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1. The 5 Most Startling Marketing Discoveries
from 2012
Including the 3 words that changed everything for a top
financial product
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2. Join the conversation on Twitter
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3. Today’s team
Flint McGlaughlin Jon Powell
Managing Director Senior Manager,
Research and Strategy
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4. DISCOVERY #1: Prospects Can Be More Motivated By
the Negative than the Positive
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5. Background and test design
 Experiment ID: TP4061
Location: MECLABS Research Library
Controlled Testing Environment: North American Spine
Research Notes:
Background: North American Spine is the sole provider of the Accurascope
procedure, an innovative, minimally invasive spine surgery for back pain relief
Goal: To increase number of leads on the home page.
Primary Research Question: Which value approach of the three treatments
will increase the conversion rate?
Approach: A/B multifactor split test
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6. The MECLABS Controlled Testing Environment
Controlled Testing Environment (CTE)
2
Marketing
Creative
Control
Test Cycle #1
TRT 1 TRT 2 TRT 3
Fully Optimized
Test Cycle #2 Page Goes Live
Control TRT
2MECLABS
Certified Final
6
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7. Experiment: Control
Control
What are some
? problems with
this control?
7
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8. Experiment: Treatment #1
Treatment #1
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9. Experiment: Treatment #2
Treatment #2
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10. Experiment: Side-by-side
Landing Page
Control
Treatment #1
Treatment #2
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11. Experiment: Results
46.6% Increase in Conversion
The treatment generated 46.6% more leads
Relative Statistical
Versions Conversion Rate
Difference Confidence
Control 1.8% - -
Treatment #1 1.6% -7.9% 95%
Treatment #2 2.6% 46.6% 95%
 What you need toable to achieve a 46.6% liftbut nuanced adjustments,
treatment #2 was
understand: With simple
over the control.
11
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12. Experiment: Key Insights
Control
INSIGHT #1: Prospects can be more
motivated by the negative than the
positive
Treatment #1
Treatment #2
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13. Experiment: Key Insights
Control
INSIGHT #1: Prospects can be more
motivated by the negative than the
positive
INSIGHT #2: A few words can
Treatment #1
dramatically influence a prospect’s
perception
Treatment #2
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14. Experiment: Key Insights
Control
INSIGHT #1: Prospects can be more
motivated by the negative than the
positive
INSIGHT #2: A few words can
Treatment #1
dramatically influence a prospect’s
perception
INSIGHT #3: A PPC ad, though limited
in length, can actually say too much
Treatment #2
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15. Experiment: Key Insights
Control
INSIGHT #1: Prospects can be more
motivated by the negative than the
positive
INSIGHT #2: A few words can
Treatment #1
dramatically influence a prospect’s
perception
INSIGHT #3: A PPC ad, though limited
in length, can actually say too much
Treatment #2
INSIGHT #4: The best PPC ad does not
always get the most clicks
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16. Experiment: Key Insights
By modulating specificity and friction in the messaging of our PPC ad, we
were able pay for less clicks while increasing overall conversion.
Level of specificity
Not This
You must be suffering
from back pain to click
this ad.
But This
59%
IN CLICKTHROUGH
You must need back
surgery to click this ad.
47%
IN CONVERSION
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17. Learn more …
MarketingExperiments.com/AdForensics
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18. DISCOVERY #2: The Color of the Page Can Have a
Profound Effect on the Message
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19. Experiment: Background
Experiment ID: TP1645
Record Location: MECLABS Research Library
Controlled Testing Environment: [Location Protected]
Research Notes:
Background: A large sports entertainment provider seeking to increase
conversion on it’s main landing page.
Goal: To increase premium signups
Research Question: Which color scheme will result in a higher conversion
rate?
Test Design: A/B single factor split
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20. Experiment: Treatment Designs
Version A
• The control was a design
with a dark background and
white text.
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21. Experiment: Treatment Designs
Version B
• The treatment was an
almost exact color inverse of
the control.
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22. Experiment: Which Page Won?
Version A Version B
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23. Experiment: Results
10.66% Increase in account sign ups
The inverse color scheme increased account sign ups by 10.66%
Relative Statistical Level
Design Lead Rate of Confidence
Difference
Control (Black) 2.40%* - -
Treatment (White) 2.66%* 10.66% 95%
 What youthe treatment was easier simply changing the background color
to white,
need to understand: By
to read and provided greater color
flexibility with headlines and secondary information. The result was a
10.66% increase in conversion.
*Conversion rates have been anonymized
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24. How does color affect conversion?
F Key Principles
1. Marketers do not optimize web designs, they optimize thought sequences.
Yet often, our web page design is NOT created with the intention of guiding
the visitor through a clear sequence of thought.
2. There are primarily 5 design elements that enable a marketer to guide the
visitor through a conversion process:
1. Size
2. Shape
3. Color
4. Position
5. Motion
3. Of the five elements, color is likely the most overlooked and misused.
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25. Learn more…
MarketingExperiments.com/ColorTest
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26. DISCOVERY #3: The Quickest Route to a Maximum Lift
is by Changing Page Categories
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27. Experiment: Background
 Experiment ID: TP1429
Location: MECLABS Research Library
Controlled Testing Environment: [Protected]
Research Notes:
Background: The company is a leading automotive head gasket repair
solution.
Goal: To increase total orders on the cart page.
Primary Research Question: Which landing page/cart will result in a higher
conversion rate?
Approach: Radical redesign of cart page through a variable cluster A/B split
test.
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28. Experiment: Control
Logo Logo
Control
Logo
Step 2 Step 3
Logo
Logo Logo Logo
Step 4 Step 5 Step 6
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29. Experiment: Treatment
Treatment
Logo
Step 2
Logo
Logo
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30. Experiment: Side by side
Control Treatment
Logo Logo
Logo
Logo
30
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31. ? What makes this test different?
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32. Experiment: Control Control
Logo
Logo
An average experiment
might have tested a single
variable at a time.
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33. Experiment: Control Control
Logo
Logo
An average experiment
might have tested a single
variable at a time.
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34. Experiment: Control Control
Logo
Logo
An average experiment
might have tested a single
variable at a time.
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35. Experiment: Control Control
Logo
Logo
An average experiment
might have tested a single
variable at a time.
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36. Experiment: Control Control
Logo
Logo
Instead, we changed
almost everything…
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37. Experiment: Treatment Treatment
Logo
Logo
Instead, we changed
almost everything…
? Why?
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38. Experiment: Treatment Treatment
Logo
• We are not operating in a clinical
environment with sterile
conditions. This is a field test. Logo
• In a field test you must deal with
special conditions that you do
not have in a lab. This business is
dependent upon its revenue
stream.
• We cannot wait for a series of
ten tests across twelve months
to get the results we need. Every
error everyday costs money.
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39. Experiment: Results
58.1% Increase in conversions
The Treatment generated 58.1% more conversions than the control
Versions CR Rel. diff Stat. Conf
Control 2.1% - -
Treatment 3.3% 58.1% 99.4%
 What You Need to Understand: single call-to-action led tothroughout the
entire process coupled with the
The reduction of friction
a 58.1% relative
increase in conversion.
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40. Learn more…
MarketingExperiments.com/RadicalRedesign
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41. DISCOVERY #4: Higher Conversion is Not Necessarily
Related to the Change on the Page
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42. Experiment: Background and design
 Experiment ID: Saxo Bank Forex Trading Test
Source: Optimization Summit Attendee, Michael Aagaard,
Online-TekstForfatter.dk
Research Notes:
Background: Denmark-based Saxo Bank sells access to a foreign exchange
trading platform.
Goal: To get visitors to sign up for a free trial
Primary Research Question: Which landing page will have the highest free
trial sign-up rate?
Test Design: A/B split test
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43. Call for student work
If you have any tests you would like to share with
the MarketingExperiments team, email us at:
Editor@MarketingExperiments.com
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44. Experiment: Control
Control
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45. Experiment: Treatment
Treatment
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46. Experiment: Side-by-side
Control Treatment
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47. Experiment: Results
99.4% Increase in conversion
The new page design improved the conversion rate by 99.4%
Version CR Relative Difference Confidence Interval
Control 2.00%* - -
Treatment 3.99%* 99.4% 99%
 What Youthe treatment was ableBytomaking a a 99.4% higher to
the page,
Need to Understand:
achieve
few simple changes
conversion rate.
* Conversion rates have been anonymized to protect Saxo Bank.
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48. What you need to understand
F Key Principles
1. It is not the magnitude of change on the page that impacts
conversion; it is the magnitude of change in the mind of the
prospect.
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49. What you need to understand
F Key Principles
1. It is not the magnitude of change on the page that impacts
conversion; it is the magnitude of change in the mind of the
prospect.
2. Marketers must learn to see their webpages through the eyes of
the customers. Too often we employ company logic rather than
customer logic.
#webclinic

50. Customer Logic vs. Company Logic
Marketer Value Market
Proposition
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51. What you need to understand
F Key Principles
1. It is not the magnitude of change on the page that impacts
conversion; it is the magnitude of change in the mind of the
prospect.
2. Marketers must learn to see their webpages through the eyes of
the customers. Too often we employ company logic rather than
customer logic.
3. When we employ customer logic, we discover simple changes that
can have a large impact on the conversion rate of a landing page.
#webclinic

52. Learn more…
MarketingExperiments.com/QuickWin
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53. DISCOVERY #5: 3 Words Can Mean the Difference
Between Adequacy and Excellence
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54. Experiment: Background
 Experiment ID: TP1567
Location: MECLABS Research Library
Controlled Testing Environment: [Protected]
Research Notes:
Background: This test was implemented in the secure section of a large
financial institution’s website. The offer was an up-sell for a savings account.
Goal: To increase approved and funded savings accounts
Primary Research Question: Which link copy will result in the highest
impression to funded account rate?
Approach: A/B Single Factor Split
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55. Experiment: Control Path
Save automatically with a {Brand} Savings Account Learn More
Landing Page Application Form
Logo Logo
Image
CTA CTA
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56. Experiment: Control Path
Save automatically with a {Brand} Savings Account Learn More
Landing Page Application Form
Logo Logo
Image
CTA CTA
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57. Experiment: Treatment Path
Save automatically with a {Brand} Savings Account Open an Account
Landing Page Application Form
Logo Logo
Image
CTA CTA
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58. Experiment: Treatment Path
Save automatically with a {Brand} Savings Account Open an Account
Landing Page Application Form
Logo Logo
Image
CTA CTA
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59. Experiment: Side-by-side
Control Link
Learn More
The ONLY change in this test
was the link text to begin the
application process.
Treatment Link
Open an Account
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60. Experiment: Results
43% Increase in Funded Accounts
The Treatment generated 43.0% more conversions than the Control
Verison CR Rel. diff Stat. Conf
Control Link: Learn More 3.0%* - -
Treatment Link: Open an Account 4.3%* 43.0% 99%
 What You Need tomore serious implication ofthe copy in the link to the link
communicate the
Understand: By changing
opening an account,
attracted prospects with higher levels of motivation and resulted in a 43%
increase in FUNDED Accounts.
*Conversion rate has been anonymized to protect research partner.
#webclinic

61. Learn more…
MarketingExperiments.com/CallToAction
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62. Summary: Putting it all together
DISCOVERY #1: Prospects Can Be More Motivated By the Negative
than the Positive.
DISCOVERY #2: The Color of the Page Can Have a Profound Effect on
the Message
DISCOVERY #3: The Quickest Route to a Maximum Lift is Through
Changing Page Categories
DISCOVERY #4: Higher Conversion is Not Necessarily Related to the
Change on the Page
DISCOVERY #5: 3 Words Can Mean the Difference Between Adequacy
and Excellence
#webclinic

63. LIVE OPTIMIZATION
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64. Live Optimization
Video blocks
Primary objective: To convert
free trial users to paid users
after trial ends
Primary traffic sources:
Display, email list rental and
affiliates program
Target audience: Design
professionals and video
producers
Page URL: http://bit.ly/x73R3S
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65. Live Optimization CR England
Primary objective: To get truck
drivers to apply for employment
with us
Primary traffic sources:
Adwords, Organic, Display,
Ads on job boards and
PPC
Target audience:
truck drivers
Page URL: http://bit.ly/XT98Y2
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66. Live Optimization
Transcendental Meditation Program
Primary objective: To get
people to sign up for a free
introduction lecture
Primary traffic sources: SEO
Meditation, transcendental
meditation, tm, meditation
techniques
Target audience: People
interested in meditation and
spiritual growth
Page URL: http://bit.ly/XbvYFg
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67. Live Optimization
Primary objective: International Tube
Lead Generation
Primary traffic sources:
Organic and SEO
(stainless steel precision tubing,
miniature medical tubing )
Target audience: Engineers
and purchasing agents
Page URL: http://bit.ly/XSGAOg
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68. Live Optimization
Sustainable Energy
Primary objective: To get
prospects to download our free
whitepaper
Primary traffic sources:
SEO and Email
Target audience:
Facility managers
Page URL: http://bit.ly/UBNVNa
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69. Live Optimization
Ramsey Ford
Primary objective: Lead
Generation
Primary traffic sources: SEO
and Adwords “Ford Dealer”
“Ramsey Ford”
Target audience: Auto
consumers
Page URL: http://bit.ly/Sb6yv0
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