Archive

Archive for the ‘Analytics & Testing’ Category

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

September 21st, 2016

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.

 

You Might Also Like:

Homepage Optimization: Tips to ensure site banners maximize clickthrough and conversion

B2B Marketing: Homepage segmentation effort increases time spent on site 171%

Homepage Testing: 91% conversion lift from new copy and layout

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

September 15th, 2016

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.

 

You May Also Like:

MarketingSherpa Summit 2017 Speakers – Miller will be talking about this and other tests he’s run in-depth during his session at MarketingSherpa Summit 2017

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

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

August 30th, 2016

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

You might also like:
The Web as a Living Laboratory
Test Plan: Build better marketing tests with the Metrics Pyramid
The Best Conversion Rate optimizers do NOT make changes to webpages…

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

August 23rd, 2016

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…

Data Analysis 101: How a nonprofit used data to secure a critical business decision and help find 125 missing children

August 16th, 2016

We all have decisions we’re trying to drive. It may be getting budget approval from your manager. Or, selling a client on a campaign. It could be getting venture capital funding, or signing up the right business partner.

Our effectiveness in securing these decisions can have a significant impact on our success. And one way to make the case is by using data.

“Data adds credibility to the claims you’re making,” said Derrick Jackson, Director of Data Reporting and Analytics, MECLABS Institute (the parent research organization of MarketingExperiments). “It’s like the Fight the Squirrel videos say: It can all come across as opinion. But if you bring numbers, it adds validity.”

In this MarketingExperiments blog post, we look at a basic story of how one nonprofit used data to help drive a decision to see what you can learn from its efforts.

 

The challenge

BairFind is a nonprofit based in Jacksonville, Florida, dedicated to finding missing children by placing pictures of missing children in heavily trafficked areas of minor league baseball stadiums. For example, here is a picture from a Jacksonville Suns game.

 

Data Analysis 101

Read more…

Digital Marketing: 3 test ideas to optimize your incentive offers

June 13th, 2016

Coupon. Free download. Discount code. Gift card. Complimentary ebook.

These are just a few of the countless types of incentives marketers use to influence customers to say “yes” at the final macro-decision – whether that’s making a purchase, filling out a lead gen form or some other form of conversion.

Incentive can be just what some customers need to commit to an action you want them to take. But how can you ensure your incentive offers are having optimal effect on conversion?

Here are three tests you could use to optimize your incentive offers.

 

dollar-versus-percentage-incentiveIncentive Test #1. Percentage off vs. Dollar amount off

This first test idea is definitely a numbers game.

What do customers see more value in: a percentage discount or a defined dollar amount discount?  One case study from deep within the library of our sister site MarketingSherpa tested this question.

Evo, an online retailer of outdoor gear and fashion apparel, offered a coupon for certain product packages that had an average price of $333, and a minimum price of $250. With these numbers in mind, the team determined that $50 was the ideal discount point.

In addition to a traditional $50 off coupon, the team elected to test a 15% off coupon as well, which roughly equaled $50 off the average price of $333.

The test produced these results:

  • The $50 off coupon produced a 72% higher conversion rate
  • The $50 off coupon generated 170% more revenue than the 15% off coupon

It’s important to measure both conversion and overall revenue with this test. Even if one treatment results in more purchases, it may have lower average order amounts. If the average order amount is lower overall, the treatment with fewer orders of higher amounts could be your best choice moving forward.

  Read more…