Posts Tagged ‘a/b testing’

Nonprofit Testing: How one small change led to 190% increase in clickthrough

September 28th, 2015 1 comment

As marketers, we all dream of expensive radical redesigns of our websites that check off every item on our wish lists. Over the years here at MarketingExperiments, though, we have routinely discovered that with a proper understanding of customers, the smallest changes can often yield the biggest results.

A recent test from our friends over at NextAfter demonstrates this fact.



As Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter, noted when he joined us for our August Web clinic, Personalized Messaging Tested, NextAfter works exclusively with nonprofit organizations to discover what truly makes donors give.

Dallas Theological Seminary (DTS) is one such organization that NextAfter has partnered with to help answer this question.

In an earlier experiment with DTS, Kevin Peters, Vice President, NextAfter, had found that visitors arriving at the organization’s primary donation page were highly motivated to give. He discovered this by testing two forms of the page.

The first version of the donation page cut immediately to the chase, asking donors to “make a gift online.” The second version of the page posited that perhaps DTS was asking too much, too soon, and prefaced the “ask” with copy highlighting the unique value proposition of DTS. Quotes from well-known figures in the Christian community were also leveraged to build additional credibility. 

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The A-Z of A/B Testing: Handy guide to nearly 200 conversion optimization definitions

September 14th, 2015 No comments

Here at MarketingExperiments, applying the scientific method to digital marketing campaigns is at the heart of what we do.

As digital marketing, A/B testing and optimization have become so important over the last 15 years that we’ve literally built the MECLABS Institute around them, a whole new language has sprung up around these ideas, complete with its own unique buzzwords, acronyms and industry shorthand.

As marketers, particularly those just starting to test, it can be exhausting just figuring out how to talk the talk.

To help you cut through the jargon and get straight to the heart of these terms, we at MarketingExperiments have created the Marketing and Online Testing Dictionary. This tool not only provides definitions for nearly two hundred marketing terms related to A/B and multivariate testing, but also offers additional resources to help you learn more about many of the ideas and concepts presented herein.

Download your copy of the Marketing and Online Testing Dictionary now, or risk being that guy or girl in the next marketing meeting, clumsily Googling optimization terms on your smartphone under the conference table while praying that your CMO doesn’t notice.


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How a Cloud-Based Video Creation Service Uses Testing to Better Understand What Customers Want

September 10th, 2015 No comments

What assumptions do you make about your customers? How do you validate if those assumptions are true or, instead, actually damaging conversion?

A/B testing can help you discover what really works with your customers.

Animoto, a cloud-based video creation service, usually has at least one test running every week and runs a total of about 250 tests with millions of customers on its website every year. I sat down with Brad Jefferson, CEO, Animoto, to get an inside look at his company’s testing practices and see what he’s learned about his customers along the way.


One of the tests that Brad’s team ran was to determine what type of sample videos would be most effective.

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Email Marketing: 5 test ideas for personalizing your email campaigns

September 3rd, 2015 No comments

Personalization is not new to email marketing; but has it lost some of its appeal with marketers?

Only 36% of marketers said they dynamically personalize email content using first names in subject lines and geo-location, according to the MarketingSherpa 2013 Email Marketing Benchmark Report. The report also revealed that only 37% of marketers segment email campaigns based on behavior.

However, marketers from various industries have seen incredible success with personalization. I dove into the library of MarketingSherpa, MarketingExperiments’ sister company, to find out how marketers have used both tried-and-true personalization tactics and innovative, tech-savvy strategies to better engage their customers and email audience.

No tactic or strategy is foolproof, so we suggest using these campaign tactics as testing ideas to see what works with your audience when it comes to email personalization.


Idea #1. Turn your email into a personal note, not a promotional email

As Flint McGlaughlin, Managing Director, MECLABS Institute, says, “People don’t buy from websites, people buy from people.”

The same applies to emails. As we saw in a recent MarketingExperiments’ Web clinic, “Personalized Messaging Tested: How little changes to an email send led to a 380% change in response rate,” when inviting your customers to take an action or attend an event, sending the email from a real person on your team can have a huge impact on the results of your campaign.

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3 Steps to Boosting Conversions by Building Customer Relationships

August 20th, 2015 No comments

MarketingExperiments’ Marketer’s Creed, Article 1, states:

“People don’t buy from companies, from stores or from websites; people buy from people. Marketing is not about programs; it is about relationships.”

NextAfter, an organization dedicated to helping nonprofits discover what truly makes donors give, put this concept to the test during an end-of-year fund-raising push. Tim Kachuriak, the company’s Chief Innovation and Optimization Officer, is so passionate about this cause that he cut his family vacation short and flew cross-country to join us in the studio for the most recent MarketingExperiments Web clinic to share his results and show how what NextAfter learned could benefit any organization.

Watch it here. 

Background: The Heritage Foundation, a think tank, was soliciting end-year donations.

Goal: To increase donations.

Research question: Which email treatment will generate the most revenue?

Test: A/B split test


Version A

This email drips with formality and reads like a direct-mail piece. It begins with “Dear Fellow Conservative” and goes on to exhort the reader to “make a bold statement by standing with the Heritage Foundation.” It is signed by Jim DeMint, the foundation’s president.

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How a B2B Company Increased Banner Clickthrough 956% by Capitalizing on Quick Wins

August 10th, 2015 No comments

When it comes to testing, it’s exciting to focus on big tests, but being too focused on large-scale changes can hinder marketers from seeing smaller opportunities to test. Oftentimes, small tweaks to ads, copy or smaller webpage elements can lead to dramatic lifts. Cindy Lu, Senior Marketing Manager of Digital Marketing Strategy, VMware, is more than familiar with the lift potential quick wins can offer.

“For each company that I’ve actually worked at, I’ve had the opportunity to quickly identify some of the low-hanging fruit opportunities,” Cindy said. “It generally blows everyone away in your organization because they didn’t realize such small tweaks could have such meaningful impacts on actual conversions.”

At MarketingSherpa MarketingExperiments Web Optimization Summit 2014, John Tackett, Manager of Editorial Content, MECLABS, sat down with Cindy to discuss the five optimization lessons she learned from testing VMware’s website and conversion funnel. One of the most important lessons Cindy highlighted was identifying and capitalizing on quick wins.


Watch the session excerpt to learn how one of VMware’s quick win tests resulted in a 956% increase in clickthrough.

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