MEC Retailer's Research Log

February 18 Conference Notes

We are pleased to announce our first ever:

2004 Conversion Ratio Optimization Conference

This is your only opportunity to meet with the research team at MarketingExperiments.Com in a very small, intimate, interactive work session. You will also be able to personally talk with the highly successful research partners from our case studies and learn, firsthand, how they grew their business.

The entire event is designed to let you ask relevant questions, and get practical help with your marketing. It is unique in these six respects:

• The event is limited to just 50 executives.
• It will feature an interactive, audience-directed format with interviews, and (very small) breakout consultant sessions.
• The Speaker/Attendee ratio is just 1:5.
• Live, real-time experiments will be run during the conference.
• The conference will include an five-star dinner, where you will be seated at a small table with the speaker or expert of your choice. You'll be able to ask questions and develop new relationships. (Seating is limited; selections are first-come-first-serve. The earlier you register, the the more likely you will be able to reserve your first choice).
• It will be held in Orlando, at Disney with a single price that includes the (1)conference, the (2)dinner with an expert, and your (3)overnight hotel.

The conference will cover:

Optimizing Your Comparison Search Engine Campaigns
Optimizing Your Subscription Path
Optimizing Your Google and Overture Campaigns
Optimizing Your Order Process
Optimizing Your Landing Pages
Optimizing Your Auction Listings and Your Yahoo! Store

To find out more, please visit:
http://www.marketingexperiments.com/conf_orlando.cfm

BIO:

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.

NOTES:

We recently ran a simple but insightful experiment. We have developed, priced, and packaged a new content offering for one of our strategic partners.

Herb Wagemaker is a leading psychiatrist who has published a number of books and videos on child psychology. Dr. Wagemaker was selling less than $3000 per year when we took over his online marketing. We conducted a series of micro-tests to determine how to maximize the revenue generated from his content.

We conducted a simple, thee-day price test to determine the best pricing for one of his offers.

The three price points we tested were:

$7.95
$14.00
$24.95

Which price point was best? Which price point yielded the most revenue?

5 Expensive Search Terms
KEYWORD	MONTHLY TRAFFIC	1st Position	3rd Position
depression	159,609	$1.61	$0.58
therapy	10,142	$0.24	$0.20
child depression	1,562	$1.00	$0.25
mental health	38,555	$0.52	$0.47
psychology	82,171	$0.35	$0.32

5 Inexpensive Search Terms
KEYWORD	MONTHLY TRAFFIC	1st Position	3rd Position
bipolar	71,067	$0.21	$0.07
bipolar disorder	58,164	$0.22	$0.20
bi polar	19,411	$0.19	$0.17
child psychology	10,861	$0.11	$0.10
schizophrenia	63,819	$0.07	$0.05

Micro-Test Orders Generated
PRICE POINT	$7.95	$14.00	$24.95
ORDERS	1950	2400	1500
REVENUE	$15,500	$33,600	$37,425

URLs

1. MentalDisorders.com
http://www.mentaldisorders.com/

2. Three Ways to Sell Online Content:
http://www.marketingexperiments.com/members/publishers/gen_revenue.cfm

3. Order Forms Tested:
http://www.marketingexperiments.com/members/publishers/order_process.cfm

4. Abandoned Shopping Cart Recovery:
http://www.marketingexperiments.com/members/retailers/order_recovery.cfm

5. Shipping Charges Tested:
http://www.marketingexperiments.com/members/publishers/shipping_charges.cfm

Conference Notes - Blueprint Clinic

BIO:

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.

NOTES:

URLs

1. Marketing Blueprint