Author: Paul Cheney

Adding Content Before Subscription Checkout Increases Product Revenue 38%

Adding content to a process that leads to revenue for a company seems like a bad idea — particularly when that process is already five steps long. But for iReach (at the time, a division of PRNewswire) the decision to add content led to a 31% increase in conversion and a 38% increase in product revenue.

The Control Checkout Process

Here’s the control entry page:


Click on images to enlarge

 

Here’s an example of the following five cart pages in the control process:

In the data, it appeared that many people were exiting the process due to confusion and a lack of information. After studying customer service inquiries, it was clear that there were many questions potential customers had that were not being answered in the process.

The Treatment Checkout Process

Here’s the treatment entry page:

Below the call-to-action are links to additional content about the product for specific customer segments. Each piece of content was designed to answer further questions the PRN team hypothesized most customers were asking about the product in their minds.

These changes along with a clear product selection page (below) generated a significant result.

 

The Results

By adding steps in the process — particularly product information and a clear product matrix, iReach generated a 31% increase in conversion and 38% more revenue from its subscription/ecommerce offering

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The post Adding Content Before Subscription Checkout Increases Product Revenue 38% appeared first on MarketingExperiments.

How to Think About Email Capture Forms Like a Customer

What keeps customers from filling out one of your email capture forms? Is it because they don’t believe you will deliver what you say? Is it because it’s too long? Too short?

In this clip from an in-person training session at 2016’s NIO Summit hosted by NextAfter at MECLABS, Austin McCraw talks about the two essential factors that we can influence to produce more leads through our capture forms.

The post How to Think About Email Capture Forms Like a Customer appeared first on MarketingExperiments.

Marketing is Not About Making Claims; it’s About Fostering Conclusions

Imagine for a moment you are in the 10-items-or-less line at the grocery store. There is a man in front of you getting rung up. He’s wearing sunglasses and a suit. You note amusingly to yourself that he must be especially sensitive to fluorescent light. He’s talking loudly on the phone while the clerk patiently scans his only items: 11 huge containers of protein.

“I’m a closer Frank — it’s what I do,” he gabs into his late-model iPhone Plus. “I’m the best in this city. Believe me. You’ve never seen a closer as good as me, Frank. Frank? You there Frank? Yeah, did you hear what I said Frank? I’m a closer!”

Once the clerk is done ringing him up, he pays, mouths “thank you” and plops a glossy, white business card on the counter. Looking from the clerk to you he points to the card, shoots both of you a thumbs up, gathers his protein into his cart, and walks out the door continuing his deafening conversation with Frank.

His card features a typical real estate logo and a glamor shot of his bust without sunglasses. Though, you do make another half-amusing note-to-self that he is wearing the same tie.

Why Marketers are Just Like Frank’s Photophobic Associate

I took a while painting that picture for you because — every day — marketers do the same thing as Frank’s photophobic associate. We make wild claims about ourselves and expect people to be impressed. When, really, all we’re doing is helping them conclude that we’re not the kind of company they would want to do business with.

The worst part is that a business usually exists in the marketplace because they DO have real value to offer customers. But most of us don’t know how to communicate that to our customers effectively.

When we can get it right, however, and rather than make claims, foster conclusions in the mind of the customer, the results can be powerful.

Take this MECLABS certified experiment recently run with a single-product nutrition company.

Experiment: Background

Test Protocol: TP1798

Experiment ID: Protected

Location: MECLABS Research Library

Background: A single-product company that sells high-quality, all-natural powdered health drinks

Goal:  To increase order conversion

Primary Research Question: Which of the following pages will produce the highest conversion rate?

Approach: A/B multi-factorial split test

Experiment: Control

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Now, take a moment to look at the Control in this test. Before you read any further, it might help you understand what I’m talking about better if you try to identify any photophobic-guy-like claims in the page copy.

Now, they aren’t as dramatic as our opening character, but they are there.

  • Boost Your Energy and Metabolism
  • Improve Digestion and Gastrointestinal Function
  • Detoxify and Alkalize Your Body at a Cellular Level
  • Save Time and Money
  • Limited Offer! Act Now!

There’s more, but let’s just focus on these for a second. It seems at face value to be good copywriting. The words are well-chosen, interesting, and they have a kind of energy to them. But at their heart, they are just bragging.

As a result, the conclusions in the mind of the customer who might be reading this page must be couched in a kind of suspension of disbelief if they are to continue. Maybe the people who buy already know the company is trustworthy so they go on to fill out the form and purchase.

But what about the people unfamiliar with the company? To them, this is just another fad super-food that claims it’s the best. There’s no evidence, no logical argument, no facts to back up what they are saying.

But now, consider the Treatment in this experiment as a contrast.

Experiment: Treatment

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

In the Treatment, we change a little bit of the copy, but we achieve an entirely different result in the mind of the customer. The copy has changed to focus not on claims, but rather facts, which, in turn, foster the overall conclusion that this is an excellent product and worth paying for.

  • Made from 75 whole food sourced ingredients in their natural form
  • Contains probiotics and enzymes for optimal nutrient absorption and digestion
  • Carefully formulated by doctors and nutritionists to deliver essential nutrients
  • 10+ years of research to develop an easy to mix powder with naturally sweet taste

What’s the result?

Experiment: Results

The result is a 34% increase in conversion. And for an ecommerce product like this one, that translates to pure revenue.

Foster Conclusions, Don’t Make Claims, Make More Money

In the end, people are still people. We are mostly reasonable. We hear arguments and we can change our minds. But when we hear someone making braggadocios claims, rather than trying to rationally win us over, we are naturally repulsed. Your customers are the same way. And when we foster the right conclusions in their mind about us using facts, data, and tangible evidence, we will inevitably feel better about our marketing, and make more money in the process.

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The post Marketing is Not About Making Claims; it’s About Fostering Conclusions appeared first on MarketingExperiments.

Email is a Relational Medium

An email is a conversation. It’s not a magazine ad. It’s not a branding opportunity. It’s not a website. It’s a way to talk to your customers, and (hopefully) have them respond back.

One of the most critical email mistakes we make as marketers is forgetting this fact. We tend to design our emails to look like our ad campaigns. We forget that we’re having a conversation and virtually shout at the people who read our emails.

In this Quick Win Clinic episode (which also happens to have been recorded live at the 2017 MarketingSherpa Summit), Flint optimizes an email campaign submitted by FlexJet that falls into the trap of forgetting the conversational nature of email.

The MECLABS Conversion Index: How optimizing your marketing collateral is as simple as “adding, removing, or changing”

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Optimizing marketing collateral is difficult. First, there is the constant stream of new tactics and clever hacks to implement. Then there are the politics of your team interacting with management for budget, thought leadership and decision making. And on top of that, there is the overwhelming feeling of not knowing where to begin.

MECLABS Institute (MarketingExperiments’ parent company) developed the Conversion Index to help get past these problems.

C=4m+3v+2(i-f)-2a

Through this simple formula, we’ve been able to create the largest library of experiments in the field of conversion optimization.

During the Live Optimization Session at MarketingSherpa Summit 2017 (our sister company’s annual conference), our managing director, Flint McGlaughlin, walks through the Conversion Index and how to use it by simply adding, removing, or changing elements on your page.

You Might Also Like:

Sign up to get free access to MarketingSherpa Summit 2017 session replays

Download the free Quick Guide to Conversion Rate Optimization

The MECLABS Conversion Heuristic Applied: How a single-product ecommerce site can optimize its sales with a tested methodology

Homepage Optimization: 5 Marketing blind spots that inhibit conversion (and how you can correct them)

[Infographic] How to Create an Effective Testing and Optimization Plan

Landing Page Optimization: Customer service can be a treasure trove of ideas for LPO

The MECLABS Conversion Index: How optimizing your marketing collateral is as simple as “adding, removing, or changing”

Optimizing marketing collateral is difficult. First, there is the constant stream of new tactics and clever hacks to implement. Then there are the politics of your team interacting with management for budget, thought leadership and decision making. And on top of that, there is the overwhelming feeling of not knowing where to begin.

MECLABS Institute (MarketingExperiments’ parent company) developed the Conversion Index to help get past these problems.

C=4m+3v+2(i-f)-2a
Through this simple formula, we’ve been able to create the largest library of experiments in the field of conversion optimization.

During the Live Optimization Session at MarketingSherpa Summit 2017 (our sister company’s annual conference), our managing director, Flint McGlaughlin, walks through the Conversion Index and how to use it by simply adding, removing, or changing elements on your page.

You Might Also Like:

Sign up to get free access to MarketingSherpa Summit 2017 session replays

Download the free Quick Guide to Conversion Rate Optimization

The MECLABS Conversion Heuristic Applied: How a single-product ecommerce site can optimize its sales with a tested methodology

Homepage Optimization: 5 Marketing blind spots that inhibit conversion (and how you can correct them)

[Infographic] How to Create an Effective Testing and Optimization Plan

Landing Page Optimization: Customer service can be a treasure trove of ideas for LPO

The Prospect’s Perception Gap: How to bridge the dangerous gap between the results we want and the results we have

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There is no such thing as a brand promise — only a brand expectation — after the experience of the value proposition.

Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises.

There is, inherent in every transaction, a perception gap in the mind of the prospect that must be bridged before an exchange can take place.

In April, Flint McGlaughlin, Managing Director, MECLABS (the parent company of both MarketingExperiments and MarketingSherpa), lectured on this gap and how marketers can close it.


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The Prospect’s Perception Gap

There is no such thing as a brand promise — only a brand expectation — after the experience of the value proposition.

Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises.

There is, inherent in every transaction, a perception gap in the mind of the prospect that must be bridged before an exchange can take place.

In April, Flint McGlaughlin, Managing Director, MECLABS (the parent company of both MarketingExperiments and MarketingSherpa), lectured on this gap and how marketers can close it.

<strong>You Might Also Like:</strong>

<a href=”https://www.marketingsherpa.com/summit2017/session-replays”>Session Replays and Presentation Slides from MarketingSherpa Summit 2017</a>

<a href=”https://www.marketingsherpa.com/video/flint-mcglaughlin-marketers-blind-spot”>The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging</a>

<a href=”https://www.meclabs.com/research/lecture/harvard-university-value-proposition-flint-mcglaughlin”>What 15,000 Commercial Experiments Reveal About Why People Are Chosen</a>

Your Landing Page Needs an Ultimate Reason to Maximize Conversion (Live From MarketingSherpa Summit 2017)

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I’m here at the MECLABS Landing Page Optimization Certification Course on the last day of the 2017 MarketingSherpa Summit.

In the second session today, Flint McGlaughlin, Managing Director, MECLABS, lectured on the value proposition.

“A value proposition is an ultimate reason,” he said. “It is the answer to the question posed in the customer’s mind, ‘If I am the ideal customer, why should I purchase from your organization rather than any of your competitors?'”

If the answer to that question is not an ultimate reason, your business or product, does not deserve to exist. If someone else can serve your set of ideal customers better, then you are simply surviving on pockets of ignorance.

How do you know if your landing page’s value proposition is an ultimate reason?

The offer on the page should answer these four cognitive conclusions in the mind of the customer…

  1. I want it.
  2. I can’t get it (exactly like this) anywhere else
  3. I understand it.
  4. I believe it.

If the offer on your landing page does not answer these four conclusions, its value proposition is not an ultimate reason.

Here’s an example from the course to explain what I mean.

The Control and Treatment

View post on imgur.com

 

The Value Proposition

In the example treatment above, we have an ultimate reason in the new copy and design.

The answer to the question for the company in the experiment is: “Because we have the most comprehensive¹  and accurate² lead database.”

1.Includes access to over 210 million U.S. consumers, 14 million U.S. businesses, and 13 million executives.

2.We have a team of 600 researchers that verify the data daily and make over 26 million verification calls a year (80,000 calls a day).

By plugging this reason into the copy, the page achieved a significant result.

The Results

Because of this ultimate reason, the page achieved a 201% increase in leads.

I’m writing this just as we’re finishing up here, and it’s been a packed day. If you’d like to learn more about our training, check out our education menu here.

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Value Proposition: A free worksheet to help you win arguments in any meeting

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Your Landing Page Needs an Ultimate Reason to Maximize Conversion

I’m here at the MECLABS Landing Page Optimization Certification Course on the last day of the 2017 MarketingSherpa Summit.

In the second session today, Flint McGlaughlin, Managing Director, MECLABS, lectured on the value proposition.

“A value proposition is an ultimate reason,” he said. “It is the answer to the question posed in the customer’s mind, ‘If I am the ideal customer, why should I purchase from your organization rather than any of your competitors?'”

If the answer to that question is not an ultimate reason, your business or product does not deserve to exist. If someone else can serve your set of ideal customers better, then you are simply surviving on pockets of ignorance.

How do you know if your landing page’s value proposition is an ultimate reason?

The offer on the page should answer these four cognitive conclusions in the mind of the customer…

  1. I want it.
  2. I can’t get it (exactly like this) anywhere else.
  3. I understand it.
  4. I believe it.

If the offer on your landing page does not answer these four conclusions, its value proposition is not an ultimate reason.

Here’s an example from the course to explain what I mean.

The Control and Treatment:

View post on imgur.com

The Value Proposition:

In the example treatment above, we have an ultimate reason in the new copy and design.

The answer to the question for the company in the experiment is: “Because we have the most comprehensive¹ and accurate² lead database.”

1. It includes access to over 210 million U.S. consumers, 14 million U.S. businesses and 13 million executives.

2.We have a team of 600 researchers who verify the data daily and make over 26 million verification calls a year (80,000 calls a day).

By plugging this reason into the copy, the page achieved a significant result.

The Results:

Because of this ultimate reason, the page achieved a 201% increase in leads. 

I’m writing this just as we’re finishing up here, and it’s been a packed day. If you’d like to learn more about our training, check out our education menu here.

You might also like:

Download the free 30 Minute Marketer: Value Proposition

Value Proposition: A free worksheet to help you win arguments in any meeting

Powerful Value Propositions: How to Optimize this Critical Marketing Element – and Lift Your Results

Customer Value: The 4 essential levels of value propositions

Download the Executive Series: The Web as a Living Laboratory