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Posts Tagged ‘conversion rate optimization’

[Infographic] How to Create an Effective Testing and Optimization Plan

August 30th, 2016

Editor’s Note: This is the third step in last week’s post by Adam Lapp. Here’s Adam…

Paul Cheney
Managing Editor
MarketingExperiments

If you’re entrenched in Conversion Rate Optimization, A/B testing, or have read articles before from MarketingExperiments or MECLABS, you’re probably been inundated with the concepts of friction, anxiety, and value proposition.

But how do you take those concepts and build an effective test plan so you can start increasing your bottom line?

To help you with that, our team of amazing designers (shout out to Lauren, Charlie, Leah, James, and Chelsea) designed this infographic for you. Hope you find it useful. 🙂

MECLABS Institute - Conversion Heuristic Infographic

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You might also like:
The Web as a Living Laboratory
Test Plan: Build better marketing tests with the Metrics Pyramid
The Best Conversion Rate optimizers do NOT make changes to webpages…

Mobile Marketing: What a 34% increase in conversion rate can teach you about optimizing for video

March 26th, 2015

Video is emerging as the new darling of content marketing, and it makes sense.

As a medium, video delivers information customers want about a business quickly and inexpensively thanks to ever-evolving tech.

But how does using video in your marketing strategy stack up when you add the complexity of rendering across multiple devices?

Throw a smartphone or tablet into the mix, and your customer experience can get messy fast.

So in today’s MarketingExperiments Blog post, I wanted to share with you an interesting experiment from our latest Web clinic that increased conversion 34% by putting video to the test in a multidevice experience.

Now before we drive on any further, let’s look at the background on the experiment:

 

Background: A company offering a variety of dieting programs and memberships with the goal of helping their audience lead a healthier lifestyle.

Goal: To increase landing page membership conversions on mobile and tablet devices.

Primary Research Question: Which use of video will generate the highest conversion rate?

Test Design: A/B variable cluster 

 

Here are screenshots of the Control and  Treatments on mobile and tablet:

 

 

In the Control above, the MECLABS research team hypothesized that the design overall fails to deeply connect the video content with the audience. The team reasoned that a connection to the authority was missing (the personal source behind the content), which would give a visitor the motivation to engage.

The Treatments utilize a few design layouts to help build the missing  authority and rapport with users.    

Read more…

Conversion Factors That Impact Your Online Marketing

January 12th, 2015

Why do people say “yes” to your offer?  Any time there is an ask for something, whether you are asking people to purchase something, give you something or to do something, the person can either say “yes” or “no.”

In this short article, I will explain the conversion heuristic and how it can help you optimize your online marketing efforts and get to more yes(s.)

 

What is a conversion?

Definition — Conversion:  noun. The act or process of changing from one form, state, etc., to another[1]. If you are a marketer, it is your primary responsibility to help convert a prospect’s interest into an action.

There are many different actions a marketer may wish the prospect take, such as entering their information into a contact form, subscribing to an email newsletter or making a purchase.

When your prospect is presented with your request to do something, they can say “yes” or “no.”  If the prospect says “yes” to your request and they take action, a conversion has occurred.

Read more…

Why Responsive Design Does Not Care About Your Customers

July 31st, 2014

Responsive design, like any new technology or technique, does not necessarily increase conversion.

This is because when practicing Web optimization, you are not simply optimizing a design; you are optimizing a customer’s thought sequence. In this experiment, we discovered the impact responsive design has on friction experienced by the customer.

Background: A large news media organization trying to determine whether it should invest in responsive mobile design.

Goal: To increase free trial signups.

Research Question: Which design will generate the highest rate of free trial sign-ups across desktop, tablet and mobile platforms: responsive or unresponsive?

Test Design: A/B multifactorial split test

 

The Control: Unresponsive design

unresponsive-design

 

During an initial analysis of the control page, the MECLABS research team hypothesized that by testing a static page versus an overlay for the free trial, they would learn if visitors were more motivated with a static page as there is no clutter in the background that might cause distraction.

From this, the team also theorized that utilizing a responsive design would increase conversion as the continuity of a user-friendly experience would improve the customer experience across multiple devices.

The design for the control included a background image.

 

The Treatment: Responsive design

responsive-design

 

In the treatment, the team removed the background image to reduce distraction and implemented a responsive design to enhance user experience across all devices.

Read more…

Landing Page Optimization: Testing green marketing increases conversion 46%

June 5th, 2014

Green marketing is a tactic built on the premise that environmental preference will hopefully equal customer preference.

But does green marketing truly have an impact on customer purchase behavior?

In today’s MarketingExperiments Blog post, we’ll take a look at an experiment that was featured in a recent Web clinic that put green marketing to the test.

Before we dive in, let’s review the research notes on the test.

Background: A mid-sized furniture company selling mattresses.

Goal: To increase the overall number of mattress purchases.

Research Question: Which credibility approach will produce the highest rate of mattress purchases?

Test Design: A/B variable cluster split test

 

Control

green-marketing-control 

During the Web clinic, the MECLABS research team explained the featured product was one of only a few mattresses that are currently GreenGuard Gold certified.

Consequently, they hypothesized the certification had little emphasis on the page design and was not communicating the full value of the certification.

 

Treatment

green-marketing-treatment

In the treatment, additional copy was added to increase the emphasis on the full value of the GreenGuard certification.

 

Results

 green-marketing-results

 

The additional GreenGuard copy increased conversion nearly 46%.

Read more…

Lead Generation: Is your registration form part of the customer journey?

June 2nd, 2014

“Too long.”

“Get rid of the phone number!”

“Can you remove the fields?”

These are common responses from marketers who attend our Web clinics on lead generation, and they are all excellent suggestions for optimizing lead generation forms.

But what if you’re one of the marketers in an organization where changes to your lead gen form would be an act just shy of declaring war on your sales team?

In this MarketingExperiments Blog post, I want to share the results of a recent experiment presented by Austin McCraw, Ben Huppertz and Ben Filip, all of MECLABS, in which one company generated more leads without significantly reducing the number of fields.

 

Background: A large news syndication company.

Goal: To increase the overall number of leads on a “Request More Information” form.

Research Question: Which form design will result in the highest number of new member sign-ups?

Test Design: A/B split test

 

Control

form-test-control

 

In the Web clinic, Austin explained the control page featured 11 form fields in total with 10 required. The page also had left sidebar navigation followed by three additional calls-to-action at the bottom.

 

Treatment A

form-test-treatment

 

Treatment A added four more form fields for a total of 15 fields (nine required) and eliminated both the navigation and additional CTAs at the bottom of the page. It also added a customer testimonial on the right.

 

Treatment B

form-test-treatment2

For Treatment B, the form fields were reduced to 10 fields (all required).

Read more…