Paul Cheney

Make Your Content Useful: How a simple UI change created 74% more page views

September 27th, 2016
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When your digital media business depends largely on page views, anything you can do to increase those views also increases the chance of long-term success. For Car & Driver, one set of pages in particular drives a significant amount of revenue – the vehicle research section.

It was true in 2008, when they ran this A/B test, and it’s still true today. In fact, the discoveries from the A/B test here have been carried over through the years into today’s designs.

Here’s some background:

Car & Driver Test Background

The control widget was a simple block of creative on the homepage that linked to the various pages within the vehicle research section.

Car & Driver Test Control

The treatment widget took a different approach. In order to increase engagement with the widget, and eventually page views to the section, the treatment added an element of interactivity via a simple drop-down functionality. In short, they made the content useful to the customer.

Car & Driver Experiment Treatment

The result was a 74% increase in page views in the vehicle research section of the site.

Car & Driver Experiment Results

But what is truly interesting about this test, and illustrates the true value of testing, was that Car & Driver learned something important about their customer. Something so important, in fact, that today, eight years later, this approach is used to create an even more effective page design.

Car & Driver Current Page Design

By simply making a set of links, more useful to the customer, Car & Driver was able to not only increase engagement for the vehicle research section, but they learned a system to give themselves a long-term edge.

Below is the full, downloadable slide presentation for this test.

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Build a Better Home Page Strategy: How multiple objectives on a homepage increased clickthrough to a single page by 52%

Paul Cheney

Build a Better Home Page Strategy: How multiple objectives on a homepage increased clickthrough to a single page by 52%

September 21st, 2016
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Homepages are among the most difficult places for marketers to optimize for a few of reasons:

  1. Internal company politics can create a battle for real estate on the home page that may or may not be in the best interests of the customer or Digital’s P&L.
  2. Even if Digital has full control, it’s difficult to determine what to emphasize on the homepage to maximize ROI.
  3. It seems that one’s really clear on just what a homepage should be in the first place which makes it incredibly difficult to optimize for a KPI.

In a test from the MECLABS Research Library, a large healthcare company was dealing with all of these issues and more. Their homepage was originally focused on a single objective – to get customers onto the “find a treatment center” page further down their funnel.

Here is the control from that test:

Control Homepage Strategy

The team, however hypothesized that due to the different customer personas coming to the page, a large portion of the visitors were not being properly served by the content on the homepage or the “find a treatment center” page.

To remedy this issue, the team created a treatment that served multiple customer personas with separate paths towards the ultimate goal of landing on the “find a treatment center” page.

Here is the treatment homepage strategy:

Treatment Homepage Strategy

When they pitted the two strategies against each other in an a/b split test, the results were significant. The treatment produced a 52% increase in clickthrough to the “find a treatment center” page.

Homepage Strategy Results

By simply making the shift to serve multiple customer personas coming to the page, and creating content to serve those customer personas, the treatment significantly increased the performance of the homepage.

 

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Paul Cheney

Page Templates Tested: How a few UX tweaks to 45 template pages generated a 52% increase in leads

September 15th, 2016
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Does UX really make that much of a difference?

Besides being an important business question, there’s an entire industry of UX professionals who count on it making a difference. Sure, intuitively, we think it will. And there’s even survey data to support it.

But what about at the company-level?

Has anyone been able to measure the impact of UX on an actual company’s bottom line?

Bryce Miller of MasterControl, an enterprise quality management software company, has measured it. It happened on a template for 45 of their product pages. The team at MasterControl working with MECLABS, found that using the MECLABS conversion heuristic and focusing on friction (the element that is most commonly associated with traditional UX) generated a 52% increase in leads and $1,543,320 in sales pipeline growth.

The reason Miller can be so sure about his increase? He ran a valid test.

Here’s Miller’s control. It’s essentially a page template for content about their products. But it has a significant amount of friction in the process.

Control Sample: Standard Product Page Template

master control control

Treatment Sample: Updated UX and Reduced Friction

master control treatment

Results

By making these small UX tweaks, Miller was able to generate an additional $1.5 million in sales pipeline.

mastercontrol-results

What you need to understand

In this case, reducing friction with simple UX tweaks that helped users get to the right content on the page faster produced a significant result.

 

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Website Optimization: How MasterControl ran a 45-page test to achieve a 52% lift – The full MarketingSherpa Case Study for this test

How MasterControl got a 52% increase in leads From Key Pages in 3 months – Miller’s first-hand account of this test on LinkedIn

The Web as a Living Laboratory – Learn How to Use the Web to Experiment Your Way Into a More Profound Understanding of Your Customer

Paul Cheney

Expert Interview: How Humana uses Voice of Customer data and Creates “Super Tests” to drive customer engagement

September 6th, 2016
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loveridge_title-screenMike 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. No matter how you slice it, he is an expert in the field of conversion rate optimization.

Back in February, Courtney Eckerle, Managing Editor, MarketingSherpa sat down with Loveridge at the MarketingSherpa Summit in Las Vegas to talk about Humana’s testing and optimization practices.

In this short interview, Loveridge discusses the benefits of Voice of Customer data, and how Humana creates “Super Tests” by testing the component parts of webpages before doing a radical redesign.

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Adam Lapp

[Infographic] How to Create an Effective Testing and Optimization Plan

August 30th, 2016
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Editor’s Note: This is the third step in last week’s post by Adam Lapp. Here’s Adam…

Paul Cheney
Managing Editor
MarketingExperiments

If you’re entrenched in Conversion Rate Optimization, A/B testing, or have read articles before from MarketingExperiments or MECLABS, you’re probably been inundated with the concepts of friction, anxiety, and value proposition.

But how do you take those concepts and build an effective test plan so you can start increasing your bottom line?

To help you with that, our team of amazing designers (shout out to Lauren, Charlie, Leah, James, and Chelsea) designed this infographic for you. Hope you find it useful. 🙂

MECLABS Institute - Conversion Heuristic Infographic

Share this Image On Your Site

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The Best Conversion Rate optimizers do NOT make changes to webpages…

Adam Lapp

The Best Conversion Rate optimizers do NOT make changes to webpages…

August 23rd, 2016
Comments Off on The Best Conversion Rate optimizers do NOT make changes to webpages…

Editor’s Note: For anyone new to this blog, Adam Lapp has been MarketingExperiments’ head of optimization for around three years. He’s been optimizing web paths for much longer, though – somewhere in the ballpark of 10 years. I’ve personally worked with Adam for five years now, and he has, hands down, the most brilliant optimization mind I’ve ever seen.

So naturally, I was thrilled when he sent me a draft of this post for the blog. It’s been a while since Adam took some time out of his busy schedule to write for our blog, but his posts are full of real-world optimization wisdom that many of our readers have found invaluable in the past.

The casual tone of this post may be a little different from what you might be used to on this blog. That’s because I’ve left Adam’s personal writing style, for the most part, intact. This post is written by a true expert and I wanted it to be as directly from the source as possible.

I hope you enjoy. Here’s Adam…

Best,

Paul Cheney

Managing Editor

 

Best Conversion Rate optimizers_Adam

 

I remember I once I designed and ran four tests in a row — two product page tests and two homepage tests — for a Fortune 500 industrial supply company, and lost every time. The designs were solid – better navigation, easier to find buttons, improved copy and value proposition – but they all lost.

When I look back at it, these four tests lost because I was trying to optimize webpages.

So, what the heck am I talking about?

Well fortunately and unfortunately, the probability of a prospect converting begins increasing or decreasing long before they get your website.

Read more…