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Maximizing Subscription Revenue: How 3 businesses maximized their revenue by discovering the optimal pricing strategy

Wednesday, Dec. 10, 2014
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Click the links below for high-level summaries of recent research plus Web clinic replays where we teach marketers how to use these findings.


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

Your customer's inbox is a competitive atmosphere. He or she scans the inbox, determining the importance, relevance and necessity of each sender and subject line, with the hopes of paring down the ever-increasing list.

Establishing how to stand out from the other marketing emails is essential in delivering your message. How can you effectively communicate the value of your email?

In this Web clinic replay, the research team shared three transferable observations from a recent experiment that you can apply to your own email campaigns to increase engagement with customers.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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Subject Lines that Convert - A review of 100+ successful subject lines reveals what motivates people to open (or delete) an email

When you think of email campaigns today, it's easy to feel overwhelmed by the war for attention being waged in everyone's inbox.

Watch this Web clinic replay to learn about two approaches you can use to increase customer interest in your subject lines.

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Are You Missing Copy on Your Page? - How adding the right paragraph generated a 36% lift

Imagine one of your webpages for a moment. Is your copy communicating everything a customer needs to move to the next step in your sales process? What if you are losing business simply because customers don’t have enough information to make the decision to buy?

Watch this Web clinic replay to learn how one company captured 36% more total sales by adding a simple paragraph to its page.

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Optimizing for Multiple Personas - How a recent test “broke the rules” of optimization and drove a 331% conversion lift

The guiding principles of conversion optimization often call for sharpening the focus of your messaging to appeal to a single customer persona. But, how do those principles apply to elements of copy and design that serve multiple visitor types with different needs and interests?

Watch this Web clinic replay to learn about how design and copy changes “broke the rules” of optimization and led to a 331% increase in conversion.

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Category Pages that Work - Recent research reveals design changes that led to a 61.2% increase in product purchases

Category pages are a standard for websites offering multiple products, yet they often take a backseat in testing and optimization.

Watch this Web clinic replay to learn more about how design changes to a series of category pages led to a 61.2% increase in product purchases.

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Are Letter-Style Emails Still Effective? - New research reveals how customers read emails today

When you think of email campaigns today, it’s easy to feel overwhelmed by the war for attention being waged in everyone’s inbox.

Watch this Web clinic replay to learn about three key principles every marketer should know for crafting effective email messages.

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The 2013 MECLABS Quarterly Research Digest - 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.

Read Read    


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.

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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.

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Microsites Tested - Recent experiments reveal 2 common design mistakes that can kill microsite conversion rates

Many marketers connect prospects with specific products or services using microsites. Yet, the process of designing microsites that communicate high levels of value to those customers remains a challenge.

Watch this Web clinic replay to learn about a recent experiment with a physician-only social network and microsite design choices that can impact conversion.

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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.

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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.

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Page Templates that Work - New research reveals 3 high-performing webpage templates that consistently improve conversion

Watch this Web clinic replay to learn more about three high-performing website templates you can use to design landing pages for your next test.

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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.

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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.

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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.

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How You Can Use Email to Discover the Essence of Your Value Proposition (in 5 Simple Steps) -

Watch this Web clinic replay to learn a five-step process for using email to discover your value proposition.

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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.

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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.

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Do Optional Form Fields Help (or Hurt) Conversion? - How one required form field was hindering a 275% lift in conversion

Have you ever wondered what the impact of optional form fields are on lead flow?

Watch this Web clinic replay to learn how you can apply three key principles of form field optimization to your lead flow process.

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The Web as a Living Laboratory - The Three Most Important Discoveries from Over a Decade of Experimentation

What if there was a way to use every email campaign to learn more about your customers?

Watch this special Web clinic replay, recorded live at MarketingSherpa Email Summit 2013 in Las Vegas, to learn how you can apply three of the most important discoveries from a decade of experimentation to your email marketing campaigns and build your customer theory.

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Email Copywriting Clinic - Live, on-the-spot analysis of how to improve real-world email campaigns

How do you write the subject line, first sentence, body copy and call-to-action in an email?

Watch this Web clinic replay to learn how you can apply six email copywriting principles to your marketing campaigns.

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When Should You Send An Email? - How one of the largest banks in the world discovered when to send its emails

Do you know the optimal time to send your next marketing email?

Watch this Web clinic replay to learn how you can apply five email timing factors to your marketing campaigns.

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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.

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Optimizing Shopping Carts for the Holidays - 6 last-minute changes you can make to your shopping carts to increase conversion

Shopping cart optimization is one of the most effective ROI opportunities that exist on your website right now.

Watch this Web clinic replay to learn six last-minute changes you can make to your shopping cart to increase conversion before the holidays.

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How Do Website Colors Impact Conversion? - New research reveals 5 critical mistakes designers make with color

Website color design is often misused by marketers. Pages underperform when discordant color schemes become a distraction, and when opportunities to use color to guide customers to conversion are overlooked.

Watch this Web clinic replay to learn five mistakes designers make with color and how you can avoid them.

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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.

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See the Research in Action - Dr. McGlaughlin personally optimizes your landing pages

Generating more revenue from your pages and paths takes more than learning optimization theory. It requires you to apply that theory to your own particular situation. Watch this special live optimization Web clinic replay to learn valuable insights into how you can repair your leaking pages.

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263% Higher Conversion Rate - How reducing anxiety helped one company improve conversion rate three-fold

Anxiety is causing your website to leak revenue. And, until you can plug those leaks, any amount of traffic you drive there will have a negligible ROI. Watch this Web clinic replay to learn three techniques you can use to overcome anxiety in the minds of visitors to your website.

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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.

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Five Steps to Better Metrics - How one marketer leveraged Web analytics for an annual revenue increase of $500,000

Web analytics can yield an intimidating mound of data — much more than marketers can interpret and use. Watch this Web clinic replay for five steps you can use to interpret your metrics for more profit.

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Homepage Optimization Applied - Learn how to replicate a 331% lift on your own site (Special live optimization Web Clinic)

In a recent experiment performed in our labs, a few marketers from Migraine Treatment Centers of America were able to generate a 331% increase in leads. Watch this Web clinic replay to see how they did it.

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Copywriting on Tight Deadlines - How ordinary marketers are achieving 103% gains with a step-by-step framework

Most marketers are fairly insecure about writing copy. They're concerned that if they don't use the magic sales words needed to hypnotize their readers, no one will ever take action. Add to that the pressure of short deadlines and you have a recipe for some major blood pressure issues.

The truth is, you don't need magic words. You don't even need a lot of time to think about what you're going to say. All you need is a framework for writing copy that is good enough to get the job done.

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Subject Lines Tested - How to write subject lines that double your clickthrough rate

A few weeks ago, two marketers like you DOUBLED the clickthrough rate of one of our internal marketing emails.

And, the only variable tested was the subject line.

This Web clinic replay studies that test in depth to teach you how to write subject lines that double your clickthrough rate.

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Quick Win Clinic (Part I) - The 5 easiest changes to make to your landing pages right now

There are essentially two ways to increase your website’s performance:
  1. Endlessly drive more traffic to your landing pages with media buys, direct mail sends and time-consuming social media
  2. Improve the conversion rate of the traffic you're already getting
Since many marketers struggle with getting budget for driving traffic, this clinic will help you increase your website performance with five easy changes you can make to your landing pages for a quick win.

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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.

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Hidden Friction - The 6 silent killers of conversion

Friction in a Web conversion process generally seems easy to point out if you’re an experienced marketer.
There are always:
  • The number of form fields
  • The number of steps in a process
  • The length of the page itself
But there are several other elements of friction that are significantly more difficult to detect and pose a serious threat to your conversion rate

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Minor Changes, Major Lifts - How headline and call-to-action optimization increased conversion 45%

One of the best ways to get around IT and budget challenges is to optimize small and relatively simple areas of your website. In this Web clinic replay, Dr. Flint McGlaughlin answered the essential question every marketer asks at some point in their career:

How can I get the greatest amount of return on the least amount of optimization investment?

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Online Advertising Forensics - We investigate how and why a text-based PPC ad produced 47% more conversions

According to MarketingSherpa's 2012 Search Marketing Benchmark Report - PPC Edition, 56% of marketers claim achieving or increasing measurable ROI is their most frustrating challenge when it comes to paid search. In this Web clinic replay, you will learn how to get more ROI out of your PPC campaigns.

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Rapidly Maximizing Conversion - How one company quickly achieved a 58.1% lift with a radical redesign

There are many guides to A/B split testing on the Internet. And most are adamant about making sure you test one thing at a time. If you don't, they warn you’ll never learn anything about what works and doesn't work on your pages.

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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.

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Email Messaging - How overcoming 3 common errors increased clickthrough 104%

Most email messages, even semi-important ones without sales pitches, get deleted without even being read every day. What happens when your ideal prospect receives yours? Do they even stop to notice? Or do they file it away in the special destination reserved for every hype-laden, sales-driven message they receive — the crowded "Trash" folder?

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SEO Landing Pages - How we achieved 548% more conversions without damaging organic rankings

Landing page optimization and search engine optimization are two completely different entities. While optimizing to convince a human to take an action – such as buy, or fill out a lead form – can clearly increase your conversions, what effect will it have on those computerized spiders that visit your site and determine your SERP ranking?

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Bad Data - The 3 validity threats that make your tests look conclusive (when they are deeply flawed)

If you’ve tuned into past MarketingExperiments Web clinics, you’ve seen some pretty impressive gains:
  • 141% increase in conversion
  • 12% more revenue across an entire ecommerce website
  • $4.9 million in additional sales pipeline growth (in only eight months)
And we’ve shared transferable principles to help you achieve similar gains yourself. But for this Web clinic, the MarketingExperiments team took a different approach and showed you not just what we did to get these types of results, but gave you an inside look at how we did it.

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Banner Ad Design - The 3 key banner objectives that drove a 285% lift

When executed correctly, banner ads can be a powerful way to drive traffic to your offers. Unfortunately, many marketers don’t have the time and resources to devote to “correctly executing” banner ad campaigns. What they need is a formula for designing banner ads that produce results. In a recent test, our researchers found that by designing a banner ad to accomplish three key objectives, they were able to drive a 285% increase in conversion on the landing page.

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Negative Lifts - How a 24% loss produced a 141% increase in conversion

Testing and optimization can lead to impressive, triple-digit gains and far higher conversion rates for all the traffic you're spending time and money driving to your website. However, testing anything on your website can be a bit frightening to the average marketer. For instance, what happens when you don’t get a lift? Well, that's exactly what happened with a recent test we did for one of our research partners...

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The MarketingExperiments Quarterly Research Journal - 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.

Headline Optimization - 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.

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Optimization Researched - It’s one thing to talk about landing page optimization and another thing entirely to execute.

That’s one of the key findings in Boris Grinkot’s new Landing Page Optimization Benchmark Report. Drawing from his report, Boris and Daniel Burstein (Director of Editorial Content) walk marketers through the process of making the business case for optimization.

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Shopping Carts Optimized - How a few tweaks led to 12% more revenue across an entire ecommerce Website

Whether your company offers 10 or 10,000 products online, the shopping cart can be one of the most mysterious and difficult areas of your Website to optimize. How many shopping carts steps are optimal for conversion? What information should be required of customers? What product information should be revealed and when? Which incentives are the most effective?

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Converting Leads to Sales - 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.


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The MarketingExperiments Quarterly Research Journal - 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.

Do You Have the Right Value Proposition? - How to test, measure, and integrate your Value Proposition online

Your value proposition is at the foundation of all your marketing efforts. It is that primary reason why your ideal prospect should buy from you rather than your competitors. Yet many marketers have never tested this crucial element of their marketing strategy; they have only assumed it, essentially building an empire on sand. However, according to Dr. Flint McGlaughlin, real-world testing is essential to determining the most effective value proposition, and there are five simple steps any marketer can take to identify their optimal value proposition.


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Crafting an Engaging Email Message - How a properly focused email message can increase conversion by 85% (a special live optimization clinic)

Your ideal prospects delete most of the emails they receive each day. What happens when they receive yours? Do they even stop to notice? Or do they file it nicely away in that special folder reserved for every hype-laden, sales-driven, marketing-bloated message they receive – the crowded “Trash” folder? How do you ensure your email doesn’t get lost in the shuffle? According to Dr. Flint McGlaughlin, CEO (Managing Director), MECLABS, one principle is key – the objective of an email is to get a click.

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Optimizing PPC Ads - How to leverage the full potential of 130 characters by clarifying the value proposition

Competition for a customer’s attention has been a roaming battle throughout the years. Newspapers. Radio. TV. But today, the front lines are in online search. As reported by our sister company MarketingSherpa, forecasts on the spending for search advertisement alone will break the $25 billion mark for the first time in 2011. But spending lots of money is never enough when it comes to gaining your customer’s attention. For as bad as an economy may be, you will never be the only one spending money to speak to your customers -- especially in the case of PPC.

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Top Lessons from 2010 - What worked and what didn’t in the last 365 days of experimentation

If there is one thing consistent about online customers, it’s that they are consistently changing. Trying to pin down marketing tactics that work from year to year can be a daunting task. That’s why it is essential to always be testing – especially testing those “best practices” that are commonly accepted across the Web. As our researchers discover again and again, it’s often our biggest assumptions that are the biggest hindrances to conversion. This year (2010) was no different, as new tests revealed what worked and what didn’t – with a few surprises.

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Images vs. Copy - How getting the right balance increased conversion by 29%

When it comes to choosing an image for a web page, most marketers and designers rely on gut feelings or personal preferences. Few have a concrete way of determining the “what, when and where” of an image. So, in this Web clinic, we revealed new research findings that provide simple tactics for using both images and copy effectively. We discussed three key elements of an effective image, as well as two unique advantages copy has over images. For the first time, we revealed strategies for balancing landing page optimization (LPO) with search engine optimization (SEO).

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The MarketingExperiments Quarterly Research Journal - 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.

Double the Value of Your Online Testing - Don't just get a result, get the maximum customer insights

Though a test may improve a page’s performance, its greatest gain often comes from what it teaches you about your visitors. This is because the value of customer insights extends far beyond a single test. However, often the potential insights of a test are overlooked, and consequently, lots of revenue is being left on the table. So, in our October 20th Web clinic, Dr. Flint McGlaughlin provided a robust methodology for proper test interpretation to ensure the greatest long-term return on marketing investments.

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Homepage Design - The five most common pitfalls and how to overcome them

In a previous Web clinic, Flint McGlaughlin, the Director of MECLABS Group, taught five steps to help you optimize your company’s homepage. We intentionally left one key aspect of optimizing homepages out of that clinic because we felt it deserved special attention. So, for the September 30 clinic we focused exclusively on Step 4: Design the homepage to weigh objectives strategically according to priority.

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Homepages Optimized - How using the homepage as a channel led to a 59% increase in conversion

Your homepage URL is likely directly connected to every dollar that flows out of your marketing budget. It's on TV commercials, business cards, even the side of a city bus.

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Optimizing Landing Pages - The four key tactics that drove a 189% lift

Why do customers buy? Why do they fill out a lead generation form? Heck, why did your spouse agree to marry you?

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Live Optimization - 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.

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The MarketingExperiments Quarterly Research Journal - 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.

The Compounding ROI of Sequential Conversion Increases - 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?

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One-to-One Marketing at Four Levels - 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.

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Technology Blind Spots - How human insight revealed a hidden (and almost missed) 31% gain

As the recent "flash crash" on Wall Street shows, entrusting important business decisions solely to technology can lead to disastrous results. If humans had been involved, would the market have dropped so steeply? Would a human have been able to tell that Accenture was likely worth more than one penny per stock? Likely so.

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Integrate Your Marketing - How one company combined offline and online marketing to increase subscriptions by 124%

Interactive marketing is expected to grow at an impressive pace, from 12% of all advertising spending in 2009 to 21% in 2014, according to Forrester’s Interactive Advertising Models. Yet, even in 2014, almost four out of every five marketing dollars will be spent offline.

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The MarketingExperiments Quarterly Research Journal - 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.

Social Media Marketing in Four Steps - 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.

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The Five Best Ways to Optimize Email Response (Part 3) - Special live optimization web clinic

Over the past several weeks, the MarketingExperiments team has taught extensively about the principles we've discovered from email marketing experimentation and how marketers can apply them to optimize email response.

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The Five Best Ways to Optimize Email Response - How to craft effective email messages that drive customers to action

Where is your greatest opportunity to increase email marketing ROI, and how can you capitalize on it?

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Transparent Marketing - 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.

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Maximize your Agency ROI - How adding science to the creative process reveals a 26% gain

Creative – it's the line item in many marketing budgets that is often the hardest to judge…let alone actually measure.

What are you getting for this spend? How do you know if this investment is having an impact on your bottom line? And which creative execution should you pick?

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Clarity Trumps Persuasion - How changing the first seven seconds of user experience drove a 201% gain

While marketers invest the majority of their time and budgets on areas deeper down in the funnel, MarketingExperiments research has found that most of the gain from optimizing a website occurs in the first seven seconds of users' experience.

Millions of dollars are won or lost in these first few moments a visitor spends on your site. So in this issue of MarketingExperiments Journal, we'll explore what can be done in this very short period of time to increase the probability of converting those visitors into customers.

All of the complex analysis and formulaic methodologies used by our scientists to create optimized pages that deliver triple-digit conversion gains can be summed up in three simple words...

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Optimize your Email in Three Steps - How one marketer tripled revenue from their house list

Your peers’ biggest email marketing challenge (88% find it very important) is to retain existing customers, according to the MarketingSherpa 2010 Email Marketing Benchmark Report. Cost-conscious organizations are trying to offset the impact of the recession by keeping what they have.

In our December 2 clinic, the MarketingExperiments team shared research which illustrated how to increase email ROI from your current subscribers in a time of decreasing demand. President Greg Burningham and researchers Boris Grinkot, Heather Andruk, and Corey Trent discussed the three steps to a successful email campaign.

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Surprising Wins from 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.

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No Unsupervised Thinking - How to increase conversion by guiding your audience

From PPC to offline advertising, you likely invest significantly in driving prospects to your site. But do you put the same amount of resources into guiding them through to conversion?

In our October 28 web clinic, we took a detailed look at how to clearly guide your audience from first visit to conversion. Researchers Boris Grinkot, Corey Trent, and Heather Andruk investigated five key elements to directing visitor eyepath.

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What to test - (and how) to increase your ROI today

In recent web clinics, you've learned how to optimize aspects of your site ranging from landing pages to affiliate marketing. In our October 14 web clinic, we took a step back from optimization tactics to focus on maximizing ROI through smarter testing.

To address your toughest testing challenges, senior researchers Boris Grinkot and Ana Gaby Diaz explored how to overcome four common obstacles. Before you develop your next testing plan, read the clinic summary (PDF) or view the full presentation video to learn how to improve your tests, results, and ROI.

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Beyond Landing Pages - Conversion rate optimization strategies

Optimizing for conversion rates is often linked to landing pages – and for good reason. But we all know landing pages are just the tip of the iceberg.

In our September 16 web clinic, our research team explored how you can apply our Conversion Sequence and improve results in myriad areas, from ecommerce and shopping cart pages to lead-generation paths, homepages, and more.

If you're looking to increase ROI in several places on your site, these are the strategies that will help you get there.

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Ecommerce Optimization - A holiday playbook for procrastinators

Didn't get all your holiday marketing plans locked in place this summer?

Don't panic. You're not alone. We know you've been stretched thin this year, but help for your holiday ecommerce marketing efforts is on the way.

On September 30, MarketingExperiments presented a special guest clinic with renowned ecommerce analyst and GetElastic blogger Linda Bustos, where we presented a playbook of test ideas and tactics you can use right away and get back in the race.

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Affiliate Marketing - Tests and tactics that increased clicks and leads by 165%

How can affiliate marketing help you generate more traffic, leads and sales? What steps should merchants, affiliates and networks take to increase their ROI?

Inspired by takeaways from Affiliate Summit and past MarketingExperiments affiliate clinics, we looked at ways that all involved can avoid or overcome common pitfalls and build more successful programs.

During the August 26 clinic, Director of Channels Aaron Rosenthal and Senior Analyst Robert Reynard explored:

  • Research on what is and isn't working today
  • Tests and experiments with gains of up to 165%
  • Do's and don'ts for merchants, networks and affiliates

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Optimizing PPC campaigns to boost conversions, ROI -

With increased pressure to make the most of every marketing dollar, many marketers are taking a hard look at how their PPC efforts are – or are not – delivering now.

Beyond ad copy and keywords, research shows that optimizing for post-click conversions not only helps you combat rising keyword bids and competition, but also provides the strongest ROI.

You can significantly improve results without increasing costs – and in many cases, dramatically reduce costs – with the right PPC campaign strategies in place.

In our July 29 web clinic, we reviewed a recent PPC experiment, outlined five key ways to optimize PPC campaigns, and applied those methods to ads and landing pages submitted by our audience for a live optimization review.

Our research analyst, Corey Trent, also explained how keyword insertion, value propositions, display URLs, relevance and related factors can help you produce greater gains.

To learn how to apply these strategies to your own ads and pages, view the clinic presentation: Optimizing PPC campaigns to boost conversions, ROI

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Optimization vs. frustration - Overcoming barriers to better tests and gains

Web marketers are running tests every day based on intuition, hunches, and test ideas that have ostensibly worked in the past.

But this all-too-common approach to testing is fraught with hazards – from validity threats and sample size issues to questionable data and analysis.
If you’re like most marketers, you’re struggling to dodge numerous testing pitfalls and implement a consistent, science-based approach to testing and optimization.

In our July 15 web clinic, Dr. Flint McGlaughlin reviewed the same research-driven testing strategies and protocol that MarketingExperiments uses to achieve the ROI gains detailed in our case studies. He also examined a recent experiment that showed how this approach yielded a 119% sales increase.

Throughout the presentation, Dr. McGlaughlin also explored:

  • the importance of cumulative testing and challenging your own hypotheses
  • using the testing cycle to discover how to motivate your prospects and customers, and
  • how to dig into your data and identify insights that will sharpen your marketing decisions.

To learn how to apply these strategies and strengthen your testing methods, view the clinic presentation: Optimization vs. frustration: Overcoming barriers to better tests and gains

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How to improve your SEO clicks and conversions -

Organic search results not only attract far more clicks than PPC ads, they’re also seen as more credible.

Locking in a top-five spot in Google is where you want your site to be – front and center with targeted prospects. Of course, every other marketer is gunning for the same result.

Good news: Your pages may be closer to those high-ranking spots than you think.

For our June 24 web clinic, we invited special guest Paul Taylor to discuss five key SEO factors and show how applying them to real sites from our audience can increase targeted traffic and, ultimately, lift your conversions.

Optimizing Your Ecommerce Site - New research and test strategies (and a 56% revenue boost)

Here's a question most marketers are grappling with today: Which marketing strategies are getting the buzz – and which ones are getting the real gains?

To find the answers, we teamed with up MarketingSherpa's Research Director, Stefan Tornquist, for our May 27 web clinic on optimizing ecommerce sites.

Using a mix of new research and case studies, we identified tactics, channels, and test strategies that are increasing conversion rates and revenue now for a variety of companies. We also explored how you can tap into elusive sources of ROI by going the extra step with your metrics and analysis.

Special Live Optimization Clinic: Spanish-Language Landing Pages - Spanish-Language Landing Pages

Regardless of what the best practices for Spanish-speaking websites might suggest, in order to effectively optimize for Spanish-speaking prospects, you must combine cultural awareness with your customer theory.

Watch this Web clinic replay to learn key transferrable principles that you can use for Spanish Website optimization.

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Email Optimization - How to improve ROI from capture to conversion

How aggressive are your email marketing goals for the year ahead?

Are you optimistic about growing your lists and response rates, or hedging your bets due to the economic downturn?

As marketers face increasing pressure to improve ROI, email presents a quandary: It’s still a low-cost, high-return channel, but with social media, spam filtering, and other factors taking a bite, its growth potential is in question.

Optimizing Offer Pages - Steps that increased conversion 148%

One of the greatest challenges to developing your offer pages is proving to jaded prospects that the rewards outweigh the risks.

But you can tip the balance in your favor.

The key is creating offer pages that minimize Friction and Anxiety and emphasize Value Proposition and Incentive.

Marketing Blueprint 2009 - 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.

Lessons Learned - Top takeaways from our 2008 research

To discover what really works in optimization, our team is constantly running tests and conducting experiments.

After hundreds of these tests, several wins, some losses and surprises, we asked our analysts to identify the most important lessons of 2008.

Then we looked for common themes that appeared in our research with B2B, B2C, lead-gen, ecommerce, and other areas -- and distilled the list. The result?

Our December 3 clinic featured case studies and takeaways linked to three of the top challenges marketers grappled with this year.

Powerful Value Propositions, Part II - Live Optimization

While our first clinic on value propositions was rooted in challenges and principles, most participants asked for even more hands-on guidance.

In our November 12, 2008 follow-up clinic, we built on the foundations of Part I and reviewed and optimized several examples submitted by clinic participants.

Those examples included strong and weak value propositions rated by our assessment matrix (and our live audience), copy and pages that had been revised following Part I, new landing page submissions, and the winner of our value proposition contest.

Ecommerce Holiday Playbook - 13 ways to maximize revenue and beat the downturn

There’s been plenty of gloom, doom, and handwringing over this year’s holiday shopping season.
While your best bet is to keep projections grounded, not all hope is lost. Even in a tight economy, the Web has several advantages for shoppers, and ecommerce sites that capitalize on these will see more opportunities.
Optimizing a few key areas of your site and channels will help you increase traffic, make browsing and buying easier, and win more new and repeat customers – even beyond the holidays.

The MarketingExperiments research team has compiled this ecommerce holiday “playbook” with 13 specific practices to help you maximize your ROI in this difficult holiday season.

Powerful Value Propositions - How to Optimize this Critical Marketing Element – and Lift Your Results

Do you think your value proposition is powerful? Would your prospects agree?

Most of the time, when we ask companies about their value proposition, we hear a description of their business model. But that’s not what most customers care about.

Customers not only want to know “What’s in it for me?” but “Why buy from you?”

This is an area that even seasoned marketers have trouble with, because there is so much confusion about what makes a value proposition effective - including how to find one in the first place.

Because value propositions are so important to conversion, making a few small but crucial changes can have a big impact across all of your marketing efforts.

During our September 24, 2008 clinic, we examined why value propositions are so vital to results, presented several ways to significantly improve your value proposition, and reviewed three examples from our workshop participants who optimized their pages with a greater emphasis on these areas.

A Proven Playbook for Growing Your Leads - Special Clinic

Ever wonder if you’re approaching lead generation the wrong way?

You may be right. Research shows roughly 80% of leads are regularly squandered.

Good news: By optimizing a few key aspects of your lead management process, you can achieve major ROI gains in a short time (even in a shaky economy).

In our September 24, 2008 special guest web clinic, lead generation expert Brian Carroll and Dr. Flint McGlaughlin explored strategies to dramatically increase your B2B leads pipeline and conversion rate.

Carroll presented his proven five-step “playbook” for effective lead management, along with a powerful case study from a partner that applied the playbook and achieved gains of up to 375%.

Optimizing Headlines & Subject Lines - Special Live Clinic

Picture the salespeople who get on your nerves. They're too loud. Too pushy. They try to seem so clever, but that usually backfires.

Just like weak headlines.

Trying too hard to sell is one of the biggest mistakes we make with headlines and subject lines. Another mistake is not consistently applying three key qualities of successful headlines: clarity, relevance, and credibility.

In our September 10, 2008 follow–up clinic on headlines, we revisited those key qualities, examined two new case studies (email and landing page), and conducted an interactive live critique of subject lines and landing page headlines submitted by attendees.

Editor's Note: You can find the first part of this two-part clinic here: Optimizing Your Headlines: How changing a few words can help (or hurt) results

Optimizing Headlines - How changing a few words can help (or hurt) conversion

If you’re looking for ROI gains and you’re not sure what areas to test first, start with headlines or subject lines.

The impact of headlines on conversions is no secret, but the ease of testing (no design, coding, etc.) makes them even more valuable.

Caveat: Creating and testing effective headlines can be deceptively simple. There's much more to them than slapping a catchy subject line on an email blast, or cramming keywords into PPC ads.

The real challenge lies not only in crafting successful headlines, but using them to conduct effective tests.

The research brief below, drawn from our free Web Clinic on August 27, 2008, explores the objective and key qualities of successful headlines, presents case studies and examples of strong and weak headlines, and offers step-by-step methods you can use to test and optimize your own headlines.

Optimizing PPC Ads Part II - Special Live Clinic

Our August 13, 2008 follow–up clinic on PPC campaigns included a new case study, a review of the two types of relevance, and a live critique of five new campaigns submitted by clinic participants.

The pay–per–click ads and landing pages reviewed by our optimization team once again included a cross–section of markets: B2B, B2C, eCommerce, lead–gen and social media.

As before, the objective of these live critiques was to help marketers determine what changes to test using real campaigns. The team of Dr. Flint McGlaughlin, Jimmy Ellis, and Aaron Rosenthal demonstrated how the MarketingExperiments Conversion Sequence can be used to identify obstacles to conversion, and optimize campaigns for greater ROI.

Optimizing PPC Ads - Special Live Clinic

Increasing competition and bid prices are making conversions harder to achieve with paid search campaigns. To maintain a dominant position in PPC, you need to constantly improve your ads and landing pages.

The challenge: How can you determine what changes to test, what to keep, and what really works when optimizing a paid search campaign?

During our July 30, 2008, web clinic, our optimization team reviewed pay-per-click ads and landing pages from a cross-section of markets: eCommerce, lead-gen, B2B, and B2C. All information was from real campaigns submitted by clinic attendees.

The goal of this clinic was to demonstrate how the MarketingExperiments Conversion Sequence can be used to identify obstacles to conversion, and examine best practices, tests and strategies that would help these and other campaigns improve their ROI.

The clinic also included a case study from a former optimization workshop participant who used these same principles and strategies to improve a PPC campaign's conversions by 300% while reducing cost-per-conversions by 69%.

Editor's Note: You can find the second part of this two-part clinic here: Optimizing PPC Ads: Improving results from your paid search ads and landing pages (Part 2 of 2)

Using Testimonials Effectively - How credibility indicators can help (or hurt) your conversions

Are Internet users becoming indifferent to testimonials? Is “testimonial blindness” becoming the new “banner blindness”?

Skepticism toward this marketing tactic, combined with the spread of Web 2.0 style user ratings, has raised the bar for marketers. As testimonials and other credibility indicators become increasingly prevalent on Web pages, marketers need to know how to use them most effectively to help increase conversions.

In our July 9 clinic on this topic, we looked at tests that showed how testimonials can help — and sometimes hurt — results and examined strategies for making credibility indicators more powerful.

Editor’s Note: As we mentioned in the clinic, the following multivariate tests also included changes to other page elements. Our goal in sharing this research was to show that credibility indicators play a significant role in conversions — both positive and negative — based on the context in which they are applied. These tests did not isolate the specific impact of testimonials; however, the results make a strong case for additional testing and support the best practices we have identified in past experiments, as outlined in more detail below.


Clarity Trumps Persuasion - How to improve results by 59% or more

Our June 25 Web Clinic looked beyond our various formulas and heuristics and focused on one vital principle: clarity trumps persuasion.

While we used case studies from three subscription sites to illustrate this deceptively simple principle, the truth is it applies equally to any type of website, email, or other marketing communication channels.

This brief examines the results of those three tests and explores how applying clarity to your site pages can increase conversion and revenue.

Editor’s Note: The clinic also featured a live optimization session. Pages were submitted in advance for a critical analysis conducted by MarketingExperiments Director, Dr. Flint McGlaughlin; Director of Optimization Research, Jimmy Ellis; and Director of Channels Research, Aaron Rosenthal.

Filling The Pipeline - How a LeadGen Test Strategy Achieved an 86% Increase

Whether your market is B-to-B, B-to-C, or both, testing and optimizing even a few key aspects of your landing pages can provide major gains for your lead-gen efforts.

The principles of the MarketingExperiments Conversion Sequence serve as a guide to optimizing your pages and your sales or lead-gen process to improve conversion and ROI.

This Brief examines three tests we conducted with our research partner to demonstrate how you can use Incentives and Friction to generate more leads.

Simple Tests, Significant Gains - How our partner increased revenue by 130% with small changes

Research has shown a massive difference in conversion and return on investment between companies that test their online communications and those who don’t; so why doesn’t every online business have a regular testing program?

The fact is that many marketers are confused about where to begin, and how. Some that do test don’t do it often enough, or are not sure how to interpret the results.

With so many potential areas to test, including landing pages, pay-per-click ads, and emails, marketers need to know:

  • Which tests provide the biggest potential return on investment,
  • How to structure tests for consistency and accuracy, and
  • How to continue improving test results and duplicate success.

We’ve developed a solid framework for basic online testing that’s enabled us to help many partners realize significant gains in conversion and revenue.

We hope this overview of the process helps marketers who have not yet implemented a formal program as well as those looking for such a framework to guide and improve their efforts.

For extensive training and professional certification in the fundamentals of online testing, we recommend interested marketers consider our Fundamentals of Online Testing course.

Optimizing eCommerce Websites - Special Live Clinic

At MarketingExperiments, our research shows that the highest performing site pages match exactly the motivation of a visitor, and that on retail websites most visitors fall into one of two categories:

  1. Hunters. They already know what they want and are looking for the quickest, easiest, and safest way to get it and go.
  2. Browsers. They may have ideas about a purchase but need more convincing, or they’re simply “window shopping.”

The problem most online retail sites face today? Their homepages have been developed without a clear understanding of the motivations and sequences of thought in the minds of these visitors.

During our May 7, 2008, web clinic, our expert optimization team looked at homepages and Value Propositions from five eCommerce sites and made recommendations to improve those sites’ ability to stop, engage, and effectively communicate with both Hunters and Browsers.

Measuring What Matters - How simplifying your metrics can increase Marketing ROI by up to 75%

Today, ROI is everything – especially in a slumping economy. Are your current metrics giving you the full story?

Probably not.

MarketingExperiments estimates that up to 75% of the data Web marketers collect are either misleading or inaccurate. And expertise with Web analytics is rare, according to our recent poll.

Most marketers remain uncertain about what to measure, whether the results are reliable, and what steps to take based on their data.

This brief covers the key steps to determining your essential metrics, with four critical elements to keep in mind. We’ve also provided a tool you can use right away to improve your marketing ROI.

Finding the Ideal Incentive - How We Increased Email Capture by 319%

The right incentive can make a significant impact on response rates, whether it’s used to build lists and generate leads or increase online sales.

But how do you determine which incentive will overcome friction best and deliver maximum return? And which common errors should you avoid?

Even if a site or page has been 100% optimized for several factors, adding the "ideal incentive" can substantially improve results.

This brief will examine how to find the ideal incentive, and not just for the purposes of email capture.

Improving Conversion by 162% - How to Overcome Value Inhibitors

Which specific optimization steps have been shown to increase Conversion by reducing Friction and alleviating Anxiety?

In this clinic we looked at two case studies where Landing Page elements that overcame the value inhibitors of Friction and Anxiety increased Conversion. The increase attributed to these elements in one test was 162%.

Questions our research examined:

  • How does providing more or fewer choices affect click-through and Conversion?
  • Ensuring a Landing Page is “congruent” sounds like a simple step, but what exactly does that mean?


Email Optimization - How Relevance Lifts Conversions

Anyone who has set up an email campaign knows many factors need to be considered before hitting the Send button:

  • Quality of leads and lists;
  • segmenting and targeting;
  • envelope fields;
  • copy content and length; and
  • where prospects or subscribers end up once they click through to the offer.

Mastering any process requires knowing where to begin, and email optimization is no exception.

This brief introduces a symbolic notation illustrating our approach to that process: The MarketingExperiments Email Optimization Sequencesm.

We are seeking answers to two key questions:

  1. What is the most effective way to approach an email messaging optimization project: Where should you begin?
  2. As you begin, what role does Relevance play in the optimization process?


Optimizing Your Landing Pages - Part Two

This brief completes the review of Landing Pages submitted by online businesses for live optimization analysis by Dr. Flint McGlaughlin, MarketingExperiments’ Director; Jimmy Ellis, Director of Optimization Research; and Aaron Rosenthal, Director of Channels Research.

The reviews identified areas where applying key concepts of Landing Page Optimization to both B2B and B2C product, service, and subscription Web sites could result in significant improvements in conversion.

Optimizing Your Landing Pages - Part One

How do you know what to change, what to keep, and what really works when it comes to optimizing a Landing Page?

Online businesses searching for answers to that question submitted their Landing Pages for a critical analysis by MarketingExperiments Director, Dr. Flint McGlaughlin; Director Of Optimization Research, Jimmy Ellis; and Director of Channels Research, Aaron Rosenthal during the February 6, 2008, MarketingExperiments Webinar.

Those who submitted Landing Pages were asked for their Value Proposition as well as the primary traffic source for the page and what optimization steps they had already taken, if any.

The reviews identified areas where applying key concepts of Landing Page Optimization to both B2B and B2C product, service, and subscription Web sites could result in significant improvements in conversion for those businesses.

Landing Page Optimization - Finding Ideal Price Points

How do you know when it's better to raise prices to increase revenue or reduce prices and pump up Conversion Rate?

Price is undeniably a strong factor in the conversion decision process, but what will a price change do to your bottom line?

In this brief we will review the results of recent price tests and what they reveal about optimizing offers and increasing total revenue.

2008 Internet Marketing Strategy - Are You Prepared

We're pleased with what we've been able to share with you during 2007: research results that anyone can use to optimize Landing Pages, PPC campaigns, search, emails, and testing itself. We sincerely hope you have benefited.

In this Brief we will look back at a few highlights from 2007 and then forward to 2008 with observations, predictions, and recommendations for growing demand for your products in the coming year.

Marketer’s Intuition Revisited - Is There a Place for Intuition in Web Page Optimization?

A subjective factor like intuition might alarm those basing new Web site designs on test results that discover what really works when it comes to Internet marketing. It doesn’t seem scientific.

Yet the very nature of the optimization procedure includes an element of intuition. Where does it fit when identifying the most effective Internet marketing strategy?

Previous MarketingExperiments surveys showed intuition was unreliable when it came to predicting the best page performance, the best headline, the best copy in the test cases we studied. Our survey-takers were wrong at least 50% of the time.

In the interest of updating our previous findings on marketer’s intuition, we invited those attending our December 5, 2007, Web clinic to evaluate side-by-side Web site and email optimization choices and vote on which ones they believed performed best in our tests. We then conducted a live poll of the audience, shared the tally, and reviewed the actual test results.

Increasing Conversion - By 150% and Lead Gen by 2,379% with an Effective Call-to-Action

Which changes will produce the best Conversion results when optimizing a Call-to-Action? Can distinct approaches be combined to increase both sales and leads?

Previous test results have shown that a single change is typically a trade-off: It may have a negative impact on direct, immediate Conversion but if combined with an effective basket-recovery effort it will increase overall Conversion.

In this brief we’ll look at a case study in which changes to a
Call-to-Action increased direct, step-level Conversion by 150% and Lead Generation by 2,379%.

Landing Page Optimization - Improving Conversion 50-60% by Applying Continuity and Congruence

Are customers getting what they expect when they reach your Landing Page, or are they receiving mixed or incomplete messages that disrupt the effective expression of Value Proposition and hurt Conversion?
After our recent clinic on Site Flow Disruption we received many requests for more information on the relationship of Continuity and Congruence and the clear communication of Value Proposition.

This brief reviews two recent case studies where improving Continuity and Congruence significantly improved Conversion for our Partners.

MarketingExperiments Webinar - Pt2 - A Clinical Assessment of Your Landing Pages

In the invitation for the October 10, 2007 MarketingExperiments live Webinar, participants were offered the opportunity to submit their own Landing Pages for real-time assessment by the MarketingExperiments optimization team.

Dr. Flint McGlaughlin and optimization specialists Jimmy Ellis and Aaron Rosenthal reviewed each page, identifying areas where applying research best practices and key concepts of Landing Page Optimization could result in significant improvements in page performance for these Websites.

We asked those who submitted their sites to describe, in one or two sentences, their primary Value Proposition: Why should a customer buy from them rather than from their competitors?

MarketingExperiments Webinar - A Clinical Assessment of Your Landing Pages

In the invitation for the October 10, 2007 MarketingExperiments live Webinar, participants were offered the opportunity to submit their own Landing Pages for real-time assessment by the MarketingExperiments optimization team.

Dr. Flint McGlaughlin and optimization specialists Jimmy Ellis and Aaron Rosenthal reviewed each page, identifying areas where applying research best practices and key concepts of Landing Page Optimization could result in significant improvements in page performance for these Websites.

We asked those who submitted their sites to describe, in one or two sentences, their primary Value Proposition: Why should a customer buy from them rather than from their competitors?

Lead Generation - Is Your Sign-Up Process Costing You Leads and Conversions or Maximizing Them?

Are you missing sales by chasing after Conversions instead of generating leads? Is your website out of sync with your business model?

Getting prospective customers to land on your pages is just the beginning. You may need to capture leads before you develop relationships. Your products and market may benefit more from a lead-generation approach than from a direct sales strategy.

This brief shares what we discovered about Conversion and lead generation during recent optimization testing with three different research partners. The partners were from three distinct industries, but they shared at least one important characteristic.

Landing Page Optimization - How Businesses Achieve Breakthrough Conversion by Synchronizing Value Proposition and Page Design

How can you avoid sending conflicting messages about your value proposition and protect your landing pages from flow disruption?

Professional marketers have long known how essential it is to have a unique and compelling value proposition and how critical it is to be able to express it concisely.

Marketers must also understand how to protect landing pages against the #1 threat to conversion: Site flow disruption.

In this clinic we will reveal how two dangerous forms of disruption—Discontinuity and Incongruence—can keep customers from responding to your value proposition.

Landing Page Conversion - Getting Significant Improvements Even When You Can’t Complete Your Tests

We have all probably designed a test Webpage or offer email that we expected to dramatically outperform the control and been stunned when performance is poor or the results come back inconclusive.

What can you do to get significant improvements or learn in those situations where you actually cannot complete your test or where you have a validity issue—particularly a validity issue connected to the size of your sample?

When the differences in conversion between the control and the experimental treatments are so small that the test results don’t validate, is all that time and energy a total loss?

Optimization Testing Tested: - Validity Threats Beyond Sample Size

It’s the nightmare scenario for any analyst or executive: Making what seems to be the right decision, only to find out it was based on false data.

Through online optimization testing, we try to discover which webpage or email message will perform best...

But is sample size the only factor that should be considered when assessing the validity of test results?

PPC Advertising - The Relevance of Relevance

How important is PPC relevance and how can you manipulate it to your advantage while maintaining a positive ROI?

Anyone who has set up or managed a paid search campaign can testify that there is an art form involved in realizing the full potential of every advertising dollar.

Creating Effective Incentives - The Science of the Art

We are all familiar with the concept of using incentives, such as product discounts, free gifts, or free shipping to boost sales.

However, rarely have we done the kind of research that allows us to think through the true principles and the mathematics of developing highly effective incentives——that is, ones that result in the maximum profit at the end of the day.

In this clinic, we will combine foundational marketing and business principles with recent research findings to explore a simple but effective way to track down your “ideal incentive” using the two key concepts of Perceived Value Differential (PVD) and Return on Incentive (ROIc).

Landing Page Optimization Tested - Big Conversion Gains from a Little Scissors & Grease?

When prospective customers arrive at a website, they come with a specific intention or motivation. They may have come simply to browse or out of curiosity or by mistake. However, many come with the intention of making a purchase. For those prospects, it is the efficacy of the website’s purchase funnel——the pages that make up the buying process——that determine whether the visitor becomes a customer or merely a statistic.

Harnessing Social Media — Web 2.0 Grows Up — Free Internet Traffic - Is there such a thing as “Free” Traffic on the internet?

Over the course of 12 months, our researchers used social media optimization (SMO) and Google paid search to drive traffic.

Find out how we generated over 1400% better ROI using SMO to drive over 90,000 targeted clicks to our websites.

Landing Page Confusion - How Does Having More Than One Objective to a Page Affect its Performance?

Which will perform better, a landing page that has one clear objective or one that has multiple objectives?

As marketers, we are continually faced with the dilemma of determining what to show customer prospects when they arrive at our sites.

Should we present them with just one offer or option, or give them several and let them choose?

Landing Page Optimization Tested - How To Create “Sticky” Landing Pages

We examine research findings to discover what factors reduce “bounce” rate and keep visitors continuing through the conversion “funnel.”

We looked at what determines whether people who arrive on a business-oriented landing page will move forward on the site or “bounce” to a competitor’s.

The factors and principles indentified are the collective product of research conducted over many months across a broad spectrum of products and industries.

Email Marketing Tested, Part 2 - What Makes Email Marketing Copy Effective (or Ineffective)? Part 2 of 2

Email has become an extremely powerful marketing tool. In fact, U.S. firms spent 400 million in 2006.

Our research has identified 7 distinct factors of email marketing campaign effectiveness. Not surprisingly, body copy is among the factors with the greatest impact (highest coefficient).

Email Marketing Tested - What Makes Email Marketing Copy Effective (or Ineffective)? Part 1 of 2

Email has become an extremely powerful marketing tool. In fact, U.S. firms spent 400 million in 2006.

Our research has identified 7 distinct factors of email marketing campaign effectiveness. Not surprisingly, body copy is among the factors with the greatest impact (highest coefficient).

Online Ads Tested - How Matching Ad Design to Context Improved Conversion by 127%

Content (contextual) advertising has become a staple of paid search advertising. In fact, in 2006 marketers spent an estimated $2.5B on content ads.

But what do we know about how to create the best ads?

Optimizing Site Design - Increase Conversion by Reducing the Technology Barrier

The architecture we use to manage our business may not be the same structure we should use to market it. Our business is to serve our customers, make it easy for them to get what they want, and create an image of class and competence that elicits goodwill.

Optimizing Site Design - Eight Ways to Increase Site Conversion by Reducing Customer Anxiety

Many online services offer a free trial as their primary incentive to attract new subscribers.

Generally, a free trial offer works well.

The research for this brief began with the question:

How does customer anxiety impact conversion?

2007 Merchandising Calendar - What are the major online retail seasons and how can you take advantage of them?

  1. What are the major retail seasons and how do they affect your marketing?
  2. How can you take advantage of seasonal fluctuations? (11 key practices)


Optimizing Free Trial Offers - Can copy and design changes alone significantly lift the performance of free trial offer pages?

Many online services offer a free trial as their primary incentive to attract new subscribers.

Generally, a free trial offer works well.

However, this led us to ask the question, "If free trial offers work well, does their success make us complacent about the effectiveness of the offer pages or pathways we are using right now?"

Small PPC Search Engines Revisited - Can online marketers achieve a worthwhile return on investment with smaller PPC engines like Kanoodle, Miva and others?

Two years ago we conducted a study of small PPC engines to find out whether they offered online marketers a profitable opportunity to generate more sales.

At that time our research indicated that these smaller engines could indeed generate significant additional revenues.

Today, two years later, ...

... the final results may suprise you.

Can Viral Video Clips Drive Targeted Traffic? - Can viral video clips drive targeted traffic to your web site?

The amateurs publish their video clips for fun and notoriety, and the professionals produce and publish them in order to drive traffic to their web sites and sell more of their products or services.

Tens of millions of people watch these short videos, but how effective are they at driving qualified traffic to web sites?

The ROI on PPC vs. Affiliate Marketing - Which gives the best return on your investment - Pay per Click advertising, or building strong affiliate partnerships?

Building and maintaining strong PPC campaigns is becoming increasingly difficult in what has become a very competitive marketplace.

At the same time, many companies report poor performance with their affiliate programs.

The question we asked ourselves is this:...

Testing the Power of Urgency on Offer Pages - How to increase conversion rates with real and implied Urgency.

In the world of offline direct mail it has long been understood that creating urgency increases conversion rates. Typically a special offer of some kind will expire on a particular date.

Is the same true of the web?

Do expiry dates or warnings about limited supplies actually work?

And if so, is there a best way to express urgency, and are there pitfalls to avoid?

Essential Metrics for Online Marketers - How to create a simple metrics dashboard to track what really matters.

In this brief we cut through the clutter and show you how to:

  1. Understand where and how your current metrics could be misleading and result in flawed marketing decisions.
  2. Identify and track the metrics which are essential to reducing your costs and increasing your revenues.
  3. Use a simple, Essential Metrics Dashboard that will enable you to track the metrics that are most important to achieving your goals.


Optimizing Landing Pages 2006 - Pt.2 - How a follow-up test delivered an additional 39% increase in conversions.

We applied the Marketing Experiments Variable Cluster Testing Methodology. In this way we were able to test multiple variables with a single factorial "A/B Split Testing" test design.

Website Conversion Erosion - When conversion rates from optimized pages start to decline.

After achieving high conversions from an optimized landing or offer page, after a few weeks or months it is not unusual to see a slow but steady decline in conversion rates.

What causes the performance of optimized pages to decline over time? And what can be done to slow down or halt this erosion?



Site Headlines Tested - How optimizing your headlines can improve your website's conversion rate by 73% or more.

In the world of direct mail it is well known that a minor change in a headline can have a significant impact on response rates.

But what about the web?

  • What kind of impact can a headline have on page conversion rates?
  • To get a significant difference in results, do you have to write completely different headlines? Or can a small change to a headline make a disproportionate difference?
  • And are there any rules or guidelines to follow when writing different headlines to test?


Optimizing Landing Pages 2006 - How making changes to a few key elements can increase landing page conversions by 40% or more.

The need to build campaign-specific landing pages is now widely accepted. However, what is not so widely understood is how to build landing pages that deliver.

In our most recent research we addressed the broad question: Which changes to my landing pages will deliver the greatest increase in conversion rates?

Click Fraud Detection - How difficult is it to detect click fraud on your own website?

Are there ways to combat click fraud when running PPC campaigns? Is it possible to minimize the chances of being targeted? And how can you find out if you have already been paying for fraudulent clicks?

Suspecting we had been a victim of click fraud ourselves, we set out to answer these questions and share our findings.

In Search of a Value Proposition - If you had just ten words with which to describe why people should buy your company's products or service, what would you say?

...one of the key indicators of a strong value proposition is that it lends itself to being articulated simply, clearly and very briefly.

  • But what is a value proposition?
  • Why is it important to your business?
  • How can you "find one" for your business?
  • And can an existing company find a new value proposition?


The Power of Small Changes Tested - How minor changes to your website can have a major impact on your conversion rate.

Here is the question we asked ourselves: In our focus to maximize increases in conversion rates by completely changing key site pages, are we ignoring the potential of small changes?



Optimizing Subscription Pathways Tested - How simplifying the sign-up process can result in a dramatic increase in the number of subscribers to your newsletters or subscription services.

What is your conversion rate of visitors to subscribers? Are you leaving money on the table? Our own testing suggests you may well be.

We conducted a number of tests, with one research partner who wanted to increase their newsletter subscriber list, and with two others who wanted to increase sales of their subscription-based publications.

In both cases...

The MEC 2006 Marketing Blueprint in Practice - Case Histories and Success Stories

Marketing Blueprint 2006 - Learn from our 15-step marketing blueprint how best to optimize your marketing in 2006.

Marketer's Intuition Tested - While intuition may reward us with breakthrough ideas, it often fails us when it comes to identifying the most effective text and design for our ads, emails, and web pages.

  • Can your intuition and experience tell you which advertisement headline will result in the most click-throughs?
  • Can intuition tell you which email subject line will result in the highest open rates?
  • Can intuition tell you which web page design will give you the best ROI?
 

Multivariable Testing - How testing multiple changes simultaneously can save you time, speed up your optimization schedule, and increase your profits.

However, multivariable (or multivariate) testing allows you to test many changes simultaneously – five, ten, or even twenty. You'll still get accurate results, without having to increase your total sample size, and you will be able to identify the impact of each individual change.

But how does multivariate testing work? Is it reliable? How does it stack up next to A/B testing?

The Compounding Effect of Micro–Gains Tested - How small performance increases in PPC, landing page conversions, completed sales, and more combine to deliver big improvements in revenue.

Does a 5% increase in click-through from a PPC ad sound disappointing?

On its own, that 5% may not amount to much.

But what if you also achieved the same 5% improvement in landing page conversion rates, completed sales, increased lifetime value, and other improvements to your site and marketing efforts?

Profit from Inbound Customer Service Tested - Do you view inbound customer service calls as an unfortunate expense, and take steps to minimize them? If so, you may be surprised to hear that our testing shows

The bottom line? At the end of our test, the calls received resulted in the generation of additional income.

Yes, you can make money by actually ENCOURAGING web site users to pick up the phone and call you.

Price Testing - Do you know how to price your products or services to achieve the highest revenues?

Which will generate the most revenue? A lower price that drives more traffic and buyers? Or a higher price that may attract fewer buyers, but deliver more income per sale?

Our testing tells us that the answer to those questions is: "It depends."

Domain/Product Name Testing - Our testing demonstrated that choosing product, service, or domain names based on what you "like" can cost you dearly.

Press Releases Tested - How we tested the impact of press releases on website traffic and inbound links, and found that effective PR can deliver an ROI superior to PPC advertising.

90-Day PPC Plan Tested - How to use pay-per-click (PPC) search campaigns to boost website traffic and maximize profits from day one.

A/B Split Testing - How to use A/B Split Testing to Increase Conversion Rates, Challenge Assumptions and Solve Problems

Conversion Rate Optimization Tested - How our test site improved its overall conversion rate by 41.8%

Shopping Cart Recovery Tested - How we refined our email messaging to achieve a 263% increase in the recovery of abandoned carts

Click Fraud - Our research indicates that as much as 30% of paid search traffic may be fraudulent. This research brief will answer the following questions: What is click fraud? How significant is the problem of click fraud? How do you avoid click fraud?

Click Fraud - Our research - Our research indicates that as much as 30% of paid search traffic may be fraudulent.

This research brief will answer the following questions:

What is click fraud?
How significant is the problem of click fraud?
How do you avoid click fraud?

PPC Ad Copy Tested - This research brief will answer the following questions:

  1. How do you determine the best ad copy for your business?
  • What are the most important practices to keep in ...


  • The Impact of SPAM on Email Tested - We investigate the new CAN–SPAM law and find how one major retailer risked a minimum $41,500 fine just by sending holiday emails to its customers.

    Free Trial Offers Tested - How our test site reduced its cost-per-acquisition by nearly 40%

    eBay Stores Tested - What is an eBay Store and how can it be used as an effective sales tool?

    Page Weight Tested - How to dramatically lower load times and increase conversion using 10+ proven techniques

    Online Competitive Analysis Tested - How analyzing your competitors can identify your strengths and weaknesses and strengthen your bottom line

    Customer Ratings Tested - How our test site increased its conversion rate by nearly 100% by focusing on customer ratings

    Subscription Revenue Tested - How our test site optimized subscription revenue by adding quarterly, semi-annual, and annual subscription options

    Ezine Advertising Tested - How our 18 tested techniques can optimize your email newsletter advertising campaigns

    Linking Strategies Tested - How to generate abundant incoming links using our 20+ proven strategies

    Avoiding Unprofitable PPC Campaigns Tested - How Data Analysis, Bidding Strategies, and 26 Proven Techniques Can Prevent Lost Revenue on Pay-Per-Click Search Engines

    Dynamic Web Pages Tested - How our test site had a total of 70,000+ dynamic web pages indexed by four crawling search engines

    Welcome Message Sequence Tested - How our test site utilized its welcome message sequence to create a 13.5% return visitor rate in the first five days.

    Long Copy vs. Short Copy Tested - How our micro-testing increased conversion rate by more than 100%

    Configurator Tested - How the use of a Configurator enabled our test site to achieve an 11.74% conversion rate through its primary order path

    Amazon OLS Stores Tested - How our test store generated a 135.28% ROI in its first month

    Landing Pages Tested - How Optimizing Our Test Site's Landing Page Increased Sales Revenue by 31.5%

    PPC for Subscription Sites Tested - Previous MEC reports have focused on pay-per-click (PPC) search engines, both large and small. You will find these reports listed at the end of this brief.

    Data Feeds Tested - How to Create and Effectively Use Data Feeds for Profitable Campaigns

    Natural Search Engines Tested - How Using Our 20 Techniques Can Increase Your Site Traffic by 43% and Lower Your Per-Click Fees by 29%

    eBay Basics Tested - How to Determine if eBay is a Good Marketing Channel for Your Products

    Online Conferences Tested - How Utilizing Online/Phone Conferences Can Enhance Your Online Publishing or Retail Offering

    Google AdWords Tested, Part 2 - New Insights From Our Sustained Testing of the Google AdWords

    Google AdSense Tested - How Our Test Site Generated Over 60 Million Impressions in a Four-Month Test

    Ideal Subscription Path Tested - How Implementing an Improved Subscription Path for an Online Content Offering Increased the Monthly Revenue of our Test Site by 14.74%

    Small PPC Engines Tested - How Moving Beyond Google and Overture Can Increase Your Gross Sales by 15-20%

    Yahoo! Store Changes Tested - How Recent Changes at Yahoo! Shopping Impact the Effectiveness of a Yahoo! Store as a Marketing Tool

    Effective Email Campaigns - How Our test Site Boosted Sales by 49%

    At MarketingExperiments.com, we have repeatedly stressed this point: The best publishers are good retailers; the best retailers are good publishers. However, many pure retail operations ...

    Offer Pricing Tested – Literature Review - How to test and optimize your pricing

    Offer Pricing Tested -  How to test and optimize your pricing

    Shipping Charges Tested - How to Use Shipping Charges as a Marketing Tactic

    Email Capture Tested - Two Simple Scripts for New Pop-Up Windows that Maximize Email Capture and Minimize Annoyance

    Email CaptureTested, Literature Review - As part of our research, we have prepared a review of the best Internet resources on this topic. This comprehensive study represents many hours of labor

    Website Awards Tested - Literature Review - How to Improve Your Conversion Ratio with A Methodical Campaign to Win Strategic Awards

    Website Awards Tested - How to Improve Your Conversion Ratio with a Methodical Campaign to Win Strategic Awards

    Abandoned Order Recovery Tested - How Our Test Site Leveraged the Power of Email to Save 4000 Orders

    Affiliate Marketing Tested, Section 1 (Research) - How Our Test Site Achieved $6.5 Million in Sales with Just 50 Active Affiliates.

    Affiliate Marketing Tested, Section 2 (Analysis) - How Our Test Site Achieved $6.5 Million in Sales with Just 50 Active Affiliates.

    Google PageRank Tested, Section 1 (Research) - How our test site derived 90 percent of its traffic from Google, and reduced its cost per click by 43 percent.

    Google PageRank Tested, Section 2 (Analysis) - How our test site derived 90 percent of its traffic from Google, and reduced its cost per click by 43 percent.

    Transparent Marketing Tested - The following sales copy is excerpted from the Altoona Tribune. Just how effective do you think it could be? Is it persuasive? What is your instant reaction to the tone of the message?

    Web Metrics Pt. 2 Tested, Section 2 (Analysis) - How To Convert Your Metrics Into Smart Marketing Decisions.

    Web Metrics Pt. 2 Tested, Section 1 (Research) - How To Convert Your Metrics Into Smart Marketing Decisions.

    Web Metrics Pt.1 Tested, Section 1 (Research) - We test 26 different web metrics tools to determine the simplest, most accurate way to capture the numbers you need.

    Web Metrics Pt 1 Tested, Section 2 (Analysis) - We test 26 different web metrics tools to determine the simplest, most accurate way to capture the numbers you need.

    DealTime.com's Product Categories Tested - DealTime.com's Product Categories

    DealTime Tested, Section 2 (Analysis) - We tested 15,000 products and achieve a conversion ratio of 13%.

    DealTime Tested, Section 1 (Research) - We tested 15,000 products and achieve a conversion ratio of 13%.

    Google Adwords Select Tested, Section 2 (Analysis) - We test a detailed (46 point) blueprint that achieved an average ROI of 1200%.

    Google Adwords Select Tested, Section 1 (Research) - We test a detailed (46 point) blueprint that achieved an average ROI of 1200%.

    Overture Tested, Section 2 (Analysis) - We test an expanded key word strategy that results in a 4067% return.

    Overture Tested, Section 1 (Research) - We test an expanded key word strategy that results in a 4067% return.

    Comparison Search Engines Tested, Section 1 (Research) - How To Capture More Traffic And Win More Sales

    Comparison Search Engines Tested, Section 2 (Analysis) - How To Capture More Traffic And Win More Sales

    Email Capture Popups Tested, Section 1 (Research) - How To Glean More Addresses Without Annoying Your Site Visitors

    Email Capture Popups Tested, Section 2 (Analysis) - How To Glean More Addresses Without Annoying Your Site Visitors

    Site Design 2 Tested, Section 2 (Analysis) - How can we improve the effectiveness of our home page?

    Site Design 2 Tested, Section 1 (Research) -  How can we improve the effectiveness of our home page?

    Update - The Order Process Tested - How can you increase your sales by improving your completed sales ratio?

    Site Design 1 Tested, Section 1 (Research) - How can we improve the effectiveness of our home page?

    Site Design 1 Tested, Section 2 (Analysis) - How can we improve the effectiveness of our home page?

    Update: Marketplace Manager - We test a new online service that enables a merchant to list their product at more than 1200 URLs and reach more than 200 million unique prospects.

    Opt-In List Builder Tested, Section 1 (Research) - We track 1600 names to test the quality of subscribers added through an opt-in list building campaign.

    Opt-In List Builder Tested, Section 2 (Analysis) - We track 1600 names to test the quality of subscribers added through an opt-in list building campaign.

    The Order Process Tested, Section 1 (Research) - How can you increase your sales by improving your completed sales ratio?

    The Order Process Tested, Section 2 (Analysis) - How can you increase your sales by improving your completed sales ratio?

    Site Compatibility Tested, Section 1 (Research) - We test 5 web sites on 14 different computer systems and discover how to improve our conversion ratio by 42% without changing a single word of copy.

    Site Compatibility Tested, Section 2 (Analysis) - We test 5 web sites on 14 different computer systems and discover how to improve our conversion ratio by 42% without changing a single word of copy.

    Marketplace Manager Tested, Section 2 (Analysis) - We test a new online service that enables a merchant to list their product at more than 1200 URLs and reach more than 200 million unique prospects.

    Marketplace Manager Tested, Section 1 (Research) - We test a new online service that enables a merchant to list their product at more than 1200 URLs and reach more than 200 million unique prospects.

    Update: Google's New Adword Program Tested - We test 6891 impressions to determine the true cost per click

    Generating Revenue With An Ezine Tested, Section 1 (Research) - We test 3 Different Approaches For Converting Free Subscribers To Paying Customers

    Generating Revenue With An Ezine Tested, Section 2 (Analysis) - We test 3 Different Approaches For Converting Free Subscribers To Paying Customers

    Update: Ezine Promotion Tested - We test 36 directories, announcement lists, and review sites...

    Yahoo Stores Tested - We Test 6 Yahoo Stores Over 6 Months To Determine The Value Of A Listing In Yahoo Shopping

    Update: 5 Pay Search Engines Tested - Compared In An 8-Month Study - How can you invest $35 in a pay search engine, advertise for 8 consecutive months, add no additional funds, somehow end up with $65 in your account, and STILL lose money?

    Google's New Adword Program Tested, Section 1 (Research) - We Test 6891 Impressions To Determine The True Cost Per Click.

    Google's New Adword Program Tested, Section 2 (Analysis) - We test 6891 impressions to determine the true cost per click.

    Ezine Promotion Tested, Section 2 (Analysis) - We Test 36 List Directories And Review Sites

    Ezine Promotion Tested, Section 1 (Research) - We test 36 directories, announcement lists, and review sites...

    5 Pay Search Engines Tested, Section 1 (Research) - 5 Pay Search Engines Are Compared In An 8 Month Study

    5 Pay Search Engines Tested, Section 2 (Analysis) - We focus on 8 Questions