MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

Sometimes great products can be hard to sell on a website. The market is so saturated with mediocre goods and services that when a truly great one comes along, the same old marketing tactics simply don’t work anymore. Excellent products need excellent websites to communicate their full potential.

And that’s the main problem with this website submitted for live optimization by the makers of the Npower PEG on a past Web clinic.

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The product is essentially a battery you can hook to almost any device. But the fun part is that it charges with the kinetic energy you produce while you go about your daily life.

I personally found it fascinating. And I want one.

Unfortunately, (as the owners of the site probably know) the website doesn’t effectively communicate the prodigiousness of the product.

Perhaps you’re in the same boat as the Npower PEG. Maybe you’ve got a great product but you feel like your website doesn’t live up to it. Don’t tune this post out because it’s about someone else’s company.

To help you, I talked to Adam Lapp, Associate Director of Optimization and Strategy, MECLABS, about Npower’s website. From his years of optimization experience, you can hopefully glean some wisdom for your own site.

There are eight main test ideas that Adam highlighted in our conversation about how to improve this website.

Test Idea #1: Make the homepage more like a landing page

One thing Adam noticed was that this entire site is for a single product. Because of that, you could potentially make the homepage a lot more like a landing page with most of the information they need to make a buying decision right there on the first page.

Generally, a homepage like the one they currently have is used to funnel different segments of the audience to the correct sections of a site so they can further engage with the products and services they need.

But it’s not needed here, because you have a single audience looking for a single product.

• Transferrable Principle:

Determine the correct use of your homepage based on the number of audience segments and products/services you have. Many segments and products need a homepage that reflects a high number of offers. But single product homepages can generally be thought of as a landing page.

Test Idea #2: Make the entire site more like a micro-site

Another thing Adam mentioned along the lines of idea #1 was that the whole site might benefit from more of a micro-site look and feel.

“Don’t make a complex traditional website for the sake of making a complex traditional website,” Adam said. “You don’t have to have a big elaborate 10-20 page website with dropdown navigation. Keep it simple. Determine what your objective is and make it as simple as possible to accomplish that objective.”

One way to do this might be to create a navigation that is made up of four (or so) key benefits. So for instance, the links might be:

• Compatibility
• Battery Life
• How it works
•  FAQ

No dropdowns needed. Just four key sections, four single clicks.

• Transferrable Principle:

Sometimes you don’t need a website in a traditional sense. What you need is a way to effectively sell a product for the most profit. A website is just a means to an end. With that in mind, think of what your customer needs to know to make a decision and give it to them in the simplest and clearest way possible.

Test Idea #3: Communicate your credibility

Because of the novelty of the product, there might be some credibility issues in the visitor’s mind. Someone looking to purchase the product may be thinking about how reliable it is and what kind of track record it has.

To correct this, Adam proposed using the testimonials that are currently on the blog and moving them to a more appropriate place on the homepage to boost credibility. There is also the issue of who is giving you credit. It might also help to have some statements like, “Used by all the members of xyz hiking club in Portland, Oregon.”

Associations or organizations that use your products can be great credibility sources.

• Transferrable Principle:

Consider whether your ideal customer is questioning your credibility (Hint: they almost always are). If so, cite reliable and well known sources who like or use your product.

Test Idea #4: Optimize your buying process

Currently, the funnel for the buying process appears a little over-complicated. The site asks visitors to reserve a Powerpeg, then wait for it to be manufactured, and then pay if they’re still interested by the time it’s done. But it seems like it would be a lot simpler to go ahead and get the payment up front.

Once that’s in place, Adam pointed out that he would “make it clear that they are made to order. Tell the visitor how long it will take to build it and have some specific money back guarantees to reduce anxiety.”

If the reason for reserving the product ahead of time instead of a purchase was to get leads, there may be alternate means of achieving that goal. For instance, you may try testing an offer like: “First-time customers sign up for our newsletter and you’ll receive a coupon code for 10% off your first order.”

That way if they don’t order the same day, they have a coupon code to come back and complete the order, and you have an email address.

You might even lead the checkout page with a coupon code link under the code box that says: “Don’t have a coupon code? Get yours here.” And collect the lead that way.

• Transferrable Principle:

Friction in the buying process is one of the easiest things to reduce for large conversion rate lifts. Make your buying process as easy as possible and don’t ask for a lead when you should be asking for a sale.

Test Idea #5: Consider an up-sell

As Adam astutely observed in our conversation, an up-sell for this kind of consumer electronic product might also be a great idea. This is the kind of product that people might want two or three of for each member of the family. So depending on how many items people are currently buying per order, you may want to offer something like, “Buy two, get 10% off the second,” or “Buy 20, get one free.”

• Transferrable Principle:

If your product is something people may want multiples of or you have auxiliary offers, test having an up-sell or cross-sell in your purchase process. You may be leaving money on the table because someone wanted to buy more, but you didn’t offer it at the right time.

Test Idea #6: Lead with a clear headline

One of the main problems with this page that Adam pointed out was the lack of overall clarity about what the product is and what it can do.

As Adam said, “I see this image of people hiking. Although there is a description of what this image means, and since its small text, I’ll probably overlook this headline. So you’re wasting about 200px of space here with an image that doesn’t really communicate where I’m at or the value of the product.”

To fix this, lead with a clear headline at the top of the page, rather than the middle, that clearly states the name of the product and the primary benefit. Your sub-headline could then state the different uses or some secondary benefit of the product.

• Transferrable Principle:

The purpose of a headline is to drive the reader into the sub-headline or first paragraph. In doing that, it should help the viewer understand immediately that they are in the right place and they should stay on the page.

Test Idea #7: Use relevant imagery

Another problem Adam mentioned was the actual image used on the homepage.

“Instead of a picture of hikers, I’d use an image that more clearly communicates what the product is and how it works. The current image doesn’t connect the dots for me yet.”

One idea for a better image might be a diagram of how the product works. A video may also be a great idea here.

• Transferrable Principle:

Images should be as relevant as possible to the offer on the page and should communicate the value of the product in a way that copy cannot.

Test Idea #8: Move the call-to-action into the eye-path

The right side of the page looks like ads … which wouldn’t be so bad if the primary call-to-action (CTA) wasn’t there. The last thing you want your website visitors to think is that your CTA is an ad.

To fix this, simply drag your call-to-action to the bottom of the page after the viewer has been guided through the value of the product.

• Transferrable Principle:

As Flint McGlaughlin says in almost every Web clinic we’ve ever aired, keeping the CTA above the fold is like asking for a kiss before you’ve even had a conversation. What’s worse is putting the CTA among things that look like ads. Generally, a CTA should always be directly in the eye-path and after the visitor has been convinced of the value of the product.

Related Resources:

Website Optimization: Landing page test leads to 548% increase in conversion

How to Increase Conversion in 2012 — Web clinic replay

Website Optimization: How your peers increase their conversion rate…quickly

This time of year, many marketers are beginning to execute on their new marketing plans. However, sometimes you have to deviate from the plan and just need a sale or lead generation lift… RIGHT NOW!

When your boss or client challenges you to gain a quick conversion increase on your landing pages, what tools do you turn to in your marketing toolbox?

In Wednesday’s Web clinic – Rapidly Maximizing Conversion: How one company quickly achieved a 53.9% lift with a radical redesign – MECLABS Managing Director Flint McGlaughlin will share our top discoveries around how to quickly improve your conversion rate.

But before we share what we learned, we wanted to hear from you. Here are a few of our favorite “quick hit” tips from your peers …

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Headline optimization

I have found that headline and subhead optimization works well for the B2B SaaS clients I typically work with. Even after I think I have tested my way to the perfect headline, I run more tests and get more lift. I regularly get 10% lifts from this tactic. If I have more time to gather data, I will multivariate test headline, CTA button and benefit/bulleted text.

Finally, if you haven’t already, make sure there is just one key CTA button which is huge and obvious. I’m always surprised at how many sites don’t do this.

– Chris Neumann, General Manager, TextMarks

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5 Quick Tips

A few quick things come to mind:

1) Drop prices and provide free shipping: This one is pretty obvious, but nothing converts like low prices and free shipping.

2) Add security/trust logos and other “credibility” links (security policy, etc.) to checkout process: These types of additions have proven to immediately bump the conversion rate by providing a visual feel of safety and security, even if the users never do anything besides see the presence of the icons or links.

3) Simplify checkout process, including NOT requiring users to create an account in order to checkout: A simple checkout process reduces the likelihood users will drop-off.

4) Increase frequency of targeted email campaigns: There is so much email going around these days, from so many different sources, for so many different purposes. Research and testing has shown that sending a single email campaign up to 9 times can continue to provide incremental benefit in sales, with very little subsequent downside in customer satisfaction. The truth is, most people don’t see a very high percentage of their email.

5) Implement abandoned cart targeted emails: Enticing users to complete the checkout process can be very effective because you are targeting shoppers that you know are already interested in some of your products.

The above items are all proven to increase conversion – some are more quickly implemented than others.

– Todd Stalter, Senior Visualization Analyst, OneSpring

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Contests and chatting

For quick results I would implement the following:

1. An online contest where all the visitor needs to do is provide a name and email address, Facebook “like,” and/or Twitter follow, depending on what kind of lead capture you want. Online contests with enticing prizes can go viral and get you many followers quickly.

2. Implement a live chat feature on the site to make it easier to interact with visitors. However, I have found that live chat software with the standard popup window do not convert as well as the newer live chat programs such as Zopim and Olark that have a more social feel to them. Another option is to implement a video live chat program so customers can see the site representative on video, which helps even more with building trust in your company.

– Shai Atanelov, CEO & Founder, BigtimeWireless.com

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Related Resources:

Rapidly Maximizing Conversion: How one company quickly achieved a 53.9% lift with a radical redesign – Web clinic

Most-Tweeted Posts of 2011: Social media marketing, copywriting, email testing and more …

Landing Page Optimization: How to plan a radical redesign so you get a lift AND a learning

Marketing Campaign: Landing page optimization can help improve the return on your media spend

If you’re into online testing, you’ve probably experienced this problem:

1. You changed more than one element on a page (or an ad)
2. You ran the test
3. You recorded a significant gain (or loss)
4. Your boss asked you to replicate it somewhere else

What do you do now? What made the difference here that will make a difference somewhere else?

Any time you start changing more than one element in an ad, page or process, you start making interpretation and reapplication more and more difficult.

However, there is a way to interpret your radical redesign so that you can make it work somewhere else.

And, we’re going to show you how in this blog post. Plus, we’ll talk more about radical redesigns in our next Web clinic on Jan. 11 – Rapidly Maximizing Conversion: How one company quickly achieved a 53.9% lift with a radical redesign.

The answer is found in elementary math

Let’s take a trip back to the third grade to help us solve today’s problem.

Remember fractions? I remember the days when a teacher would ask me to add two fractions together by hand. What was rule number one?

If I wanted to do the addition, I would have to have a common denominator. The bottom number must be the same on both.

So what in the world does this have to do with marketing?

Read more…

Let’s take a quick look at the typical marketing funnel in 2011 to see how you can improve your results. If you’re like the average marketer, you spend a lot of money on media, such as:

-          Broadcast TV ads

-          Newspaper ads

-          Magazine ads

-          Outdoor advertising, such as billboards and transit advertising

-          Radio ads

-          Internet advertising, such as banner ads and pay-per-click ads

In fact, marketers spent $238 billion in just the first six months of 2010, according to Nielsen.

Why do companies spend so much on advertising?

That’s a lot of loot. And, of course, marketers are spending that money to sell a product. However, they aren’t truly selling a product or service at all … they’re actually spending that money to drive customers to a landing page. In fact, according to Econsultancy, 65% of all UK print and television advertising now includes a Web address.

Even when the ad don’t specifically include a URL, ad-inspired branded searches drive many customers to a website as the next logical point of contact.

In other words, you’re spending a lot of dough to funnel traffic to your landing pages.

If you’re a long-time reader of the MarketingExperiments blog, you already know about the power of LPO and you might as well stop reading now because I’m not going to share anything new today (although, feel free to forward this post to your boss, colleagues, and mother to show the value of what you do every day).

However, if you are looking to improve the performance of your marketing campaign and are not yet familiar with landing page optimization, I hope you’re starting to see why this practice can have such an impressive ROI.

Essentially, if you’re spending all of this money to drive potential customers to a website, investing just a little in increasing conversion on that site (more sales, more leads, etc.) can have an outsize impact, as you can see in this research from the MarketingSherpa 2011 Landing Page Optimization Benchmark Report:

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After all, the deeper into the funnel you improve performance, the bigger an impact it has.

  Read more…

At the West Coast leg of the MarketingSherpa B2B Summit 2011 in San Francisco this week the first case study of the day featured IBM’s homepage redesign and the overall approach IBM uses in its redesign process. Joan Renner, Content Manager, Corporate Marketing Digital Initiatives, IBM, presented on how Big Blue engages in site redesign.

But they don’t stop at the landing page. They go the next step into the funnel and test landing pages, as well.

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Landing page testing

Joan says, “Having great landing pages is very high value to the company and these tests wouldn’t be difficult to perform.” These two attributes made landing page testing a high priority in their testing backlog, which is their list of tests they’d like to run, ranked on three factors to determine priority:

• Internal visibility
• Difficulty
• Value

And she added, “We’re putting into our organization the ability for any division to come forward and ask for help.”

In this case a test was created to improve the landing page for the IBM X-Force Internet security and threat report landing page and led to a dramatic improvement in the page’s performance.

- Read more…

 “Less is more…”

Whether it’s at MECLABS or my mother’s kitchen, I’ve heard people spout this phrase throughout my 35 years. And when hearing this, more often than not, I’ll thank the person that said it, dismiss it as a trite platitude, and resume my knitting.

Joking aside, in a world that constantly bombards us with promises of “bigger,” “better,” “faster” and “more,” it’s sometimes tough to accept that time-honored practices are often still the best course of action. Yet, as we’ve learned numerous times on these pages, even the most basic marketing tenets still apply, even in an increasingly terse, staccato, digitally communicating world.

And, after a few months of really absorbing the impact of our successful webpage tests, I now know that when it comes to landing pages, less is not only more, it’s often the difference between conversion and abandonment. Read more…