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... [...]

The latest ‘MarketingExperiments’ blog post is titled “Lead Generation Optimization: Two simple changes increase lead rate 166%”.John Tackett says, “One of the most effective ways to increase conversion is by decreasing the amount of perceived resistance and aggravation your prospects experience in your lead capture process – or in short, dialing down the levels of friction.In today’s MarketingExperiments blog post, we’re going to get our hands a little dirty by diving into some evidence-based marketing to learn how the MECLABS research team made two simple changes to a lead... [...]

The latest ‘MarketingExperiments’ blog post is titled “Analytics & Testing: 3 statistical testing methods for building an advanced customer theory”.Anuj Shrestha says, “When I was in college, I took a class on complex analysis and after all the lectures, studying and nerve-racking exams, I learned one important thing about customer behavior – some characteristics of a person will likely contribute to their future behavior.In other words, my grandparents are not likely to start buying iPods, but at the same time my younger sister and her friends are not going to go out and start... [...]

The latest ‘MarketingExperiments’ blog post is titled “Analytics and Testing: 3 tips to optimize your testing efforts”.John Tackett says, “The past can teach you a lot about your customers and where opportunities for testing and optimization exist in your sales funnel – if you take the time to look.Looking to the past to guide current marketing efforts was one the key takeaways from Adam Lapp, Associate Director of Optimization and Strategy, MECLABS, and Benjamin Filip’s, Manager of Data Sciences, MECLABS, Industry Deep Dive session, “Hoverboards and DeLoreans: Taking your optimization... [...]

The latest ‘MarketingExperiments’ blog post is titled “Marketing Optimization: Are you tracking website optimization ROI?”.Daniel Burstein says, “Three-piece suits. A smoky conference room. Wood paneling. And then, Don Draper drops one of these on the brand-side marketers in the room …“This device isn’t a spaceship, it’s a time machine. It goes backwards, and forwards … it takes us to a place where we ache to go again. It’s not called the wheel, it’s called the carousel. It lets us travel the way a child travels – around and around, and back home again, to a place... [...]

The latest ‘MarketingExperiments’ blog post is titled “Landing Page Optimization: Color emphasis change increases clickthrough 81%”.John Tackett says, “Color can be used to guide customer thinking on a landing page by placing stronger emphasis on particular elements in your offer, and less emphasis on others.Today’s MarketingExperiments blog post will show how the MECLABS research team discovered the impact color emphasis has on conversion.Background: Company provides educational resources for health and fitness professionals who subscribe to one of its online memberships.Goal: To... [...]

The latest ‘MarketingExperiments’ blog post is titled “Lead Generation: 6 steps to correctly setting customers’ expectations”.Selena Blue says, ““The first step in exceeding your customer’s expectations is to know those expectations.”-Roy H. Williams, Author and Marketing Consultant, Wizard of Ads trilogyOne way to know your customers’ expectations is to set them yourself. Recently, as we’ve been looking for speakers and case studies for Lead Gen Summit 2013, I’ve come across a few different lead generation pages that failed to meet the very expectations set by... [...]

The latest ‘MarketingExperiments’ blog post is titled “Landing Page Optimization: Help improve this page for a chance to win an LPO Online Course”.Daniel Burstein says, “Optimization and testing is all about learning. What really works? What really doesn’t (even though we thought it would when we set up the test)? And, most importantly, how do you learn these lessons in a reliable, repeatable way?Every year at Optimization Summit, we conduct a live test. We receive your input before and during Summit, release the hounds/treatments into the world and in an extremely short amount of... [...]

The latest ‘MarketingExperiments’ blog post is titled “Copywriting: How long (or short) should your copy be?”.Daniel Burstein says, “How long should this blog post be?What about your landing page? Or email?Content length discussions are as old as human communication itself. When Ug (the first critic) said to Zog about his cave paintings, “You had me at ‘Zog kill bison.’ All the rest was unnecessary commentary. I lost interest.”On Wednesday’s free MarketingExperiments Web clinic – “Long Copy vs. Short Copy: How discovering the optimal length of a webpage produced a 220%... [...]

The latest ‘MarketingExperiments’ blog post is titled “Web Usability: People don’t need many options, they need the right options”.John Tackett says, “It’s no surprise folks everywhere like choices.From the car you drive to the shoes you wear, paper or plastic, and the classic … would you like fries with that?Choices are good, and having lots of them is even better.So, it would make sense giving customers as many options as possible would be a sound principle of Web usability – or is it? Watch the below video for a MarketingExperiments discovery about presenting options to... [...]