Posts Tagged ‘friction’

Web Usability: Long landing page nets 220% more leads than above the fold call-to-action

April 17th, 2013 17 comments

One of the classic Web usability “best practices” is to put the call-to-action above the fold. I did a little research (thank you, Wikipedia) and  apparently, the term dates back to the mid-90s – practically the Paleozoic era of Web marketing.

So, is above the fold still a best practice in 2013? Let’s take a look at a recent discovery from our lab …

Background: Sierra Tucson is an addiction and mental health rehabilitation facility

Goal: Increase the total number of leads captured

Primary Research Question: Which page will obtain the most form submissions?

Approach: Multi-factor split test



The control was an average, short-form page template with a rotating banner. The call-to-action was above the fold on the right-hand side of the landing page.

After analyzing the control landing page, the MECLABS team identified a few possible areas for optimization:

  • The page layout causes friction because elements of the value proposition are hidden within the navigation.
  • The lack of value proposition on the page does not encourage users to contact the facility.

Based on this analysis, the team crafted the following hypothesis …

Hypothesis: If we increase the value proposition throughout the copy on the homepage and decrease friction with a long-form page layout, then users will be more likely to convert.

Read more…

Marketing Management: Can you create a marketing factory?

March 8th, 2013 1 comment

According to the MarketingSherpa Executive Guide to Marketing Personnel, people issues dominate marketing department challenges.

Q: What challenges undermine your marketing department’s potential?


Today on the MarketingExperiments blog, let’s focus on the “There is a scarcity of skilled individuals” challenge.

Other departments within a company have increased their productivity and efficiency by leveraging a repeatable methodology and management methods.

For example, manufacturing has Six Sigma. IT has agile software development.

However, marketing tends to focus on individual skilled performers. If your agency or department has a rock star or two, your group will likely perform well. Without them, or when they leave, it can be much tougher to succeed.


A patented marketing methodology

One way to improve the success of your marketing department beyond star performers is to use a repeatable methodology.

Last year, Digital Trust, Inc. (parent company of MECLABS) received a patent from the U.S. Patent and Trademark Office. The patent was originally filed in January 2007. I’ll tell you a little bit more about how you can use this methodology in just a moment, but first our lawyer will explain the patent in more detail …

“On April 10, 2012, Digital Trust, Inc. received a United States Patent (Pat. No. 8,155,995) for an invention developed by co-inventors Flint McGlaughlin and Jalali Hartman,” said Francine Palmeri, Corporate Counsel, MECLABS.

“This patent protects, among other inventions, an innovative method of assessing the effectiveness of a network-based marketing campaign. Specifically, this patented process includes establishing a home website that is linked to several other different parallel websites for presenting an offer for a product.  This method then tracks statistics among the several parallel websites for received product orders and determines which website has the highest probability of order placement,” Francine continued.


Understanding the elements that influence conversion

Now that we’ve discussed the exact legal definition, let’s dive in to see how this patented process can help you. What Flint McGlaughlin, Managing Director, MECLABS, created combines the use of analogy and heuristics – a heuristic is an experienced-based technique that helps you identify the elements necessary to solve a usually large problem in a short amount of time.

“The patent is a Test Protocol system that attempts to bring discipline to the behavioral testing process. The Test Protocol system integrates a Design of Experiments with data tracking and validation calculations in the experiment,” Flint said.

One of the key heuristics in the patent is the Conversion Sequence.

The Conversion Sequence helps you, or anyone on your team from the intern to the CEO, look at any marketing offer and understand what factors you can change to improve the likelihood of conversion of that offer.

The numbers indicate the impact of each element on conversion, and the plus and minus signs indicate whether those elements have a positive or negative impact on the probability of conversion.

Here is a high-level look at each element, and you can learn more about this heuristic in the Landing Page Optimization online course.


Motivation of user

Motivation is the magnitude and nature of the customer’s demand for the product.

For example, I suffer from alopecia. Which is a fancy way to say … I’m bald. So, I have high motivation to buy Rogaine. If I was overweight, I would be motivated to buy a weight loss aid. If I had acne, I would be highly motivated to buy an acne treatment.

Read more…

Landing Page Optimization: 4 test ideas for a free-trial, lead gen form page

September 19th, 2012 No comments

“This is where we bring it all together,” said Dr. Flint McGlaughlin, CEO and Managing Director, MECLABS, during the closing session of the B2B Summit 2012 in Orlando. The session was an interactive live optimization, in which Flint and members of the audience put theory to practice optimizing audience-submitted landing pages. (You can also send us your landing pages for live optimization in today’s Web clinic if you’re interested.)

Today’s MarketingExperiments post will share with you one of the audience submissions from the live optimization session at the B2B Summit 2012 and a few of the optimization opportunities Flint and members of the audience identified to give you ideas to optimize your own landing pages …


The Landing Page:

Click to enlarge



This page was submitted by a member of the audience. The objective of the page is to get a lead. During the session, Flint and the audience identified the following four optimization opportunities for this page. (Before reading further, take a quick look at this page and see if you can find some opportunities for optimization.)

  Read more…

Silent Conversion Killers: Your peers share elements that are hurting your marketing performance right now

March 12th, 2012 3 comments

What are the most overlooked conversion killers … and how can marketers overcome them?

In Wednesday’s free Web clinic – Hidden Friction: The 6 silent killers of conversion – Dr. Flint McGlaughlin, Managing Director, MECLABS, will share some basic changes many marketers make to their site to improve conversion, as well as some commonly overlooked optimization opportunities.

But first, let’s take a look at some of the top optimization advice we received from some of your peers …


Things that get in the way of converting website visitors to customers

  • Too many banners
  • Irrelevant content

 –        Robyn Kahn Federman, Director of Communications, Catalyst

Read more…

Friction: 3 simple optimization tactics to get more customers from headline to call-to-action

March 5th, 2012 1 comment

You might have a highly optimized headline …

And you might have a highly optimized call-to-action …

But if customers never get from the headline to the call-to-action, what’s the point of that optimized headline and call-to-action to begin with?

Dr. Flint McGlaughlin, Managing Director, MECLABS, discusses the major impediment that stops your customers from ever seeing your CTA — friction — in this video recording of a recent Web clinic planning meeting.



For the purposes of the MarketingExperiments testing methodology, friction is defined as a psychological resistance to a given element in the sales or sign-up process.

There are three basic elements you can optimize to reduce friction and get more customers from your headline to your CTA. We’ll take a quick look at these basic elements, and then dive into seven more commonly overlooked causes of friction in our next free Web clinic – Silent Conversion Killers: How overcoming hidden friction boosted conversion 166%.


There are three types of low-hanging fruit to look for when optimizing to reduce friction:

Read more…

Landing Page Test: Why less equaled (54%) more when reducing friction and highlighting value proposition

October 19th, 2011 No comments

 “Less is more…”

Whether it’s at MECLABS or my mother’s kitchen, I’ve heard people spout this phrase throughout my 35 years. And when hearing this, more often than not, I’ll thank the person that said it, dismiss it as a trite platitude, and resume my knitting.

Joking aside, in a world that constantly bombards us with promises of “bigger,” “better,” “faster” and “more,” it’s sometimes tough to accept that time-honored practices are often still the best course of action. Yet, as we’ve learned numerous times on these pages, even the most basic marketing tenets still apply, even in an increasingly terse, staccato, digitally communicating world.

And, after a few months of really absorbing the impact of our successful webpage tests, I now know that when it comes to landing pages, less is not only more, it’s often the difference between conversion and abandonment. Read more…