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Kaiser Permanente




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Discover What Really Works in Optimization

MarketingExperiments is a publishing branch of the MECLABS Institute, a research laboratory with a simple (but not easy) seven-word mission statement: To discover what really works in optimization. We focus all of our experimentation on optimizing marketing communications. We test every conceivable approach and publish the results (at no charge) in the MarketingExperiments Journal (subscribe).

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Blog

Email Marketing: 7 (more) testing opportunities to generate big wins on your next email test [Part 2]
May 2nd, 2016
Email Marketing: 7 (more) testing opportunities to generate big wins on your next email test [Part 2]
Email is a great medium for marketers to utilize in their testing efforts. To help you develop your next experiment, we’ve pulled together a list of optimization opportunities around a number of email elements for you to try. Read on for the second half of this list, with ideas around your design, email messaging and calls-to-action.
 
Email Marketing: 9 testing opportunities to generate big wins on your next email test [Part 1]
April 28th, 2016
Email Marketing: 9 testing opportunities to generate big wins on your next email test [Part 1]
Email is a great medium for marketers to utilize in their testing efforts. To help you develop your next experiment, we’ve pulled together a list of optimization opportunities around a number of email elements for you to try. Read on for the first half of this list, with ideas around your subject lines, preheader text, “From” field and send frequency.
 
Transparent Marketing: Research into social media marketing reveals surprising consumer discovery
April 25th, 2016
Transparent Marketing: Research into social media marketing reveals surprising consumer discovery
When marketers think of transparent marketing in social media, content and customer service usually come to mind, and too much selling is considered forbidden. But what if customers actually want promotional information more than you think? Read on to learn more about an interesting research discovery.

See How Our Web Clinics Are Produced

Recent Research (presented on a Live Web Clinic)

Free Internet Marketing ReportDigital Subscriptions Boosted
MarketingExperiments Web Clinic 2016-04-21
(Watch)
Digital Subscriptions Boosted: Survey of 900 U.S. news consumers reveals key insights to increase your subscriber base
35-minute live web clinic replay

Last November, MECLABS Institute, parent company of MarketingExperiments, fielded an online survey of 900 U.S. news consumers, aged 25 and older with household incomes of at least $40K, to determine attitudes toward paid digital subscriptions.

In our latest MarketingExperiments Web clinic replay, we unravel that research to help you discover actionable insights to help you maximize this important source of recurring revenue.

Watch now to see several real-world subscription tests, and to learn four key insights to help increase your subscription base.
Read This Report ...

Free Internet Marketing ReportThe Power of the Properly Sequenced Subject Line
MarketingExperiments Web Clinic 2015-04-16
(WatchListen)
The Power of the Properly Sequenced Subject Line: Improve email performance by using the right words, in the right order
Across all age ranges, U.S. adults said that they preferred companies to contact them via email as opposed to any other medium (according to a 2015 MarketingSherpa survey).

However, that does not necessarily mean customers are anxiously awaiting your sends. With customers’ inboxes being flooded daily with ads and newsletters, they carefully skim the subject lines, searching for easy emails to eliminate.

In this Web clinic replay, the research team shares three observations on crafting effective subject lines gleaned from two tests, including an experiment which resulted in a 26% increase in clickthrough rate.
Read This Report ...

Free Internet Marketing ReportSite Banners Tested
MarketingExperiments Web Clinic 2016-03-24
(Watch)
Site Banners Tested: How minor changes led to a 433% increase in clickthrough for Humana
35-minute live web clinic replay

Is your site banner doing a good job of effectively conveying critical information to your customer? How can you tell? Is a banner even beneficial to your specific site?

In this 35-minute Web clinic Mike Loveridge, Head of Digital Test and Learn, Humana, joins the MarketingExperiments team live to discuss a series of banner tests that his team carried out, including one test that increased clickthrough by 433%. From headlines to copy to imagery and call-to-action, Humana left no banner element untested.

Watch the replay to see eight real-world tests, and to learn three key principles that successful site banners harness.
Read This Report ...

Free Internet Marketing ReportBoost Your Online Ads
MarketingExperiments Web Clinic 2016-01-27
(Watch)
Boost Your Online Ads: Strengthen your value proposition by focusing on your "Only-Factor"
35-minute live web clinic replay

As marketers, we should constantly strive to reassess and strengthen our core value proposition. And perhaps no two aspects of a strong value proposition are more important than 1) appeal and 2) exclusivity. Appeal is what makes our customers say "I want this," and exclusivity is what makes them say, "I can only get this from you."

While both of these variables are important, it is their point of intersection – the powerful "Only-Factor" between appeal and exclusivity -- that truly propels our prospects to click on our ads.

Watch the full, 35-minute video replay to discover how to identify and leverage your own "Only-factor." And see tests that best illustrate the power of this principle, including one test that led to a 74% increase in response.
Read This Report ...

Free Internet Marketing ReportThe Top 5 Marketing Discoveries of 2015
MarketingExperiments Web Clinic 2015-12-17
(Watch)
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 minutes
Over the past 12 months, the research team has conducted thousands of experiments on hundreds of landing pages across the Web.

From landing pages, to lead forms, to subject lines and calls-to-action, the MarketingExperiments team has distilled discovery after discovery over the past 12 months.

However, digital marketers don’t always have the time to watch through every single clinic.

In this 60-minute year in review, we’ll look at the top discoveries for 2015 and strategies that you can implement for successful campaigns in 2016.
Read This Report ...

Free Internet Marketing ReportStrengthen Your Copy in 35 Minutes
MarketingExperiments Web Clinic 2015-11-19
(Watch)
Strengthen Your Copy in 35 Minutes: Proven strategies to boost the effectiveness of your words
As marketers, we are under constant pressure to quickly pump out copy, often under seemingly impossible deadlines. Without always having the time to test, how can we give our copy the best chance of actually being effective?

The research team shared tests and revealed actionable principles that answered such vital questions as:
  • How long should your copy be?
  • What format should it take?
  • What specific points should be emphasized?
  • What order should your copy be arranged in?
They also provided viewers with takeaways that marketers can leverage for their own copywriting needs.
Read This Report ...

Free Internet Marketing ReportOptimizing Email Capture
MarketingExperiments Web Clinic 2015-10-22
(Watch)
Optimizing Email Capture: How a simple form change led to a 364% increase in leads without sacrificing quality
As marketers, we're beginning to understand the basic principles of optimization. However, email capture forms continue to lag behind in optimization.

Customers have become untrusting, using junk email addresses and other creative tactics, which makes each new subscriber increasingly important for marketers in maintaining a healthy list size. Because the email capture form provides marketers with the opportunity for specificity, segmentation and the ability to qualify leads, it is essential to ensure the right people are getting on your lists.

The research team shared tests and revealed actionable tactics to improve email capture, including one test that resulted in a 364% increase in leads.

They also provided viewers with takeaways that marketers can leverage for their own email capture campaigns.
Read This Report ...

Free Internet Marketing ReportHow to Write Headlines That Convert
MarketingExperiments Web Clinic 2015-09-17
(WatchListen)
How to Write Headlines That Convert: Key discoveries from a meta-analysis of 15 years of behavioral research
The headline is a simple element to change on your site — you don't need any special coding skills or additional technology to make it happen. Yet, they require serious attention. In this Web clinic, the research team shared a case study in which a headline change resulted in an 816% increase in conversion, just from understanding the cognitive psychology of the primary customer.

Marketing campaigns are so dependent on headlines that MECLABS had three writers perform a meta-analysis of more than 15 years of behavioral research. They measured real customer reactions to websites and campaigns from B2B, B2C and nonprofit brands.

The research team revealed key discoveries from this meta-analysis to help any marketer — no matter how much or how little copywriting experience they have — create more effective headlines.

You'll learn actionable principles for creating headlines that you can implement to improve the results of your marketing campaigns, emails and websites.
Read This Report ...

Free Internet Marketing ReportPersonalized Messaging Tested
MarketingExperiments Web Clinic 2015-08-20
(WatchListen)
Personalized Messaging Tested: How little changes to an email send led to a 380% change in response rate
Whether or not an email send is successful comes down to one primary factor: the messaging.

While many companies strive to get audiences interested in products via email, nonprofits have the challenge of asking for donations via email — money spent towards an organization that does not directly benefit the donor.

In this Web clinic replay, special guest Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter, shares his expertise from working with nonprofit organizations on email campaigns.

Tim and the research team analyzed specific ways that you can generate interest in an email and strategies you can use to move forward with testing your way to successful campaigns, including an example test that lead to a 380% increase in revenue per email.
Read This Report ...

Free Internet Marketing ReportDoes Seasonal Messaging Really Work?
MarketingExperiments Web Clinic 2015-07-16
(WatchListen)
Does Seasonal Messaging Really Work? How one company's wrong assumptions led to a 25% decrease in clickthrough
Staying relevant to your customers is key in developing a marketing strategy that really works. Many marketers attempt to remain relatable with seasonal campaigns, such as winter holiday campaigns or events like back-to-school.

However, seasonal campaigns might not be the best fit, or might not be appropriately executed in all industries.

In this Web clinic replay, the research team reveals strategies for striking a balance between clarity and seasonality and shares a test from one company that resulted in a 25% change in clickthrough rate.
Read This Report ...

Free Internet Marketing ReportBranded Design Tested
MarketingExperiments Web Clinic 2015-06-18
(WatchListen)
Branded Design Tested: How simple changes in page element aesthetics led to a 51% increase in subscriptions
Brand strategy has never been more important. The logos, colors and design of a website have the power to immediately orient customers and prospects when they land on your site.

When used properly, design elements and aesthetic choices also act to reinforce the value proposition. However, it’s important to understand that there must be a balance so that design elements do not become conversion obstacles.

In this Web clinic replay, the research team will share strategies for testing your way into a balanced site as well as a test on branding that resulted in a 51% difference in conversions.
Read This Report ...

Free Internet Marketing ReportHarnessing Customer Motivation
MarketingExperiments Web Clinic 2015-02-19
(WatchListen)
Harnessing Customer Motivation: How one company increased conversion by 65% by aligning page elements with customer desire
As marketers, we must ensure the elements on the page align with the specific thought processes of our prospective customers, empowering them to proceed rather than filling them with anxiety or confusion.

The most essential element in the sales process is customer motivation. Unfortunately, it is also the hardest variable for us to influence. Understanding the thoughts of the highly-motivated customer is imperative so that we can then use that motivation to bring about a desirable outcome.

In this Web clinic replay, the research team shares two key principles on understanding and harnessing customer motivation, gleaned from two tests. The team also shares four questions to ask when evaluating your own customers’ behavior on your site.
Read This Report ...

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