Some tests and their results provide the opportunity to open up bigger discussions.
They are true diamonds in the rough that reveal some interesting insights about not only customers, but also us. I don’t know about you, but sometimes a small look inward can have a big impact out the look outward.
In today’s MarketingExperiments blog post, I wanted to share with you an interesting experiment from a recent Web clinic that increased lead rate 331% by optimizing the company’s value exchange experience with prospects.
Background: Migraine Treatment Centers of America offers an innovative long-term migraine treatment solution to people suffering from migraines.
Goal: To increase leads from the microsite.
Primary Research Question: Which value exchange strategy will result in a higher conversion rate?
Test Design: A/B multifactor split
The MECLABS Institute research team hypothesized that one of the biggest problems with the control was it did not effectively connect momentum created by the content to the next logical step in the conversion process.
Simply put, the site had content and it had calls-to-action, but the problem was a substantial break in continuity between them.