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Posts Tagged ‘webinar optimization’

Webinar Testing: Ask your customers what works best for them

December 19th, 2012 5 comments

As a teenager, one of my first jobs was as a file clerk at a car dealership.

Sitting upon one of the old filing cabinets across from my desk was a quote on a dingy piece of paper — which looked more like parchment thanks to the direct sunlight that shone through the sales floor windows — that read …

“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.” – Kenneth B. Elliott, Vice President of Sales, Studebaker Motor Corp., 1941.   

 

Every three weeks, MarketingExperiments shares some of our research findings, along with actionable optimization advice, through our Web clinics.

If you’re new to our Web clinics, they are hour-long webinars that we use to help the marketing community in three primary ways:

  • Share split test experiments, creative samples and the results of those experiments
  • Provide teaching, interpretation and key transferrable principles discovered from the cumulative results of our testing and optimization efforts
  • Practical application of those transferrable key principles and our methodology through live optimization of audience-submitted pages, emails, ads, etc.

Although Kenneth’s advice still inspires me, I discovered that it’s missing one small thing …

Learn how to better serve your customers by asking them.   

So, in the spirit of Kenneth’s customer service philosophy, we have included some poll questions on our Web clinics to help us optimize our approach to Webinars.

Your feedback is very much appreciated, as it will help us better serve you.

(Please Note: The time selections in the poll below are based on EST/EDT.)

What time for a marketing Web clinic works best for you?

View Results

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Which amount of time works better for you?

View Results

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Promise vs. Intrigue: What is the most effective way to word a subject line?

December 14th, 2012 8 comments

I could have made the title of this blog post, “Subject Line Testing: How we achieved a 48% lift from a split test.”

That is the challenge you face with your subject lines, as well. Should you make a promise? Or should you intrigue your audience? This is a perfect opportunity for you to do a little A/B testing and to see what resonates most … which we did recently for a MarketingExperiments Web clinic invite.

This was a single variable, A/B/C split test, with the only variable being the subject line. One “promise” subject line was tested against two “intrigue” subject lines.

 

TREATMENTS

“We created two subject lines that were intrigue based. One was a question, and one was more of an intriguing statement,” said Paul Cheney, Editorial Analyst, MECLABS.  “We wanted to narrow down what makes people more intrigued. Is it more of a question or more of a statement?”

Subject Line Treatment A (promise) – How to Effectively Use Color on a Website

Subject Line Treatment B (intrigue) – Are Your Website Colors Hurting Conversion?

Subject Line Treatment C (intrigue) – 5 Horrifying Mistakes Designers Make With Color

Read more…

Value Prop Testing: 17% increase in open rate from a subject line test

November 9th, 2012 2 comments

What started as a little humor added to a reminder email about an upcoming split test became a learning experience on testing value proposition and discovering opportunities for optimization.

 

Click to enlarge

 

In today’s MarketingExperiments blog post, we’ll share the results of our experiment and what we learned from putting these contenders to the test.

First, let’s get a little background on the test design.

The idea for this test came from a brainstorming session between Paul Cheney, Editorial Analyst, MECLABS, and Austin McCraw, Senior Editorial Analyst, MECLABS. The goal for Paul and Austin was to discover which segments of the value proposition for MarketingExperiments Web clinics have the greatest appeal and where opportunities for optimization exist.

They used a Web clinic invite email to run their subject line test. The research question was, “Which email subject line will get the highest open rate?”

When I asked Paul why they chose a subject line test instead of a split test of the title, he explained that a subject line test allowed them to test their hypothesis and keep the Web clinic title congruent.

“Because we couldn’t exactly change the title of a live event while we were trying to promote it, we needed a subtler way of testing the hypothesis. An email subject line was perfect because it has the same effect of a headline, but we didn’t need to change the title of the clinic,” Paul said.

Below is a screenshot of the Web clinic invite used for the test. All of the copy, images and the call-to-action were kept identical for both the control and the treatment.

 

Click to enlarge

Read more…