Optimizing for Multiple Customer Personas: How a recent test “broke the rules” of optimization...

Optimizing for Multiple PersonasHow a recent test “broke the rules” of optimization and drove a 331% conversion lift

#WebClinic

Today’s Team

@jonpowell31

Jon PowellSenior Manager Research and StrategyMECLABS

Market research practitioner with 6+ years of hands-on discovery gained through managing hundreds of A/B and multivariate tests for e-commerce, healthcare, financial, and education Research Partners.

An Experiment

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Background

Background: An organization that offers a minimally invasive medical treatment for people suffering from chronic pain.

Goal: To increase leads from the website.

Research Question: Which site will generate the highest lead conversion rate?

Test Design: A/B multifactorial test.

Experiment ID: TP1560Record Location: MECLABS Research LibraryResearch Partner: [Protected]

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Version A

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Version A

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Version B

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Version B

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Side-by-SideVersion A Version B

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Conv. Rate % Rel. Change Stat. Conf.

Version A 1.6% --Version B 7.0% 330.6%

Relative Increase in ConversionsThe new page template B increased lead capture rate by 330.6%

331%

99%

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Familiar Behavior PatternsTo thisFrom this

LOGO LOGO

Protocol ID: TP1306

266%Increase in clicks

78%Increase in conversions

Protocol ID: TP1213

46%Increase in purchases

Protocol ID: TP2026

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Why did the treatment win?

So what was different in this

situation?

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Optimizing for Multiple Personas

1. Messaging is naturally ordered into four stages: (1) To Listen, (2) To Attract, (3) To Converse, (4) To Nurture. The order is as important as the activity. One cannot converse before one attracts; one should not attract before one listens.

FKey Principles

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The team’s preliminary research question:

What is the effect of providing multiple paths (CTAs) for visitors to choose based on where they are in the process?

• Feedback from service reps and Sales• A data/metrics analysis of incoming

channels and keywords• Existing customer research

After examination of:

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2. To enable conversation with different customers arriving at the same intersection, one must alter the geography of the page in a way that attracts each group into its own conversation.

FKey Principles

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Though equally weighted on the page, the content is not equal in the mind.

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How do I write and design for a page that serves multiple visitor types with varying interests?

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2. To enable conversation with different customers arriving at the same intersection, one must alter the geography of the page in a way that attracts each group into its own conversation.

3. A meta-analysis of these page types has uncovered how copywriting and design can be adjusted to maximize response from pages serving multiple customer personas.

FKey Principles

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Today, we are going to walk through tactical design and copy changes extracted from patterns

of customer response.

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Design Changes

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Design Changes

1. The marketer’s goal is not simplicity; the marketer’s goal is clarity. The former is the means to the latter.

2. Simplicity which obscures clarity is lethal to the close. This is true as it relates to the prospect’s understanding of the marketer’s offer.

FKey Principles

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Example: Simplicity vs. ClarityProtocol ID: TP1315

How would you increase the search volume on this page?

Control

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Example: Simplicity vs. Clarity

By giving the page a more Google-like search experience, our researchers hypothesized an increase in search volume …

The result proved that simplicity does not always guarantee clarity.

Treatment

5.6%Decrease in search volume

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Design Changes

1. To enable clarity of the offer for multiple personas, focus on these three types of page template adjustments:

• The number of conversion paths

• The availability of subheadlines and headers for instructional guidance

• The sequence of the content

FKey Actions

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From This, To This …Protocol ID: TP1499

From This

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From This, To This …To This

Utilized the header to be instructional

Optimal # of paths

25%Increase in clicks

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From This

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From This, To This…To This Added a

subheadline for explanation

Optimized the number of paths

32.4%Increase in conversions

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From This

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From This, To This …

Reduced paths via consolidation

Utilized headers for explanation


To This

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From This, To This …Protocol ID: TP17XX

Increase in clickthrough

From This

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181%Increase in clickthrough

To This

Adjusted content position

Adjusted color

Added a headline and explanation subheadline

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Copy Changes

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Copy Changes

1. “Mind is the great lever of all things; human thought is the process by which human ends are ultimately answered.” -Daniel Webster

FKey Principles

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The Great Lever in Action

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The Great Lever in Action

The Top 5 Reasons for Bungee Jumping

1. Overcome a fear2. If you go naked, it could

be free!3. Cross an item off the

bucket list4. Bragging rights5. It’s safe

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Copy Changes

1. “Mind is the great lever of all things; human thought is the process by which human ends are ultimately answered.” -Daniel Webster

2. We must realize that even as the lever moves in degrees, the sale moves in stages. The marketer must match the message to the stage. We achieve this by synchronizing geography with chronology.

FKey Principles

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Customer Buying Cycle

Considerationor Research

Intent + Shop

Awareness

Purchase

Search VolumeSample Keyword

Insurance

Car Insurance

Car Insurance Quote

Florida Car Insurance Quote

Low

Medium

High

Very High

Buying Process

The wide variety of search terms brings light to what customers are trying to achieve online.

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Copy Changes

1. To enable a type of synchronization that serves multiple personas, align your copy within each competing section closely with:

• Different stages in the buying cycle

• Relevant, distinguishable categories of interest

FKey Actions

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From This

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From This, To This … To This


New copy focuses on relevant topics aligned with buying cycle stage

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From This, To This … Then This

A single section was rewritten to attract more of a given prospect type 49.5%

Increase in clickthrough

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From This, To This …Protocol ID: TP1503 & TP1507

From This

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All Traffic

To This

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As a result of this discovery, the team installed dynamic response pages

Partner Sites

Google


Then This

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From This

Protocol ID: TP1315

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Copy written for browsers and deal seekers

5.8%Increase in search volume

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A Final Experiment

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Background

Background: A subscriber-only social media site designed to provide fast, easy access expert advice for IT.

Goal: To increase subscriptions, subscription revenue.

Research Question: Which sign-up process will produce the greatest subscription rate?

Test Design: A/B multifactorial test.

Experiment ID: TP1203Record Location: MECLABS Research LibraryResearch Partner: [Protected]

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Background

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Background

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Control

Pop-over

Order Page

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Treatment

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Side-by-SideControl

Treatment

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Conv. Rate % Rel. Change $$$ / Visit % Rel. Change

Control .095% -- $1.89 --

Treatment .098% 1.12% $1.68 -10.93%

Relative Decrease in Revenue Per VisitThe treatment order process received 10.9% less revenue per visit than the control.

10.9%

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Review

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Summary: Putting it all together

1. The marketer’s goal is not simplicity; the marketer’s goal is clarity. To enable clarity as it relates to the prospect’s understanding of the marketer’s offer, focus on three types of page template adjustments:

• The number of conversion paths

• The availability of subheadlines and headers for instructional guidance

• The sequence of content

2. As the sale moves in stages, the marketer must match the message to the stage. Achieve this by aligning copy of each competing section with:

• Different stages in the buying cycle

• Relevant, distinguishable categories of interest

FKey Points

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Templates for Multiple Customers

http://www.marketingexperiments.com/site-optimization/page-templates-that-work.html

Page Templates that WorkPublished July 5, 2013

http://www.marketingexperiments.com/site-optimization/page-templates-that-work.html

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See how you can conduct research with us…MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs.

Learn more about how you may be a fit for a MECLABS research partnership:

• Select Research Partnership Opportunities on the post-webinar survey

• Contact us [email protected]

x

Live Optimization

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EMAIL AWARDS

MECLABS.com/EmailAwards

Winners Announced

Live Optimization

Primary Audience: Individuals and HR managersPrimary Objective: Sell background checks

CVCheck

http://bit.ly/1h0hl4n #WebClinic

http://bit.ly/1h0hl4n

Live Optimization

Primary Audience: Sherman College students and alumniPrimary Objective: Send visitors to proper area

Sherman College

http://bit.ly/16n2Wgl #WebClinic

http://bit.ly/16n2Wgl

Date post:	08-May-2015
Category:	Business
Upload:	marketingexperiments
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Optimizing for Multiple Customer Personas: How a recent test “broke the rules” of optimization...

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