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

At MECLABS, we’ve conducted a lot of research on value propositions. We found this element to be so essential to successful marketing, we included it in our Conversion Sequence, which our researchers use during their optimization research.

Your value proposition is the primary reason a prospect should buy from you. And since it is such a vital building block to successful marketing, you would think every professional marketer would have this down cold. But from past analysis and audience interaction, many are entirely missing the boat on what their “primary reason” should be.

In fairness, once you’ve taken a sip of your company’s Kool Aid, it’s very hard to get truly discover what your value prop should be. So, in today’s free Web clinic at 4 p.m. EST – Do You Have the Right Value Proposition? How to test, measure, and integrate your Value Proposition online – Dr. Flint McGlaughlin, Managing Director, MECLABS, will share our value proposition discoveries to help you nail this crucial element of your marketing programs.

But first, we turned to your marketing peers and ask them how they find the most effective value proposition. Here are a few of our favorite nuggets of wisdom… Read more…

“Art & Copy” is a recent film about advertising and the title pretty much sums up your marketing communication tools right there. In Wednesday’s free Web clinic – Images vs. Copy: How getting the right balance increased conversion by 29% – Flint McGlaughlin, the Managing Director (CEO) of MECLABS, will a strategic process for integrating images and copy to increase response.

But first, we wanted to hear how you balance art and copy. And while no one responded, “Steel cage grudge match between the copywriter and the art director,” here are a few of our favorite answers… Read more…

In Wednesday’s free Web clinic – Double the Value of Your Online Testing: Don’t just get a result, get the maximum customer insights – Flint McGlaughlin, the Managing Director (CEO) of MECLABS, will walk you through a recent experiment we ran that generated a 23.91% and conduct live interpretation of this test to help you extract knowledge from your own tests.

But first, we wanted to hear your thoughts about insights you’ve gained through testing. So we asked your peers. Here are a few of our favorite answers… Read more…

“Our job is to help you do your job better.” That’s how I sign every MarketingExperiments Journal email, and it’s a mission all of us at MarketingExperiments take very seriously.

One of the main ways we help marketers is through the production of MarketingExperiments Web clinics – free, hour-long webinars where we share our research discoveries, analyze what they mean, share actionable advice for using these discoveries in your day-to-day job, and often provide live optimization advice for submissions from our audience of their marketing material.

These Web clinics are crucial to our educational and enablement activities, so I want to take today’s blog post to introduce Web clinics to those new to the MarketingExperiments community while addressing some key comments that may be helpful to long-time audience members as well.

I’ll get to those comments in a minute, but first a look at the replay of our latest Web clinic… Read more…

It has been a while since we have published Pay Per Click (PPC) ad testing. Lately, it can seem like PPC has taken the back seat to topics like social media and mobile. However, PPC remains an integral part of the online marketing campaigns for many of our own Research Partners, so we are still testing to discover the most effective ways to craft PPC ads.

So enough introductions and segues, let’s get down to the test.

Background

This experiment involves a business-to-business (B2B) software provider. They were trying to optimize one of their best lead generation conversion paths. They started by focusing their test efforts on the channel driving traffic through this process, the PPC ad.

At the end of the day, they would end up testing and optimizing the complete conversion path (from PPC ad to form page). And the overall gains this company achieved are going to turn some heads on today’s web clinic, but for the sake of this blog post, let’s just look at how they optimized their paid search marketing campaign. Read more…

Live optimization is often one of our audience’s favorite aspects of a MarketingExperiments web clinic. For those not familiar with the term, live optimization is when marketers submit their advertising and marketing materials and, if chosen, receive free advice from our optimization researchers.

For our April 28 web clinic – Integrate Your Marketing: How one company combined offline and online marketing to increase subscriptions by 124% – Jimmy Ellis (Director of Optimization), Gina Townsend (Senior Research Manager), and Corey Trent (Research Analyst) will apply the same MarketingExperiments Optimization methodologies that have driven triple-digit conversion gains for our Research Partners to your offline and online marketing (if you are chosen).

This clinic will focus on the integration of traditional and digital marketing. To have your materials considered for live optimization, just register for Wednesday’s free web clinic and complete the fields on the registration form. Or, send your creative (direct mail, print ad, billboard, you name it), along with the online marketing it corresponds with, to WebClinics@MarketingExperiments.com.

PLUS: We’ll pick one lucky marketer at random to win free enrollment in one of our Online Training and Certification Courses (winner chooses).

UPDATE: Congratulations to Stephanie Ivy of EB Medicine. Stephanie chose MEC-001 — Fundamentals of Online Testing.

If you missed this live web clinic, a replay is now available on our research website.

Related Resources

Live Optimization Workshops – Learn How to Increase Conversions on Your Landing Pages, Email and Websites

Live optimization + lead generation = better B2B landing pages in one hour

Live optimization: Boost your PPC campaign conversions

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