Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion

Marketing Multiple ProductsHow radical thinking about a multi-product offer led to a 70% increase in conversion

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Today’s speakers

Ben HuppertzSenior Research ManagerMECLABS

Austin McCrawDirector, Content ProductionMECLABS

Jon PowellSenior Manager,Research and StrategyMECLABS

Experiment: Background

Background: An independent vitamin manufacturer and distributor.

Goal: To increase the total revenue from the page.

Research Question: Which page will generate the highest total revenue?

Test Design: A/B multifactorial split test

Experiment ID: TP1903Record Location: MECLABS Research LibraryResearch Partner: (Protected)

Experiment: Background

• Here is the landing page for this offer.

• This page did not change for both treatments of this experiment.

• In this step, we collected all the contact information prior to collecting billing information in the next step.

Landing Page

Experiment: BackgroundLanding Page Treatment A

Treatment B

Experiment: Treatment A

Version A used a radio button table format for each of the offers.

Experiment: Treatment B

Version B utilized a horizontal comparison matrix to present the offers.

Experiment: Side by side

Treatment A Treatment B

What made the difference?Control Treatment

12% In Clickthrough

43% In Conversion

Control

Previous experiment Treatment

112% In Conversion

Control

TreatmentPrevious experiment



70% In Revenue

Experiment: Results

Relative increase in revenue70%Treatment A produced 70% more revenue than Treatment B.

Page DesignConversion

RateRelative

DifferenceRevenue Increase

Treatment A 2.88% 74.56% 69.95%

Treatment B 2.31% - -

Statistical Validation 99%

Experiment: Results

Why did this product display approach underperform in this experiment?

Managing multiple products

FKey Principles

1. People do not buy from product pages, people buy from people. The art of marketing is not conversion, it is conversation.

2. When applying this principle to selling multiple products, we must understand that our goal is not simply to give prospects more options or products, but to lead them to the “one” option that is most relevant, important and urgent to them.

3. Therefore, the marketer must use three key objectives when selling multiple products:

1. Eliminate – Minimize the number of competing choices as much as possible

2. Emphasize – Use visual weight to sequence the presentation of products

3. Express – Ensure clear expression of the product-level value proposition

OBJECTIVE #1: ELIMINATE

Objective #1: Eliminate

Control

• The control features a generic call-to-action in the main eye-path that does not create enough value force in the customer’s mind to move them forward.

• There are three products in no particular order down the sidebar.

• The products have overlap and are unclear about which one makes sense for a particular customer.


Instead of having three separate products on the page, the marketers hypothesized that a single product with a dropdown selection for a computer operating system would increase conversion.

Treatment 1


ControlTreatment 1

24% In Revenue


24% In Revenue

Control Treatment


We must be careful not to eliminate too much !


Control

In the control, there were three separate products for three different sizes of engines.


In the treatment, the marketers wanted to understand the effect of reducing the product selection down to a single product.

Treatment

Treatment


35% in Conversions

Control


5 questions to ask before you eliminate products:

Are the products on my page the ones my customers want?

Can I visually group my products so they appear as one?

Can I eliminate one or more competing products?

Can I segment my traffic in the channel so that products are more personalized?

Is there a gap in my product mix that indicates I have eliminated too much?

OBJECTIVE #2: EMPHASIZE IMPORTANT PRODUCTS

Objective #2: Emphasize important products

In the control, we have five equally emphasized products on the page.

Control


Treatment

In the treatment, the marketers eliminated a few products, but also emphasized the most important product of the five.


Treatment

66% in Conversions

Control

#WebClinichttp://bit.ly/1lERR1y


How could this page do a better job of emphasizing the right product?

?

http://bit.ly/1lERR1y


5 elements that help you control emphasis:

Size: How large is the product on the page?

Shape: Does the shape of the product distinguish it from others?

Motion: Is there a tasteful way to emphasize the product with motion?

Color: Does the color of the product distinguish it from others?

Position: Is the product being emphasized in the main eye-path?

OBJECTIVE #3: EXPRESS THE PRODUCT VALUE

Product-level value proposition

1

3

2

Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors?

Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors?

Question: If I am [PROSPECT A], why should I buy this product rather than any other product?

Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad?

Prospect B

PRODUCT

#3

PRODUCT

#4

PRODUCT

#1

PRODUCT

#2PRODUCT

#3

PRODUCT

#4

PRODUCT

#2

PRODUCT

#3

PRODUCT

#4

Primary Value

Proposition

Conversion steps associated with a specific product

PRODUCT

#2

The Value Proposition Spectrum

PROSPECT-LEVEL

PROCESS-LEVEL

PRODUCT

#1PRODUCT

#1

PRODUCT-LEVEL

Treatment

Control

61% in Purchases

Objective #3: Express the product value

93% in Conversions

TreatmentControl

Objective #3: Express the product value

Why did Treatment A from the first test generate more revenue?

ELIMINATE: Notice that we did not remove any options between the two treatments


Why did Treatment A generate more revenue?

Treatment A


Emphasize:

Which of the three products has greatest visual weight

in Treatment A?

Treatment B


Emphasize:

Which of the three products has greatest visual weight

in Treatment B?

Treatment B


Express:

Which of the three products has the greatest perceived

value?

Treatment B


• In the Treatment B, we brought more clarity around the differences in the cost savings per serving.

• The savings differential between the products is not enough to justify the cost differential.

$0.66Savings

$0.12Savings



1. ELIMINATE – Minimize the number of competing choices as much as possible

2. EMPHASIZE – Use visual weight to sequence the presentation of products

3. EXPRESS – Ensure clear expression of the product-level value proposition

Three key objectives when managing multiple objectives:

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Live Optimization: Unlimited Cellular

Primary Audience

Primary ObjectivePromote deals and savings on specific products

Customers seeking specific mobile products and accessories

http://bit.ly/1poSttI

http://bit.ly/1poSttI

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Live Optimization: Marriage Helper 911

Primary Audience

Primary Objective

Product resource page

Spouses in troubled marriages

http://bit.ly/1icYTZ1

http://bit.ly/1icYTZ1

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Live Optimization: Marotta

Primary Audience

Primary Objective

Aerospace engineers

B2B satellite propulsion system sales

http://bit.ly/1gPycEm

http://bit.ly/1gPycEm

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Live Optimization: Daimer Industries

Primary Audience

Primary Objective

Steam cleaner product page

Commercial and industrial cleaning services

http://bit.ly/QxByFN

http://bit.ly/QxByFN

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Next Clinic: Background

Background: A large news syndication company.

Goal: To increase the overall number of sign-ups.

Research Question: Which form design will result in the highest number of new member sign-ups?

Test Design: A/B split test

Experiment ID: TP1636Record Location: MECLABS Research LibraryResearch Partner: (Protected)

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Next Clinic: Treatment ATreatment A

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Next Clinic: Treatment BTreatment

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Next Clinic: Side by sideTreatmentControl

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Live May 14 at 4:00 p.m. EDT

• The exact changes the company made to its form with before and after versions and how those changes affected conversion on the page

• Examples and case studies on Web form optimization from our library

• How to apply everything you learn to your own pages through live optimization

Join the next live 35-minute Web clinic to discover:

Next Clinic: Optimizing Web forms

To join live, register at the link below:

MarketingExperiments.com/WebForms

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See how you can conduct research with us

MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs.

Learn more about how you may be a fit for a MECLABS Research Partnership:

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Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion

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