Posts Tagged ‘Value Proposition’

Your Marketing Should Make Your Prospects Say “AHA!,” Not Just “Yes”

November 9th, 2015 No comments

At MarketingExperiments, we throw around a term a lot when we create content.

That term is “aha.”

I think it’s an extremely helpful term for marketers to understand and employ in their marketing.

But before I explain why it’s helpful, I want to first identify a serious problem in the world of marketing.

Often, even here at MarketingExperiments with our micro-yes inverted funnel, we are simply content to get a “yes” from our potential customers. A “yes” generally means a sale, a lead or a click, depending on where your realm of responsibility lies.


But what we don’t always get when a customer says “yes” is the maximum intensity of that “yes.” This translates ultimately to less momentum through the customer lifecycle, which translates to a lower lifetime value of a customer, which translates to lower revenue in the long term.

If you’ve ever bought a product that you needed because it was the lesser of two evils, you know exactly what I mean.

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Email Capture Optimized: How one small change led to a 364% increase in leads

October 22nd, 2015 1 comment

If you ask anything of a customer you must make it worth it for them to give it to you. This applies to every step in the sales process, right from the very beginning.

This is the conclusion that MECLABS, the parent company of MarketingExperiments, came to after studying more than 20,000 sales paths over 15 years. Of those sales paths, the latest MarketingExperiments Web clinic reviewed nine that focused on email capture. Here’s what we discovered: small changes that help customers perceive that it’s worth their time, effort and risk to provide you their information increased email capture from 21% to more than 600%. Watch it here.

Here’s one of the tests.

Background: The partner has an email capture process that offers downloadable reports in exchange for information. They wanted to capture and qualify emails.

Goal: Increase number of form submissions.

Primary research question: Which process will get the most submissions?

Approach: Adapt the registration process to reduce friction (friction is anything that makes the customer work harder to get through the sales process)


The Control was loaded with friction. It forced visitors to take four steps to access the reports.


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Convince Your Customers to Eat the Spinach: Using the conversion heuristic in daily life

September 21st, 2015 1 comment

Learning the conversion heuristic (C = 4m + 3v + 2(i-f) – 2a) is part of almost any MECLABS (MarketingExperiments’ parent company) certification, and eventually becomes something you begin applying to everyday life.

This empirically established cognitive framework brings structure and clarity to analysis of the sales conversion process, and guides and simplifies decisions about the prioritization of optimization energy.


Recently, I personally applied these learnings to the age-old problem every parent faces of getting their children to eat their vegetables. I even took it a step further and applied it to a specific vegetable — spinach.

It was an ordinary night, and my family had gathered around the dinner table to talk about our day and get some nourishment. I don’t remember the exact menu and won’t bore you with the minutia, but it did however include a healthy serving of spinach.

About 10 minutes into dinner, I noticed that my five-year-old daughter had not touched her spinach, and the following conversation ensued.

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Live Email Optimization from MarketingSherpa Email Summit 2015

August 6th, 2015 No comments

“The number one obstacle we face with our emails is not a lack of brilliant copywriting, the right graphics or an understanding of personalization. The real enemy of underperforming emails is confusion,” Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, said in his live optimization session at MarketingSherpa Email Summit 2015.

During this session Flint McGlaughlin makes live edits to several emails submitted by the audience, offering feedback on everything from preheaders and titles to body copy and calls-to-action.

The first page submitted is from Kelly of and is discussed by Flint and an audience of Kelly’s marketing peers. The live optimization of this page shows a discussion of principles from personal marketing experiences.

Of the many changes that were recommended by the audience, one that was particularly important was an edit to the calls-to-action and their color and contrast to the rest of the page, specifically the background image.

Flint makes the point that the CTAs do not look like CTAs and, “every time you ask your customers to make meaning for themselves, you lose customers … That is far too much unsupervised thinking.”

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Value Proposition: Lessons from interviews with 50 business leaders

June 22nd, 2015 No comments

Marketing automation. Programmatic ad buying. Email personalization.

Advancements in marketing technology can power a successful brand, if …

… and it’s a big if …

… they are used to communicate an effective and authentic value proposition.

At Email Summit 2015 I sat down with Jose Palomino, Founder and CEO, Value Prop Interactive, and author of Value Prop — Create Powerful  I3 Value Propositions to Enter and Win New Markets, to discuss what value proposition means to your business.


The value proposition is “the core or central truth about whatever the offer is,” Palomino said. “And, most importantly, [the value proposition] answers this question — ‘why should anyone care?’”

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Landing Page Optimization: An overview of how one site increased leads by 155%

June 15th, 2015 4 comments

Simple, direct and bare. When your company and process is known around the world, a blank page with little competing content can not only work, but it can work really well.

Simplicity is key. Take a look at Google’s homepage:


What about new visitors? Imagine coming to this page for the first time, with little to no context of the company. What is this company? If I type something in that text box, for example, where will it take me?

Simplicity is not always a key to effective website optimization.

Leaders must grow comfortable with paradox and nuance. Clarity does not equate with simplicity.  Simplicity does not equate with easy.” — Flint McGlaughlin, On the Difference between Clarity and Simplicity.

Simplicity is the reduction of friction, but clarity is the optimization of the message. A simple message is not necessarily a clear message.

Take a look at a test we ran with a physicians-only social network that allows pharmaceutical companies to conduct survey research and promote products to their audience. The goal of this A/B split test was to identify which microsite would generate the most total leads.

Check out the control below. Can you find the value proposition?

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