During last week’s Web clinic, “Does Fear-based Marketing Work?,” we looked at a recent Twitter test run by MarketingExperiments’ parent company MECLABS Institute in promotion of the latest issue of the Executive Series.
Which tweet do you think achieved a higher clickthrough rate?
Here’s some context in case you need help choosing …
In Tweet Version A, the message is straightforward.
- “Customers are more willing to engage with newspapers than you might think.”
In Tweet Version B, the message taps into an implicit fear that a marketer may have — that poor design is negatively impacting performance.
- “Poor UI design and user experience may be negatively impacting the perception of your digital subscription.”
OK. Now make your choice. You can say it out loud if it will help you.
Whatever you do, don’t look directly below this line of text.
With winter firmly in our rearview mirrors, spring is officially here. Daylight savings time is upon us. March Madness is in full swing. And baseball’s opening day will have taken place by the time you’ve read this (Go Cubs!).
What better time then than to do a little spring cleaning of our webpages?
Don’t worry, at MarketingExperiments, we’ve got you covered. For more than a decade, we’ve been hosting Web clinics to help you — the marketer — maximize the effectiveness of your collateral. And, as we’ve seen again and again throughout the years, it’s often the smallest tweaks and cleanups that lead to the biggest results.
Read on to learn how you can harness your inner-Danny Tanner, grab your HTML mop and bottle of marketer’s 409, and turn that cluttered mess of a legacy page into a squeaky-clean, highly effective conversion machine.
Five key elements
To help get you started, I’ve identified five common elements of most webpages:
Your page may not have, or need, all five of these elements, but chances are it will have most.
No matter how well you optimize your website, there’s still no substitute for getting someone on the phone with your best salesperson for a complex product. People buy from people, and having a human talk to a prospect on the phone, answer questions, and tailor the presentation of the product on the fly is invaluable for guiding the prospect through the buying process.
One of our recent Web clinic attendees submitted the below page for live optimization (the part of our Web clinics where we have our research analysts review what could work better for audience submitted pages), and is trying to accomplish just that with a banner on their own page:
Click to enlarge
So, how can you effectively get your website visitors to call a sales rep with a banner?
As we learned in Banner Design Tested, the Web clinic for which this banner was submitted, there are three key objectives every banner must accomplish to drive conversions:
- Attract attention
- Generate interest
- Ask for a click
With these principles in mind, I asked MECLABS Research Analyst, Taylor Kennedy, to help me come up with a few ways to improve the banner for more phone calls. Read more…
In our recent Optimization Summit, the tactical copywriting training by Dr. Flint McGlaughlin was one of our most popular sessions. In fact, looking over our summit evaluation data, the biggest criticism I found was…
“Copywriting session was way too short.”
So I’m pleased to say that in this Wednesday’s Web clinic – Headline Optimization: How testing 10 headlines revealed a 3-letter word that improved conversion more than major changes – Dr. McGlaughlin will spend more time on copywriting and help you learn how to write more effective headlines.
He’ll be sharing a recent experiment with a Research Partner in which we tested 10 headlines to help determine the most effective way to write headlines. Read more…
What’s in a name? that which we call a rose
By any other name would smell as sweet;
William Shakespeare lived in what can only be defined as the pre-Google era. Sure, Juliet didn’t care what a rose was called. She wasn’t searching for rose vendors since she chose a guy from the other side of the tracks and would never have a proper wedding. And she certainly wasn’t selling roses online with a site that relied on organic traffic for two-thirds of its revenue.
However, names do matter if you’re searching for optimization or A/B testing vendors, or if you’re offering those services yourself. Even more important, words matter because they hint at the approach you’re taking to your marketing efforts. That’s why I was so intrigued by two marketing research charts in Boris Grinkot’s 2011 Landing Page Optimization Benchmark Report… Read more…
If you have hung around this blog long enough, you know that we like to occasionally test and reward our audience’s
intuition. We do this by asking you to predict the outcome of a recent experiment from our labs. We might say we do it for the sake of science, but personally, I think we just enjoy stirring the pot. We have yet to reveal an experiment that the majority of our audience guessed correctly, yet some followers of this blog seem to have just a little more marketing genius than others.
So here we are again with a new experiment and a new opportunity for you to finally be recognized as the brilliant marketer that you are…. or weren’t last time. Read more…