The latest ‘MarketingExperiments’ blog post is titled “A/B Testing: Example of a good hypothesis”.Lauren Maki says, “Want to know the secret to always running successful tests?The answer is to formulate a hypothesis.Now when I say it’s always successful, I’m not talking about always increasing your Key Performance Indicator (KPI). You can “lose” a test, but still be successful.That sounds like an oxymoron, but it’s not. If you set up your test strategically, even if the test decreases your KPI, you gain a learning, which is a success! And, if you win, you simultaneously... [...]

The latest ‘MarketingExperiments’ blog post is titled “Online Cart: 6 ideas to test and optimize your checkout process”.Gina Greco says, “The checkout process is one of my favorite parts of a sales funnel to optimize.For customers, it’s where the excitement of their purchase is only a few steps away, and for marketers, it’s one last chance to connect with customers before they leave your site.And through testing with our Research Partners, I’ve discovered a few basic test ideas that can help you achieve some quick lifts while saving your limited resources for testing opportunities... [...]

The latest ‘MarketingExperiments’ blog post is titled “Usability Testing: 5 tips for augmenting A/B testing”.Rebecca Strally says, “At MECLABS, we approach marketing as a science, but even scientists can lose sight of testing to find answers and start behaving as if they already have them.Our Peer Review Sessions are the most notorious moment for this to happen. We all come together in the hope of having an open discussion on the many possibilities of every test and often end up throwing out solutions instead of making sure we’re asking the right questions.Consequently, this can... [...]

The latest ‘MarketingExperiments’ blog post is titled “Website A/B Testing: 4 tips to beat an unbeatable landing page”.Taylor Kennedy says, “Have you ever had a landing page you just couldn’t beat?I know I have.I tried everything I could think of, and yet, one treatment after another was beaten by the control.Today’s MarketingExperiments blog post features four tips I discovered for beating a reigning champion that you can use to get your testing mojo back. Our goal is to give marketers a few insights to aid testing efforts.But before we get started, a quick caveat. While increasing... [...]

The latest ‘MarketingExperiments’ blog post is titled “Social Media Marketing: Have you tested your website’s social links and buttons?”.Gaby Paez says, “Through many tests, we have learned that it is critical to give people a reason to click. If we want visitors to contact us or add a product to the cart, we have to provide them with valuable information upfront. Positive and benefit-oriented calls-to-action, for example …“Get your free trial”“Secure checkout”Tend to perform better than simple and command-oriented calls-to-action, for example”. [...]

The latest ‘MarketingExperiments’ blog post is titled “Conversion Rate Optimization: 3 factors to ensure your results are reliable”.Taylor Lightfoot says, “So, you want to increase conversion rates on your website …How do you do that?You test, test and test again until you learn more about how you can better serve your customers … and then you test some more.Sounds simple enough, right?Sure, just test a lot.But …When testing begins, there are a few things to take into account that can have a significant impact on the validity of your results and the analysis of your data”. [...]

The latest ‘MarketingExperiments’ blog post is titled “Test Planning: 3 simple tips to keep your test planning and optimization on the right track”.Rebecca Strally says, “Test planning and developing optimization strategies is a long, bumpy road of trial and error before you can reach a true discovery about your customers.This is where I should also include an important caveat – even the experts can lose their way if they are not careful.Today’s MarketingExperiments blog post features three insights from our research lab that we use to keep our test planning and optimization strategies... [...]

The latest ‘MarketingExperiments’ blog post is titled “Analytics and Testing: An approach to the delicate balance of confidence and uncertainty”.Diana Sindicich says, “Numbers breed confidence. Sometimes, false confidence. So, it’s not only vital to understand what your test results are telling you, but the limitations of those results as well. This understanding should shape how you interpret and present results to your clients or senior management.Consider the sourceYour analysis is only as good as the data upon which it is based. Understanding the limitations of your data and... [...]

The latest ‘MarketingExperiments’ blog post is titled “Online testing: Two common reasons to use a radical redesign test approach”.Kyle Foster says, “Testing can be frustrating at times.You have set objectives and reasonable expectations that your new treatment design will outperform the current champion.And then it happens …Your treatments are crushed by the control. Nothing seems to work. After a few test cycles of consistent underperformance, it starts to feel easier to just throw in the towel and call it quits than to weather another decrease in conversion.Or … instead …... [...]

The latest ‘MarketingExperiments’ blog post is titled “Marketing Metrics: Can you have one number to rule them all?”.Erin Fagin says, “One of the common questions I receive from Research Partners focuses on what metric they should use to track and evaluate tests. The tendency is often to want a single metric that defines the measure of success.While it is important to gather consensus on which key performance indicators, or KPIs, will be used to evaluate tests early, there should never be a reliance solely on a single metric as the gatekeeper of success given your secondary metrics... [...]