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Archive for the ‘Analytics & Testing’ Category

B2B Email Testing: Validity threats cause Ferguson to miss out on lift from Black Friday Test

January 11th, 2016 No comments

At MarketingExperiments, we endeavor to teach you to bring the process of scientific discovery to your marketing campaigns to learn what your customers really want and improve results. And, to that end, we share experiments (along with successful case studies — 1,470 and counting — from our sister publication, MarketingSherpa).

But we can learn just as much from the stumbles, errors and mistakes we encounter on our journey of customer discovery. Unfortunately, those stories tend to be harder to get. So I want to laud the marketer we are going to discuss today for sharing an example of something that did not work.

 

Even successful marketers have losses. But the good ones learn from them.

Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises, is a successful marketer. So successful, in fact, that we recently featured her as the main story in a mini-documentary that highlighted her journey at MarketingSherpa Summit.

 

But when I recently reached out to her, it wasn’t only a further success she shared, but also a hard-won lesson learned in the trenches of email testing. Let’s take a look at the test, focused around a Black Friday promotion. But first, some background on the overall campaign.

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35 Key Principles to Boost Your Marketing Campaigns: 2015 Web clinic year-in-review

December 7th, 2015 No comments

As 2016 rapidly approaches and I near the end of my first year with the MECLABS Institute, what better time to reflect on 2015?

As Managing Editor of MarketingExperiments.com, one of my primary responsibilities over the year has been producing our monthly Web clinics. These clinics have historically given us the chance to share discoveries from MECLABS’ research efforts with the marketing community at large. With a legacy dating back over a decade, I had large shoes to fill when taking over these online events, but thanks to the outstanding mentoring of my dear friend Taylor Kennedy and the support of the incredible team around me, we’ve had another great year of Web clinics to add to the vault.

On Wednesday, we’ll be hosting a special 60-minute year-in-review Web clinic. This clinic — The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 minutes — will revisit some of the most surprising, actionable discoveries that we’ve made during the year when looking into the question of what really makes our customers say “yes.” These simple principles will help you to quickly improve multiple aspects of your digital campaigns — from subject lines and calls-to-action to visitor engagement and mobile design.

2015 has been a busy year for marketers, with 77% of companies increasing their digital marketing budgets over 2014, per an Oracle report. In case we missed you for any of our Web clinics this year and you would like to dive deeper into any one subject than our 60-minute recap will allow, I also wanted to provide a brief, scannable recap of this year’s topics, as well as replay links should you desire to watch (or re-watch) the clinics.

Feel free to bookmark the page for future reference, as the 10 clinics below cover 35 key, actionable principles to help you boost nearly every aspect of your campaigns — from email and landing pages to PPC ads and mobile  to branding and beyond.

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Copywriting: See immediate lifts by applying these 5 principles to your headlines

September 17th, 2015 3 comments

Creating a more effective headline is one of the easiest ways to make a significant lift in any experiment — it doesn’t require teams of developers or the latest technology to make happen.

What it does take, however, is applying the five key principles of effective headlines.

MECLABS, the parent company of MarketingExperiments, determined these key principles based on more than 15 years of testing and research. These actionable insights were revealed during the most recent MarketingExperiments Web clinic, which featured 12 experiments reviewing 34 total headlines. Watch it here.

In this blog, we’ll illustrate these five principles by looking at one of the tests featured in the clinic.

 

Background: A survey company offering to pay its members to take surveys.

Goal: To increase the amount of people taking surveys.

Research Question: Which panelist registration page will have a higher conversion rate?

Test Design: Which page/process will generate the most conversions?

The Control had no headline.

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How a Cloud-Based Video Creation Service Uses Testing to Better Understand What Customers Want

September 10th, 2015 No comments

What assumptions do you make about your customers? How do you validate if those assumptions are true or, instead, actually damaging conversion?

A/B testing can help you discover what really works with your customers.

Animoto, a cloud-based video creation service, usually has at least one test running every week and runs a total of about 250 tests with millions of customers on its website every year. I sat down with Brad Jefferson, CEO, Animoto, to get an inside look at his company’s testing practices and see what he’s learned about his customers along the way.

 

One of the tests that Brad’s team ran was to determine what type of sample videos would be most effective.

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3 Steps to Boosting Conversions by Building Customer Relationships

August 20th, 2015 No comments

MarketingExperiments’ Marketer’s Creed, Article 1, states:

“People don’t buy from companies, from stores or from websites; people buy from people. Marketing is not about programs; it is about relationships.”

NextAfter, an organization dedicated to helping nonprofits discover what truly makes donors give, put this concept to the test during an end-of-year fund-raising push. Tim Kachuriak, the company’s Chief Innovation and Optimization Officer, is so passionate about this cause that he cut his family vacation short and flew cross-country to join us in the studio for the most recent MarketingExperiments Web clinic to share his results and show how what NextAfter learned could benefit any organization.

Watch it here. 

Background: The Heritage Foundation, a think tank, was soliciting end-year donations.

Goal: To increase donations.

Research question: Which email treatment will generate the most revenue?

Test: A/B split test

 

Version A

This email drips with formality and reads like a direct-mail piece. It begins with “Dear Fellow Conservative” and goes on to exhort the reader to “make a bold statement by standing with the Heritage Foundation.” It is signed by Jim DeMint, the foundation’s president.

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

July 6th, 2015 No comments

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.

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