MarketingExperiments.com Web Clinic Podcasts

Whether or not an email send is successful comes down to one primary factor: the messaging. While many companies strive to get audiences interested in products via email, nonprofits have the challenge of asking for donations via email — money spent towards an organization that does not directly benefit the donor. In this Web clinic replay, special guest Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter, shares his expertise from working with nonprofit organizations on email campaigns. Tim and the research team analyzed specific ways that you can generate interest in an email and strategies you can use to move forward with testing your way to successful campaigns, including an example test that lead to a 380% increase in revenue per email.

Staying relevant to your customers is key in developing a marketing strategy that really works. Many marketers attempt to remain relatable with seasonal campaigns, such as winter holiday campaigns or events like back-to-school. However, seasonal campaigns might not be the best fit, or might not be appropriately executed in all industries. In this Web clinic replay, the research team reveals strategies for striking a balance between clarity and seasonality and shares a test from one company that resulted in a 25% change in clickthrough rate.

Brand strategy has never been more important. The logos, colors and design of a website have the power to immediately orient customers and prospects when they land on your site. When used properly, design elements and aesthetic choices also act to reinforce the value proposition. However, it's important to understand that there must be a balance so that design elements do not become conversion obstacles. In this Web clinic replay, the research team will share strategies for testing your way into a balanced site as well as a test on branding that resulted in a 51% difference in conversions.

As marketers, we must ensure the elements on the page align with the specific thought processes of our prospective customers, empowering them to proceed rather than filling them with anxiety or confusion. The most essential element in the sales process is customer motivation. Unfortunately, it is also the hardest variable for us to influence. Understanding the thoughts of the highly-motivated customer is imperative so that we can then use that motivation to bring about a desirable outcome. In this Web clinic replay, the research team shares two key principles on understanding and harnessing customer motivation, gleaned from two tests. The team also shares four questions to ask when evaluating your own customers' behavior on your site.

Across all age ranges, U.S. adults said that they preferred companies to contact them via email as opposed to any other medium (according to a 2015 MarketingSherpa survey). However, that does not necessarily mean customers are anxiously awaiting your sends. With customers' inboxes being flooded daily with ads and newsletters, they carefully skim the subject lines, searching for easy emails to eliminate. In this Web clinic replay, the research team shares three observations on crafting effective subject lines gleaned from two tests, including an experiment which resulted in a 26% increase in clickthrough rate.

Eight out of 10 American Internet users regularly watch or download videos, according to a Pew Research Center Report (2013). Over the past five years, the ability to create and share content on smartphones has fueled the expansion of video. How do you determine the most effective way to incorporate video in your mobile strategy? In this Web clinic replay, the research team shares two key principles for leveraging the use of video to increase the performance of digital collateral, including a test where one company increased mobile conversion by over 50%.

For many organizations, site engagement is one of the most effective indicators of quantifiable conversion potential that is monitored by analytics. What if you could more effectively influence visitors' actions on your website? In this Web clinic replay, our research team will reveal three proven tactics that can boost engagement on your website as well as a case study demonstrating how one company tested navigation structures, resulting in a 35% increase in clickthrough rate increase.

At the crossroad in a customer's mind between "yes" and "no," elements on your page propel him toward his ultimate decision. However, are the pieces on your site leading your customer down a path that is favorable to you and your business? In this Web clinic replay, Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, explains which parts of websites impact a customer’s decision making strategy, and he also identifies components through audience-submitted pages during live optimization.

Determining the optimal price point of a subscription product is no easy task. Customers are inundated with subscription choices in the marketplace, making your asking price vital to your success. At the same time, marketers in subscription business models are under pressure to price products that deliver value and drive ROI. In this Web clinic replay, Flint McGlaughlin, Managing Director, MECLABS Institute, will share three case studies demonstrating how each company increased subscription revenue through testing and optimization.

Designing the subscription path of your site is not a trivial matter. Often, minor elements are overlooked that stop a potential subscriber in their tracks and causes them to fall out of the sales funnel. However, with testing, planning and research, a subscription path can be optimized using a few key principles that transform the customer experience. In this Web clinic replay, the research team identifies transferable principles from a recent experiment that you can apply to your own subscription process to increase conversion.

How do you effectively market your product, service or company in 130 characters or less? Each word and character must work toward communicating value in a PPC ad, as these ads directly compete with those around them. But when just one word fails to resonate with the customer, PPC ads fail as a whole. How do you craft a PPC ad that a potential customer will click? In this Web clinic replay, the research team shares two key principles from several real-world examples that you can use to optimize your own PPC ads.

Producing content takes a lot of dedication, time and resources. Valuable content invites your audience to get to know your company and products in a more personal and in-depth way. But when marketers generate content with company logic, it often falls flat with the customer and the conversation ends before it even began. How do you produce content that your ideal customer actually wants to engage with? In this Web clinic replay, the research team gleaned three observations from a recent experiment that you can apply to content presentation on your site to increase lead generation.

Email marketing provides marketers with an effective way to reach customers and prospects alike who have already shown an interest in a company's products or services. So how do you convert that interest into clicks? Listen to this Web clinic replay to hear three key observations for refining email copy that you can use to improve your copy writing efforts.

Product pages are often the heart and soul of an ecommerce website. It’s where you showcase products and initiate a conversation with customers that guides them to convert. However, there are elements on your product pages that can potentially have a deep impact on customer behavior by quickly turning conversation into concern. Watch this Web clinic replay to learn about three key principles you can use to identify and reduce customer anxiety.

"Going green" has become a prevalent part of marketing strategies abroad as marketers work to reach a new eco-conscious customer base with their products and services. However, do green marketing tactics really have an impact on customer purchases? Listen to this Web clinic replay to learn more about the measurable impact of green marketing on customer behavior.