dr flint mc glaughlin marketing experiments sexyemail event

3 december 2009Twitter hashtag: #sexyemail

Optimizing Landing Pages Using Offer

Response Optimization

Dr. Flint McGlaughlin

Director, MECLABS

@MktgExperiments

Optimization Example

Treatment One Treatment Two Treatment Three

Test Your Acumen

Results

Web Hosting Offer Page Conversion Rate

Treatment 1 1.31%

Treatment 2 3.44%

Treatment 3 2.05%

Relative Difference 162%

Treatment One Treatment Two

Test Your Acumen

Results

Email Campaign Clickthrough

Treatment 1 18.1%

Treatment 2 21.8%


Treatment One Treatment Two

Test Your Acumen

Results

Email Address Capture Conversion Rate

Treatment 1 7.32%

Treatment 2 10.95%


Treatment TwoTreatment One

Test Your Acumen

Results

Subscription Path Conversion Rate

Treatment 1 1.03%

Treatment 2 0.41%


We need a simple, systematic way to discover the changes we

should test.

POINT ONE

MarketingExperiments was the first Internet-based research lab to conduct

experiments in optimizing the conversion rate of sales and marketing processes.

1987 Preliminary Research Begins

1997 Research Program Established

2001 First Research Report Published

2002 Testing of Research Partnership Model Begins

2003 O/R=Oz Theory Validated

2006 Patent Filings for Research Findings (10 Heuristics)

Timeline

• In philosophy, especially in Continental European philosophy,

the adjective "heuristic" (or the designation "heuristic device")

is used when an entity X exists to enable understanding of, or

knowledge concerning, some other entity Y.

• In human-computer interaction, heuristic evaluation is a

usability-testing technique devised by expert usability

consultants.

– Wikipedia

Heuristic

C = 4m + 3v + 2(i-f) - 2a ©

Heuristic

Marketing Experiments Conversion Heuristic

eme = rv(of+ i) – (f + a) ©

Email Messaging Heuristics

ec < op < ct < lp©

C = 4m + 3v + 2(i-f) - 2a ©

(clarity of) Value Proposition

Incentive

Friction

AnxietyMotivation

Heuristic

Marketing Experiments Conversion Heuristic

VC

VI

Value Proposition. Incentive. Friction. Anxiety.

VC = Value Contributor

VI = Value Inhibitor

Fulcrum

C = 4m + 3v + 2(i-f) - 2a ©

Fulcrum

VC

VIVC = Value Contributor


C = 4m + 3v + 2(i-f) - 2a ©

VC

VI



Fulcrum

C = 4m + 3v + 2(i-f) - 2a ©

VC

VI

VC

VI



1. Why should my ideal prospect

purchase from me rather than any of

my competitors?

2. How can I minimize all of the elements

in my sale path that cause

psychological resistance?

3. How can I counter the remaining

psychological resistance with extra

incentive?

4. How can I over-correct all of the

elements which cause psychological

concern in my sale path?

Four Key Questions

C = 4m + 3v + 2(i-f) - 2a ©

We need to apply this methodology to live landing pages.

POINT TWO

69% Increase In Conversion

Previous live optimizations

• 24



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Live Optimization

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Toyota-forklifts.nl landing page

http://www.toyota-

forklifts.nl/Nl/Products/Aanbieding/

Pages/Levio%20pallettrucks.aspx

28

Toyota-forklifts.nl landing page

Google Translate > English

29

OHRA.nl email newsletter

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dtvmLMM9sTati2q95*1xY

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OHRA.nl email newsletter


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Cobouw.nl email newsletter

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9YVjBFxs0Pum0wdrjU5QJFa0TjE

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Cobouw.nl email newsletter


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De Telegraaf email newsletter

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De Telegraaf email newsletter


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Mazdainactie.nl

http://www.mazdainactie.nl

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Vereniging Eigen Huis email newsletter

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l?ID=PfO2rRhlHTjuPPPw&r=r

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Hi telecom email newsletter

Optimizing your Email in Three Steps:

How one marketer tripled revenue from their house list

It's far less expensive to retain a current customer than to find and acquire a new

one.

Working with a partner that sends more than one billion emails annually, we

discovered three key lessons on how to maximize revenue from your house list.

In this special research brief, we'll show you what we learned in this study and

how you can use these three key takeaways to maximize your email effectiveness

in 2010.

38

Thank You: Special Research Brief

Optimizing Landing Pages Using Offer

Response Optimization

Dr. Flint McGlaughlin

Director, MECLABS

@MktgExperiments

dr flint mc glaughlin marketing experiments sexyemail event

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