The latest ‘MarketingExperiments’ blog post is titled “A/B Testing: SAP increases conversion 62% by using images”.John Tackett says, “Today at 2:00 p.m. EDT, I’ll be interviewing Shawn Burns, Vice President of Digital Marketing, SAP, during the MarketingSherpa webinar, “Testing: A discussion about SAP’s 27% lift in incremental sales leads.”We’ll be discussing Shawn’s team’s impressive four-year effort to create a Test Lab within SAP, complete with the politics, change management and talent gaps involved in any truly transformative marketing initiative.But first, right... [...]

The latest ‘MarketingExperiments’ blog post is titled “Landing Page Optimization: Simple color change increases conversion 10%”.John Tackett says, “When it comes to how color design affects a site’s performance, simple changes can produce a significant lift.So, in today’s MarketingExperiments blog post, we’re going to look at how the MECLABS research team used a background color test on a landing page to increase account sign-ups 10%.Background: A large sports entertainment provider seeking to increase conversion on its main landing pageGoal: To increase premium account sign-ups”.... [...]

The latest ‘MarketingExperiments’ blog post is titled “Online Marketing Testing: A research manager’s view of balancing risk and reward”.Spencer Whiting says, “As marketers and researchers, we regularly deal with the risk and reward cycle. It is what makes our work simultaneously interesting and scary. A recent conversation really got me thinking, and it may hit home for you, as well.While I was recommending a series of landing page experiences, one of ourResearch Partners mentioned they were very close to “plan,” and they could not have this test put them behind. I heard genuine... [...]

The latest ‘MarketingExperiments’ blog post is titled “Product Pricing: 4 tips for communicating price in your marketing”.Daniel Burstein says, “In today’s Web clinic at 4:00 p.m. EDT – “When Should You Reveal Price? The 3 principles of presenting price that helped generate a 97% increase in conversion” – Flint McGlaughlin, Managing Director, MECLABS, will use our research to help you discover how to best communicate price to potential customers, and will answer questions such as:What is the optimal price range for my type of offer?How should I display my price? Round numbers?... [...]

The latest ‘MarketingExperiments’ blog post is titled “Paid Search Marketing: 3 optimization ideas to test in your next PPC campaign”.John Tackett says, “On a recent Web clinic, Brian Smith, Marketing Analyst, FCH, submitted a PPC ad and landing page for live optimization.Unfortunately, we do not have time to optimize every submission live on Web clinics, and did not get to this submission.So, in today’s MarketingExperiments blog post, we’ll offer Brian some optimization suggestions from a peer review session with the MECLABS research team. Our goal is to provide some optimization... [...]

The ‘MarketingExperiments’ team has posted a video on “Email Marketing: Use website content to increase list size”.Brad Bortone says, “Optimization Summit 2013, held May 20-23 in Boston, is just weeks away. To help get you in the proper mindset for four days of hands-on learning and expert-led presentations, we’re continuing our series of video shorts highlighting the most memorable sessions from last year’s event.As MECLABS’ Managing Director Flint McGlaughlin said at Optimization Summit 2012, “Best practices on the Internet are typically pooled ignorance.”In the following... [...]

The latest ‘MarketingExperiments’ blog post is titled “Web Usability: Long landing page nets 220% more leads than above the fold call-to-action”.Daniel Burstein says, “One of the classic Web usability “best practices” is to put the call-to-action above the fold. I did a little research (thank you, Wikipedia) and  apparently, the term dates back to the mid-90s – practically the Paleozoic era of Web marketing.So, is above the fold still a best practice in 2013? Let’s take a look at a recent discovery from our lab …Background: Sierra Tucson is an addiction and mental health... [...]

The ‘MarketingExperiments’ team has posted a video on “Web Usability: When should you avoid navigation?”.John Tackett says, “Navigation is often considered a core element of website usability.If you routinely put navigation on every single page of your website, you will likely be shocked by one of our recent discoveries”. Web Usability: When should you avoid navigation? MarketingExperiments Blog [...]

The ‘MarketingExperiments’ team has posted a video on “Landing Page Optimization: Tips when making a radical redesign decision”.David Kirkpatrick says, “Ramping up for the fast approaching MarketingSherpa and MarketingExperiments Optimization Summit 2013, this blog post features a video excerpt from one of last year’s presentations.Watch Steve Parker, Vice President, Direct Marketing Division, firstSTREET, explain how radically redesigning a landing page led to a 500% increase in sales”. Landing Page Optimization: Tips when making a radical redesign decision MarketingExperiments... [...]

The latest ‘MarketingExperiments’ blog post is titled “Value Proposition: How do you create an effective value prop?”.Daniel Burstein says, “In today’s Web clinic at 4:00 p.m. EDT – “How You Can Use Email to Discover the Essence of Your Value Proposition (in 5 Simple Steps)” – Austin McCraw, Senior Editorial Analyst, MECLABS, will use our research to help you discover an effective value proposition, and answer questions like:What do your customers find most appealing about your offer?… Is it the price?… Is it a specific feature?… Is it the broader brand association?But... [...]