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.
No matter how well you optimize your website, there’s still no substitute for getting someone on the phone with your best salesperson for a complex product. People buy from people, and having a human talk to a prospect on the phone, answer questions, and tailor the presentation of the product on the fly is invaluable for guiding the prospect through the buying process.
One of our recent Web clinic attendees submitted the below page for live optimization (the part of our Web clinics where we have our research analysts review what could work better for audience submitted pages), and is trying to accomplish just that with a banner on their own page:
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So, how can you effectively get your website visitors to call a sales rep with a banner?
As we learned in Banner Design Tested, the Web clinic for which this banner was submitted, there are three key objectives every banner must accomplish to drive conversions:
Ask for a click
With these principles in mind, I asked MECLABS Research Analyst, Taylor Kennedy, to help me come up with a few ways to improve the banner for more phone calls. Read more…
Banner ads are the billboards of the information superhighway. And much like billboards, many of them can be so downright, well, annoying. And much like a garish billboard detracting from the natural beauty of a scenic drive, so many banner ads are so downright … well … annoying.
Or obtuse. I see your big logo, but what on Earth is the value to me to stop engaging with the content on the page (the reason I came here) and give you a click?
In our most recent Web clinic on optimizing leads, we quickly reviewed a recent case study in which two banner images were tested – a generic stock image vs. an image of a real person. This experiment led to more insights than we had time to cover last week; so, I thought I’d give it a little more room to breathe here on the blog.
CONTROL: Who doesn’t love a generic smiling lady?
If you haven’t yet watched the Web clinic replay, the company (blurred intentionally) we were working with in this experiment was a consumer credit counseling service offering free debt consultation. Their homepage had been the focus of many previous radical redesign tests, but for the scope of this research project, we were focusing on one particular issue: The main banner image. Read more…
To understand online advertising, you must understand women’s haircuts. To wit, have you ever heard this line: “How do you like my new haircut?”
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Gentlemen, you’ve probably been in this same boat before (and ladies on the other end of it). Your wife gets a new haircut. You don’t notice. Consequences ensue.
But as a man, I can attest that we only notice huge changes in things that vastly interest us. She had hair before. She has it now. What’s the difference?
However, if the wide receiver you’re starting on your fantasy team has even the slightest limp, you’ll instantly notice. Because you’re just that interested.
And I have news for you – your online advertising is not something that your audience is hugely interested in. “Visitors view Web pages as content in the middle with noise all around it. That noise is banner ads,” says Dustin Eichholt, Research Analyst, MECLABS.
So, how do you stick out among that noise and grab attention? Do you always want to? I had a discussion about that with our researchers at one of our recent Content Meetings (These are fun and educational meetings. A chance for the editorial team to pick our analysts’ brains. Think “Real Time with Bill Maher” meets “Science Friday with Ira Flatow.”) Here’s what they had to say… Read more…