Archive

Archive for the ‘Digital Marketing’ Category

Advice from three digital marketing experts on building your budget

December 15th, 2016

blog image

“Management is doing things right; leadership is doing the right things,” according to Peter Drucker.

Flint McGlaughlin, CEO, MECLABS Institute (parent company of MarketingExperiments), quoted this when asked what digital marketers should consider when planning yearly budgets.

It’s a fantastic reference because it may just be a good idea to line the walls with Drucker quotes when furiously planning (and re-planning) yearly budgets:

“Knowledge has to be improved, challenged, and increased constantly, or it vanishes.”

“The best way to predict your future is to create it.”

“If you want something new, you have to stop doing something old.”

“Unless commitment is made, there are only promises and hopes; but no plans.”

The man was a veritable budget planning fortune cookie. However, while these quotes are inspirational, we decided to mine three of marketing’s current minds — Flint McGlaughlin, Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter and Michael Aagaard, Senior Conversion Optimizer, Unbounce —to give some more concrete advice.

Read more…

Page Layout Research: What the “Where’s Waldo?” books can teach us about designing better pages

November 8th, 2016

What can “Where’s Waldo?”, the lovable children’s book series of the ‘90s, teach us about designing better page layouts?

A lot, it turns out.

In UX, we use different page layouts to help organize information and guide the users’ eye path. The “F” pattern, for instance, is commonly used for article heavy sites to guide the users’ eye path downward while supporting headline scanning. Reddit, Google News and Buzzfeed all use the “F” pattern layout.

F Pattern

“F” Pattern (Source)

One of the earliest layout patterns, and the one still most commonly used today, is the Gutenberg diagram. Originally conceived in the ‘50s by Edmond C. Arnold to help organize newspaper layouts, the Gutenberg diagram breaks the page down into quadrants and explains how the user interacts visually with each quadrant. In the diagram, the primary optical area is the upper left quadrant where the eye path naturally begins.

Read more…

Grow Digital Subscriptions with 4 Proven Insights

April 21st, 2016

What drives people to sign up for digital subscriptions, especially when similar content can be easily obtain elsewhere for free? To answer this question, MECLABS Institute recently completed a survey of 900 U.S. consumers who spend at least three hours a week reading print or digital news content and earn at least $40,000 annually. Academic and industry experts were also interviewed as part of the research.

The full results are compiled in a MECLABS Executive Series report. However, we’re giving our readers a special high-level look at those results in this post and in this month’s MarketingExperiments 35-minute Web clinic replay, “Digital Subscriptions Boosted: Survey of 900 U.S. news consumers reveals four key insights to increase your subscriber base.” You can also watch an abbreviated, 10-minute interactive Research Brief.

 

Insight #1. Consumers sign up when they understand that a digital subscription will provide them a valuable experience that other products can’t match.

Consider an experiment conducted by a national newspaper. Treatment A focused on the value of subscribing to online news.

Treatment B focused on a discounted entry-level price. While value was mentioned on the landing page, the primary focus was the discount.

  Read more…