Erin Hogg says, “All year round, MarketingSherpa seeks out case studies and stories from marketers just like you to discover strategies and tactics that work. In this article, we take a look back on 2014 and share some of your favorite case studies to recap the year to give you some ideas on new and emerging trends to think about for 2015. Read on for the top four marketing strategies we saw this year, ranging from mobile marketing tactics, customer segmentation and email marketing optimization”. B2C Best of 2014: Top takeaways in Web optimization, mobile marketing and email MarketingSherpa  [...]

John Tackett says, “Discounts can be tempting to use as a tool to increase your sales volume. There are plenty of cases where incentives have been successful; however, one caveat to consider is they also come with their own set of consequences. When the dust settles and the results are in, every marketing team has to determine one thing: Are discounted product offers always the optimal choice for a price point strategy? That’s a question one large media company recently posed in their testing efforts that I wanted to share in today’s post to help you learn more about the potential impact... [...]

Jessica Lorenz says, “I’ve had some pretty terrible online shopping experiences. I’ve dealt with impossible product pages, awkwardly laid-out shopping carts and some sketchy checkout processes. It seemed as if companies were simply allowing customers to shop online, not encouraging it — especially smaller, specialized stores. Then came the rise of sites like Amazon and Zappos. Today, there is no excuse not to optimizing and improvng the customer experience. At IRCE 2014, MarketingSherpa Reporter, Allison Banko, sat down with Lisa Foreman, Marketing Conversion Manager, Nations Photo Lab,... [...]

Erin Hogg says, “In a previous blog post, we detailed how Felix + Iris, a newly launched eyewear ecommerce site, made simple tweaks to its hero unit to improve home try-on conversion 72%. In this blog post, read about how the Felix + Iris marketing team has embraced testing, and how the team shares results throughout the company. Read on to hear more from Jon Corwin, User Experience Lead, One Click Ventures (parent company of Felix + Iris), and how his strategies achieved testing and optimization success Step #1. Integrate testing into company culture At One Click Ventures, the testing function... [...]

Jessica Lorenz says, ““The innovation of how the buying process works really has helped us. Not only to help our existing customers, but really gain those new customers through that process and innovation,” explained Matt Ruggle, Ecommerce Manager, Great Northern Corporation, at IRCE 2014. Linda Taddonio, Co-founder and Ecommerce Strategy Officer, Insite Software, and Matt sat down with MarketingSherpa Reporter Allison Banko to discuss a new phase of site optimization: click tracking”. Web Optimization: How to help customers help themselves MarketingExperiments Blog  [...]

The latest ‘MarketingExperiments’ blog post is titled “Web Optimization: 5 steps to create a small testing program”. John Tackett says, “At Web Optimization Summit 2014, Ryan Hutchings, Director of Marketing, VacationRoost, shared the nuts and bolts behind putting together a foundational testing process. In today’s MarketingExperiments Blog post, I wanted to walk through Ryan’s five steps you can use to create a small testing program in your organization”. Web Optimization: 5 steps to create a small testing program MarketingExperiments Blog  [...]

MarketingSherpa has released a case study titled “Web Optimization: Ancestry.com improves conversion 20% by reducing choice barriers”. Allison Banko says, “While Web Optimization Summit 2014 (May 21-23) hasn’t commenced just yet, today’s B2C Marketing case study gives you a glimpse into one of the sessions gracing the New York City TimesCenter stage next week. In “Offer Page Transformation: From one-size-fits-all to customized experience,” Ancestry.com’s Emily Titcomb and Julia Babiarz will peel back the layers of an in-house transformation that... [...]

MarketingSherpa has released a case study titled “Web Optimization: VacationRoost implements 2 testing methodologies to boost total conversion rates by 12%”. Allison Banko says, ““We do one test here and one test there and, really, what you don’t have is continual improvements and continual testing that evolves over time,” said Ryan Hutchings, Director of Marketing, VacationRoost. In his featured case study presentation at Web Optimization Summit 2014, May 21-23, Hutchings will discuss how VacationRoost evolved its testing from random projects to an ongoing... [...]

The latest ‘MarketingExperiments’ blog post is titled “Web Optimization: Simple CTA change increases conversion 77%”. John Tackett says, “Small changes can make a big difference in the user experience. In today’s MarketingExperiments Blog post, I want to dive right into one of those small changes shared by James Coulter, Marketing Optimization Specialist, Sophos, during his presentation at Optimization Summit 2013. After receiving some brutal user feedback, James realized that optimizing the user experience was vital to the organization’s success. James’ strategy to improve the... [...]

MarketingSherpa has released a case study titled “B2C Web Optimization: 23% lift in conversions by optimizing step one of funnel”. Allison Banko says, “Friction upfront can be a saving grace if, for example, you’re stepping onto a patch of ice. However, it can serve as quite the opposite when it comes to marketing. If your customers are confronted with friction early on, it can cost you countless conversions. By optimizing step one of its sign-up funnel, 1-800-DENTIST lifted conversions by 23% in less than a week. Today’s MarketingSherpa B2C case study reveals how“. B2C... [...]