Special Live Optimization (with Flint McGlaughlin): The top discoveries from 2014 (over 300 tests) applied to your pages in real time
Special Live Optimization Session (with Flint McGlaughlin): The top discoveries from 2014 (over 300 tests) applied to your pages
Jul 14, 2015
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Special Live Optimization (with Flint McGlaughlin):The top discoveries from 2014 (over 300 tests) applied to your pages in real time
We’re sharing on Twitter!#WebClinic
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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
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