NOTES:
We will be adding notes here. Please refresh this page when instructed to do so.
| Case Study #2 - Test C: Landing Pages | |
|---|---|
| Page | Conversion Rate |
| Page A (Control) | 0.67% |
| Page B | 0.66% |
| Page C | 1.05% |
| Case Study #2 - Test B: Basket Recovery | |
|---|---|
| Variable | Conversion Rate |
| Before Basket Recovery | 0.49% |
| After Basket Recovery | 0.73% |
| Case Study #2 - Test A: Price Testing | |
|---|---|
| Price Point | Conversion Rate |
| $29.00 | 0.44% |
| $34.95 | 0.36% |
| Case Study #2: Compounded Improvements in Conversion Rate | |
|---|---|
| Implemented Change | Improvement in Conversion Rate |
| Test A - Price Testing | 22.22% |
| Test B - Basket Recovery | 49.98% |
| Test C - Landing Pages | 56.72% |
| Total Improvement | 187.27% |
O(PR) > O(PRN) > O(CNN)
Where:
O = Optimize
PR = Product
PRN = Presentation
CNN = Channel
Stage 1 - Optimizing Your Product or Offer:
This step covers Steps 1 and 7 in our Marketing Blueprint (Conduct a Competitive Analysis and Price Testing), but also covers market analysis, quantitative analysis, product and program strategy, usability testing, and similar efforts.
Stage 2 - Optimizing Your Presentation
This stage covers the following steps from our Marketing Blueprint:
2. Optimize Your Home Page and Landing Pages
3. Optimize Your Website Copy
4. Implement Your Website Metrics and Testing Platform(s)
5. Improve Your Order Process
6. Develop Your Email Capture
12. Pursue Site Credibility Indicators
Stage 3 - Optimizing Your Marketing Channels
This stage covers the following steps from our Marketing Blueprint:
8. Set Up Your Comparison Shopping Engine Campaigns
9. Set Up Your Pay-Per-Click Campaigns
10. Optimize Your Website for Natural Search Engines
11. Implement a Linking Campaign
13. Utilize Email Marketing
14. Explore Alternative Marketing Channels
15. Explore Additional Marketing Opportunities
| Case Study #1: Compounded Improvements in Conversion Rate | |
|---|---|
| Implemented Change | Improvement in Conversion Rate |
| Optimizing Landing Pages | 64% |
| Testing a Free-Trial Offer | 541% |
| Improving Site Offer Copy | 47% |
| Optimizing the Subscription Path | 293% |
| Total Improvement | 6068% |
URLs:
BIO:
Primary Speaker: Dr. Flint McGlaughlin
The Marketing Experiments Journal is published by Digital Trust Inc. (DTI). Dr. Flint McGlaughlin is the Director of DTI.
Dr. McGlaughlin is a pioneer in strategy and communications. His primary research is focused on discovering the most effective means to market intellectual assets across the Internet.
Dr. McGlaughlin has advised more than 1500 companies including, AT&T, The Federal Reserve, Pitney Bowes, and Merrill Lynch. He has conducted over 2000 hours of keynote speaking. He has directed the development of more than 20,000 web pages.
Dr. McGlaughlin currently serves as the Co-Executive Producer of the new FOX Family series: "Courage" - hosted by actor Danny Glover. He also serves as a senior advisor or board member to twelve growing companies, and four charitable foundations.
His writing and television production activities have, thus far, won two Tellys, an Edwin Murrough, and an Emmy.
Dr. McGlaughlin is quick to acknowledge that the research at MEC is largely dependent on the intense, focused efforts of the Lab's Leadership Team.