See the Research in Action: Dr. McGlaughlin personally reviews your pages with optimization suggestions

#webclinic

#webclinic

Join the conversation on Twitter

#webclinic

#webclinic

Today’s team

Dr. Flint McGlaughlin Managing Director

Jon Powell Senior Manager Research and Strategy

#webclinic

4

PART 1: A Case Study from the MECLABS Library

#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:

#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.

#webclinic

Experiment: Treatment Treatment - Top

#webclinic

8

Experiment: Treatment

Treatment - Bottom

#webclinic

Experiment: Side-by-side

Control

Treatment

#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

#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

#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.

#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.

#webclinic

14

PART 2: Live Optimization

#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

#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

#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

#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

#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

#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

#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

#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

#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.