Special Live Optimization (with Flint McGlaughlin):The top discoveries from 2014 (over 300 tests) applied to your pages in real time

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Today’s speaker

Flint McGlaughlin —Managing Director and CEO, MECLABS Institute

Flint McGlaughlin is Managing Director and CEO of MECLABS Institute. The organization has partnered with key market leaders, including The New York Times, Microsoft Corporation and Reuters Group.

McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (U.K.), as the Chairman of the Board of Governors for St. Stephen’s University and as a Trustee for Westminster Theological Centre. McGlaughlin originally studied philosophy and theology at the University of London’s Specialist Jesuit College.

Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.

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Previous Web clinic

http://www.marketingexperiments.com/marketing-optimization/maximizing-subscription-revenue.html

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Experiment: Background

Background: A software as a service (SaaS) company that offers membership access to their products online.

Goal: Increase paying subscribers and increase revenue.

Research Question: Which price point will increase subscribers as well as increase revenue?

Test Design: A/B split test

Experiment ID: TP 11074Record Location: MECLABS Research LibraryResearch Partner: (Protected)

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Experiment: Control

• Customers land on this page after choosing the “Basic Membership Product” to select length of service.

*Anonymized

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Experiment: Treatment

• All subscriptions were discounted by 22% to attempt to drive more subscribers to longer subscription durations.

*Anonymized

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Experiment: Side-by-side comparisonControl Treatment

Audience Question: Which pricing strategy produced better results??

*Anonymized

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Design Total Conversions Total Revenue

Control 3.6%

Treatment (22% Discount) 4.3%

% Relative Change 19.44%

Experiment: Results

Relative increase in total conversions19%The Treatment resulted in a 19.44% relative increase in total conversions.

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Design Total Conversions Total Revenue

Control 3.6% $19,425

Treatment (22% Discount) 4.3% $17,535

% Relative Change 19.44% 9.73%

Experiment: Results

Relative decrease in total revenue10%The Treatment resulted in a 9.73% relative decrease in total revenue.

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Experiment: Background

Background: A mid-sized furniture company selling mattresses online.

Goal: To increase the overall number of mattress purchases.

Research Question: Which design will generate the most online purchases?

Test Design: A/B split test

Experiment ID: TP 11267Record Location: MECLABS Research LibraryResearch Partner: PlushBeds

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Experiment: Design ALuxury Latex Mattress Product Page

Variable Cluster Test:

• Guarantee, warranty and return policy

• Free shipping and guarantee reinforcement

• Supportive media, more guarantees, plus free shipping

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Experiment: Design BLuxury Latex Mattress Product Page

Variable Cluster Test:

• A promise is made: “Try your mattress for 100 NIGHTS & sleep better — or your money back.”

• Conversational questions are presented with a guarantee reinforcement

• Messaging directed at addressing and reducing customer anxiety

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Experiment: Side-by-side comparison

Design A Design B

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Experiment: Side-by-side comparison

Design A Design B

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Experiment: Side-by-side comparison

Design A Design B

Audience Question: Which design elements will generate the most conversions?

?

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Design Total ConversionsLevel Of

Confidence

Design A 0.8% 97%

Design B 0.3% -

% Relative Change 166.7% 97%

Experiment: Results

Relative difference in conversions167%Design A resulted in a 166.7% relative increase in total conversions.

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Experiment: Side-by-side comparison

Design A Design B

167%In conversion rate

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Experiment: Side-by-side comparison

Design A Design B

167%In Conversion rate

Why did the elements in Design A have such a profound impact on conversion?

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What you need to know: It’s not the magnitude of the change on the page that impacts conversion. It is the magnitude of the change in the customer’s

mind that makes the difference.

99%In total Revenue

78%Conversion rate

173%Clickthrough Rate

46%In Conversions

87%In Conversion

2014 Web clinic results

61%In purchases

109%In lead rate

96%In Leads Generated

129%In Clickthrough

262%Conversions

99%In total Revenue

78%Conversion Rate

173%Clickthru Rate

46%In Conversions

87%In Conversion

2014 Research at a Glance

61%In Purchases

109%In Lead Rate

96%In Leads Generate

129%In Clickthru

262%Conversions

2014 key principles

99%In total Revenue

78%Conversion Rate

173%Clickthru Rate

46%In Conversions

87%In Conversion

2014 Research at a Glance

61%In Purchases

109%In Lead Rate

96%In Leads Generate

129%In Clickthru

262%Conversions

2014 Key Principles

Today, we are going to help you determine the elements on your page that will enable you to test

“why” your customers behave the way they do through guided live optimization.

Live optimization

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Live Optimization: Coupons for Education

Primary Audience: Families with children in school.

Page Purpose: Sign up to receive a free coupon booklet

Top of Page

Middle of Page

Bottomof Page

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Live Optimization: Hilton Worldwide

Primary Audience: New York City travelers

Page Purpose: Book Hilton Hotels in New York City

Top ofLanding Page

Bottom of Page

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Live Optimization: Indianapolis Star

Primary Audience: Print and digital newspaper subscribers near Indianapolis

Page Purpose: Sell subscription access

Landing Page

Special Live Optimization (with Flint McGlaughlin):The top discoveries from 2014 (over 300 tests) applied to your pages in real time