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Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rate by 289% (and more)

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Discover What Really Works in Optimization

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Blog

Lead Generation: Simple text change leads to 104% lead capture increase
August 28th, 2014
Lead Generation: Simple text change leads to 104% lead capture increase
This MarketingExperiments Blog post features an optimization process highlighting a website copy change to match the copy on a direct mail piece that led to a 104% increase in lead capture. Learn more about how this case study applies to using customer motivation when making changes to your marketing material.
 
Subscription Checkouts Optimized: How experimentation led to compounding gains at the revenue level
August 25th, 2014
Subscription Checkouts Optimized: How experimentation led to compounding gains at the revenue level
Complex or confusing checkout processes can negatively impact ecommerce conversion rates. A process that's not clear or logical to a customer can have them saying "yes" one moment, and "no" the next. Read on to find out the results of a three-stage testing and optimization cycle on a large media publication’s checkout process.
 
Lead Generation: How one company increased leads 96% by changing the presentation of incentive content
August 21st, 2014
Lead Generation: How one company increased leads 96% by changing the presentation of incentive content
Many B2B marketers use free content as an incentive to gain prospect information. How can we improve lead capture on landing pages with free content? In this experiment, we look at how a few changes in the manner of how a free guide was presented increased leads generated by 96%.

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Recent Research (presented on a Live Web Clinic)

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. It’s 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 we’re 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 ...

Free Internet Marketing ReportHow Many Columns Should I Use?
MarketingExperiments Web Clinic 2014-01-30
(Watch Listen)
How Many Columns Should I Use? How using the best page layout led to a 681% relative increase
When given a choice for a column layout on your pages, what’s really the best for marketing your products or services effectively? Is there an underlying theory for selecting a layout that will perform better than others?

Watch this Web clinic replay to learn more about a recent experiment with a large technology company involving column layouts that you can use to aid your landing page optimization efforts.
Read This Report ...

Free Internet Marketing ReportResponsive Design Tested
MarketingExperiments Web Clinic 2014-01-16
Responsive Design Tested: What a recent experiment reveals about the potential ROI of mobile design
Most usability and design experts would agree that responsive design is an ideal solution for rendering webpages across multiple devices as users transition between desktops, tablets and mobile devices.

But has responsive design truly been put to the test as a viable tablet and mobile-friendly investment?

Watch this Web clinic replay to learn about a recent experiment with a large news media organization and how responsive design impacts reducing user friction.
Read This Report ...

Free Internet Marketing ReportThe Top 5 Marketing Discoveries in 2013
MarketingExperiments Web Clinic 2013-12-19
The Top 5 Marketing Discoveries in 2013: The last 50,000 hours of research distilled into 60 minutes
While 2013 was a great year for featuring new discoveries to help you do your job better, the sheer volume of actionable takeaways and key principles can be overwhelming for marketers in the trenches struggling to keep pace.

In this MarketingExperiments Web clinic, the MECLABS research team reviewed the top five discoveries of 2013 and how you can use those insights to aid your marketing efforts in the upcoming year ahead.
Read This Report ...

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