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

Wednesday, Sept. 10, 2014
4:00 - 4:35 p.m. EDT

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Research Topics

Site Optimization

Email Optimization

Search Optimization

Marketing Optimization


Training


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"Your emails and website provide the common sense that we often leave at the door to the office."

David Jones
Senior Practice Leader
Kaiser Permanente




"I often change small things across many pages as MarketingExperiments gets me thinking about how to increase the straighforwardness of my pages for the visitor."

Amanda Schaner
Marketing Coordinator
Home Science Tools




"The live web clinics are very humbling. I think we're doing a pretty good job. But every time I attend, I realize we could do things much better for our clients. I consider MarketingExperiments my encyclopedia, and parrot the principles I learn every chance I get."

Troy O'Bryan
Co-Founder and Chief Response Officer
Response Capture, Inc

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Marketing Optimization

1. Leveraging Content to Generate Leads - 08/20/2014 -
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.


2. Marketing Multiple Products - 04/30/2014 -
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.


3. How to Achieve a 232% Lift - 04/16/2014 -
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.


4. Lead Nurturing Tested - 04/02/2014 -
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.


5. Responsive Design Tested - 01/15/2014 -
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.


6. The Top 5 Marketing Discoveries in 2013 - 12/18/2013 -
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.


7. The 2013 MECLABS Quarterly Research Digest - 10/01/2013 - The Second Quarter of 2013

The Q2 2013 Research Digest contains 24 major marketing research case studies, briefings from 37 experiments, 37 how-to articles, and 8 video presentations. The Research Digest will function as a simple reference to what is working for marketers just link yourself.



8. Accordion-Style Checkouts Tested - 09/18/2013 -
MarketingExperiments Web Clinic 2013-09-19
Accordion-Style Checkouts Tested: How one company uncovered 26% more conversions by putting its checkout process to the test
Accordion-style checkouts, among other developing cart technologies, have become increasingly popular in e-commerce, especially from its use by top-grossing companies. But, does this style really perform better?

Watch this Web clinic replay to learn how accordion-style checkouts affect optimization.


9. Can I Test More Than One Variable at a Time? - 09/04/2013 -
MarketingExperiments Web Clinic 2013-09-05
Can I Test More Than One Variable at a Time? Statisticians answer some of the most commonly asked A/B testing questions
Marketers are discovering A/B testing has become increasingly sophisticated. Even though software platforms can make testing easier, many marketers are left questioning how they should best approach the testing process.

Watch this Web clinic replay to hear some of the most common questions associated with online testing answered by members of the MECLABS research team.


10. Converting Free Trials to Paid Customers - 08/07/2013 -
MarketingExperiments Web Clinic 2013-08-06
Converting Free Trials to Paid Customers: How the right message at the right time generated a 68% lift in free trial conversion
Companies frequently use free trials as an incentive to draw customers closer to the final point of transaction. But, when the free trial is over and customers choose not to convert, marketers are often left wondering what went wrong.

Watch this Web clinic replay to learn about a recent experiment with a sports team management software service, which revealed how messaging surrounding a free trial impacts conversion.


11. Does Brand Really Matter? - 07/24/2013 -
MarketingExperiments Web Clinic 2013-07-25
Does Brand Really Matter? A recent experiment reveals how brand impacts the conversion process
Marketers often hear of the "power of brand," and organizations spend significant revenue on building brands. But, is this a truly effective approach for increasing conversion?

Watch this Web clinic replay to learn about a recent experiment with one of the largest print news sources in the United States, and how branding impacts the conversion process.


12. Reducing Cart Abandonment - 06/19/2013 -
MarketingExperiments Web Clinic 2013-06-20
Reducing Cart Abandonment: 4 main reasons why customers leave your shopping cart and how a few tweaks can stop the leak
Watch this Web clinic replay to learn four key reasons why customers abandon shopping carts and how you can decrease cart abandonment and increase ROI.


13. Long Copy vs. Short Copy - 05/15/2013 -
MarketingExperiments Web Clinic 2013-05-16
Long Copy vs. Short Copy: How discovering the optimal length of a webpage produced a 220% increase in conversion
Watch this Web clinic replay to learn three key principles on how copy length impacts conversion to aid your copywriting optimization efforts.


14. When Should You Reveal Price? - 05/01/2013 -
MarketingExperiments Web Clinic 2013-05-02
When Should You Reveal Price? The 3 principles of presenting price and how they helped one company generate a 97% increase in conversion
Watch this Web clinic replay to learn three principles for revealing price in your sales process.


15. The Usability Myth - 04/03/2013 -
MarketingExperiments Web Clinic 2013-04-04
The Usability Myth: 4 surprising discoveries we learned after testing the most common usability principles
Watch this Web clinic replay to learn four surprising discoveries of how Web usability practices relate to optimization, which you can use to aid your testing efforts.


16. Converting PPC Traffic - 03/20/2013 -
MarketingExperiments Web Clinic 2013-03-20
Converting PPC Traffic: How strategic keyword placement increased conversion by 144%
Watch this Web clinic replay to learn three key factors of PPC campaign optimization and how you can apply those principles to increase the probability of conversions on your landing pages.


17. The 5 Most Startling Marketing Discoveries from 2012 - 12/19/2012 -
MarketingExperiments Web Clinic 2012-12-20
The 5 Most Startling Marketing Discoveries from 2012: Including the 3 words that changed everything for a top financial product
How can busy marketers effectively optimize their budgets to pursue the maximum ROI opportunities in the New Year?

Watch this Web clinic replay to learn how you can apply the five most startling research discoveries from 2012 to your marketing campaigns.


18. 5 Steps to Effective Content Marketing - 10/24/2012 -
MarketingExperiments Web Clinic 2012-10-17
5 Steps to Effective Content Marketing: How to extract the maximum revenue from your content
We've all heard about the huge possible upside of content marketing – create valuable content through blogs, whitepapers, webinars, etc., and you can see your sales team flooded with more sales or leads than the organization can process. However, in practice, some marketers end up with content that does not effectively perform or produce an acceptable return.

Watch this Web clinic replay to learn five steps that you can use to design and implement more effective content marketing strategies for your organization.


19. Discovering Your Value Proposition - 08/15/2012 -
MarketingExperiments Web Clinic 2012-08-13
Discovering Your Value Proposition: 6 ways to stand out in a crowded marketplace
Your competitors are continually making your job as a marketer more difficult. They are constantly spying on you, uncovering your hidden marketing strategies, and beating you at your own games. And when they aren’t doing that, they are executing their own plans for market domination. What is the hard-pressed marketer to do? Watch this Web clinic replay to learn six techniques that you can use to discover and express effective value propositions for highly competitive markets.


20. What Your Customers Want - 04/05/2012 -
MarketingExperiments Web Clinic 2012-04-06
What Your Customers Want: How to predict customer behavior for maximum ROI
Imagine that you could predict how your customers will react to your next marketing campaign. What if you could do that for every piece of marketing your company develops?
The results would be staggering.
In this Web clinic replay, Dr. Flint McGlaughlin taught our live attendees how to get the maximum amount of customer insight from their A/B split tests.


21. How to Increase Conversion in 2012 - 12/15/2011 -
MarketingExperiments Web Clinic 2011-12-15
How to Increase Conversion in 2012: The last 20,000 hours of marketing research distilled into 60 minutes
This Web clinic replay takes the past year in online marketing research and condenses it into four tactics you can take away and apply to your marketing in 2012.


22. The MarketingExperiments Quarterly Research Journal - 06/28/2011 - The First Quarter of 2011

The Q1 2011 Research Journal contains 4 major marketing research briefings featuring 8 experiments, including discoveries that can help you discover and test your value proposition. In the Research Journal, you'll also find 33 of our top articles from the last quarter culled from the MarketingExperiments and MarketingSherpa blogs and newsletters, with key insights and takeaways from our research team and reporters.



23. Headline Optimization - 06/23/2011 - How testing 10 headlines revealed a 3-letter word that improved conversion more than major changes.

One of the easiest elements to change on a page is the headline. It’s also one of the most important parts of the page to optimize if you’re trying to get a lift in your conversion rate. However, when tasked with writing an engaging headline for a marketing piece, many marketers get it wrong. In this Web clinic, Dr. Flint McGlaughlin speaks to this problem and shows how 6 real-world headlines (submitted by our viewers) could be changed for to increase customer response.



24. Converting Leads to Sales - 04/06/2011 - How one company generated $4.9 million in additional sales pipeline growth in only 8 months

So you’ve just increased the effectiveness of your online lead capture by XX% using optimization strategies you've recently learned… Now what? How do you ensure that this gain is not lost in the sales pipeline? How do you keep the online marketing efforts you invested in to get the lead from being squandered? Many marketers end their optimization efforts on the Web page, not realizing the significant revenue lost by not taking simple steps to optimize a lead before passing it off to Sales.



25. The MarketingExperiments Quarterly Research Journal - 03/23/2011 - The Fourth Quarter of 2010

The Q4 2010 Research Journal contains four major marketing research briefings featuring 24 experiments, including a roundup of our most (and least) successful tests of the year. In the Research Journal, you'll also find 31 of our top articles from the last quarter culled from the MarketingExperiments and MarketingSherpa blogs, with key insights and takeaways from our research team and reporters.



26. The MarketingExperiments Quarterly Research Journal - 11/08/2010 - The Third Quarter of 2010

The Q3 2010 Research Journal contains four never-before-published research articles featuring 6 experiments. You'll also find 27 "how-to" articles culled from the MarketingExperiments blog along with email marketing and search guidance from MarketingSherpa.



27. Live Optimization - 07/29/2010 - What we've learned from the last 200 experiments distilled into three basic principles — plus live-optimization examples

Over the past year, the MarketingExperiments labs have conducted more than 200 digital marketing experiments. And while we have many complex heuristics and training courses to assist you in optimizing your entire digital marketing investment, in our July 21 Web clinic, Flint McGlaughlin (the Director of MECLABS Group), and the MarketingExperiments team focused on helping our audience find a few "quick hit" landing page improvements to increase conversion right now.



28. The MarketingExperiments Quarterly Research Journal - 07/14/2010 - The Second Quarter of 2010

The Q2 2010 Research Journal contains four never-before-published research articles featuring 12 experiments. You'll also find 21 "how-to" articles culled from the MarketingExperiments blog, actionable lead generation advice from Brian Carroll, and social media guidance from MarketingSherpa.



29. The Compounding ROI of Sequential Conversion Increases - 07/08/2010 - How one company took a small gain and multiplied it tenfold

As a marketer, the impact of a single successful test can be very fulfilling. But how valuable is it to run one triumphant test? Or even several tests that are not connected to each other in any meaningful way?



30. One-to-One Marketing at Four Levels - 06/17/2010 - Strategic ways every marketer can enter into an online conversation with customers

One-to-one marketing, the practice, used to be the status quo. And perhaps in a quaint little town in the south of France, it still happens in the neighborhood bakery. But, today, even relatively small businesses likely have a difficult time making a true connection with returning and prospective customers.



31. The MarketingExperiments Quarterly Research Journal - 04/01/2010 - The First Quarter of 2010

The Q1 2010 Research Journal contains never-before-published social media insights, in-depth analysis of our latest research discoveries from the past 90+ days of experimentation, 17 "how-to" articles with practical techniques to put our data-driven principles into action, and actionable advice from other MECLABS companies including lead generation and nurturing ideas from InTouch and social media marketing trends from MarketingSherpa.



32. Social Media Marketing in Four Steps - 03/31/2010 - A methodology to move from sporadic to strategic use based on research with 2,317 B2B and B2C marketers

Social media marketing has been a blazingly hot topic for marketers in every industry this year. But since this technology is so new, there is still a daunting knowledge gap.



33. Transparent Marketing - 02/02/2010 - How to earn the trust of a skeptical consumer

Transparent Marketing™ offers a discreet new philosophy based on a collection of historic values and provides a different way to analyze your marketing.



34. Surprising Wins from 2009 - 11/11/2009 - Using insights from an uncertain economy to drive 302% growth

We conducted hundreds of tests in 2009 to augment the marketing of research partners in a variety of B2B and B2C industries.

In our November 11 web clinic, our analysts distilled some of our most valuable lessons of this challenging year into key takeaways that you can use to capture market share in 2010. Researchers Boris Grinkot, Adam Lapp, and Paul Clowe shared their most surprising wins to illustrate these important points.



35. Marketing Blueprint 2009 - 12/23/2008 - Are you ready to break the rules?

It's easy to fall into a rut with optimization and testing.

Over time, as you discover which tactics and best practices get results, and then apply them to other channels or pages ad infinitum, you can get lulled into a false sense of security.

There's a time to apply best practices and follow the rules. But there's also a time to break with them, take calculated risks, and expand your learning in pursuit of even greater gains.