what do customers want? - meclabs...test background 10 10 background: kiehl’s wanted to present...
TRANSCRIPT
![Page 1: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/1.jpg)
3 experts share lessons learned on the road to customer discovery
What Do Customers Want?
Lauren Pitchford Sr. Optimization Manager MECLABS
Ryan Hutchings Director of Marketing VacationRoost
Zee Aganovic Founder and CEO HiConversion
![Page 2: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/2.jpg)
Play for a chance to win!
Winner will be randomly selected
![Page 3: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/3.jpg)
What is your name?
Number: 22-333
Keyword: MyName
Please enter your first and last name to play
MarketingSherpa.com/LivePoll
OR OR
![Page 4: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/4.jpg)
What is your name?
MyName Zee Aganovic
Zee Aganovic Founder and CEO
HiConversion
Keyword: MyName
Number: 22-333
Or go to MarketingSherpa.com/LivePoll. But you have to commit to one!
![Page 5: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/5.jpg)
What is your name?
MyName Ryan Hutchings
Ryan Hutchings Director of Marketing
VacationRoost
Keyword: MyName
Number: 22-333
Or go to MarketingSherpa.com/LivePoll. But you have to commit to one!
![Page 6: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/6.jpg)
What is your name?
Keyword: MyName
MyName Lauren Pitchford
Lauren Pitchford Sr. Optimization Manager
MECLABS
Number: 22-333
Or go to MarketingSherpa.com/LivePoll. But you have to commit to one!
![Page 7: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/7.jpg)
Testing-optimization cycle boosts conversion
Source: MarketingSherpa.com/ecommerce
![Page 8: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/8.jpg)
Challenge
How do we make our homepage slider more engaging?
![Page 9: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/9.jpg)
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Banner5 Banner3
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
![Page 10: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/10.jpg)
Test background
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Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number included. Goal: To discover the most engaging slider content. Research Question: What is the optimum number of slider banners and the best order of play? Test Design/Optimization Engine: Multivariate/Adaptive
Campaign: Homepage Slider Design Client: Kiehl’s
Research Notes:
![Page 11: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/11.jpg)
Experiment: Version A (control)
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5-Banner Slider Animation
![Page 12: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/12.jpg)
Experiment: Version B
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3-Banner Slider Animation
![Page 13: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/13.jpg)
Experiment: Side by side Version B Version A
5-Banner Slider Animation
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3-Banner Slider Animation
![Page 14: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/14.jpg)
Experiment: Results
! What You Need to Understand: Sliders are becoming common elements of e-commerce pages and provide an opportunity to effectively engage customers in the sales process.
Design RPV Lift
Version A (control) – 5-Banner Slider Animation -
Version B – 3-Banner Slider Animation 11.44%
Relative Difference +11.44%
11.44% increase in revenue per visit
![Page 15: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/15.jpg)
Challenge
I sell a product that customers tend to try and buy in a brick-and-mortar store, how do I overcome the barrier to purchase?
![Page 16: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/16.jpg)
WithoutCopy WithCopy
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
![Page 17: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/17.jpg)
Test background
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Background: A company that sells latex mattresses exclusively online; it has no brick-and-mortar stores or showroom abilities. Goal: To increase the amount of visitors purchasing a mattress. Research Question: Which page will result in the most conversions? Test Design: A/B split test
Record Location: MECLABS Research Library Research Partner: [Protected]
Research Notes:
![Page 18: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/18.jpg)
Control: Without copy
![Page 19: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/19.jpg)
Treatment: Supporting copy
![Page 20: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/20.jpg)
Experiment: Side by side
Control
Treatment
![Page 21: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/21.jpg)
Experiment: Results
! What You Need to Understand: By overcorrecting for anxiety in the direct eye-path, we were able to significantly increase conversion rate.
Design Conversion Rate
Control – Without copy .71%
Treatment – With supporting copy 1.23%
Relative Difference 74.26%
74% increase in conversions The treatment page increased the rate of conversion by 74%.
![Page 22: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/22.jpg)
Challenge
How can I gain a higher clickthrough rate from a PPC landing page?
![Page 23: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/23.jpg)
Above1 Below1
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
![Page 24: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/24.jpg)
Test background
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Background: A vacation booking site specifically for Park City, Utah. Goal: To determine if offering more options on a landing page would yield a higher CTR. Research Question: Which page would generate a higher CTR? Test Design: A/B split test
Record Location: VacationRoost Research Site: Park City Reservations
Research Notes:
![Page 25: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/25.jpg)
Control: Above the fold
![Page 26: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/26.jpg)
Treatment: Below the fold
More copy
CTA below the fold
Several CTAs
![Page 27: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/27.jpg)
PPC Landing Pages: Side by side
![Page 28: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/28.jpg)
Winner: Below the fold
58% increase in CTR
![Page 29: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/29.jpg)
Challenge
How do I improve the buying experience while preserving brand image?
![Page 30: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/30.jpg)
Clean Brand Look and Feel
CleanLook
Vote now! Text the keyword to 22-333 OR go to MarketingSherpa.com/LivePoll
Visible CTA with Product Description
Description
![Page 31: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/31.jpg)
Test background
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Background: With a high-fashion client like Elie Tahari, the brand image dominates the e-commerce experience. Goal: To explore product detail options that do not impact the brand image. Research Question: Will a more visible call-to-action and lengthier product description increase revenue? Test Design/Optimization Engine: Multivariate/Adaptive
Campaign: Product Detail Page Template Client: Elie Tahari
Research Notes:
![Page 32: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/32.jpg)
Experiment: Version A
Clean Brand Look and Feel
![Page 33: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/33.jpg)
Experiment: Version B
Visible CTA with Product Description
![Page 34: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/34.jpg)
Experiment: Side by side Version B Version A
Clean Brand Look and Feel Visible CTA with Product Description
![Page 35: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/35.jpg)
Experiment: Results
! What You Need to Understand: The broad number of elements in the product detail template have a profound impact on e-commerce revenue results.
Design RPV Lift
Version A (control) – Clean Brand Look and Feel -
Version B – Visible CTA with Product Description 18.71%
Relative Difference +18.71%
18.71% increase in revenue per visit
![Page 36: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/36.jpg)
Challenge
I have multiple levels of the same product. How do I push people toward the most lucrative one?
![Page 37: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/37.jpg)
High2Low
Low2High
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
Popularity
![Page 38: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/38.jpg)
Test background
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Background: Home delivery subscription has multiple delivery options such as daily, weekend, weekday, Sunday only. Goal: To determine if reordering the delivery options would have an effect on the subscription mix and revenue. Research Question: Which order of subscription options will yield the most revenue? Test Design: A/B/C split test
Experiment ID: TP1772 Record Location: MECLABS Research Library Research Partner: [Protected]
Research Notes:
![Page 39: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/39.jpg)
Control: Price high to low
![Page 40: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/40.jpg)
Treatment 1: Price low to high
![Page 41: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/41.jpg)
Treatment 2: Popularity
![Page 42: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/42.jpg)
Results
! What You Need to Understand: By simply reordering the options displayed, we were able to significantly affect the product mix.
Design Revenue per Visit
Price high to low .4
Price low to high .5
Popularity .4
Relative Difference 20%
20% increase in revenue per visit (93% LOC)
Treatment 1 increased revenue per visit by 20%.
![Page 43: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/43.jpg)
Results
Control Treatment 1
Daily
30%
Sunday only
34% Weekday
9%
Weekender
15%
Sat/Sun
12%
Daily
23%
Sunday only
37%
Weekday
8%
Weekender
17%
Sat/Sun
15%
Treatment 2
Daily
26%
Sunday only
37%
Weekday
12%
Weekender
18%
Sat/Sun
7%
![Page 44: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/44.jpg)
Challenge
How can I optimize my category pages while still showing the many product options that the company provides?
![Page 45: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/45.jpg)
Properties
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
Features1
![Page 46: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/46.jpg)
Test background
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Background: A vacation booking site specifically for Park City, Utah. Goal: To determine if redefining categories by feature rather than specific property would yield a higher CTR. Research Question: Which page would generate a higher CTR? Test Design: A/B split test
Record Location: VacationRoost Research Site: Park City Reservations
Research Notes:
![Page 47: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/47.jpg)
Control: Properties
![Page 48: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/48.jpg)
Treatment: Features
Top banner Security seal
Images Products at the bottom;
removing specific products
and prices
![Page 49: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/49.jpg)
Category Landing Pages: Side by side
![Page 50: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/50.jpg)
Winner: Features
32% lift in CTR
![Page 51: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/51.jpg)
Challenge
Visitors are getting “stuck” at category/sub-category pages.
![Page 52: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/52.jpg)
NoMessage WithMessage
Vote now! Text the keyword to 22-333 or go to marketingsherpa.com/LivePoll
![Page 53: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/53.jpg)
Test background
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Background: Rockport’s secondary navigation options are very extensive . Goal: To increase conversion by crafting a better secondary navigation experience and making it easier for shoppers to narrow down their options to find exactly what they are looking for. Research Question: Will messaging increase the effectiveness of the secondary navigation menu? Test Design/Optimization Engine: Multivariate/Adaptive
Campaign: Secondary Navigation Client: Rockport
Research Notes:
![Page 54: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/54.jpg)
Experiment: Version A
No Messaging
![Page 55: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/55.jpg)
Experiment: Version B
With Messaging
![Page 56: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/56.jpg)
Experiment: Side by side Version B Version A
No Messaging With Messaging
![Page 57: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/57.jpg)
Experiment: Results
! What You Need to Understand: Secondary navigation is a critical aspect of the visitor consideration path.
Design RPV Lift
Version A (control) – No Messaging -
Version B – With Messaging 38.21%
Relative Difference 38.21%
38.21% increase in revenue per visit
![Page 58: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/58.jpg)
Challenge
We have a high-quality video on our webpage, but nobody’s watching it. How can we increase clicks on the video?
![Page 59: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/59.jpg)
Product1
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Person1
![Page 60: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/60.jpg)
Test background
60
60
Background: A single-product company that sells a liquid formula that repairs a part on cars. Goal: To increase video plays on the landing page. Research Question: Which video thumbnail will result in the highest video play rate? Test Design: A/B split test
Experiment ID: TP 1549 Record Location: MECLABS Research Library Research Partner: [Protected]
Research Notes:
![Page 61: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/61.jpg)
Control: Person
![Page 62: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/62.jpg)
Treatment: Product
![Page 63: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/63.jpg)
Experiment: Side by side
Person Product
![Page 64: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/64.jpg)
Experiment: Results
! What You Need to Understand: By more clearly communicating what value was available in the video (via text and imagery), we increased the number of people watching the video.
Design Conversion Rate
Control: Person is featured 6.74%
Treatment: Product is featured 8.06%
Relative Difference 19.6%
20% increase in video play rate The treatment page increased the video play rate by 20%.
![Page 65: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/65.jpg)
Application
But YouTube only gives me a few options for thumbnails
![Page 66: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/66.jpg)
Challenge
Does decreasing bounce rate on a homepage really translate to ROI?
![Page 67: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/67.jpg)
ShortPage LongPage
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
![Page 68: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/68.jpg)
Test background
68
68
Background: A VacactionRoost company that specializes in mountain/skiing getaways. Goal: To determine if simplifying the calls-to-action would decrease bounce rate. Research Question: Which page would generate a higher clickthrough rate? Test Design: A/B split test
Record Location: VacationRoost Research Site: Mountain Reservations
Research Notes:
![Page 69: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/69.jpg)
Control: Long form
Emphasis on main CTA (searching)
Emphasis on value props (Destination
Expert advice)
![Page 70: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/70.jpg)
Treatment: Short form Emphasis on main CTA
(searching)
Emphasis on value props (Destination
Expert advice)
Simplified to reduce anxiety
![Page 71: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/71.jpg)
Homepage Redesign: Side by side
![Page 72: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/72.jpg)
Winner: Short page
30% decrease in bounce rate $17,000 in additional sales annually
![Page 73: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/73.jpg)
Challenge
How do I remove checkout funnel anxiety?
![Page 74: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/74.jpg)
Common Navigation Area Content Minimized Navigation Area
Nav1 MiniNav
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
![Page 75: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/75.jpg)
Test background
75
75
Background: Hugo Boss found that getting visitors to select a product is much easier than getting them to complete the full payment process. Goal: To reduce CAR by reducing the friction in the checkout funnel. Research Question: What is the best presentation of the main navigation area in the checkout process? Test Design/Optimization Engine: Multivariate/Adaptive
Campaign: Checkout Funnel Client: Hugo Boss
Research Notes:
![Page 76: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/76.jpg)
Experiment: Version A (control)
Common Navigation Area Content
![Page 77: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/77.jpg)
Experiment: Version B
Minimized Main Navigation Area
![Page 78: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/78.jpg)
Experiment: Side by side Version B Version A
Common Navigation Area Content Minimized Navigation Area
![Page 79: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/79.jpg)
Experiment: Results
! What You Need to Understand: The checkout funnel requires a lot of user interaction – reducing anxiety is one of the easiest ways of reducing CAR.
Design RPV Lift
Version A (control) – Common Navigation Area Content -
Version B – Minimized Navigation Area 7.3%
Relative Difference +7.3%
7.3% increase in revenue per visit
![Page 80: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/80.jpg)
Challenge
I have multiple customer types in my email list, but I don’t have the data to segment them. How do I speak to both in a single email?
![Page 81: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/81.jpg)
1CTA 2CTA
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
![Page 82: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/82.jpg)
Test background
82
82
Background: A financial company providing mortgage solutions to two different types of customers: 1.) Those refinancing 2.) Those purchasing a new home. Goal: Increase clickthrough from the email to the landing page. Research Question: Which presentation of CTAs will yield the highest clickthrough rate? Test Design: A/B split test
Experiment ID: TP 2084 Record Location: MECLABS Research Library Research Partner: [Protected]
Research Notes:
![Page 83: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/83.jpg)
Control: Single CTA
![Page 84: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/84.jpg)
Treatment: 2 CTAs
![Page 85: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/85.jpg)
Experiment: Side by side Control Treatment
![Page 86: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/86.jpg)
Experiment: Results
What You Need to Understand: Providing two equally weighted CTAs that a visitor could clearly understand which one was relevant to them was more effective than a single general CTA.
Design Conversion Rate
Control: Single CTA 1.12%
Treatment: 2 CTAs 1.27%
Relative Difference 13.6%
14% increase in email clickthrough The treatment page increased the email clickthrough rate by 14%.
!
![Page 87: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/87.jpg)
Application
When are multiple CTAs competing?
![Page 88: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/88.jpg)
Challenge
How much copy is too much copy? Is less always more on a landing page?
![Page 89: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/89.jpg)
LightCopy
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
MoreCopy
![Page 90: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/90.jpg)
Test background
90
90
Background: A vacation booking site for Mountain getaways. Goal: To determine if restructuring the destination landing page would yield a higher CTR. Research Question: Which page would generate a higher CTR? Test Design: A/B split test
Record Location: VacationRoost Research Site: Mountain Reservations
Research Notes:
![Page 91: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/91.jpg)
Control: Light copy
![Page 92: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/92.jpg)
Treatment: Heavy copy
More content
Value prop in content
More CTAs, links
![Page 93: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/93.jpg)
Destination Landing Pages: Side by side
![Page 94: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/94.jpg)
26% lift in CTR
Winner: Heavy copy
![Page 95: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/95.jpg)
Challenge
How can I create a more effective main site navigation?
![Page 96: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/96.jpg)
Traditional
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
Mega1
![Page 97: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/97.jpg)
Test background
97
97
Background: em-Cosmetics, a fast-growing startup with innovative products and social marketing initiatives aimed at serving a younger demographic. Goal: To enhance the e-commerce shopping experience. Research Question: What is the revenue impact of different dropdown menu styles? Test Design/Optimization Engine: Multivariate/Adaptive
Campaign: Navigation – Regular vs. Mega Dropdown Client: L’Oreal/em-Cosmetics
Research Notes:
![Page 98: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/98.jpg)
Experiment: Version A (control)
Traditional Drop Down Menu
![Page 99: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/99.jpg)
Experiment: Version B
Mega Dropdown Menu
![Page 100: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/100.jpg)
Experiment: Side by side
Version B Version A
Traditional Drop Down Menu Mega Dropdown Menu
![Page 101: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/101.jpg)
Experiment: Results
! What You Need to Understand: Main navigation is the “low-hanging fruit” of every e-commerce optimization initiative.
Design RPV Lift
Version A (Control) – Traditional Dropdown Menu -
Version B – Mega Dropdown Menu 9.29%
Relative Difference +9.29%
9.29% increase in revenue per visit
![Page 102: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/102.jpg)
Challenge
I want to test a complex process of my site, but I don’t have enough (development, time, financial) resources to do it right. What should I do?
![Page 103: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/103.jpg)
Test background
103
103
Background: Large e-commerce company selling electronics that has a very in-depth checkout process with a complicated backend. Goal: Improve the conversion rate of the checkout process. Research Question: Which checkout process will yield the highest conversion rate? Test Design: User testing and A/B split testing
Record Location: MECLABS Research Library Research Partner: [Protected]
Research Notes:
![Page 104: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/104.jpg)
Step 1: User testing
Treatment 1 Treatment 2 Treatment 3 Treatment 4
![Page 105: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/105.jpg)
Step 1: User testing
Treatment 1 Treatment 2 Treatment 3 Treatment 4
We chose the best-performing treatment from user testing
![Page 106: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/106.jpg)
Step 1: User testing
This treatment was the only one that was put into development
Treatment 1 Treatment 2 Treatment 3 Treatment 4
![Page 107: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/107.jpg)
Step 1: User testing
This treatment was the only one that was put into development
Treatment 2
9.9% increase in overall conversions
![Page 108: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/108.jpg)
Challenge
How can I get higher qualified leads to Sales while optimizing the customer experience?
![Page 109: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/109.jpg)
Information1 Request1
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
![Page 110: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/110.jpg)
Test background
110
110
Background: A vacation booking site specializing in Hawaiian vacations. Goal: To determine if revealing more information on the front end would qualify more leads. Research Question: Which page would generate higher qualified leads for Sales? Test Design: A/B split test
Record Location: VacationRoost Research Site: Mountain Reservations
Research Notes:
![Page 111: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/111.jpg)
Control: Request more info
![Page 112: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/112.jpg)
Treatment: Giving more information up front
![Page 113: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/113.jpg)
Booking Page: Side by side
Control Treatment
![Page 114: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/114.jpg)
Winner: Information
Control Treatment
30% - 40% decrease in leads 11% increase in booking conversion (bookings per visit to the website)
![Page 115: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/115.jpg)
Challenge
I have too many leads coming in and not enough call reps, how do I solve this problem?
![Page 116: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/116.jpg)
1Page 2Pages
Vote now! Text the keyword to 22-333 or go to MarketingSherpa.com/LivePoll
![Page 117: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/117.jpg)
Test background
117
117
Background: A global information company seeking quote requests and Sales-ready leads from a lead generation form. Goal: To find the best balance between quantity (request for quotes) and quality (Sales-ready) of leads. Research Question: Which form flow will increase the number of Sales-ready leads? Test Design: A/B split test
Experiment ID: TP1238 Record Location: MECLABS Research Library Research Partner: IHS
Research Notes:
![Page 118: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/118.jpg)
Control: Single page
![Page 119: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/119.jpg)
Treatment: Two pages
![Page 120: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/120.jpg)
Compared
![Page 121: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/121.jpg)
Experiment: Results
Design Lead Gen Rate
Control 60.84%
Treatment 44.36%
Relative Difference -27.1%
27% decrease in total leads (RQFs) The treatment decreased overall quantity of leads by 27%.
![Page 122: What Do Customers Want? - MECLABS...Test background 10 10 Background: Kiehl’s wanted to present the best-performing banners on its homepage slider with the optimal order and number](https://reader034.vdocuments.us/reader034/viewer/2022042317/5f0607417e708231d415eeec/html5/thumbnails/122.jpg)
Experiment: Results
Design Lead Gen Rate
Control 6.38%
Treatment 15.09%
Relative Difference 136.6%
137% increase in Sales-ready leads The treatment increased the amount of high-quality leads by 137%.
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Challenge
Other companies are reselling the same product I am, how do I differentiate myself?
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Challenge
I’m running out of a certain product, but I don’t want to turn customers away. What should I do?