing to constantly evolve programs.

Lauren and Tessa’s company, VolunteerMatch, is a nonprofit organization that is the world’s largest volunteering network. It also has an interesting funding model. The company sells a Software as a Service (SaaS) product to companies to help fund its organization and, so far, this model has generated almost $1 billion in social value each year through its work with nonprofits and volunteers. VolunteerMatch is also more than familiar with the benefits of testing, as evidenced by the subject line test it ran with MarketingExperiments.

Watch the excerpt below from the MarketingSherpa Media Center to learn how keeping up with current trends and thinking like a consumer can help evolve your testing and your company.

 

Keep up with current trends and your customers

Keeping up with current customer trends is one of the most important pieces of advice Lauren Wagner gave when asked how to keep a company’s A/B testing constantly evolving. Be sure that you’re keeping up with current trends in the marketplace, but don’t forget to take the time to learn about your customers.

Read more…

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Categories: Email Marketing Tags: , , , , ,

Ken Bowen

The Baskerville Experiment: Font and its Influence on Our Perception of Truth

June 25th, 2015

“Can we separate the form of the writing from its content?” – Errol Morris

“Is it ever possible to understand the meaning of a work of art as separate from the way in which we receive it?” – Lynne Conner

Source: The Pentagram Papers, 44th Edition

 

In the spring of 1980, Academy Award-winning documentarian Errol Morris (“The Thin Blue Line,” “The Fog of War”) first encountered philosopher Saul Kripke’s seminal book, Naming and Necessity. After reading the book, Morris became fascinated with the theory that words and our interpretation of them are singular manifestations of all of the individual characteristics (seen and unseen) that comprise them.

More specifically, Morris was consumed with the idea that typeface itself might have an innate power to influence our fundamental perception of truth.

“Yes, we read the word ‘horse,’” Morris wrote, ”but we also see the letters, the typefaces, the shape of the word on the page. Is this not part of the meaning? Do we more readily accept (as true) sentences written in one typeface rather than another?”

Read more…

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Categories: Ecommerce, General Tags: , , ,

Daniel Burstein

Value Proposition: Lessons from interviews with 50 business leaders

June 22nd, 2015

Marketing automation. Programmatic ad buying. Email personalization.

Advancements in marketing technology can power a successful brand, if …

… and it’s a big if …

… they are used to communicate an effective and authentic value proposition.

At Email Summit 2015 I sat down with Jose Palomino, Founder and CEO, Value Prop Interactive, and author of Value Prop — Create Powerful  I3 Value Propositions to Enter and Win New Markets, to discuss what value proposition means to your business.

 

The value proposition is “the core or central truth about whatever the offer is,” Palomino said. “And, most importantly, [the value proposition] answers this question — ‘why should anyone care?’”

Read more…

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Categories: General, Lead Generation Tags: , , ,

Andrea Johnson

Does Brand Help or Hinder Conversion? The answer is “yes”

June 18th, 2015

Does brand truly drive revenue for every company — even if it’s not Google, Nike or Apple — or is it just a marketing department’s raison d’ê·tre? Is it really as powerful as marketers think it is?

The latest MarketingExperiments Web clinic answers this question with (of course) testing. Be sure to watch it to learn why it’s critical to be thoughtful about how and when you use branding elements.

Consider this anonymized test:

Background: A regional marketing commission.

Goal: To raise awareness of local activities and events, increasing number of travelers and tourist spending in [City].

Research Question: Which sign-up page will generate the most responses?

Test Design: A/B split test

 

The Plain and Simple Control

The Control was a landing page that encouraged people to sign up for a free guide.

 

The New and Improved Treatment

The Treatment added details — font, images and design — that better reflected the brand.

Read more…

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