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Preview: Web Clinic Podcasts Web Clinic Podcasts

The researchers at MarketingExperiments tests every conceivable online marketing method and present the experiments, learnings and tactics in a web clinic twice per month. Subscribe to the MarketingExperiments podcast and visit di

Published: Wed, 19 Aug 2015 09:44:52 -0400

Last Build Date: Wed, 19 Aug 2015 09:50:48 -0400

Copyright: © 2001 - 2014 MECLABS LLC

Personalized Messaging Tested: How little changes to an email send led to a 380% change in response rate

Wed, 12 Aug 2015 09:40:51 -0400

Whether or not an email send is successful comes down to one primary factor: the messaging.

While many companies strive to get audiences interested in products via email, nonprofits have the challenge of asking for donations via email — money spent towards an organization that does not directly benefit the donor.

In this Web clinic replay, special guest Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter, shares his expertise from working with nonprofit organizations on email campaigns.

Tim and the research team analyzed specific ways that you can generate interest in an email and strategies you can use to move forward with testing your way to successful campaigns, including an example test that lead to a 380% increase in revenue per email.

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Does Seasonal Messaging Really Work? How one company’s wrong assumptions led to a 25% decrease in clickthrough

Wed, 8 Jul 2015 16:25:25 -0400

Staying relevant to your customers is key in developing a marketing strategy that really works. Many marketers attempt to remain relatable with seasonal campaigns, such as winter holiday campaigns or events like back-to-school.

However, seasonal campaigns might not be the best fit, or might not be appropriately executed in all industries.

In this Web clinic replay, the research team reveals strategies for striking a balance between clarity and seasonality and shares a test from one company that resulted in a 25% change in clickthrough rate.

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Branded Design Tested: How simple changes in page elements aesthetics led to a 51% increase in subscriptions

Wed, 10 Jun 2015 09:37:51 -0400

Brand strategy has never been more important. The logos, colors and design of a website have the power to immediately orient customers and prospects when they land on your site.

When used properly, design elements and aesthetic choices also act to reinforce the value proposition. However, it's important to understand that there must be a balance so that design elements do not become conversion obstacles.

In this Web clinic replay, the research team will share strategies for testing your way into a balanced site as well as a test on branding that resulted in a 51% difference in conversions.

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Harnessing Customer Motivation: How one company increased conversion by 65% by aligning page elements with customer desire

Wed, 13 May 2015 09:20:52 -0400

As marketers, we must ensure the elements on the page align with the specific thought processes of our prospective customers, empowering them to proceed rather than filling them with anxiety or confusion.

The most essential element in the sales process is customer motivation. Unfortunately, it is also the hardest variable for us to influence. Understanding the thoughts of the highly-motivated customer is imperative so that we can then use that motivation to bring about a desirable outcome.

In this Web clinic replay, the research team shares two key principles on understanding and harnessing customer motivation, gleaned from two tests. The team also shares four questions to ask when evaluating your own customers' behavior on your site.

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The Power of the Properly Sequenced Subject Line: Improve email performance by using the right words, in the right order

Wed, 8 Apr 2015 14:44:28 -0400

Across all age ranges, U.S. adults said that they preferred companies to contact them via email as opposed to any other medium (according to a 2015 MarketingSherpa survey).

However, that does not necessarily mean customers are anxiously awaiting your sends. With customers' inboxes being flooded daily with ads and newsletters, they carefully skim the subject lines, searching for easy emails to eliminate.

In this Web clinic replay, the research team shares three observations on crafting effective subject lines gleaned from two tests, including an experiment which resulted in a 26% increase in clickthrough rate.

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Incorporating Video in Your Mobile Strategy: 2 key principles that helped one company boost mobile conversion by over 50%

Wed, 18 Mar 2015 08:51:20 -0400

Eight out of 10 American Internet users regularly watch or download videos, according to a Pew Research Center Report (2013). Over the past five years, the ability to create and share content on smartphones has fueled the expansion of video.

How do you determine the most effective way to incorporate video in your mobile strategy?

In this Web clinic replay, the research team shares two key principles for leveraging the use of video to increase the performance of digital collateral, including a test where one company increased mobile conversion by over 50%.

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Increasing User Engagement: How one company tested its site navigation and increased clickthrough by over 35%

Wed, 11 Feb 2015 10:58:47 -0500

For many organizations, site engagement is one of the most effective indicators of quantifiable conversion potential that is monitored by analytics.

What if you could more effectively influence visitors' actions on your website?

In this Web clinic replay, our research team will reveal three proven tactics that can boost engagement on your website as well as a case study demonstrating how one company tested navigation structures, resulting in a 35% increase in clickthrough rate increase.

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Special Live Optimization Session (with Flint McGlaughlin): The top discoveries from 2014 (over 300 tests) applied to your pages

Wed, 14 Jan 2015 16:32:25 -0500

At the crossroad in a customer's mind between "yes" and "no," elements on your page propel him toward his ultimate decision.

However, are the pieces on your site leading your customer down a path that is favorable to you and your business?

In this Web clinic replay, Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, explains which parts of websites impact a customer’s decision making strategy, and he also identifies components through audience-submitted pages during live optimization.

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Maximizing Subscription Revenue: How 3 businesses increased their subscription revenue by discovering the optimal pricing strategy

Wed, 10 Dec 2014 11:53:12 -0500

Determining the optimal price point of a subscription product is no easy task. Customers are inundated with subscription choices in the marketplace, making your asking price vital to your success.

At the same time, marketers in subscription business models are under pressure to price products that deliver value and drive ROI.

In this Web clinic replay, Flint McGlaughlin, Managing Director, MECLABS Institute, will share three case studies demonstrating how each company increased subscription revenue through testing and optimization.

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Optimizing Subscription Paths: Recent research reveals a radical webpage redesign that produced a 173% lift in customer response

Wed, 8 Oct 2014 13:55:41 -0400

Designing the subscription path of your site is not a trivial matter. Often, minor elements are overlooked that stop a potential subscriber in their tracks and causes them to fall out of the sales funnel.

However, with testing, planning and research, a subscription path can be optimized using a few key principles that transform the customer experience. In this Web clinic replay, the research team identifies transferable principles from a recent experiment that you can apply to your own subscription process to increase conversion.

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Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rate by 289% (and more)

Wed, 10 Sep 2014 11:18:26 -0400

How do you effectively market your product, service or company in 130 characters or less? Each word and character must work toward communicating value in a PPC ad, as these ads directly compete with those around them.

But when just one word fails to resonate with the customer, PPC ads fail as a whole. How do you craft a PPC ad that a potential customer will click?

In this Web clinic replay, the research team shares two key principles from several real-world examples that you can use to optimize your own PPC ads.

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Leveraging Content to Generate Leads: 3 simple tactics one company used to achieve a 96% increase in leads

Wed, 13 Aug 2014 14:25:18 -0400

Producing content takes a lot of dedication, time and resources. Valuable content invites your audience to get to know your company and products in a more personal and in-depth way.

But when marketers generate content with company logic, it often falls flat with the customer and the conversation ends before it even began. How do you produce content that your ideal customer actually wants to engage with?

In this Web clinic replay, the research team gleaned three observations from a recent experiment that you can apply to content presentation on your site to increase lead generation.

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Product Pages Tested: How carefully pinpointing customer anxiety led to a 78% increase in conversion

Wed, 18 Jun 2014 10:49:47 -0400

Product pages are often the heart and soul of an ecommerce website. It’s where you showcase products and initiate a conversation with customers that guides them to convert. However, there are elements on your product pages that can potentially have a deep impact on customer behavior by quickly turning conversation into concern.

Watch this Web clinic replay to learn about three key principles you can use to identify and reduce customer anxiety.

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Does Green Marketing Really Work? What a recent experiment uncovered about the true psychological impact of an eco-conscious marketing campaign

Wed, 28 May 2014 14:24:02 -0400

"Going green" has become a prevalent part of marketing strategies abroad as marketers work to reach a new eco-conscious customer base with their products and services. However, do green marketing tactics really have an impact on customer purchases?

Listen to this Web clinic replay to learn more about the measurable impact of green marketing on customer behavior.

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Optimizing Web Forms: How one company generated 226% more leads from a complex Web form (without significantly reducing fields)

Wed, 14 May 2014 11:59:59 -0400

Lead generation is a delicate balance between generating a high quantity of leads, but also high-quality leads. So how can we capture more leads across our Web forms without significantly reducing the quality of those leads?

Watch this Web clinic replay to learn about a recent experiment that revealed how some minor changes to form fields can increase response from your prospects.

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Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion

Wed, 23 Apr 2014 13:41:30 -0400

Marketing with multiple products can be difficult. Even the most powerful products can be overshadowed by clutter of less impactful - and sometimes competing - products on a landing page.

But what if there was a way to think about multi-product marketing that could maximize the impact of the whole?

Watch this Web clinic replay to learn about a recent experiment with an independent vitamin manufacturer that revealed how changing your approach to multi-product marketing can increase user engagement - and more importantly, conversion.

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How to Achieve a 232% Lift: The repeatable methodology one company used to generate a significant lift

Wed, 9 Apr 2014 11:06:43 -0400

Form is not as important as substance, and discovering the right value proposition is the most effective lever marketers can pull when optimizing webpages. Considering the entire mental impact of each button, "ask" and element of friction when testing is critical for understanding the customer conversation and achieving positive results.

Watch this Web clinic replay to learn about a recent experiment that revealed how changes in strategy can garner significant, repeatable results - a 232% lift for one company alone.

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Lead Nurturing Tested: New research reveals how slight script tweaks increased response by 31%

Wed, 26 Mar 2014 14:43:07 -0400

Teleprospecting can require some sales departments to make a high volume of calls each day to convert leads. To do this with any consistency, those teams likely use a call script to help them stay consistent and focused throughout the constant dialing. But are these scripts really effective for moving prospects from conversation to conversion?

Learn more about a recent experiment that revealed how some minor changes to call scripts can increase response from your prospects.

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The Most Effective Calls-to-Action: 5 principles discovered for increasing customer response

Wed, 12 Mar 2014 13:40:50 -0400

The call-to-action is one of the most vital elements in your marketing. Consequently, when you think for a moment about the current calls-to-action on your main offer pages, how can you be sure they are generating enough customer response?

What if there were some slight modifications you could make to your CTA copy, placement, size and color to experience a significant increase in response?

Watch this Web clinic replay for the results from a recent experiment where calls-to-action were put to the test.

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Radio Buttons vs. Dropdowns: How knowing the right way to collect customer information led to a 15% lift in orders

Wed, 26 Feb 2014 11:12:49 -0500

Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked customers to select one of multiple options.

Most of us decide quickly between a radio or dropdown format as we’re creating forms, often leaving them as an afterthought of design. But what if choosing the right format for a single question in those forms meant seeing a conversion difference of 15%?

Watch this Web clinic replay for the results from a recent experiment company that puts these form options to the test.

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How Many Columns Should I Use? How using the best page layout led to a 681% relative increase

Wed, 22 Jan 2014 13:37:16 -0500

When given a choice for a column layout on your pages, what's really the best for marketing your products or services effectively? Is there an underlying theory for selecting a layout that will perform better than others?

Watch this Web clinic replay to learn more about a recent experiment with a large technology company involving column layouts that you can use to aid your landing page optimization efforts.

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Responsive Design Tested: What a recent experiment reveals about the potential ROI of mobile design

Wed, 8 Jan 2014 12:33:18 -0500

Most usability and design experts would agree that responsive design is an ideal solution for rendering webpages across multiple devices as users transition between desktops, tablets and mobile devices.

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The Top 5 Marketing Discoveries in 2013: The last 50,000 hours of research distilled into 60 minutes

Wed, 11 Dec 2013 13:29:08 -0500

While 2013 was a great year for featuring new discoveries to help you do your job better, the sheer volume of actionable takeaways and key principles can be overwhelming for marketers in the trenches struggling to keep pace.

In this MarketingExperiments Web clinic, the MECLABS research team reviewed the top five discoveries of 2013 and how you can use those insights to aid your marketing efforts in the upcoming year ahead.

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Subject Lines that Convert: A review of 100+ successful subject lines reveals what motivates people to open (or delete) an email

Wed, 20 Nov 2013 10:50:20 -0500

When you think of email campaigns today, it’s easy to feel overwhelmed by the war for attention being waged in everyone’s inbox.

Watch this Web clinic replay to learn about two approaches you can use to increase customer interest in your subject lines.

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Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift

Wed, 6 Nov 2013 09:41:51 -0500

Imagine one of your webpages for a moment. Is your copy communicating everything a customer needs to move to the next step in your sales process? What if you are losing business simply because customers don’t have enough information to make the decision to buy?

Watch this Web clinic replay to learn how one company captured 36% more total sales by adding a simple paragraph to its page.

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Optimizing for Multiple Personas: How a recent test "broke the rules" of optimization and drove a 331% conversion lift

Wed, 23 Oct 2013 10:21:42 -0400

The guiding principles of conversion optimization often call for sharpening the focus of your messaging to appeal to a single customer persona. But, how do those principles apply to elements of copy and design that serve multiple visitor types with different needs and interests?

Watch this Web clinic replay to learn about how design and copy changes "broke the rules" of optimization and led to a 331% increase in conversion.  

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Category Pages that Work: Recent research reveals design changes that led to a 61.2% increase in product purchases

Wed, 9 Oct 2013 08:50:21 -0400

Category pages are a standard for websites offering multiple products, yet they often take a backseat in testing and optimization.

Watch this Web clinic replay to learn about how design changes to a series of category pages led to a 61.2% increase in product purchases.

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Are Letter-Style Emails Still Effective? New research reveals how customers read emails today

Wed, 25 Sep 2013 13:29:33 -0400

When you think of email campaigns today, it's easy to feel overwhelmed by the war for attention being waged in everyone's inbox.

Watch this Web clinic replay to learn about three key principles every marketer should know for crafting effective email messages.

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Accordion-Style Checkouts Tested: How one company uncovered 26% more conversions by putting its checkout process to the test

Wed, 11 Sep 2013 14:38:54 -0400

Accordion-style checkouts, among other developing cart technologies, have become increasingly popular in e-commerce, especially from its use by top-grossing companies. But, does this style really perform better?

Watch this Web clinic replay to learn how accordion-style checkouts affect optimization.

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Can I Test More Than One Variable at a Time? Statisticians answer some of the most commonly asked A/B testing questions

Wed, 28 Aug 2013 13:21:03 -0400

Marketers are discovering A/B testing has become increasingly sophisticated. Even though software platforms can make testing easier, many marketers are left questioning how they should best approach the testing process.  

Watch this Web clinic replay to hear some of the most common questions associated with online testing answered by members of the MECLABS research team.

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Microsites Tested: 2 common mistakes in the microsite design process that can kill conversion rates

Wed, 14 Aug 2013 14:36:29 -0400

Many marketers connect prospects with specific products or services using microsites. Yet, the process of designing microsites that communicate high levels of value to those customers remains a challenge.

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Converting Free Trials to Paid Customers: How the right message at the right time generated a 68% lift in free trial conversion

Wed, 31 Jul 2013 13:48:32 -0400

Companies frequently use free trials as an incentive to draw customers closer to the final point of transaction. But, when the free trial is over and customers choose not to convert, marketers are often left wondering what went wrong.

Watch this Web clinic replay to learn about a recent experiment with a sports team management software service, which revealed how messaging surrounding a free trial impacts conversion.

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Does Brand Really Matter? A recent experiment reveals how brand impacts the conversion process

Wed, 17 Jul 2013 14:17:30 -0400

Marketers often hear of the "power of brand," and organizations spend significant revenue on building brands. But, is this a truly effective approach for increasing conversion?

Watch this Web clinic replay to learn about a recent experiment with one of the largest print news sources in the United States, and how branding impacts the conversion process.

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Page Templates that Work: New research reveals 3 high-performing webpage templates that consistently improve conversion

Wed, 26 Jun 2013 13:11:44 -0400

Watch this Web clinic replay to learn about three high-performing website templates you can use to design landing pages for your next test.

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Reducing Cart Abandonment: 4 main reasons why customers leave your shopping cart and how a few tweaks can stop the leak

Wed, 12 Jun 2013 14:06:32 -0400

Watch this Web clinic replay to learn four key reasons why customers abandon shopping carts and how you can decrease cart abandonment and increase ROI.

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Long Copy vs. Short Copy: How discovering the optimal length of a webpage produced a 220% increase in conversion

Wed, 8 May 2013 10:11:53 -0400

Long Copy vs. Short Copy: How discovering the optimal length of a webpage produced a 220% increase in conversionWatch this Web clinic replay to learn three key principles on how copy length impacts conversion to aid your copywriting optimization efforts.

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How You Can Use Email to Discover the Essence of Your Value Proposition (in 5 Simple Steps)

Wed, 10 Apr 2013 15:21:31 -0400

Watch this Web clinic replay to learn a five-step process for using email to discover your value proposition.

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The Usability Myth: 4 surprising discoveries we learned after testing the most common usability principles

Wed, 27 Mar 2013 10:38:48 -0400

Watch this Web clinic replay to learn four surprising discoveries of how Web usability practices relate to optimization, which you can use to aid your testing efforts.

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Converting PPC Traffic: How strategic keyword placement increased conversion by 144%

Wed, 13 Mar 2013 14:38:38 -0400

Watch this Web clinic replay to learn three key factors of PPC campaign optimization and how you can apply those principles to increase the probability of conversions on your landing pages.

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Do Optional Form Fields Help (or Hurt) Conversion? How one required form field was hindering a 275% lift in conversion

Wed, 27 Feb 2013 15:49:08 -0500

Have you ever wondered what the impact of optional form fields are on lead flow?
Watch this Web clinic replay to learn how you can apply three key principles of form field optimization to your lead flow process.

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The Web as a Living Laboratory: The Three Most Important Discoveries from Over a Decade of Experimentation

Wed, 20 Feb 2013 15:35:54 -0500

What if there was a way to use every email campaign to learn more about your customers?
Watch this special Web clinic replay, recorded live at MarketingSherpa Email Summit 2013 in Las Vegas, to learn how you can apply three of the most important discoveries from a decade of experimentation to your email marketing campaigns and build your customer theory.

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Email Copywriting Clinic: Live, on-the-spot analysis of how to improve real-world email campaigns

Wed, 6 Feb 2013 13:16:52 -0500

How do you write the subject line, first sentence, body copy and call-to-action in an email?
Watch this Web clinic replay to learn how you can apply six email copywriting principles to your marketing campaigns.

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When Should You Send An Email? How one of the largest banks in the world discovered when to send its emails

Wed, 16 Jan 2013 15:42:13 -0500

Do you know the optimal time to send your next marketing email? Watch this Web clinic replay to learn how you can apply five email timing factors to your marketing campaigns.

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The 5 Most Startling Marketing Discoveries from 2012: Including the 3 words that changed everything for a top financial product

Wed, 12 Dec 2012 15:12:50 -0500

How can busy marketers effectively optimize their budgets to pursue the maximum ROI opportunities in the New Year? Watch this Web clinic replay to learn how you can apply the five most startling research discoveries from 2012 to your marketing campaigns.

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Optimizing Shopping Carts for the Holidays: 6 last-minute changes you can make to your shopping carts to increase conversion

Wed, 14 Nov 2012 12:03:55 -0500

Shopping cart optimization is one of the most effective ROI opportunities that exist on your website right now. Listen to this Web clinic replay to learn six last-minute changes you can make to your shopping cart to increase conversion before the holidays.

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How Do Website Colors Impact Conversion? New research reveals 5 critical mistakes designers make with color

Wed, 31 Oct 2012 16:13:24 -0500

Website color design is often misused by marketers. Pages under perform when discordant color schemes become a distraction, and when opportunities to use color to guide customers to conversion are overlooked. Watch this Web clinic replay to learn five mistakes designers make with color and how you can avoid them.

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5 Steps to Effective Content Marketing: How to extract the maximum revenue from your content

Wed, 17 Oct 2012 16:39:19 -0400

We've all heard about the huge possible upside of content marketing - create valuable content through blogs, whitepapers, webinars, etc., and you can see your sales team flooded with more sales or leads than the organization can process. However, in practice, some marketers end up with content that does not effectively perform or produce an acceptable return.

Watch this Web clinic replay to learn five steps that you can use to design and implement more effective content marketing strategies for your organization.

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See the Research in Action: Dr. McGlaughlin personally optimizes your landing pages

Wed, 19 Sep 2012 10:03:30 -0400

Generating more revenue from your pages and paths takes more than learning optimization theory. It requires you to apply that theory to your own particular situation. Watch this special live optimization Web clinic replay to learn valuable insights into how you can repair your leaking pages.

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263% Higher Conversion Rate: How reducing anxiety helped one company improve conversion rate three-fold

Wed, 22 Aug 2012 14:40:37 -0400

Anxiety is causing your website to leak revenue. And, until you can plug those leaks, any amount of traffic you drive there will have a negligible ROI. Watch this Web clinic replay to learn three techniques you can use to overcome anxiety in the minds of visitors to your website.

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Discovering Your Value Proposition: 6 ways to stand out in a crowded marketplace

Wed, 8 Aug 2012 19:23:14 -0400

Your competitors are continually making your job as a marketer more difficult. They are constantly spying on you, uncovering your hidden marketing strategies, and beating you at your own games. And when they aren't doing that, they are executing their own plans for market domination. What is the hard-pressed marketer to do? Watch this Web clinic replay to learn six techniques that you can use to discover and express effective value propositions for highly competitive markets.

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Five Steps to Better Metrics: How one marketer leveraged Web analytics for an annual revenue increase of $500,000

Wed, 11 Jul 2012 12:08:34 -0400

Web analytics can yield an intimidating mound of data - much more than marketers can interpret and use. Watch this Web clinic replay for five steps you can use to interpret your metrics for more profit.

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Homepage Optimization Applied: Learn how to replicate a 331% lift on your own site (Special live optimization Web Clinic)

Wed, 27 Jun 2012 14:28:58 -0400

In a recent experiment performed in our labs, a few marketers from Migraine Treatment Centers of America were able to generate a 331% increase in leads. Watch this Web clinic replay to see how they did it.

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Copywriting on Tight Deadlines: How ordinary marketers are achieving 103% gains with a step-by-step framework

Wed, 6 Jun 2012 14:13:50 -0400

Most marketers are fairly insecure about writing copy. They’re concerned that if they don’t use the magic sales words needed to hypnotize their readers, no one will ever take action. Add to that the pressure of short deadlines and you have a recipe for some major blood pressure issues.

The truth is, you don’t need magic words. You don’t even need a lot of time to think about what you’re going to say. All you need is a framework for writing copy that is good enough to get the job done.

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Subject Lines Tested: How to write subject lines that double your clickthrough rate

Wed, 16 May 2012 17:19:23 -0400

A few weeks ago, two marketers like you DOUBLED the clickthrough rate of one of our internal marketing emails.
And, the only variable tested was the subject line.
This Web clinic replay studies that test in depth to teach you how to write subject lines that double your clickthrough rate.

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Quick Win Clinic (Part I): The 5 easiest changes to make to your landing pages right now

Wed, 25 Apr 2012 10:47:34 -0400

There are essentially two ways to increase your website’s performance:

1.  Endlessly drive more traffic to your landing pages with media buys, direct mail sends and time-consuming social media
2.  Improve the conversion rate of the traffic you're already getting

Since many marketers struggle with getting budget for driving traffic, this clinic will help you increase your website performance with five easy changes you can make to your landing pages for a quick win.

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What Your Customers Want - What Your Customers Want: How to predict customer behavior for maximum ROI

Wed, 28 Mar 2012 14:14:52 -0400

Imagine that you could predict how your customers will react to your next marketing campaign. What if you could do that for every piece of marketing your company develops?

The results would be staggering.

In this Web clinic replay, Dr. Flint McGlaughlin taught our live attendees how to get the maximum amount of customer insight from their A/B split tests.

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Hidden Friction: The 6 silent killers of conversion

Wed, 14 Mar 2012 15:11:02 -0400

Friction in a Web conversion process generally seems easy to point out if you’re an experienced marketer.
There are always:
1.        The number of form fields
2.         The number of steps in a process
3.        The length of the page itself

But there are several other elements of friction that are significantly more difficult to detect and pose a serious threat to your conversion rate.

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Minor Changes, Major Lifts: How headline and call-to-action optimization increased conversion 45%

Wed, 22 Feb 2012 15:08:42 -0500

One of the best ways to get around IT and budget challenges is to optimize areas on your website that are relatively simple to change yet have the opportunity to make a significant impact on conversion. In this Web clinic replay, Dr. Flint McGlaughlin answered the essential question every marketer asks at some point in their career:

How can I get the greatest amount of return on the least amount of optimization investment?

In our research, we’ve come across a few ways to help you answer this question. In this Web clinic replay, you’ll learn:

    _The two most impactful elements to test on your page
    _5 common headline errors to avoid
    _5 common call-to-action errors to avoid

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Online Advertising Forensics: We investigate how and why a text-based PPC ad produced 47% more conversions

Wed, 1 Feb 2012 11:28:46 -0500

Paid search marketing gets expensive. In this Web clinic, you’ll learn how simple changes to a single ad’s messaging can powerfully impact ROI.

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Rapidly Maximizing Conversion: How one company quickly achieved a 58.1% lift with a radical redesign

Wed, 11 Jan 2012 13:28:55 -0500

There are many guides to A/B split testing on the Internet. And most are adamant about making sure you test one thing at a time. If you don't, they warn you’ll never learn anything about what works and doesn't work on your pages.

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Video: How to Increase Conversion in 2012: The last 20,000 hours of marketing research distilled into 60 minutes

Wed, 7 Dec 2011 15:23:46 -0500

This Web clinic replay takes the past year in online marketing research and condenses it into four tactics you can take away and apply to your marketing in 2012.

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How to Increase Conversion in 2012: The last 20,000 hours of marketing research distilled into 60 minutes

Wed, 7 Dec 2011 15:12:16 -0500

This Web clinic replay takes the past year in online marketing research and condenses it into four tactics you can take away and apply to your marketing in 2012.

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Video: Email Messaging: How overcoming 3 common errors increased clickthrough 104%

Wed, 9 Nov 2011 10:21:11 -0500

Most email messages, even semi-important ones without sales pitches, get deleted without even being read every day. What happens when your ideal prospect receives yours? Do they even stop to notice? Or do they file it away in the special destination reserved for every hype-laden, sales-driven message they receive - the crowded "Trash" folder?

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Email Messaging: How overcoming 3 common errors increased clickthrough 104%

Wed, 9 Nov 2011 09:49:25 -0500

Most email messages, even semi-important ones without sales pitches, get deleted without even being read every day. What happens when your ideal prospect receives yours? Do they even stop to notice? Or do they file it away in the special destination reserved for every hype-laden, sales-driven message they receive - the crowded "Trash" folder?

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SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings

Wed, 12 Oct 2011 17:00:00 -0400

Landing page optimization and search engine optimization are two completely different entities. While optimizing to convince a human to take an action - such as buy, or fill out a lead form - can clearly increase your conversions, what effect will it have on those computerized spiders that visit your site and determine your SERP ranking?

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Bad Data: The 3 validity threats that make your tests look conclusive (when they are deeply flawed)

Wed, 14 Sep 2011 12:31:29 -0400

If you’ve tuned into past MarketingExperiments Web clinics, you’ve seen some pretty impressive gains:

    141% increase in conversion
    12% more revenue across an entire ecommerce website
    $4.9 million in additional sales pipeline growth (in only eight months)

And we’ve shared transferable principles to help you achieve similar gains yourself. But for this Web clinic, the MarketingExperiments team took a different approach and showed you not just what we did to get these types of results, but gave you an inside look at how we did it.

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Banner Ad Design: The 3 key banner objectives that drove a 285% lift

Wed, 31 Aug 2011 12:25:43 -0400

When executed correctly, banner ads can be a powerful way to drive traffic to your offers. Unfortunately, many marketers don’t have the time and resources to devote to "correctly executing" banner ad campaigns. What they need is a formula for designing banner ads that produce results. In a recent test, our researchers found that by designing a banner ad to accomplish three key objectives, they were able to drive a 285% increase in conversion on the landing page.

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Negative Lifts: How a 24% loss produced a 141% increase in conversion

Wed, 3 Aug 2011 12:20:26 -0400

Testing and optimization can lead to impressive, triple-digit gains and far higher conversion rates for all the traffic you're spending time and money driving to your website. However, testing anything on your website can be a bit frightening to the average marketer. For instance, what happens when you don’t get a lift? Well, that's exactly what happened with a recent test we did for one of our research partners...

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Headline Optimization: How testing 10 headlines revealed a 3-letter word that improved conversion more than major changes.

Wed, 15 Jun 2011 12:50:35 -0400

One of the easiest elements to change on a page is the headline. It’s also one of the most important parts of the page to optimize if you’re trying to get a lift in your conversion rate. However, when tasked with writing an engaging headline for a marketing piece, many marketers get it wrong. In this Web clinic, Dr. Flint McGlaughlin speaks to this problem and shows how 6 real-world headlines (submitted by our viewers) could be changed for to increase customer response.

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Optimization Researched: Latest findings about effective LPO practices based on data from 2,673 marketers

Wed, 18 May 2011 10:48:42 -0400

It’s one thing to talk about landing page optimization and another thing entirely to execute. That’s one of the key findings in Boris Grinkot’s new 2011 MarketingSherpa Landing Page Optimization Benchmark Report. Drawing from his report, Boris and Daniel Burstein (Director of Editorial Content, MECLABS) walked marketers through the process of making the business case for optimization in this recent live Web clinic.

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Shopping Carts Optimized: How a few tweaks led to 12% more revenue across an entire Website

Wed, 20 Apr 2011 16:44:15 -0400

Whether your company offers 10 or 10,000 products online, the shopping cart can be one of the most mysterious and difficult areas of your Website to optimize. How many shopping carts steps are optimal for conversion? What information should be required of customers? What product information should be revealed and when? Which incentives are the most effective?

Despite the myriad of questions, recent research from our labs indicates that a select handful of small changes can make significant impact in most online shopping carts. In this Web clinic, we tackle some of the hardest shopping-cart-related questions; all while providing simple, yet strategic tweaks that any marketer can use to get an immediate lift.

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Converting Leads to Sales: How one company generated $4.9 million in additional sales pipeline growth in only 8 months

Wed, 30 Mar 2011 14:24:42 -0400

So you’ve just increased the effectiveness of your online lead capture by XX% using optimization strategies you've recently learned... Now what? How do you ensure that this gain is not lost in the sales pipeline? How do you keep the online marketing efforts you invested in to get the lead from being squandered? Many marketers end their optimization efforts on the Web page, not realizing the significant revenue lost by not taking simple steps to optimize a lead before passing it off to Sales.

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Do You Have the Right Value Proposition? How to test, measure, and integrate your Value Proposition online

Wed, 9 Mar 2011 10:36:14 -0400

Your value proposition is at the foundation of all your marketing efforts. It is that primary reason why your ideal prospect should buy from you rather than your competitors. Yet many marketers have never tested this crucial element of their marketing strategy; they have only assumed it, essentially building an empire on sand. However, according to Dr. Flint McGlaughlin, real-world testing is essential to determining the most effective value proposition, and there are five simple steps any marketer can take to identify their optimal value proposition.

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Crafting an Engaging Email Message

Wed, 9 Feb 2011 17:52:11 -0500

Your ideal prospects delete most of the emails they receive each day. How do you ensure your email doesn’t get dumped into the "Trash" folder? According to Dr. Flint McGlaughlin, CEO (Managing Director), MECLABS, one principle is key - the objective of an email is to get a click. In this live Web clinic, Dr. McGlaughlin reviewed an email message that applied this principle to generate 85% more recipient response. He then taught specifically on how to engage email recipients with just enough value to inspire them to click, and quickly switched to hands-on application -- where he (along with researchers Jon Powell and Adam Lapp) reviewed and optimized audience-submitted email campaigns.

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Optimizing PPC Ads: How to leverage the full potential of 130 characters by clarifying the value proposition

Wed, 19 Jan 2011 15:46:01 -0500

Competition for a customer’s attention has been a roaming battle throughout the years. Newspapers. Radio. TV. But today, the front lines are in online search. As reported by our sister company MarketingSherpa, forecasts on the spending for search advertisement alone will break the $25 billion mark for the first time in 2011. But spending lots of money is never enough when it comes to gaining your customer’s attention. For as bad as an economy may be, you will never be the only one spending money to speak to your customers -- especially in the case of PPC.

Addressing this current marketing challenge, Dr. Flint McGlaughlin covered the number one contributing factor to the success (or failure) of any PPC campaign. Often, many marketing departments can get swept up in the rigmarole of trying to stay current with all the new technological "bells and whistles" associated with search optimization, when only one thing really matters. Our research suggests that ensuring a PPC ad clearly communicates a value proposition is the single-most effective way to drive more qualified clicks.

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Top Lessons from 2010: What worked and what didn’t in the last 365 days of experimentation

Wed, 15 Dec 2010 22:52:58 -0500

If there is one thing consistent about online customers, it’s that they are consistently changing. Trying to pin down marketing tactics that work from year to year can be a daunting task. That’s why it is essential to always be testing - especially testing those "best practices" that are commonly accepted across the Web. As our researchers discover again and again, it’s often our biggest assumptions that are the biggest hindrances to conversion. This year (2010) was no different, as new tests revealed what worked and what didn’t - with a few surprises.

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Images vs. Copy: How getting the right balance increased conversion by 29%

Wed, 10 Nov 2010 16:31:32 -0500

When it comes to choosing an image for a web page, most marketers and designers rely on gut feelings or personal preferences. Few have a concrete way of determining the "what, when and where" of an image. So, in this Web clinic, we revealed new research findings that provide simple tactics for using both images and copy effectively. We discussed three key elements of an effective image, as well as two unique advantages copy has over images. For the first time, we revealed strategies for balancing landing page optimization (LPO) with search engine optimization (SEO).

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Double the Value of Your Online Testing: Don't just get a result, get the maximum customer insights

Wed, 20 Oct 2010 14:30:02 -0400

Though a test may improve a page’s performance, its greatest gain often comes from what it teaches you about your visitors. This is because the value of customer insights extends far beyond a single test. However, often the potential insights of a test are overlooked, and consequently, lots of revenue is being left on the table. So, in our October 30th Web clinic, Dr. Flint McGlaughlin provides a robust methodology for proper test interpretation to ensure the greatest long-term return on marketing investments.

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Homepage Design: The five most common pitfalls and how to overcome them

Wed, 22 Sep 2010 10:14:08 -0400

By applying the principles from this Web clinic, you will be able to optimize your homepages according to the specific objectives you have identified and visitor profiles that your homepage receives.

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Homepages Optimized: How using the homepage as a channel led to a 59% increase in conversion

Wed, 1 Sep 2010 09:49:42 -0400

On this homepage-specific Web clinic, Flint McGlaughlin, the Director of MECLABS Group, shared a few key optimization steps to help you build an effective, ROI-based homepage. Plus, the MarketingExperiments team conducted live optimization of audience-submitted homepages.

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Optimizing Landing Pages: The four key tactics that drove a 189% lift

Wed, 11 Aug 2010 15:01:45 -0400

On our August 11 web clinic, Flint McGlaughlin, the Director of MECLABS Group, shared the MarketingExperiments foundational theory of value communication and introduced a teaching aid The Value Exchange Fulcrum to help our audience implement this theory.

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Live Optimization: What we've learned from the last 200 experiments distilled into three basic principles - plus live-optimization examples

Wed, 21 Jul 2010 16:39:17 -0400

In our July 21 Web clinic, Flint McGlaughlin and the MarketingExperiments team shared three basic principles that you can use to improve your landing page conversion right now and conducted 40 minutes of live optimization of audience submissions to help drive those lessons home.

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The Compounding ROI of Sequential Conversion Increases: How one company took a small gain and multiplied it tenfold

Wed, 30 Jun 2010 10:31:01 -0400

In our June 30 web clinic, Flint McGlaughlin and the MarketingExperiments team shared three key considerations for developing a holistic testing strategy and a series of experiments that produced an optimized path with a 272% increase in overall impression-to-lead conversion.

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One-to-One Marketing at Four Levels: Strategic ways every marketer can enter into an online conversation with customers

Thu, 10 Jun 2010 12:49:55 -0400

In our June 9 web clinic, the MarketingExperiments team shared four levels of one-to-one marketing application based on a marketing department's specific resources and capabilities.

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Technology Blind Spots: How human insight revealed a hidden (and almost missed) 31% gain

Wed, 19 May 2010 12:08:26 -0400

Senior Manager of Research Partnerships Andy Mott, Director of Sciences Bob Kemper, and Research Analysts Corey Trent and Jon Powell walked our audience through three recent experiments featuring both B2B and B2C real-world scenarios, the three most common blind spots of testing tools, four problematic default technology settings that can invalidate your online tests, what it means to actually run a valid test, a five-point checklist to help you get the most from your technology, and key strategic considerations for running multivariate tests.

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Integrate Your Marketing: How one company combined offline and online marketing to increase subscriptions by 124%

Wed, 28 Apr 2010 15:22:28 -0400

Are you using online and offline marketing in a cohesive way to drive the greatest ROI? On the April 28 web clinic, the MarketingExperiments team discussed how best to combine online and offline tactics and revealed how one media company drove 124% growth in subscribers through intelligent integration.

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The Business Case for Testing: How one marketer convinced her business leaders to start testing and drove a 201% gain in the process

Wed, 7 Apr 2010 16:30:47 -0400

Trying to gain the budgetary and executive support to create a culture of testing in your organization? On our April 7 web clinic, Andy Mott and Adam Lapp provided our audience with a behind-the-scenes look at the story of how one marketer was able to champion online testing within her organization and what you can learn from the significant success that resulted.

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Social Media Marketing in Four Proven Steps: A methodology to move from sporadic to strategic use based on research with 2,317 B2B and B2C marketers

Wed, 24 Mar 2010 16:55:47 -0500

Social media marketing has been a blazingly hot topic for marketers in every industry this year. But since this technology is so new, there is still a daunting knowledge gap. So we invited special guest Sergio Balegno, the Research Director of MarketingSherpa, to our most recent web clinic to share his findings and help you better understand the social media landscape. Then our own Boris Grinkot, Senior Manager of Research and Strategy, shared ideas based on our optimization principles to help you apply Sergio’s findings.

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The Five Best Ways to Optimize Email Response (Part 3): Special live optimization web clinic

Wed, 24 Feb 2010 11:58:15 -0500

Learn key principles to improve your email response rate. In our February 24 web clinic, the MarketingExperiments team optimized audience submissions to give you ideas for key changes you can make to your current campaigns to drive big conversion gains.

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The Five Best Ways to Optimize Email Response (Part 2): How to craft effective email messages that drive your customers to action

Wed, 3 Feb 2010 12:42:30 -0500

Learn how to optimize the basic structure of your email and what each piece should convey to make it effective. In our February 3 web clinic, Dr. Flint McGlaughlin walked our audience through key principles that will help you craft effective email marketing campaigns.

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The Five Best Ways to Optimize Email Response (Part 1): How to craft effective email messages that drive your customers to action

Thu, 21 Jan 2010 11:36:18 -0500

At MarketingSherpa’s Email Summit ’10 in Miami, Dr. Flint McGlaughlin delivered an opening session about the best ways to optimize email response. Here is the audio recording of that live event, complete with live optimization of audience submissions.

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Maximize your Agency ROI: How adding science to the creative process reveals a 26% gain

Wed, 13 Jan 2010 15:30:10 -0500

Learn to boost ROI from your creative executions by casting aside your hunches and delving into data-driven methods. In our January 13 live web clinic, Andy Mott and ExactTarget's Joel Book explored discoveries gained from an email competition in which three agencies redesigned email messages for three clients.

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Clarity Trumps Persuasion: How changing the first seven seconds of user experience drove a 201% gain

Wed, 6 Jan 2010 14:45:16 -0500

While marketers invest the majority of their time and budgets on areas deeper down in the funnel, MarketingExperiments research has found that most of the gain from optimizing a website occurs in the first seven seconds of users' experience.

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Optimize your Email in Three Steps - How one marketer tripled revenue from their house list

Wed, 2 Dec 2009 12:08:59 -0500

Your peers’ biggest email marketing challenge (88% find it very important) is to retain existing customers, according to the MarketingSherpa 2010 Email Marketing Benchmark Report. Cost-conscious organizations are trying to offset the impact of the recession by keeping what they have.
In our December 2 clinic, the MarketingExperiments team shared research which illustrated how to increase email ROI from your current subscribers in a time of decreasing demand. President Greg Burningham and researchers Boris Grinkot, Heather Andruk, and Corey Trent discussed the three steps to a successful email campaign.

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Surprising Wins from 2009 - Using insights from an uncertain economy to drive 302% growth

Wed, 11 Nov 2009 12:08:20 -0500

We conducted hundreds of tests in 2009 to augment the marketing of research partners in a variety of B2B and B2C industries. In our November 11 web clinic, our analysts distilled some of our most valuable lessons of this challenging year into key takeaways that you can use to capture market share in 2010. Researchers Boris Grinkot, Adam Lapp, and Paul Clowe shared their most surprising wins to illustrate these important points.

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No Unsupervised Thinking: How to increase conversion by guiding your audience

Wed, 28 Oct 2009 15:46:18 -0500

From PPC to offline advertising, you likely invest significantly in driving prospects to your site. But do you put the same amount of resources into guiding them through to conversion? In our October 28 web clinic, we took a detailed look at how to clearly guide your audience from first visit to conversion. Researchers Boris Grinkot, Corey Trent, and Heather Andruk investigated five key elements to directing visitor eyepath.

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What to test (and how) to increase your ROI today

Wed, 14 Oct 2009 15:44:42 -0500

In recent web clinics, you've learned how to optimize aspects of your site ranging from landing pages to affiliate marketing. In our October 14 web clinic, we took a step back from optimization tactics to focus on maximizing ROI through smarter testing. To address your toughest testing challenges, senior researchers Boris Grinkot and Ana Gaby Diaz explored how to overcome four common obstacles. Before you develop your next testing plan, read the clinic summary (PDF) or view the full presentation video to learn how to improve your tests, results, and ROI.

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Ecommerce Optimization: A holiday playbook for procrastinators

Wed, 30 Sep 2009 15:42:58 -0500

Didn't get all your holiday marketing plans locked in place this summer? Don't panic. You're not alone. We know you've been stretched thin this year, but help for your holiday ecommerce marketing efforts is on the way. On September 30, MarketingExperiments presented a special guest clinic with renowned ecommerce analyst and GetElastic blogger Linda Bustos, where we presented a playbook of test ideas and tactics you can use right away and get back in the race.

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Beyond landing pages: Conversion rate optimization strategies

Wed, 16 Sep 2009 15:41:00 -0500

Optimizing for conversion rates is often linked to landing pages - and for good reason. But we all know landing pages are just the tip of the iceberg. In our September 16 web clinic, our research team explored how you can apply our Conversion Sequence and improve results in myriad areas, from ecommerce and shopping cart pages to lead-generation paths, homepages, and more. If you're looking to increase ROI in several places on your site, these are the strategies that will help you get there.

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