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Mobile Marketing: What a 34% increase in conversion rate can teach you about optimizing for video

March 26th, 2015 No comments

Video is emerging as the new darling of content marketing, and it makes sense.

As a medium, video delivers information customers want about a business quickly and inexpensively thanks to ever-evolving tech.

But how does using video in your marketing strategy stack up when you add the complexity of rendering across multiple devices?

Throw a smartphone or tablet into the mix, and your customer experience can get messy fast.

So in today’s MarketingExperiments Blog post, I wanted to share with you an interesting experiment from our latest Web clinic that increased conversion 34% by putting video to the test in a multidevice experience.

Now before we drive on any further, let’s look at the background on the experiment:

 

Background: A company offering a variety of dieting programs and memberships with the goal of helping their audience lead a healthier lifestyle.

Goal: To increase landing page membership conversions on mobile and tablet devices.

Primary Research Question: Which use of video will generate the highest conversion rate?

Test Design: A/B variable cluster 

 

Here are screenshots of the Control and  Treatments on mobile and tablet:

 

 

In the Control above, the MECLABS research team hypothesized that the design overall fails to deeply connect the video content with the audience. The team reasoned that a connection to the authority was missing (the personal source behind the content), which would give a visitor the motivation to engage.

The Treatments utilize a few design layouts to help build the missing  authority and rapport with users.    

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Email Marketing: Top 5 most effective list growth tactics

March 2nd, 2015 1 comment

In a digital world, where 72% of U.S. adults prefer communication with companies through email, how do you capture new email addresses?

Acquiring emails for our list is a continuous task. We have to work to not only retain the list we have, but to also grow it to build a larger audience of prospects and customers.

In fact, 63% of marketers reported “growing and retaining subscribers on our list” as a marketing goal, according to the MarketingSherpa Email Marketing Benchmark Report.

But with so many tactics and strategies out there, where do you begin?

In the Benchmark Report, we asked email marketers several questions about the different tactics out there. This MarketingSherpa blog post will break down the five most effective list building tactics, as reported by your peers.

 

Tactic #1. Registration during purchase

The most effective tactic according to respondents was gaining email addresses during the checkout process. This make perfect sense. After all, you already need an email address from customers during the online purchasing process. You’re not technically asking for anything they aren’t already giving.

It simply requires adding a small checkbox for customers to check if they’d like more information, promotions or discounts. This could be why 52% of marketers said it was also a very or somewhat easy tactic to implement.

However, I caution you to think about how you implement this. You don’t want to prevent customers from purchasing because of a confusing or required registration or list sign-up.

To learn about the two registration options — front-end vs. back-end — read the MarketingSherpa Blog post, “E-commerce: Why a forced checkout registration is never a good idea.”

 

Tactic #2. Website registration page

The second tactic is viewed as the easiest, with 85% of respondents saying it’s very or somewhat easy.

There are many ways to add a registration form to your site, whether it’s a form on the homepage or a landing page all its own.

Even if you already employ this tactic, it could be worth it to reassess your current strategy. Kodak revamped its strategy, including updating its capture page and adding more opt-in requests, to increase email subscribers by 33%.

According to the Benchmark Report, 29% of marketers found white papers and other premium content is effective for registering new email subscribers on their sites. This could be for one-off downloads or to access a library of premium content. To see how a free paywall can grow your list by using content you already produce, see how Copyblogger grew its email list by 400%.

 

Tactic #3. Online events

Online events, or webinars, are no exception to the rule that providing prospects with content is a great way to achieve a value exchange. Customers get valuable information in exchange for their email address.

Webinars can require a significant amount of time, planning and resources, so it’s not a surprise that only 31% of marketers say they are very or somewhat easy to execute. However, as the third most effective tactic — with 37% saying it’s very effective — they might worth the investment.

Partnering with another company could be a great strategy for webinars. One, you have another set of hands to help with the webinar creation and execution. Two, you’ll have access to another email list, potentially filled with new customers.

You can create buzz around the event through social media, blog posts and even paid advertising. HubSpot attracted 25,000 sign-ups, which turned into 10,000 attendees. The team was then able to turn 3,500 of those attendees into new leads. Learn how the team achieved these results in the MarketingSherpa case study.

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Email Lists: How sweepstakes work for CNET [Live from #SherpaEmail]

February 26th, 2015 No comments

Before jetting out to MarketingSherpa Email Summit 2015, Daniel Burstein, Director of Editorial Content, MECLABS Institute, and I took a little trip down memory lane and reviewed some top takeaways from Email Summit 2006.

Of course, it’s exciting to see how some things have changed and laugh at how far we’ve come. In 2006, consumer marketers were warned about Yahoo and MSN Hotmail adding preview panes to email services.

We were using words like “ezines” and “hotlinks.” We assumed email would be dead because of junk mail. We were just getting the hang of using Web analytics and email systems together to track customer value.

While we have come a long way since then, there were some things that have stood the test of time.

Keeping opt-ins actively engaged with email content is key to improving ROI. Don’t have Marketing operate in a silo — work in coordination with not just Sales but also IT to gain the right solutions and tools you need to succeed.

One takeaway caught our eye, as it is something I discussed onstage with Diana Primeau, Director of Member Services, CNET, earlier this week at #SherpaEmail.

In 2006, we heard from David Kreitzer, then Marketing Director, Bella Pictures, and his advice for using sweepstakes to build email lists.

According to David, although sweeps and free bonus offers can dramatically raise email opt-ins, list quality suffers. You may get tons of new names on a list, but they could just be there for the contest.

I’m sure many marketers even now have been advised not to use sweepstakes or contests to build a list.

Fast forward to yesterday, Diana shared how one way CNET builds its list is through sweepstakes and had the numbers to prove that subscribers can stay actively engaged post-contest.

 

What do we know now that’s different from what we believed in 2006?

It’s simple really: create a relevant experience with users with personalized content to retain them for the long term.

We knew this back then, but our capabilities over the years have grown to allow marketers to leverage the tools and platforms they need to segment, test and optimize an email experience for each subscriber, serving up content that creates a one-to-one relationship.

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Live from Email Summit: Two tactics to reduce perceived cost in your email capture forms

February 23rd, 2015 No comments

I’m reporting live today from the MarketingSherpa Email Summit in Las Vegas, one of the most exciting weeks of the year for email marketing practitioners (woo hoo!). While I never imagined being this pumped up about email marketing growing up (I had a passion for dinosaurs and Transformers as a kid), it’s incredible to see this many email marketers in one place sharing what works for the benefit of the whole industry.

Today marks the start of the Summit with a workshop on “Effective Email Messaging” taught by Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, and the MECLABS team.

One of the concepts that seems to be resonating especially well with the marketers in attendance today is the concept of email marketing as a continuum, where the relationship you establish in the email capture form (lead generation form) affects each interaction that occurs thereafter.

Therefore, starting your “email relationship” off on the right foot with a well-thought-out email capture strategy is of critical importance. Let’s avoid any and all applicable first date metaphors and dive right into the key principles that Flint has covered in this session, backed by tests to support them.

 

A framework for reducing perceived cost of the email capture

When testing your email capture fields, where do you begin? It’s important to remember that any action you wish the visitor to take on your website is a balance between two forces — cost and value. In order to increase the likelihood of the visitor taking the desired action, you should always be seeking to minimize cost and increase value.

In today’s post, we’ll be exploring the cost side of the equation.

 

Typically, one of the easiest places to start is by looking at your email capture forms for any unnecessary elements that might contribute to the perceived cost.

Cost takes on two forms when dealing with email:

1. Amount of information required — Think the amount of form fields involved. How many form fields are actually getting put to use by either the marketing or sales team once captured. If you’re not using  a particular form field currently (or not planning on using it in the near future), then get rid of it. Also, make sure your audience is clear on which form fields are required to participate in the email list.

2. Nature of the information required — This is the type of information that is required in the form fields. If you require a telephone number for a digital download, this might convince the visitor that you have an ulterior motive for their contact information. Also, think about more personal information types, such as driver’s license number or social security number. This information may be more difficult to obtain or could cause concern to the visitor.

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Landing Page Optimization: How a navigation test increased leads 34%

February 19th, 2015 1 comment

Site navigation can make or break the user experience on your site.

So what can you do about it?

In today’s MarketingExperiments Blog post, I wanted to share with you an interesting experiment from our latest Web clinic that shows how a tourism group increased leads 34% by testing their site navigation.

Before we get any further, let’s take a look at the experiment:

Background: A tourism commission seeking to enhance visitor interaction with their website content in order to boost appeal for choosing their city over other destinations.

Goal: Test the site navigation to increase visitor engagement with key site content.

Primary Research Question: Which navigation type will increase site engagement?

Secondary Research Question: Which navigation type will lead to the highest lead generation rate?

Test Design: A/B/C split test

In the control above, the MECLABS research team hypothesized that the navigation was increasing user friction by including an almost-overwhelming amount of options.

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SEO Marketing: Adding value without risking search rank

February 16th, 2015 1 comment

It’s common knowledge that search engine optimization (SEO) often plays a major role in how companies group their key terms, whether they be in the headline or in the bottom of a page.

This practice can also lead some companies to avoid testing certain areas of their site in order to maintain page rank.

However, there is one area where company value can easily utilized without risking online ranking. Here’s a recent experiment where we tested one minor change in an SEO headline and achieved a significant lift in conversion.

The MECLABS’ Research Partner wanted to concentrate on headline testing for one of their high-ranking SEO pages but had a few stipulations on how the headline copy could be laid out.

To avoid any ranking pitfalls, we went over various value points for the Research Partner to find the best way to incorporate value without damaging any SEO rankings if any treatment were to outperform the control (the existing high-ranking page.)

After careful review of the partner’s various value points, we found that the partner had a price guarantee that presented good value to potential customers.

For the experiment, the copy for the treatments had to be worded carefully as to not interfere with key search terms. To keep in line with the partner’s SEO parameters, we developed logos depicting the price guarantee alongside headlines that featured the word “guaranteed” and mixed them with the key search terms used in the headline.

The main rule that had to be followed when putting the treatments together was that the first two words of the existing headline had to remain where they were to keep search ranking in place. The following logos were placed next to the headline to express company value:

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