Paul Cheney

Setting the Right Tone: Two key principles to build positive customer momentum

May 19th, 2016
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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.

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Ken Bowen

Customer-centric Marketing: 3 landing page pitfalls to avoid

May 16th, 2016
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During our May Web clinic, “Does Fear-Based Marketing Work? How one company saw a $45 million increase in revenue by changing their messaging tone,” we capped off the webinar as we usually do – by live optimizing a page submitted by you, the fine MarketingExperiments reader.

This month, we offered feedback on a page sent in by a reader named Chris. Chris’s page was for Walking Inside, a self-help and life coaching service offered by Emotional Intelligence Coach Anne Beaulieu.

Even though the page does a lot of things right, we were quite critical of the submission in our analysis (thanks for the thick skin, Chris!), as we felt it a classic example of company-centric marketing.

At MarketingExperiments, we have spent nearly two decades urging marketers to try to distance themselves from their own companies and biases and try to see their marketing material primarily through the eyes of the customer. It’s easy to get so wrapped up in our own companies and campaigns sometimes that it can be difficult to take an important step back to look at the page as a prospect.

With that said, let’s look at three common pitfalls to avoid that we see regularly on landing pages.

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Ken Bowen

Content Marketing: Testing the lifetime value of a blog post

May 12th, 2016

When evaluating the effectiveness of our content marketing efforts, one of the most difficult metrics to pin down can be lifetime value. When you’re talking about a blog post in particular, which can lack the “stickiness” of infographics, charts or webinars, estimating life cycle gets even trickier.

For years, the industry rule of thumb has been that most blog posts have a life cycle of approximately 30 days. What methodology led to this 30-day theory? Was it just a random guess based on some marketer’s gut feeling or anecdotal observations? Who knows.

Our Florida neighbors to the south, IZEA, recently commissioned a study to scientifically measure just what the lifetime value of a blog post really is. With the help of the Halverson Group, 62,863 blog posts were gathered, of which 500 were randomly sampled.

When tracking the performance of these posts over time, the Halverson Group made three very interesting discoveries.

 

Discovery #1. The lifetime value of a blog is much longer than originally believed


Flint McGlaughlin, CEO and Managing Director of MarketingExperiment’s parent company, MECLABS Institute, has a saying that he is particularly fond of: “Best practices are often nothing more than pooled ignorance.”

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Micah Shull

2015 Year in Testing: Lessons on value copy and friction

May 9th, 2016
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As test database specialist at MECLABS Institute (parent company of MarketingExperiments), I maintain our library of tests, analyze the results and search for insights to inform future testing. The chart below breaks all of our 2015 tests down by category and stacks them by count.

As you can see from the big bars on the left, most of the tests we ran in 2015 focused on value copy and friction.

Now look at the outcome of all those tests in the box plot below. This chart measures level of confidence along the left-hand side, and the boxes contain 50% of the data, centered on the midpoint, represented by the black line. Straight away, you can get a good idea of the general performance for each category. Higher level of confidence is better, and we ideally want everything to be above 95%. So how did the value copy and friction tests do?

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Daniel Burstein

Value Proposition: Avoiding the curse of the ‘Why Bother Brand’

May 5th, 2016
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Tidal. Yahoo Screen. “Speed 2: Cruise Control.” Your brand?

Some brands are so undifferentiated from other options, so derivative of competitors, the reaction they get from consumers is a shrug of the shoulders and an “Eh, why bother?”

Let me give you an example.

 

The “Why Bother Brand”

A burrito/Tex-Mex/Southwestern place recently opened in my neighborhood called Barberitos. I’d seen a few ads for it while flipping through local publications, and every time I did, I had the brief “Eh, why bother?” thought. After all, there were already enough perfectly fine burrito places, and this one didn’t seem any different. I always secretly thought about it as the perfect example of a “Why Bother Brand.” But just today, I got some data to back up my assertion …

Walker Ragland, Marketing Operations Specialist, MECLABS Institute (you may remember Walker from his social media test we wrote about in April), posted a Barberitos printout in our office and was boasting about just how good the food was there. That prompted Marketing Events Specialist Susan Warren to look it up on Yelp.

Out of 24 reviews, 15 compared Barberitos to a similar quick-serve restaurant, Moe’s Southwest Grill:

“It’s just like Moe’s Southwest Grill down to the T. The price is the same as Moe’s and so are all the food options (including the salsa bar).”

“Pretty much just seems like a dupe of Moe’s.”

“It’s very similar to Moe’s.”

“I thought it was an off brand Moe’s.”

Ah … so I wasn’t the only one who thought of Barberitos as a Why Bother Brand!

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Selena Blue

Email Marketing: 7 (more) testing opportunities to generate big wins on your next email test [Part 2]

May 2nd, 2016
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Does your email audience prefer short or long emails? How about images versus GIFs?

If you don’t know the answer to any of these questions, it’s OK. All you need is an A/B email test. 

Testing allows us to better understand our customers, and determine ways we can better engage them.

Last week, we detailed nine experiment ideas for you to try on your next campaign. If those weren’t your style, we have seven more for you — for a total of 16 testing opportunities.

Today, we’ll be reviewing opportunities in your body messaging, calls-to-action and design.

Email Body Messaging Testing

Testing Opportunity #10. Messaging tone

In this test, from the Web clinic, “Email Copywriting Clinic: Live, on-the-spot analysis of how to improve real-world email campaigns,” researchers used two treatments to increase total lead inquiries from visitors who abandoned the free trial sign-up process.

The first treatment was designed based on the hypothesis that visitors did not convert because the copy didn’t engage them enough, so it took a direct response tone. The second treatment was based on the hypothesis that visitors experience high levels of anxiety over potential high-pressure salespeople or spam phone calls. This treatment took a more “customer service”-oriented tone.

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