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Posts Tagged ‘marketing optimization’

Landing Page Optimization: Color emphasis change increases clickthrough 81%

May 16th, 2013 3 comments

Color can be used to guide customer thinking on a landing page by placing stronger emphasis on particular elements in your offer, and less emphasis on others.

Today’s MarketingExperiments blog post will show how the MECLABS research team discovered the impact color emphasis has on conversion.

Background: Company provides educational resources for health and fitness professionals who subscribe to one of its online memberships.

Goal: To increase number of membership sign-ups.

Primary Research Question: Which landing page will generate the highest clickthrough rate?

Approach: A/B split test (Variable cluster)

Control Treatment

The research team hypothesized the control did not place any emphasis on distinguishing between price points in the offer.

In the treatment, the team simplified and sequenced the pricing, and used a color design to emphasize the value of the offer.

 

Results 

 

What you need to know

By strengthening the communication of the offer’s value through color, copy and layout changes, the treatment increased clickthrough by 81%.

You can watch the full free Web clinic, “How Do Website Colors Impact Conversion?,”  to see Flint McGlaughlin , Managing Director, MECLABS, reveal four more surprising findings from our optimization testing and experimentation.

Read more…

Paid Search Marketing: 3 optimization ideas to test in your next PPC campaign

April 22nd, 2013 No comments

On a recent Web clinic, Brian Smith, Marketing Analyst, FCH, submitted a PPC ad and landing page for live optimization.

Unfortunately, we do not have time to optimize every submission live on Web clinics, and did not get to this submission.

So, in today’s MarketingExperiments blog post, we’ll offer Brian some optimization suggestions from a peer review session with the MECLABS research team. Our goal is to provide some optimization suggestions from a real-world example you can use to aid your PPC ad and landing page optimization efforts.

But first, let’s get a little backstory on the testing Brian and his team have done prior to the Web clinic.

When I asked Brian about his previous testing efforts, he explained the team has focused their testing mostly on value proposition development and landing page optimization.

I also asked Brian about some of the goals for their PPC ads and landing pages, and Brian explained they share one common goal – lead generation.

“The goal of the PPC ad is to get people to the site,” Brian said, “and the goal of the landing page is to get people to call us or fill out the form.”

Here is the PPC ad copy Brian sent us:

Loan Modification Help

Looking to Get a Loan Modification

Call for a Free Consultation Today

 

Identify the elements in your marketing that influence conversion

When I asked Matthew Hertzman, Research Manager, MECLABS, for some optimization opportunities, he explained it’s important to first break the PPC ad copy and the landing page down into basic marketing elements using the MECLABS Conversion Sequence Heuristic.

 

The heuristic is a patented, repeatable methodology marketers can use to look at their offers to understand how they can be optimized to improve the chances of a conversion.

(Editor’s Note: Optimization ideas, by their very nature, point out areas that need improvement. We respect all the hard work Brian and his team have put into their marketing efforts so far. OK, now let’s take the gloves off and dive into some ideas … )

 

Optimization Idea #1: Test more PPC ad copy variations

Matthew noted the PPC ad could use a little work on reducing the elements of friction and anxiety. Here were a few of his suggestions:

  • Try using a display URL in the PPC ad

“We’ve seen from testing that the added continuity from using display URLs generally increases clickthrough rates across multiple industries.”

  • Try including a phone number in the PPC ad

“Including a phone number in the PPC ad copy might also relieve some anxiety,” Matthew explained. “But, if the goal is to get them to call or to fill out the form, why not test giving them a direct phone number to call in the PPC ad and use the form as a separate lead gen channel.”

Below is the landing page Brian submitted with the PPC ad:

So, when I asked Matthew for additional opportunities on the landing page with Brian’s goals in mind, here were some of his suggestions …

Read more…

Web Usability: When should you avoid navigation?

April 15th, 2013 1 comment

Navigation is often considered a core element of website usability.

If you routinely put navigation on every single page of your website, you will likely be shocked by one of our recent discoveries …

 

 

You can watch the full free Web clinic – “The Usability Myth: 4 surprising discoveries we learned after testing the most common usability principles” – to hear Flint McGlaughlin, Managing Director, MECLABS, explain three other surprising findings from our optimization testing and experimentation.

Our goal is show marketers key principles that can be used as a framework to aid usability and optimization efforts.

Read more…

Marketing Optimization: The 3 phases of evidence-based marketing

April 5th, 2013 1 comment

When you look at some of the emerging topics in marketing – analytics, metrics, A/B testing, conversion optimization and the like – there seems to be a growing interest among marketers in what I like to call … evidence-based marketing.

AB Testing

Conversion Optimization

 

Marketing, perhaps more than other business disciplines, has tended to rely on the “golden gut,” or a few high-performers. But, as the technology to measure and test marketing campaigns has become increasingly cheaper and more available, the ability to make marketing decisions based on real-world performance is a reality.

To help marketers become more evidenced-based, we’ve crafted the agenda for Optimization Summit 2013 in Boston around three key phases. No matter what phase you’re at, you can improve your ability in that phase, and try to move towards a more mature evidence-based marketing program. Here is a brief explanation of each phase, along with a sampling of resources to help you prepare for Optimization Summit 2013, or simply improve your own efforts.

 

Optimization is determining the value of the company, each product and each offer, and improving the communication of that value to the customer.

So, this includes landing page optimization and conversion rate optimization. But, it also includes messaging, copywriting, design and presentation.

It breaks down to two areas of collecting information – internally and externally. What have you learned from previous efforts to can improve your marketing campaigns? What have you learned from outside research, such as case studies, benchmark reports and networking with your peers?

Here are a few examples of resources to help you in the Optimization phase:

Converting PPC Traffic: How strategic keyword placement increased conversion by 144%

Email Optimization: A single word change results in a 90% lift in sign-ups

Optimizing Shopping Carts for the Holidays: 6 last-minute changes you can make to your shopping carts to increase conversion

PPC Optimization: Tips from your peers on regional differences, Google Product Listing Ads, distracted visitors and offline conversion

You’re in the Optimization phase when you’re making a concerted effort to improve your marketing campaigns based on what you have learned and think will work. However, this is only the beginning.

Read more…

Paid Search Marketing: A/B split test produces 144% increase in total leads

April 3rd, 2013 2 comments

Testing and optimizing elements of your PPC ad campaigns can significantly increase conversion when done strategically.

So, in today’s MarketingExperiments blog post, we’re going to look at how the MECLABS Research team used paid search keywords strategically placed on a landing page to achieve a 144% increase in total leads.

First, let’s take a quick look at the research notes on the experiment …

Background: Provides end-to-end market solutions for small and medium-sized businesses

Goal: Increase the email capture rate of an online form

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

Approach: A/B split test

 

Control 

 

A problem the team identified in the control was the landing page utilized a general headline that did not reference the keyword used in the PPC ad.

 

Treatment  

 

For the treatment, the team hypothesized a simple integration of the keyword utilized in the PPC ad would make a deeper connection between the expectations created by the PPC ad and expectations for the landing page in the mind of a user.

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Marketing Efficiency: Conversion optimization is the science of doing marketing better

January 11th, 2013 No comments

Marketing EfficiencyI was listening to a story on the radio this morning about the investments in green energy Congress recently passed. I was really impressed with the ingenuity many entrepreneurs applied to the challenge of generating energy more efficiently – such as turning used cooking oil into diesel and creating electricity from naturally occurring underground hot water.

Well, marketing has a similar way to improve efficiency – conversion optimization.

Conversion optimization is essentially the science of doing marketing better. The result is better ROI on the money you’re already spending.

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