the 5 most startling marketing discoveries from 2012
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The 5 Most Startling Marketing Discoveries from 2012 Including the 3 words that changed everything for a top financial product
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Today’s team
Flint McGlaughlin Managing Director
Jon Powell Senior Manager, Research and Strategy
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DISCOVERY #1: Prospects Can Be More Motivated By the Negative than the Positive
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Background and test design
Background: North American Spine is the sole provider of the Accurascope procedure, an innovative, minimally invasive spine surgery for back pain relief Goal: To increase number of leads on the home page. Primary Research Question: Which value approach of the three treatments will increase the conversion rate? Approach: A/B multifactor split test
Experiment ID: TP4061 Location: MECLABS Research Library Controlled Testing Environment: North American Spine
Research Notes:
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Controlled Testing Environment (CTE)
Fully Optimized Page Goes Live
Test Cycle #1
Test Cycle #2
Control TRT 1 TRT 2
Control TRT
TRT 3
2 MECLABS
Certified Final
The MECLABS Controlled Testing Environment
2 Marketing Creative
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Experiment: Control
Control
? What are some problems with this control?
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Experiment: Treatment #1
Treatment #1
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Experiment: Treatment #2
Treatment #2
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Experiment: Side-by-side
Treatment #2
Treatment #1
Control Landing Page
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Versions Conversion Rate Relative
Difference Statistical
Confidence
Control 1.8% - -
Treatment #1 1.6% -7.9%
Treatment #2 2.6% 46.6%
46.6% Increase in Conversion The treatment generated 46.6% more leads
What you need to understand: With simple but nuanced adjustments, treatment #2 was able to achieve a 46.6% lift over the control.
Experiment: Results
95%
95%
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Experiment: Key Insights
Treatment #2
INSIGHT #1: Prospects can be more motivated by the negative than the positive
Treatment #1
Control
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Experiment: Key Insights
Treatment #2
INSIGHT #1: Prospects can be more motivated by the negative than the positive INSIGHT #2: A few words can dramatically influence a prospect’s perception
Treatment #1
Control
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Experiment: Key Insights
Treatment #2
INSIGHT #1: Prospects can be more motivated by the negative than the positive INSIGHT #2: A few words can dramatically influence a prospect’s perception INSIGHT #3: A PPC ad, though limited in length, can actually say too much
Treatment #1
Control
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Experiment: Key Insights
Treatment #2
INSIGHT #1: Prospects can be more motivated by the negative than the positive INSIGHT #2: A few words can dramatically influence a prospect’s perception INSIGHT #3: A PPC ad, though limited in length, can actually say too much INSIGHT #4: The best PPC ad does not always get the most clicks
Treatment #1
Control
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By modulating specificity and friction in the messaging of our PPC ad, we were able pay for less clicks while increasing overall conversion.
But This
Not This
Level of specificity
You must be suffering from back pain to click
this ad.
You must need back surgery to click this ad.
59% IN CLICKTHROUGH
47% IN CONVERSION
Experiment: Key Insights
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Learn more …
MarketingExperiments.com/AdForensics
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DISCOVERY #2: The Color of the Page Can Have a Profound Effect on the Message
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Experiment: Background
Background: A large sports entertainment provider seeking to increase conversion on it’s main landing page. Goal: To increase premium signups Research Question: Which color scheme will result in a higher conversion rate? Test Design: A/B single factor split
Experiment ID: TP1645 Record Location: MECLABS Research Library Controlled Testing Environment: [Location Protected]
Research Notes:
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Experiment: Treatment Designs
• The control was a design with a dark background and white text.
Version A
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Experiment: Treatment Designs
Version B
• The treatment was an almost exact color inverse of the control.
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Experiment: Which Page Won? Version A Version B
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10.66% Increase in account sign ups The inverse color scheme increased account sign ups by 10.66%
Experiment: Results
What you need to understand: By simply changing the background color to white, the treatment was easier to read and provided greater color flexibility with headlines and secondary information. The result was a 10.66% increase in conversion.
Design Lead Rate Relative
Difference Statistical Level of Confidence
Control (Black) 2.40%* - -
Treatment (White) 2.66%* 10.66% 95%
*Conversion rates have been anonymized
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How does color affect conversion?
F Key Principles
1. Marketers do not optimize web designs, they optimize thought sequences. Yet often, our web page design is NOT created with the intention of guiding the visitor through a clear sequence of thought.
2. There are primarily 5 design elements that enable a marketer to guide the visitor through a conversion process:
1. Size 2. Shape 3. Color 4. Position 5. Motion
3. Of the five elements, color is likely the most overlooked and misused.
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DISCOVERY #3: The Quickest Route to a Maximum Lift is by Changing Page Categories
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Background: The company is a leading automotive head gasket repair solution. Goal: To increase total orders on the cart page. Primary Research Question: Which landing page/cart will result in a higher conversion rate? Approach: Radical redesign of cart page through a variable cluster A/B split test.
Experiment ID: TP1429 Location: MECLABS Research Library Controlled Testing Environment: [Protected]
Research Notes:
Experiment: Background
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Experiment: Control
Logo
Control
Logo
Logo
Step 2
Logo
Step 3
Logo
Step 4
Logo
Step 5
Logo
Step 6
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Experiment: Treatment Treatment
Logo
Logo Logo
Step 2
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Experiment: Side by side Treatment
Logo
Logo
Logo
Control
Logo
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? What makes this test different?
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Logo
Control
Logo
Experiment: Control
An average experiment might have tested a single
variable at a time.
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Logo
Control
Logo
Experiment: Control
An average experiment might have tested a single
variable at a time.
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Logo
Control
Logo
Experiment: Control
An average experiment might have tested a single
variable at a time.
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Logo
Control
Logo
Experiment: Control
An average experiment might have tested a single
variable at a time.
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Experiment: Control
Instead, we changed almost everything…
Logo
Control
Logo
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Experiment: Treatment Treatment
Logo
Logo
Instead, we changed almost everything…
? Why?
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Experiment: Treatment
• We are not operating in a clinical environment with sterile conditions. This is a field test.
• In a field test you must deal with special conditions that you do not have in a lab. This business is dependent upon its revenue stream.
• We cannot wait for a series of ten tests across twelve months to get the results we need. Every error everyday costs money.
Treatment
Logo
Logo
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Experiment: Results
Versions CR Rel. diff Stat. Conf
Control 2.1% - -
Treatment 3.3% 58.1%
58.1% Increase in conversions The Treatment generated 58.1% more conversions than the control
What You Need to Understand: The reduction of friction throughout the entire process coupled with the single call-to-action led to a 58.1% relative increase in conversion.
99.4%
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Learn more…
MarketingExperiments.com/RadicalRedesign
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DISCOVERY #4: Higher Conversion is Not Necessarily Related to the Change on the Page
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Background: Denmark-based Saxo Bank sells access to a foreign exchange trading platform.
Goal: To get visitors to sign up for a free trial
Primary Research Question: Which landing page will have the highest free trial sign-up rate?
Test Design: A/B split test
Experiment ID: Saxo Bank Forex Trading Test Source: Optimization Summit Attendee, Michael Aagaard, Online-TekstForfatter.dk
Research Notes:
Experiment: Background and design
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Call for student work
If you have any tests you would like to share with the MarketingExperiments team, email us at:
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Experiment: Control Control
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Experiment: Treatment Treatment
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Experiment: Side-by-side
Control Treatment
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99.4% Increase in conversion
The new page design improved the conversion rate by 99.4%
Experiment: Results
Version CR Relative Difference Confidence Interval
Control 2.00%* - -
Treatment 3.99%* 99.4%
What You Need to Understand: By making a few simple changes to the page, the treatment was able to achieve a 99.4% higher conversion rate. * Conversion rates have been anonymized to protect Saxo Bank.
99%
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1. It is not the magnitude of change on the page that impacts conversion; it is the magnitude of change in the mind of the prospect.
What you need to understand
F Key Principles
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1. It is not the magnitude of change on the page that impacts conversion; it is the magnitude of change in the mind of the prospect.
2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic.
What you need to understand
F Key Principles
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Marketer Market Value Proposition
Customer Logic vs. Company Logic
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1. It is not the magnitude of change on the page that impacts conversion; it is the magnitude of change in the mind of the prospect.
2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic.
3. When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a landing page.
What you need to understand
F Key Principles
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DISCOVERY #5: 3 Words Can Mean the Difference Between Adequacy and Excellence
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Background: This test was implemented in the secure section of a large financial institution’s website. The offer was an up-sell for a savings account. Goal: To increase approved and funded savings accounts Primary Research Question: Which link copy will result in the highest impression to funded account rate? Approach: A/B Single Factor Split
Experiment ID: TP1567 Location: MECLABS Research Library Controlled Testing Environment: [Protected]
Research Notes:
Experiment: Background
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Experiment: Control Path
Save automatically with a {Brand} Savings Account Learn More
CTA
Image
Logo
Landing Page
CTA
Logo
Application Form
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Experiment: Control Path
Save automatically with a {Brand} Savings Account Learn More
CTA
Image
Logo
Landing Page
CTA
Logo
Application Form
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Experiment: Treatment Path
Save automatically with a {Brand} Savings Account Open an Account
CTA
Image
Logo
Landing Page
CTA
Logo
Application Form
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Experiment: Treatment Path
Save automatically with a {Brand} Savings Account Open an Account
CTA
Image
Logo
Landing Page
CTA
Logo
Application Form
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Experiment: Side-by-side
Learn More Open an Account
Control Link
Treatment Link
The ONLY change in this test was the link text to begin the application process.
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Verison CR Rel. diff Stat. Conf
Control Link: Learn More 3.0%* - -
Treatment Link: Open an Account 4.3%* 43.0%
43% Increase in Funded Accounts The Treatment generated 43.0% more conversions than the Control
What You Need to Understand: By changing the copy in the link to communicate the more serious implication of opening an account, the link attracted prospects with higher levels of motivation and resulted in a 43% increase in FUNDED Accounts.
*Conversion rate has been anonymized to protect research partner.
Experiment: Results
99%
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Learn more…
MarketingExperiments.com/CallToAction
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Summary: Putting it all together
DISCOVERY #1: Prospects Can Be More Motivated By the Negative than the Positive.
DISCOVERY #2: The Color of the Page Can Have a Profound Effect on
the Message DISCOVERY #3: The Quickest Route to a Maximum Lift is Through
Changing Page Categories DISCOVERY #4: Higher Conversion is Not Necessarily Related to the
Change on the Page DISCOVERY #5: 3 Words Can Mean the Difference Between Adequacy
and Excellence
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LIVE OPTIMIZATION
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Live Optimization
Primary objective: To convert free trial users to paid users after trial ends Primary traffic sources: Display, email list rental and affiliates program
Page URL: http://bit.ly/x73R3S
Target audience: Design professionals and video producers
Video blocks
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Live Optimization
Primary objective: To get truck drivers to apply for employment with us
Primary traffic sources: Adwords, Organic, Display, Ads on job boards and PPC
Page URL: http://bit.ly/XT98Y2
Target audience: truck drivers
CR England
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Live Optimization
Primary objective: To get people to sign up for a free introduction lecture
Primary traffic sources: SEO Meditation, transcendental meditation, tm, meditation techniques
Page URL: http://bit.ly/XbvYFg
Target audience: People interested in meditation and spiritual growth
Transcendental Meditation Program
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Live Optimization
Primary objective: Lead Generation
Primary traffic sources: Organic and SEO (stainless steel precision tubing, miniature medical tubing )
Page URL: http://bit.ly/XSGAOg
Target audience: Engineers and purchasing agents
International Tube
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Live Optimization
Primary objective: To get prospects to download our free whitepaper
Primary traffic sources: SEO and Email
Page URL: http://bit.ly/UBNVNa
Target audience: Facility managers
Sustainable Energy
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Primary objective: Lead Generation
Primary traffic sources: SEO and Adwords “Ford Dealer” “Ramsey Ford”
Page URL: http://bit.ly/Sb6yv0
Target audience: Auto consumers
Ramsey Ford
Live Optimization
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