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5 Traits the Best Calls-to-action All Share in Common

August 7th, 2014 6 comments

One of the most common questions we receive at MarketingExperiments about optimization is, “What is it that actually makes a call-to-action effective?”

In truth, there are a lot of factors to consider, so in this post, we’ll take a look at five traits the best CTAs all seem to share in common based on our testing research.

 

Trait #1. Alignment

principle-of-alignment

According to Jon Powell, Senior Executive Content Writer, MECLABS, alignment is when “a call-to-action needs to be aligned to a specific customer need or desire. And what I mean by that is, do they like the color blue or do they like the color red?”

In the example above, the original CTA assumed customers will find value in understanding their problem. However, the treatment call-to-action tested to discover if customers find more value in a proposed solution.

In this case, the treatment increased clicks 7% and conversion 125%.

 

Trait #2. Timing 

 

Great CTAs are delivered in a conversation with customers at just the right time. In the experiment above, you can see where the CTA was located in the control and treatment, which indicates how timing plays into effective CTAs.

The control page presented arriving customers with a CTA almost immediately.

In the treatment, the CTA was moved to a time-delayed pop-under. The problem for these customers was they missed the opportunity to convert interest into action, which explained why the treatment decreased conversion 29%.

 

Trait #3. Absorption 

principle-of-absorption

 

Effective CTAs are easy for the customer to absorb as they are scanning the page. They are highly intuitive for customers to understand and engage with.

Here’s what absorption looks like in a real-world CTA test.

In the control, the MECLABS research team hypothesized the primary CTA for creating an email alert was difficult to clearly see in the design that used the small bell icon to imply notification functionality.

The treatment design was adjusted to ensure customers would see the opportunity to create a free alert, resulting in a 2,793% increase in email alerts created.

Read more…

Why Responsive Design Does Not Care About Your Customers

July 31st, 2014 4 comments

Responsive design, like any new technology or technique, does not necessarily increase conversion.

This is because when practicing Web optimization, you are not simply optimizing a design; you are optimizing a customer’s thought sequence. In this experiment, we discovered the impact responsive design has on friction experienced by the customer.

Background: A large news media organization trying to determine whether it should invest in responsive mobile design.

Goal: To increase free trial signups.

Research Question: Which design will generate the highest rate of free trial sign-ups across desktop, tablet and mobile platforms: responsive or unresponsive?

Test Design: A/B multifactorial split test

 

The Control: Unresponsive design

unresponsive-design

 

During an initial analysis of the control page, the MECLABS research team hypothesized that by testing a static page versus an overlay for the free trial, they would learn if visitors were more motivated with a static page as there is no clutter in the background that might cause distraction.

From this, the team also theorized that utilizing a responsive design would increase conversion as the continuity of a user-friendly experience would improve the customer experience across multiple devices.

The design for the control included a background image.

 

The Treatment: Responsive design

responsive-design

 

In the treatment, the team removed the background image to reduce distraction and implemented a responsive design to enhance user experience across all devices.

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Email Marketing: Copy test increases clickthrough 37%

July 24th, 2014 3 comments

Converting attention into interest is really the sole purpose of copywriting.

How you approach that task in your marketing efforts can make a huge difference in the results.

In this MarketingExperiments Blog post, we’ll look at how some tactical copy changes increased one company’s clickthrough rate by 37% to help you craft effective copy of your own.

But first, here are a few snippets on the test.

 

Background: Company selling audio equipment and accessories.

Goal: To increase clickthrough rate.

Research Question: Which email copy approach will generate the highest clickthrough rate?

Test Design: A/B/C variable cluster split test

 

Controlemail-copy-test-control

 

In the control, the MECLABS research team hypothesized the email utilized a headline that was not immediately clear, thus undermining the value of the offer.

 

Treatments 

email-copy-test-treatments

 

Here is a simple breakdown of the differences in the treatments:

  • Treatment 1′s email tweaked the headline to focus on the aesthetics and performance value of the product.
  • Treatment 2′s headline was centered on the overall value proposition of the product.

Read more…

Value Proposition: 4 key questions to help you slice through hype

July 21st, 2014 2 comments

I was originally going to write this blog post to help marketers spot hype in their green marketing claims.

But then, I had an epiphany.

Why focus exclusively on green marketing that may have gone awry at the fringes?

Hype in marketing is far from exclusive to the green crowd and honesty is needed in every claim your marketing makes.

I decided to think a little bigger – much bigger – by sharing four key questions you should ask about any marketing claim to help you slice through hype and deliver true value to customers.

 

Question #1. Is our claim tangible? 

value-tangible

 

Our senses love being rewarded, so if your claim offers tangible value, the nature of it should connect directly to the customer experience.

For example, let’s look at the copy above from a recent experiment on green marketing.

The “green value” is in the nature of the manufacturing process and is directly connected to the quality of the product.

This leaves one more thing to consider when crafting tangible claims: Does the nature of the claim actually make the end product more appealing?

 

Question #2. Is our claim relevant to customers’ needs?

relevant-claim

 

I like these examples because all of them, while noble in cause, do not directly connect to a relevant problem a customer is having.

For example, I live in Florida and my desire to avoid sunburns gives the SPF of a sunscreen a greater relevance to my needs than just about any other claim.

Consequently, this is where focusing on claims that are relevant can mitigate the risk of associating products with ideas or causes that are abstract.

A biodegradable pen is nice to have. A biodegradable pen with 12% more ink than the next guy is even better.

The power of relevance rests in crafting copy that deals directly with any key concerns already present in the mind of a customer.

  Read more…

2 Vital Questions Every Marketer Should Ask of Lead Gen Forms

July 17th, 2014 1 comment

We’ve all seen them.

Web forms that ask for an exhaustive amount of information in exchange for a paltry white paper – or worse, a static thank-you note that lets someone know Sales will soon start their phone and inbox bombing runs.

But is this truly the best we can do to serve prospects effectively through a balanced exchange of value?

I think not. In a world where Web 2.0 is here, mobile is soon to be the new desktop and content is king, lead generation must do a better job of offering value for a prospect’s information.

In this MarketingExperiments Blog post, we’ll look at the two most important questions every marketer should ask about their Web forms to help refine the lead generation process.

 

Question #1. Does our form only collect the information that is really, really needed?

Assessing the importance of the information your form collects is one of the best places to start.

Far too often, older forms are part of legacy marketing practices, or even worse, I would argue, are new forms with inadequate strategy planned around them.

However, no matter where your form falls in terms of strategy, here are two important questions you should ask about your Web forms:

  • What information do you absolutely need to collect in the form?
  • What additional information would be nice to have?

This will help your team identify which fields can be trimmed so that you’re only asking for information that is highly targeted and relevant to your sales process.

Also, don’t forget to build a review process for your forms that give them a health checkup at fixed intervals. It could be six months, a year, maybe even two – so as long as you dedicate time to assess a form’s effectiveness and performance in meeting business goals.

 

Question #2. How can I increase the perceived value of every field in my form? 

web-forms-value

 

I love the illustration above because it really drives this point home. This is truly how most prospects see form fields.

It is how I see them.

It’s probably how you see them, too.

It’s also how you should mercilessly look at your own form fields when assessing the value they are delivering to prospects in exchange for the desired information.

Consequently, if the value of what you’re offering is not perceived as being worth more than the information you want from prospects, then why should they give it to you?

Read more…

Ecommerce: 3 landing page elements to help increase product emphasis

July 14th, 2014 No comments

The elements on a product page are often one of the most underutilized tools a marketer has at their disposal. I say this, because let’s be honest, I’d wager few folks think of design elements on a product page in a “tool mindset.”

But in some respects, that’s exactly what they are, and ultimately, that’s how you will determine the kind of customer experience you build in ecommerce.

In this MarketingExperiments Blog post, I wanted to share three elements you can tweak to help emphasize important products and maybe even increase your revenue along the way.

 

Element #1. Size 

product-page-elements

 

Here’s an excellent example of how resizing a product image can help you place emphasis on it.

In the control, there were three products on the right sidebar and they were all equally weighted – that is a problem.

Nothing really stood out, which made drawing a clear conclusion for customers a little difficult.

In the treatment, instead of having three separate products on the page, the marketers hypothesized that a single product with a dropdown selection for a computer operating system would increase conversion.

Their hypothesis was right – the results from the tests included a 24% increase in revenue.

 

Element #2. Color 

email-product-testing

 

Here is another example of using elements in an email that you should pay close attention to because products are not trapped on pages in storefronts.

That perception is far from reality.

According to the MarketingSherpa Ecommerce Benchmark Study (download a complimentary copy at that link), email is one of the biggest drivers of ecommerce traffic.

In the treatment, the number of products were reduced, and bright red copy was used as supporting emphasis. I’m not fluent in Italian, but in any language, that is a good thing.

As you can see, color emphasis and copy now drive this email. From the changes in the treatment, I can intuitively understand the desired outcome:

  • I can order something at a great price
  • I get something free (gratis) as a thank-you gift
  • It only takes three easy steps to order

The treatment delivered a 24% increase in revenue with the right changes needed to have a powerful impact.

Read more…