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Converting Opens to Clicks: How 3 simple email changes led to a 27% increase in clickthrough rates

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Blog

Perception vs Reality in the Eyes of a Decision Maker
October 20th, 2014
Perception vs Reality in the Eyes of a Decision Maker
Conveying the value of your product or service is an important, and challenging, aspect of marketing. Overcoming an incorrect perception makes this task even more difficult. Read on to learn how one teleprospecting campaign uncovered a misperception about the goal of the effort and how that roadblock to success was overcome.
 
What a 173% Increase in Clickthrough Can Teach You About Subscribers
October 16th, 2014
What a 173% Increase in Clickthrough Can Teach You About Subscribers
Friction in a conversion process can significantly impact your efforts to convert. Read on to learn more about a recent experiment that increased clickthrough 173% and what you need to know to help your efforts to reduce resistance.
 
Landing Page Optimization: Leveraging perception to tip the value scale (Part 2)
October 13th, 2014
Landing Page Optimization: Leveraging perception to tip the value scale (Part 2)
This MarketingExperiments Blog post is a continuation of a previous article, which took another look at a recent Web clinic on a landing page split test. Read on to find out how to think about the relationship between Value and Cost and the importance of putting your customer first.

See How Our Web Clinics Are Produced

Recent Research (presented on a Live Web Clinic)

Free Internet Marketing ReportOptimizing Subscription Paths
MarketingExperiments Web Clinic 2014-10-16
(WatchListen)
Optimizing Subscription Paths: Recent research reveals a radical webpage redesign that produced a 173% lift in customer response
Designing the subscription path of your site is not a trivial matter. Often, minor elements are overlooked that stop a potential subscriber in their tracks and causes them to fall out of the sales funnel.

However, with testing, planning and research, a subscription path can be optimized using a few key principles that transform the customer experience.

In this Web clinic replay, the research team identifies transferable principles from a recent experiment that you can apply to your own subscription process to increase conversion.
Read This Report ...

Free Internet Marketing ReportOptimizing PPC Campaigns
MarketingExperiments Web Clinic 2014-09-18
(WatchListen)
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rate by 289% (and more)
How do you effectively market your product, service or company in 130 characters or less? Each word and character must work toward communicating value in a PPC ad, as these ads directly compete with those around them.

But when just one word fails to resonate with the customer, PPC ads fail as a whole. How do you craft a PPC ad that a potential customer will click?

In this Web clinic replay, the research team shares two key principles from several real-world examples that you can use to optimize your own PPC ads.
Read This Report ...

Free Internet Marketing ReportLeveraging Content to Generate Leads
MarketingExperiments Web Clinic 2014-08-21
(WatchListen)
Leveraging Content to Generate Leads: 3 simple tactics one company used to achieve a 96% increase in leads
Producing content takes a lot of dedication, time and resources. Valuable content invites your audience to get to know your company and products in a more personal and in-depth way.

But when marketers generate content with company logic, it often falls flat with the customer and the conversation ends before it even began. How do you produce content that your ideal customer actually wants to engage with?

In this Web clinic replay, the research team gleaned three observations from a recent experiment that you can apply to content presentation on your site to increase lead generation.
Read This Report ...

Free Internet Marketing ReportEmail Copy Refined
MarketingExperiments Web Clinic 2014-07-24
(WatchListen)
Email Copy Refined: How a change in copy approach led to a 37% relative increase in clickthrough rate
Email marketing provides marketers with an effective way to reach customers and prospects alike who have already shown an interest in a company's products or services. So how do you convert that interest into clicks?

Watch this Web clinic replay to hear three key observations for refining email copy that you can use to improve your copywriting efforts.
Read This Report ...

Free Internet Marketing ReportProduct Pages Tested
MarketingExperiments Web Clinic 2014-06-26
(WatchListen)
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78% increase in conversion
Product pages are often the heart and soul of an ecommerce website. Its where you showcase products and initiate a conversation with customers that guides them to convert. However, there are elements on your product pages that can potentially have a deep impact on customer behavior by quickly turning conversation into concern.

Watch this Web clinic replay to learn about three key principles you can use to identify and reduce customer anxiety.
Read This Report ...

Free Internet Marketing ReportDoes Green Marketing Really Work?
MarketingExperiments Web Clinic 2014-06-05
(WatchListen)
Does Green Marketing Really Work? What a recent experiment uncovered about the true psychological impact of an eco-conscious marketing campaign
"Going green" has become a prevalent part of marketing strategies as marketers work to reach a new eco-conscious customer base with their products and services. However, do green marketing tactics really have an impact on customer purchases?

Watch this Web clinic replay to learn more about the measurable impact of green marketing on customer behavior.
Read This Report ...

Free Internet Marketing ReportOptimizing Web Forms
MarketingExperiments Web Clinic 2014-05-22
(WatchListen)
Optimizing Web Forms: How one company generated 226% more leads from a complex Web form (without significantly reducing fields)
Lead generation is a delicate balance between generating a high quantity of leads, but also high-quality leads. So how can we capture more leads across our Web forms without significantly reducing the quality of those leads?

Watch this Web clinic replay to learn about a recent experiment that revealed how some minor changes to form fields can increase response from your prospects.
Read This Report ...

Free Internet Marketing ReportMarketing Multiple Products
MarketingExperiments Web Clinic 2014-05-01
(Watch Listen)
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
Marketing with multiple products can be difficult. Even the most powerful products can be overshadowed by clutter of less impactful and sometimes competing products on a landing page.

But what if there was a way to think about multi-product marketing that could maximize the impact of the whole?

Watch this Web clinic replay to learn about a recent experiment with an independent vitamin manufacturer that revealed how changing your approach to multi-product marketing can increase user engagement and more importantly, conversion.
Read This Report ...

Free Internet Marketing ReportHow to Achieve a 232% Lift
MarketingExperiments Web Clinic 2014-04-17
(Watch Listen)
How to Achieve a 232% Lift: The repeatable methodology one company used to generate a significant lift
Form is not as important as substance, and discovering the right value proposition is the most effective lever marketers can pull when optimizing webpages. Considering the entire mental impact of each button, "ask" and element of friction when testing is critical for understanding the customer conversation and achieving positive results.

Watch this Web clinic replay to learn about a recent experiment that revealed how changes in strategy can garner significant, repeatable results a 232% lift for one company alone.
Read This Report ...

Free Internet Marketing ReportLead Nurturing Tested
MarketingExperiments Web Clinic 2014-04-03
(Watch Listen)
Lead Nurturing Tested: New research reveals how slight script tweaks increased response by 31%
Teleprospecting can require some sales departments to make a high volume of calls each day to convert leads. To do this with any consistency, those teams likely use a call script to help them stay consistent and focused throughout the constant dialing. But are these scripts really effective for moving prospects from conversation to conversion?

Watch this Web clinic replay to learn more about a recent experiment that revealed how some minor changes to call scripts can increase response from your prospects.
Read This Report ...

Free Internet Marketing ReportThe Most Effective Calls-to-Action
MarketingExperiments Web Clinic 2014-03-20
(Watch Listen)
The Most Effective Calls-to-Action: 5 principles discovered for increasing customer response
The call-to-action is one of the most vital elements in your marketing. Consequently, when you think for a moment about the current calls-to-action on your main offer pages, how can you be sure they are generating enough customer response?

What if there were some slight modifications you could make to your CTA copy, placement, size and color to experience a significant increase in response?

Watch this Web clinic replay for the results from a recent experiment where calls-to-action were put to the test.
Read This Report ...

Free Internet Marketing ReportRadio Buttons vs. Dropdowns
MarketingExperiments Web Clinic 2014-03-06
(Watch Listen)
Radio Buttons vs. Dropdowns: How knowing the right way to collect customer information led to a 15% lift in orders
Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked customers to select one of multiple options.

Most of us decide quickly between a radio or dropdown format as were creating forms, often leaving them as an afterthought of design. But what if choosing the right format for a single question in those forms meant seeing a conversion difference of 15%?

Watch this Web clinic replay for the results from a recent experiment that put these form options to the test.
Read This Report ...

Free Internet Marketing ReportEmail Messaging Tested
MarketingExperiments Web Clinic 2014-02-20
(Watch Listen)
Email Messaging Tested: A recent experiment reveals the two words that increased email clickthrough by 13%
At the heart of every email marketing message is an implied psychological cost in the mind of the recipient. If that cost is too great, customers will delete your email and likely move on to the next message in the slush pile.

So how do you write effective email copy that delivers just the right amount of value to delight your customers into action? Watch this Web clinic replay for the results from a recent experiment with an audio technology company that you can use to aid your copywriting efforts.
Read This Report ...

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