Archive

Posts Tagged ‘a/b testing’

The Best Conversion Rate optimizers do NOT make changes to webpages…

August 23rd, 2016

Editor’s Note: For anyone new to this blog, Adam Lapp has been MarketingExperiments’ head of optimization for around three years. He’s been optimizing web paths for much longer, though – somewhere in the ballpark of 10 years. I’ve personally worked with Adam for five years now, and he has, hands down, the most brilliant optimization mind I’ve ever seen.

So naturally, I was thrilled when he sent me a draft of this post for the blog. It’s been a while since Adam took some time out of his busy schedule to write for our blog, but his posts are full of real-world optimization wisdom that many of our readers have found invaluable in the past.

The casual tone of this post may be a little different from what you might be used to on this blog. That’s because I’ve left Adam’s personal writing style, for the most part, intact. This post is written by a true expert and I wanted it to be as directly from the source as possible.

I hope you enjoy. Here’s Adam…

Best,

Paul Cheney

Managing Editor

 

Best Conversion Rate optimizers_Adam

 

I remember I once I designed and ran four tests in a row — two product page tests and two homepage tests — for a Fortune 500 industrial supply company, and lost every time. The designs were solid – better navigation, easier to find buttons, improved copy and value proposition – but they all lost.

When I look back at it, these four tests lost because I was trying to optimize webpages.

So, what the heck am I talking about?

Well fortunately and unfortunately, the probability of a prospect converting begins increasing or decreasing long before they get your website.

Read more…

Writing an Email Like a Human “Absolutely Crushed” A Traditional Marketing Send [2 Min Video]

August 1st, 2016

“If you write an email like a human being would write an email, you’re going to get a better response.”

So says Nathaniel Ward, Associate Director, Online Membership Programs, The Heritage Foundation. The Heritage Foundation is a non profit conservative think tank focused on conservative policy formation and promotion.

I realize quoting a political organization of any kind is just asking for an incendiary response in today’s political environment, but bear with me on this one.

Partisan or not, they have a very sophisticated email marketing department, especially for a non profit. And Ward’s approach to email testing and messaging is critical for any organization to study and learn from.

Time Stamps:
0:27 – How the test was set up

1:17 – The results of the test

1:26 – Interpretation of the test results

1:43 – Ward’s takeaway for other marketers

You might also like…

Consumer Reports Value Proposition Test: What you can learn from a 29% drop in clickthrough

Online Testing: How a B2B SaaS nonprofit increased clickthrough on landing page by 291%

Email Marketing: Nonprofit achieves 12.5 times higher donation revenue per email than industry average

Earn a Graduate Certificate in Communicating Value and Web Conversion

Email Marketing: Test ideas for five types of email

July 1st, 2016

Testing your email marketing can help power some pretty impressive results – like a 100% increase in clickthrough or a 114% boost in revenue.

But … let’s be real … it is harder to test your email than to just send a single version of the email idea you come up with.

One challenge with email marketing – to keep your customers clicking and coming back for more, you need to endlessly come up with new messages and ideas for every email you send or set in an automation platform.

However, when you test your email marketing, you don’t get to create just one email for each campaign, you now need an A and a B (and a C and a D … etc. … etc. … depending on how many treatments you have and your list size can support).

To give you some new hypothesis ideas for your next email test, I interviewed Mike Nelson, Co-founder and Head of Marketing, ReallyGoodEmails.com, in the MarketingSherpa Media Center (MarketingSherpa is the sister publishing brand to MarketingExperiments).

He brought examples of five key types of marketing email from his site, which is described as a “modern-day museum” full of emails.

Read more…

Digital Marketing: 3 test ideas to optimize your incentive offers

June 13th, 2016

Coupon. Free download. Discount code. Gift card. Complimentary ebook.

These are just a few of the countless types of incentives marketers use to influence customers to say “yes” at the final macro-decision – whether that’s making a purchase, filling out a lead gen form or some other form of conversion.

Incentive can be just what some customers need to commit to an action you want them to take. But how can you ensure your incentive offers are having optimal effect on conversion?

Here are three tests you could use to optimize your incentive offers.

 

dollar-versus-percentage-incentiveIncentive Test #1. Percentage off vs. Dollar amount off

This first test idea is definitely a numbers game.

What do customers see more value in: a percentage discount or a defined dollar amount discount?  One case study from deep within the library of our sister site MarketingSherpa tested this question.

Evo, an online retailer of outdoor gear and fashion apparel, offered a coupon for certain product packages that had an average price of $333, and a minimum price of $250. With these numbers in mind, the team determined that $50 was the ideal discount point.

In addition to a traditional $50 off coupon, the team elected to test a 15% off coupon as well, which roughly equaled $50 off the average price of $333.

The test produced these results:

  • The $50 off coupon produced a 72% higher conversion rate
  • The $50 off coupon generated 170% more revenue than the 15% off coupon

It’s important to measure both conversion and overall revenue with this test. Even if one treatment results in more purchases, it may have lower average order amounts. If the average order amount is lower overall, the treatment with fewer orders of higher amounts could be your best choice moving forward.

  Read more…

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

May 2nd, 2016

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.

Read more…

Email Marketing: 9 testing opportunities to generate big wins on your next email test [Part 1]

April 28th, 2016

Email is a great medium for testing. It’s low cost, and typically requires less resources than website testing. It’s also near the beginning of your funnel, where you can impact a large portion of your customer base.

Sometimes it can be hard to think of new testing strategies, so we’ve pulled from 20 years of research and testing to provide you with a launching pad of ideas to help create your next test.

In this post and next Monday’s, we’re going to review 16 testing opportunities you can test around seven email campaign elements.

To start you out, let’s look at nine opportunities that don’t even require you to change the copy in your next email.

 

Subject Line Testing

Testing Opportunity #1. The sequence of your message

Recipients of your email might give your subject line just a few words to draw them in, so the order of your message plays an important role.

In the MarketingExperiments Web clinic “The Power of the Properly Sequenced Subject Line: Improve email performance by using the right words, in the right order,” the team reviewed several tests that demonstrate the importance of thought sequence in your subject lines.

Try testing point-first messaging. Start with what the recipient will get from your message and the email.

Read more…