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The Top 5 Marketing Discoveries of 2015:12 months of research in just 60 minutes
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#WebClinic
Today’s Session
• 5 illustrative experiments of each discovery• Cross-referenced recent examples• Summary key points
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We’re sharing on Twitter!#WebClinic
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#WebClinic
Today’s speakers
Jon PowellSenior Manager of Executive Research and Development,MECLABS Institute
Ben HuppertzSenior Manager, Research and StrategyMECLABS Institute
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Discovery #1
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Experiment: Background
Background: A company offering a variety of dieting programs and memberships with the goal of helping their audience lead a healthier lifestyle.
Goal: To increase landing page membership conversions on mobile and tablet devices.
Research Question: Which use of video will generate the highest conversion rate?
Test Design: Multi-treatment variable cluster split
Experiment ID: TP 11157Record Location: MECLABS Research LibraryResearch Partner: (Protected)
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Mobile side-by-side
*Anonymized
Control Treatment A Treatment B Treatment C
*Video is the same for the Control and Treatments
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Design Conversion Rate Level of Confidence % Relative Change
Control 0.14% ---
Treatment A 0.19% 99% 34.4%
Treatment B 0.17% 97% 22%
Treatment C 0.16% 89% 14.5%
Experiment: Mobile results
Relative increase in conversion rate34%Treatment A resulted in a 34.4% relative increase in conversion rate.
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Two questions:1. What common thing did the three treatments do (in different
ways) to change the customer experience?
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Two questions:
2. What did treatment A do that was different than B and C?
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1. The impact of immediate authority in content marketingContent is not free. There may not be a cost financially, but there is always a cost psychologically.
Top 5 Marketing Discoveries in 2015
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Example Source: https://blog.bufferapp.com/power-of-story
From This To This
296%More Full-page reads
520%Average time on page
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Discovery #2
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#WebClinic
What would you test/change to increase engagement?
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#WebClinic
Experiment: Background
Background: A tourism commission seeking to enhance visitor interaction with their website content in order to boost appeal for choosing their city over other destinations.
Goal: Increase visitor engagement with site content.
Primary Research Question: Which treatment will increase site engagement?
Test Design: A/B/C split test
Experiment ID: TP 11211Record Location: MECLABS Research LibraryResearch Partner: (Protected)
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#WebClinic
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#WebClinic
Experiment: Treatments
*Anonymized
Treatment A
Treatment B
• Primary navigation tabs were streamlined based upon visitor interaction data with site content over a calendar year.
• The most engaged-with category content and secondary content were prioritized and emphasized, while less popular content was removed in order to reduce friction.
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#WebClinic
Design Clickthrough Rate Level of Confidence % Relative Change
Control 19.39% ---
Treatment A 26.26% 99% 35.39%
Treatment B 19.58% 55% 0.99%
Experiment: Results
Relative increase in navigation CTR35%Treatment A resulted in a 35.39% relative increase in navigation clickthrough rate.
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#WebClinic
F
Design Lead Gen Rate Level of Confidence % Relative Change
Control 1.01% ---
Treatment A 1.36% 99% 34.93%
Treatment B 1.19% 91% 18.67%
Experiment: Results
Relative increase in total leads34%Treatment A resulted in a 34.93% relative increase in total leads.
What you need to understand:Navigation content was curated based upon visitor behavior with the control nav.
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1. The impact of immediate authority in content marketingContent is not free. There may not be a cost financially, but there is always a cost psychologically.
2. The impact of intentional navigation in initial engagementHaving relevant content is not enough. We must learn to not only optimize the essence (focus) of our content, but also it’s expression (form).
Top 5 Marketing Discoveries in 2015
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ExampleFrom This To This
548%Conversions
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Discovery #3
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Experiment #1: Background
Background: A regional marketing commission.
Goal: To raise awareness of local activities and events, increasing number of travelers and tourist spending in the area.
Research Question: Which subject line will generate the most opens and clickthrough?
Test Design: A/B split test
*Note: Test has been anonymized to protect partner confidentiality.
Experiment ID: TP 20211Record Location: MECLABS Research LibraryResearch Partner: (Protected)*
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Experiment #1: Version A
SUBJECT: Are you a fall foodie? See what’s going on in Boston this November.
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Experiment #1: Version B
SUBJECT: Clam Chowder, Lobster Rolls and More: Calling all foodies for Boston’s best fall fun
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Experiment #1: Which subject line will win?
Version A
SUBJECT: Are you a fall foodie? See what’s going on in Boston this November
SUBJECT: Clam Chowder, Lobster Rolls & More: Calling All Foodies for Boston’s Best Fall Fun
Version B
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Experiment #1: Results
Relative increase in opens10%
VersionOpen Rate
Relative Difference
Level ofConfidence
Version A 19.8% -- 99%
Version B 21.7% 10% 99%
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Experiment #1: Results
Relative increase in clickthrough rate15%Open Rate
Relative Difference
Level ofConfidence
Version A 2.7% -- 99%
Version B 3.1% 15% 99%
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Experiment #2: Background
Background: A regional marketing commission.
Goal: To raise awareness of local activities and events, increasing number of travelers and tourist spending in the area.
Research Question: Which subject line will generate the most opens and clickthrough?
Test Design: A/B split test
*Note: Test has been anonymized to protect partner confidentiality.
Experiment ID: TP 20219Record Location: MECLABS Research LibraryResearch Partner: (Protected)*
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Experiment #2: Version A
SUBJECT: Holiday shopping, historic tours, Pops Orchestra concerts and more Boston traditions
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Experiment #2: Version B
SUBJECT: Book now to save up to 30% on hotel stays this December in Boston
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Experiment #2: Which subject line will win?
Version A
SUBJECT: Book now to save up to 30% on hotel stays this December in Boston
SUBJECT: Holiday Shopping, Historic Tours, Pops Orchestra Concerts and more Boston Traditions
Version B
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Experiment #2: Results
Relative increase in opens9%Version
Open Rate
Relative Difference
Level ofConfidence
Version A 19.3% 9% 99%
Version B 17.6% -- 99%
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Experiment #2: Results
Relative increase in clickthrough rate26%Version
ClickRate
Relative Difference
Level ofConfidence
Treatment 3.1% 26% 99%
Control 2.5% -- 99%
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What do winning subject lines have in common?
SUBJECT: Are you a fall foodie? See what’s going on in Boston this November
SUBJECT: Holiday shopping, historic tours, Pops Orchestra concerts and more Boston traditions
SUBJECT: Book now to save up to 30% on hotel stays this December in Boston
SUBJECT: Clam Chowder, Lobster Rolls and More: Calling all foodies for Boston’s best fall fun
Losing Versions Winning Versions
Why?
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1. The impact of immediate authority in content marketingContent is not free. There may not be a cost financially, but there is always a cost psychologically.
2. The impact of intentional navigation in initial engagementHaving relevant content is not enough. We must learn to not only optimize the essence (focus) of our content, but also it’s expression (form).
3. The impact of proper specificity in the email subject lineMany marketers worry about their ability to write persuasive copy, but the marketer’s art is not persuasion; it is clarity.
Top 5 Marketing Discoveries in 2015
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Experiment #1:
Loser
SUBJECT: Are you a fall foodie? See what’s going on in Boston this November
SUBJECT: Clam Chowder, Lobster Rolls and More: Calling all foodies for Boston’s best fall fun
Winner
• Confusing• Vague
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Experiment #1:
Loser
SUBJECT: Are you a fall foodie? See what’s going on inBoston this November
SUBJECT: Clam Chowder, Lobster Rolls and More: Calling all foodies for Boston’s best fall fun
Winner 10% opens
SpecificSubject Line
• Tangible• Clear
• Confusing• Vague
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Experiment #2:
Loser
SUBJECT: Book now to save up to 30% on hotel stays this December in Boston
• Salesy• Ambiguous
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Experiment #2:
Loser
SUBJECT: Book now to save up to 30% on hotel stays this December in Boston
SUBJECT: Holiday shopping, historic tours, Pops Orchestra concerts and more Boston traditions
Winner 9% opens
SpecificSubject Line
• Specific• Valuable
• Salesy• Ambiguous
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Discovery #4
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Experiment: Background
Background: Think tank soliciting year-end donations to meet annual fundraising goal.
Goal: To increase donations.
Research Question: Which email will generate the most revenue?
Test Design: A/B split test
Experiment ID: #616Record Location: NextAfter Digital Research LibraryResearch Partner: The Heritage Foundation
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Experiment: Version A
• This email was sent by Jim DeMint, the president and most well-known leader of The Heritage Foundation, asking recipients for their support with a year-end gift
• The tone of the email is formal and professional
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Experiment: Version B
• The email was sent by Christie Fogarty, the foundation’s lesser known Director of Membership Programs, requesting donations
• The email uses a much friendlier, informal tone
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Version A
Experiment: Side-by-side comparison
Version B
?Audience Question:Which email will result in more donations?
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DesignRevenue per
VisitorRelative
DifferenceStatistical
Significance
Version A – Jim DeMint $0.03 - -
Version B – New Sender $0.14 380.7%
% Relative Change: 380.7%
99%
Experiment: Results
Increase in Revenue381%The optimized version’s revenue increased by 380.7%.
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1. The impact of immediate authority in content marketingContent is not free. There may not be a cost financially, but there is always a cost psychologically.
2. The impact of intentional navigation in initial engagementHaving relevant content is not enough. We must learn to not only optimize the essence (focus) of our content, but also it’s expression (form).
3. The impact of proper specificity in the email subject lineMany marketers worry about their ability to write persuasive copy, but the marketer’s art is not persuasion; it is clarity.
4. The growing effectiveness of an “everyday tone” in email People still don’t buy from (or give to) companies, stores or websites; people buy from people.
Top 5 Marketing Discoveries in 2015
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An Everyday Tone
• The winning email hypothesized (and confirmed) that a lesser-known sender with a shorter, briefer message would imply a more believable, personal email send
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An Everyday Tone
• The winning email uses language that more closely aligns to the personal nature of email
• In fact, it was designed to read like a conversation and is true to the style of the actual sender
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An Everyday Tone
Version B
• The winning email is plain about the purpose of the ask and how it will be used
• In addition, the call-to-action is very clear and direct
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Example
60%In Click-Rate
159%In Completion Rate
From This To This
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Discovery #5
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Experiment: Background
Experiment ID: TP11081Record Location: MECLABS Research LibraryResearch Partner: Protected*
Background: A regional marketing commission.
Goal: To raise awareness of local activities and events, increasing number of travelers and tourist spending in [City].
Research Question: Which sign-up page will generate the most response?
Test Design: A/B split test
*Note: Test has been anonymized to protect partner confidentiality.
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The control
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Control
The control
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The treatment
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The treatment
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Control Treatment
Side-by-side
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Experiment: Results
Treatments Conversion RatePercent Relative
ChangeLevel of
Confidence
Control 56.4% -- --
Treatment 37.3% -33.94 99%
34% Decrease in conversions
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Control Treatment
How did brand standards affect the user experience?
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5. The impact of brand standards on end-behaviorWe must ensure that our defined elements of our brand help, rather than hinder, people when it comes to making the right decision.
Top 5 Marketing Discoveries in 2015
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Example
From This To This
40%Subscriptions
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Summary
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1. The impact of immediate authority in content marketingContent is not free. There may not be a cost financially, but there is always a cost psychologically.
2. The impact of intentional navigation in initial engagementHaving relevant content is not enough. We must learn to not only optimize the essence (focus) of our content, but also it’s expression (form).
3. The impact of proper specificity in the email subject lineMany marketers worry about their ability to write persuasive copy, but the marketer’s art is not persuasion; it is clarity.
4. The growing effectiveness of an “everyday tone” in email People still don’t buy from (or give to) companies, stores or websites; people buy from people.
Review: Top 5 Marketing Discoveries in 2015
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5. The impact of brand standards on end-behaviorWe must ensure that our defined elements of our brand help, rather than hinder, people when it comes to making the right decision.
Review: Top 5 Marketing Discoveries in 2015
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Live Optimization
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URL: https://www.hesonline.com
Primary Audience: B2B
Page:Health Enhancement Systems
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URL: http://www.north-american-waterway.com/
Primary Audience: B2C
Page: North American Waterway
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URL: http://www.alpineclubofcanada.ca/
Primary Audience: B2C
Page: Alpine Club of Canada
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