How to Achieve a 232% Lift The repeatable methodology that one company used to generate a significant result (applied live to your pages)

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Today’s speakers

Taylor Kennedy Senior Research Manager MECLABS

Lauren Pitchford Senior Research Manager MECLABS

Austin McCraw Director Content Production MECLABS

Jon Powell Senior Manager Research and Strategy MECLABS

Experiment: Background

Background: A large, well-known financial consultancy. Goal: To increase the clickthrough rate to “make an appointment.” Research Question: Which page will generate the highest “make an appointment” clickthrough rate? Test Design: A/B multifactorial split test

Experiment ID: TP1464 Record Location: MECLABS Research Library Research Partner: (Protected)

Experiment: Version A Version A

Version A features a strategy that is fundamentally based on the expertise of the financial consultants. “Our Pros Find Mistakes … ” “Meet [a tax professional] who has expertise … ” “100% Accurate Calculations Guaranteed.” “Absolute Expertise.” “We translate the tax code … into plain English … ”

Experiment: Version B

Version B

Version B features a strategy that is fundamentally based on the convenient office locations as illustrated with the primary map image. “12,000 offices means we’re right in your neighborhood.” “Find an Office:” “… over 110,000 tax professionals … ”

Experiment: Side-by-side

Version B

Version A

Experiment: Results

Relative increase in clickthrough

232% The two-column design (not focused on the map) generated a 231.8% increase in clickthrough.

Page Design Clickthrough Rate

Version A (expertise strategy) 13.04%

Version B (location-focused) 3.93%

Version A’s % Relative Change: 231.8%

What you need to understand

F Key Principles

Discovering the right value proposition is the most effective lever marketers can pull when optimizing pages.

Conversion Sequence

Wherein:

“C” = Probability of conversion

“m” = Motivation of user

“v” = Force of the value proposition

“i” = Incentive (additional) to take action

“f” = Friction elements present

“a” = Anxiety elements present

C = 4m + 3v + 2(i-f) - 2a ©

An overview of Q1 research

232% Click Rate

1/8: Responsive design tested

Unresponsive Responsive

Mecla.bs/responsivedesign

No Difference

1/8: Responsive design tested

F Key Principles

Responsive design is only as effective as the degree of change it affects in the mind of the customer on two levels:

1. Friction: How much will responsive design decrease perceived effort?

2. Anxiety: How much will responsive design decrease perceived concern?

1/22: How many columns should I use? 2-Column Layout 1-Column Layout

Mecla.bs/pagecolumns

681% Conversion Rate

1/22: How many columns should I use?

F Key Principles

The number of columns ideal for a webpage all depends on where the customer is in the mental (not physical) conversion funnel. From there, we can apply two underlying principles:

1. The more we know about what the visitor wants, the more we should focus on that desire.

2. The less we know about what the visitor wants, the more we should enable the them to self-select.

2/12: Email messaging tested

VS.

Control Treatment

Mecla.bs/emailmessaging

13% Conversion Rate

2/12: Email marketing tested

F Key Principles

We must ensure that our calls-to-action are not asking for too much (cost), too soon (prior to the customer understanding the value). We must present the right “asks” at the right time.

2/26: Radio buttons vs. dropdowns

Treatment 2

Treatment 1

Mecla.bs/radiovsdropdown

8.8% Conversion Rate

2/26: Radio buttons vs. dropdowns

F Key Principles

In our attempts to minimize friction (length-oriented) through dropdowns, we can undermine the conversation with the customer in two ways:

1. Intensifying difficulty-oriented friction

2. Eliminating necessary value force

In the end, increasing conversion is less about the technique (dropdowns vs. radio buttons), and more about understanding the entire mental impact (value vs. cost).

3/12: The most effective CTAs

Treatment A Treatment B Treatment C

Treatment D Treatment E

Mecla.bs/effectivectas

12% Click Rate

3/12: The most effective CTAs

F Key Principles

The call-to-action cannot be viewed in a vacuum; it must be viewed in context of the entire conversation that is occurring in the customer’s mind. Further, there are five principles common to calls-to-action that produce a significant increase in response:

1. The principle of alignment

2. The principle of timing

3. The principle of absorption

4. The principle of negation

5. The principle of redundancy

3/26: Lead nurturing tested Treatment A

Hello, ___, my name is Lisa and I am calling

with [Insurance Company]. We are currently

the fifth largest life insurance carrier in the

nation offering competitive rates and

solutions to help ease administration

burdens. When we last spoke, you told me

that you work with a broker for your price

quotes for the group life benefits. I would

like to get your broker contact information in

order to be in consideration when they next

do their evaluations for you.

Hello, ___, my name is Lisa and I am calling with

[Insurance Company]. When we last spoke, you

told me that you work with a broker for your price

quotes for the group life benefits. Since we do not

nationally advertise and may not have had the

opportunity to work with your consultant, we

would like to share our information with them. I

would like to get your broker contact information

in order to be in consideration when they next do

their evaluations for you.

Treatment B

Mecla.bs/leadnurturing

31% Call-back Rate

3/26: Lead nurturing tested

F Key Principles

The goal of marketing is not simply to make a claim, but rather foster a conclusion through:

1. Anchoring the message to the context

2. Connecting the value proposition to the prospect

3. Aligning the argument to the “ask”

Case Studies Announced

Live optimization

Primary Audience

Primary Objective

Register for webinar

Managers and above

http://bit.ly/1gIxDLB

Live optimization

Primary Audience

Primary Objective

Register for course

Tea enthusiasts

http://bit.ly/1qlZruF

Live optimization

Primary Audience

Primary Objective

Find a meditation teacher

People with anxiety

http://bit.ly/1kHj8eR

Live optimization

Primary Audience

Primary Objective

Product information

Customers seeking security

http://bit.ly/OyAnUW

Live optimization

Primary Audience

Primary Objective

Free trial demo

HR professionals

http://bit.ly/1hY8am8

Live optimization

Primary Audience

Primary Objective

Product search

People shopping for stock photos

http://bit.ly/1jrhgHH

Live optimization

Primary Audience

Primary Objective

Be a resource

Consumer search

http://bit.ly/1hY8Xn2

Live optimization

Primary Audience

Primary Objective

Lead generation

Mountain bikers

http://bit.ly/OyCiJl

Live optimization

Primary Audience

Primary Objective

Event registration

Mid Ulster business owners

http://bit.ly/Q0bHpr

Live optimization

Primary Audience

Primary Objective

Lead generation

Mobile customer care managers

http://bit.ly/1eoXSXv

Next Clinic: Background

Background: An independent vitamin manufacturer and distributor. Goal: To increase the total revenue from the page. Research Question: Which page will generate the highest total revenue? Test Design: A/B multifactorial split test

Experiment ID: TP1903 Record Location: MECLABS Research Library Research Partner: (Protected)

Next Clinic: Version A

Version A

Version A uses a typical radio button format for each of the offers.

Next Clinic: Treatment

Version B

Version B utilizes a horizontal matrix strategy to present the offers.

Next Clinic: Side-by-side

Version B

Version A

Live April 23 at 4:00 p.m. EDT

• The results of the test • The transferable key principles behind the changes • The three steps to balancing your products • Quick suggestions for your own pages through live

optimization

Join the next live 35-minute Web clinic to discover:

Next Clinic: Marketing multiple products

To join live, register at the link below:

MarketingExperiments.com/MultipleProducts

See how you can conduct research with us

MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs.

Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership

Opportunities on the post-webinar survey

• Contact us directly info@MECLABS.com 1-877-635-0565

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