Download - See the Research in Action
![Page 1: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/1.jpg)
See the Research in Action: Dr. McGlaughlin personally reviews your pages with optimization suggestions
#webclinic
![Page 2: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/2.jpg)
#webclinic
Join the conversation on Twitter
#webclinic
![Page 3: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/3.jpg)
#webclinic
Today’s team
Dr. Flint McGlaughlin Managing Director
Jon Powell Senior Manager Research and Strategy
![Page 4: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/4.jpg)
#webclinic
4
PART 1: A Case Study from the MECLABS Library
![Page 5: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/5.jpg)
#webclinic
Experiment: Background
Background: Sermo is a physicians-only social network that allows pharmaceutical companies to conduct survey research and promote products to their audience. Goal: To increase the amount of leads Primary Research Question: Which microsite will generate more total leads? Approach: A/B multifactor split test
Experiment ID: TP1423 – SMO Client Microsite Test Record Location: MarketingExperiments Research Library Research Partner: Sermo, Inc.
Research Notes:
![Page 6: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/6.jpg)
#webclinic
Experiment: Control Control
Problems with the Control: • Higher quality visitors are
not converting because no true value exchange exists for those interested in the real products
• Call to action is passive and
assuming, There are too many other options that are much more appealing or convenient.
![Page 7: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/7.jpg)
#webclinic
Experiment: Treatment Treatment - Top
![Page 8: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/8.jpg)
#webclinic
8
Experiment: Treatment
Treatment - Bottom
![Page 9: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/9.jpg)
#webclinic
Experiment: Side-by-side
Control
Treatment
![Page 10: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/10.jpg)
#webclinic
10
Controlled Testing Environment (CTE)
Test Cycle #1
Test Cycle #2
Control TRT 1 TRT 2
Control TRT
TRT 3
Fully Optimized Page Goes Live
2 MECLABS
Certified Final
Get a MECLABS Controlled Testing Environment
Embed a Science Lab in the heart of your organization.
Apply for a Research Partnership to Learn More…
Your Marketing
Team
2 Your Creative
![Page 11: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/11.jpg)
#webclinic
11
Design Lead Rate Relative
Difference Statistical Level of Confidence
Control 3.5% - -
Treatment 9.0% 154.7%
155% Increase in lead rate The new microsite’s lead rate increased by 154.7%
95%
What you need to understand: By simplifying the messaging and process, visitors were more likely to complete the process either based on the ease of finding a next step, the clarity of the value, or a combination of these two elements.
Experiment: Results
![Page 12: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/12.jpg)
#webclinic
12
What we discovered
F Key Principles
1. Optimizing a web decision is not simply a matter of seeing problems and fixing a page.
2. To properly optimize a page you need new eyes to see with – the eyes of your customers.
![Page 13: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/13.jpg)
#webclinic
13
Today’s Objective
Today, we are going to apply 15 years of research and attempt to give you new eyes to see your own pages with.
![Page 14: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/14.jpg)
#webclinic
14
PART 2: Live Optimization
![Page 15: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/15.jpg)
#webclinic
Primary Objective: To get visitors to contact us for more information
Primary Traffic: Adwords: virtual job fairs, virtual career fairs, online job fair
Page URL: http://bit.ly/Oxd33M
Live Optimization
Value Proposition: Reliable, easy-to-use service for hosting job fairs
Virtual Job Fair Hosting
![Page 16: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/16.jpg)
#webclinic
Primary Objective: To provide information to individuals and families who are in need of hospice care and to choose us to provide that care
Primary Traffic: SEO and Organic
Page URL: http://bit.ly/Uk68QW
Live Optimization
Value Proposition: We have not clearly established a value proposition
Northeast Florida Community Hospice
![Page 17: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/17.jpg)
#webclinic
Primary Objective: To get 30-day Free Trial signups
Primary Traffic: SEO, Direct & Retargeting display
Page URL: http://bit.ly/v4VAqF
Live Optimization
Value Proposition: 30 Day free trial of our $49 Audio & Web conferencing subscription
ReadyTalk
![Page 18: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/18.jpg)
#webclinic
Primary Objective: Get people engaged so they will think of us when they need to purchase a home. Primary Traffic: Social media referral and Email campaigns
Page URL: http://bit.ly/PASSCF
Live Optimization
Value Proposition: Tips, tricks and small contests to get email addresses from people.
Maximum Results Group
![Page 19: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/19.jpg)
#webclinic
Primary Objective: To get people to go further into our website and increase conversions Primary Traffic: Organic Search, wooden beads, wholesale Beads, Beads
Page URL: http://bit.ly/QH260
Live Optimization
Value Proposition: You will be able to find something you want to buy in this site
Beads and Pieces
![Page 20: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/20.jpg)
#webclinic
Primary Objective: To Get people to click through to the software overview page Primary Traffic: SEO & Direct
Page URL: http://bit.ly/OCOw2X
Live Optimization
Value Proposition: We're the best choice because we provide environmental management software, and include support from environmental experts.
ERA Environmental
![Page 21: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/21.jpg)
#webclinic
Primary Objective: To get people to purchase the Facebook 101 class. Primary Traffic: SEO social media online classes, online facebook classes, facebook training
Page URL: http://bit.ly/QU3O1F
Live Optimization
Value Proposition: Students can get trained & certified in 4 weeks
Social Media Online
![Page 22: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/22.jpg)
#webclinic
Primary Objective: Convince corporate personnel that we are premier housing source and to contact us. Primary Traffic: Adwords and SEO
Page URL: http://bit.ly/Ro7xqs
Live Optimization
Value Proposition: Stay a night...Stay a Year. Your home away from home in the middle of the Bakken, ND oil boom.
Bakken Residential Suites
![Page 23: See the Research in Action](https://reader033.vdocument.in/reader033/viewer/2022060108/554ce2eab4c905d6488b54ec/html5/thumbnails/23.jpg)
#webclinic
MarketingExperiments.com/subscribe
MarketingExperiments Optimization Newsletter Free subscription to more than $20 million in marketing research
Join 98,000 of the top marketers from around the world as we work together to discover what really works.