Paul Cheney

The MECLABS Conversion Heuristic Applied: How a single-product ecommerce site can optimize its sales with a tested methodology

February 23rd, 2017
Comments Off on The MECLABS Conversion Heuristic Applied: How a single-product ecommerce site can optimize its sales with a tested methodology

After testing more than 10,000 sales paths over the past 20 years, MarketingExperiments and our parent company, MECLABS, have developed a thinking tool anyone can use for optimization.

We call it the Conversion Sequence Heuristic.

While it looks complicated, it’s simply a way of looking at a sales path and going through elements of the customer’s experience of a particular page or process.

In this Quick Win Clinic, Flint McGlaughlin, our CEO and managing director, walks through Axess Wallets’ home page and applies the Conversion Heuristic to show how easy it is to think about conversion in a sales path using the tool.

You might also like:

Download the free 30 Minute Marketer: Value Proposition

Participate in a MECLABS Institute research project and drive conversion increases

Best Practices Are Often Just Pooled Ignorance: How to avoid this mistake by mapping your customer’s thought sequence

Daniel Burstein

Value Proposition: Free tool to help marketing teams discover their brand’s and products’ value prop

February 17th, 2017
Comments Off on Value Proposition: Free tool to help marketing teams discover their brand’s and products’ value prop

If you’ve read MarketingExperiments for any length of time or taken classes from our parent research organization, MECLABS Institute, you know that identifying and clearly communicating an effective value proposition can lead to significant business success.

But it is a complex topic. So much so that we teach an entire master’s-level course about it — MMC 5435: Messaging Strategy & the Centrality of the Value Proposition — in the University of Florida / MECLABS Institute Communicating Value and Web Conversion graduate certificate program.

So when my colleague Steve Stone whipped out a simple Excel tool he created in an internal meeting in which we were working on a value proposition, I thought MarketingExperiments blog readers might find it helpful — a small piece to help your team collaborate on discovering your company’s value proposition and include feedback from all internal, agency, vendor and partner stakeholders in an easy and systematic way.

“Within any organization, if a core team can spend the time to properly complete this simple template, it will be used by people in the entire organization. Whether to build the rationale for funding business cases, creating copy for emails or websites, or training sales reps on how to convert customers, these insights will prove invaluable for companies looking to scale and stay ahead of the competition,” Stone said.

Just click on the link below to download. No email address form fill required.

free vp tool

[Download Free Team Value Proposition Tool]

Here’s a quick tutorial for using the tool:

Read more…

Paul Cheney

Best Practices Are Often Just Pooled Ignorance: How to avoid this mistake by mapping your customer’s thought sequence

February 13th, 2017
Comments Off on Best Practices Are Often Just Pooled Ignorance: How to avoid this mistake by mapping your customer’s thought sequence

How do we know that our sites are performing at their maximum ability for our given objectives?

• Is it because we used A/B testing to get a set of iterative performance bumps?
• Is it because we used a focus group to tell us how we can improve?
• Is it because we used a supposedly high performance template we saw someone else using?

None of these are truly great indicators of maximum performance, but that last one is particularly problematic.

As MECLABS Institute’s (MarketingExperiments parent company) Managing Director, Flint McGlaughlin has said in the past, and continues to reiterate, that “best practices on the internet are often just pooled ignorance.”

So how can we truly overcome that nagging feeling that our pages are underperforming? The answer is by taking the time to map your customer’s thought sequence and build a digital experience around that map.

Only then can we be sure that we’ve made every effort to ensure a page is performing at its maximum potential.

In this week’s Quick Win Clinic, Flint talks about seeing through the best practices and into the customer’s thought sequence on a page submitted by Paul from Rosetta Stone.

You might also like:
The only graduate education program focused specifically on how to help marketers increase conversion
The MECLABS Conversion Analysis Tool – Excel tool to diagnose the problems in your funnel and determine where to test
Conversion Rate Optimization: Building to the Ultimate Yes
Landing Page Optimization: Simple, short form increases leads 40%

Paul Cheney

Industrial Digital Marketing: How being clear can maximize catalog orders and distributor sales

February 9th, 2017
Comments Off on Industrial Digital Marketing: How being clear can maximize catalog orders and distributor sales

Digital marketing for industrial products has a specific set of unique challenges. For one, most industrial businesses are way behind the curve in both technology and marketing strategy. And for another, industrial product manufacturers are generally selling on two fronts:

• Direct B2B sales
• Indirect B2C sales through distribution partners

Then there’s the partnerships to be maintained and expanded.

Luckily, the same principles of messaging apply, whether you’re trying to get business representatives to call you with product numbers, or customers to walk into your distributor’s stores.

In this Quick Win Clinic, Flint McGlaughlin talks about how clarity and credibility in digital messaging on industrial company AIRSEPT’s homepage could improve its metrics.

 

If you would like to learn more about clarity and credibility, you can talk to one of our graduate-level course concierges.

You might also like:

Communicating Value and Web Conversion – Scroll to the bottom of the page to watch a full session from our graduate-level certificate program affiliated with the University of Florida

Optimizing Software Landing Pages: How to minimize anxiety and maximize conversion in a free download

Do Rotating Sliders Work? Optimizing the first 4 to 6 inches of your landing page

 

Paul Cheney

How Sermo increased the opt-in rate for a rented list by 197%

January 31st, 2017
Comments Off on How Sermo increased the opt-in rate for a rented list by 197%

Are rented lists effective? What can I expect for a conversion rate on one? Are my emails even getting read when I rent a list?

These are all good questions, and the answer is…

It depends.

The best we can do is look at what other people have done and try to apply similar principles to our rented email list campaigns.

With that in mind, here’s one campaign run by a company called Sermo. Sermo is a physicians-only social network that charges pharmaceutical companies for access to their audience.

It begins with a rented list from Fierce Pharma.

Sermo wanted to use some survey data that they had gathered from their audience as an opt-in offer for an audience of pharmaceutical companies.

Serma pic 1 Read more…

Paul Cheney

Optimizing Course Product Pages: How to use a research-based methodology to maximize conversion for your education products

January 23rd, 2017
Comments Off on Optimizing Course Product Pages: How to use a research-based methodology to maximize conversion for your education products

Courses are difficult to sell. The product is usually intangible so it takes quite a bit of imagination on the customer’s part to identify exactly what they will get as a result of taking the course.

As marketers, the best possible way to sell a course is by doing the hard work of imagining for your customers. Of course, this is much easier said than done.

In this Quick Win Clinic, Flint McGlaughlin demonstrates how to optimize a course product page using a tested methodology for optimization.

You might also like:

Download the free Quick Guide to Conversion Rate Optimization

Do Rotating Sliders Work? Optimizing the first 4 to 6 inches of your landing page

Ecommerce Optimization in 8 Minutes: How to increase the performance of your category pages with a clear value proposition

Homepage Optimization: 5 Marketing blind spots that inhibit conversion (and how you can correct them)