You can just use your multi-channel marketing efforts to attract more sales and donations. Or you can use them to attract more sales and donations while learning valuable lessons on how to better serve your customers to improve results throughout your organization. In this session, Daniel Burstein, Senior Director, Content, MECLABS Institute, will discuss how to create a customer-first optimization and testing culture while improving experimentation results on your homepage, landing pages, emails and PPC ads with a marketing leader who has traveled down that road before you – John Jordan, Executive Director of Digital Marketing, Willow Creek Association (parent of The Global Leadership Summit). In this session, you’ll learn how: • The Global Leadership Summit generated an 82% increase in registration revenue through email using urgency, exclusivity appeals with alumni, content position testing, and other experiments • Discoveries from multi-channel testing helped the Global Leadership Summit grow attendance to 400,000 people from 128 countries and 60 languages around the world. • The Global Leadership Summit increased event registrations through PPC by 300%

1. Have Questions?
Want to see related content?
We’re sharing on Twitter!
#MECwebinar

2. Customer-First Marketing
How the Global Leadership Summit created an optimization and testing culture
that grew attendance by 16% to 400,000

3. GLS In-conference Incentive Email Results
0
5,000
10,000
15,000
20,000
25,000
2016 2017 2018
#ofRegistrations
Incentive Email
Decrease in Registrations
68%
#MECwebinar
(Removed incentive)

4. GLS In-conference Incentive Email Results
0
5,000
10,000
15,000
20,000
25,000
2016 2017 2018
#ofRegistrations
Incentive Email
933%
Increase in Registrations
#MECwebinar
(Added incentive)

5. GLS In-conference Incentive Email Results
0
5,000
10,000
15,000
20,000
25,000
2016 2017 2018
#ofRegistrations
Incentive Email
What happened here?
#MECwebinar

6. “Insanity is doing the same thing
over and over again and
expecting different results”

7. 2017 Impacts from Testing
• 2017 was the first full year of testing
• Attendance for the 2017 event grew
to 400,000 people from 128
countries and 60 languages around
the world
• 82% increase in revenue can be
attributed to email testing

8. Session Speakers
Daniel Burstein
Senior Director, Content,
MarketingSherpa & MECLABS Institute
@DanielBurstein
John Jordan
Executive Director of Digital Marketing,
Global Leadership Summit
@johnjordaniii

9. About Willow Creek Association
Willow Creek Association is a nonprofit organization
committed to the singular idea that inspired,
encouraged and equipped leaders can transform their
communities. The leaders we serve are from all
sectors of society committed to pursuing their grander
visions — whatever they might be. For 25 years,
Willow Creek Association has helped leaders grow by
creating world-class resources and leadership
development events like The Global Leadership
Summit.
The Global Leadership Summit is a two-day event
telecast live in HD from Chicago every August to
hundreds of locations in North America. Throughout
the fall, Summit events take place at an additional
675+ sites in 125 countries and 59 languages.
#MECwebinar

10. About MECLABS Institute
Founded in 1997 and based in Jacksonville, Florida, MECLABS Institute is the world's largest research institute
dedicated to discovering how people make choices. MECLABS has been involved in direct Research Partnerships with
companies throughout Asia, Europe and the Americas since 2001. As an institute focused on offer-response optimization
particularly in the field of value exchange, the Institute is dedicated to taking an academic approach to improving the
discipline of marketing by teaching its discoveries through workshops, online learning and a graduate-level program in
partnership with the University of Florida.
MECLABS Institute’s two publishing subsidiaries — MarketingExperiments and MarketingSherpa — publish experiments
and provide insights to the marketing community. #MECwebinar

11. Have Questions?
Want to see related content?
We’re sharing on Twitter!
#MECwebinar

12. Twitter Question
#MECwebinar

13. Common Digital Marketing Challenges
• Generating traffic
• Generating and nurturing leads
• Selling products and services
• Proving and increasing ROI
• Earning new subscribers
• Keeping current subscribers
• Writing compelling content
#MECwebinar

14. Common Digital Marketing Challenges
• Generating traffic
• Generating and nurturing leads
• Proving and increasing ROI
• Earning new subscribers
• Keeping current subscribers
• Writing compelling content
What about your value proposition?
#MECwebinar

15. Value Proposition and Customer-First Marketing
Claude C. Hopkins
(1866-1932)
“The people you address are selfish, as we all are.
They care nothing about your interests or profit. They
seek service for themselves. Ignoring this fact is a
common mistake and a costly mistake in advertising.”
“Every ad should contain a Basic Selling Proposition … The
heart and guts of every ad is its B.S.P. Everything else is mere
technique — headline, subhead, copy, illustration, layout. Good
technique can increase the effectiveness of a low-testing B.S.P.,
and bad technique can reduce the effectiveness of a high-testing
B.S.P. But the B.S.P. is 75 percent of the battle.”
David Ogilvy
(1911-1999)
“The aim of marketing is to know and understand the
customer so well the product or service fits him and
sells itself.”
Peter Drucker
(1909-2005)
Excerpted: MMC5435 – Messaging Strategy and the
Centrality of the Value Proposition Session 2

16. Step 1
Discover your value proposition

17. What is a Value Proposition?
An argument that answers the question:
“If I am your ideal prospect, why should I buy from you rather than your
competitors?”
Perceived
Value
Perceived
Cost
VfAc - CfAc = Nf
#MECwebinar

18. The Global Leadership Summit VP Workshop
VALUE PROPOSITION ARGUMENT:
VALUE PROPOSITION QUESTION:
If I am Alex, why should I
register for the 2017 Summit
rather than any alternative act?
• Consisted of 30 people from
departments all over the
organization
• Established a new way of
communicating about the
event across the
organization
Because our Summit features the most diverse variety of
world-class leaders who have specifically created custom
sessions to educate and inspire today’s leaders.
Further, this is the only event of this magnitude
that you can attend within the familiar context of
other leaders in your tribe/community.

19. Value Proposition Spectrum
Source: For more, see Reflection
#19 in The Marketer As Philosopher
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
#2
PRODUCT
#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
PRODUC
T #1
PRODUC
T #1
PROCESS-LEVEL
PRODUCT-LEVEL
PROSPECT-LEVEL

20. GLS Speaker Order Email
Value of Summit faculty
Value of “location near you”
PROCESS-LEVEL

21. 2016 Summit Homepage
2016
No value in headline

22. 2016 Summit Homepage
2016
Explanation of host sites
buried far down on the page
and not very clear

23. 2016 Summit Homepage
2016
• No mention of specific
speakers anywhere
on page
• Competing CTAs

24. 2017 Summit Homepage
2017
PRODUCT-LEVEL
Value of “world-class” faculty
and location near you
Value of “world-class” training

25. 2017 Summit Homepage
2017
PRODUCT-LEVEL
Value of “world-class”
faculty

26. 2017 Summit Homepage
2017
PRODUCT-LEVEL
Value of “location near you”

27. LP Test Results
1,182
Additional registrations
2016 2017
136%
Increase in conversions
#MECwebinar

28. 28

29. Willow Creek VP Workshop
VALUE PROPOSITION ARGUMENT:
VALUE PROPOSITION QUESTION:
If I am a previous Summit
attendee, why should I give to
WCA rather than any other similar
ministry?
• Team engaged in second VP
workshop for the Willow
Creek brand that focused on
donations and giving
Because we already have the most global
connections with community leaders,
enabling us to bring personal growth and
transformation to the most leaders in
the most countries.

30. Willow Creek Donation Page YoY Analysis
Control Treatment

31. Willow Creek Donation Page- Control
Marquee is only
thing visible
above the fold
No specific
explanation of
what donation is
being used for

32. Willow Creek Donation Page- Control
Abundance of
options could be
confusing

33. Willow Creek Donation Page- Treatment
Primary
Value
Proposition
Changed CTA to “Make
an Impact” to better
resonate with donors
Added more value in the
headline by directly stating
what donations are used for
(translation, scholarships,
etc.)
Changed statistical figures to
directly reflect the impact
donations have

34. Willow Creek Donation Page- Treatment
Primary
Value
Proposition
Changed CTA to
“Make an Impact” to
better resonate with
donors

35. *The GLS engaged in a Conversion Index Analysis and applied the heuristic to their testing

36. New Donation Page Analysis
• Reduced marquee image size to allow
the next page section to be visible on
page load
• Changed the default amount to the most
popular
• Added more value in the headline by
directly stating what donations are used
for (translation, scholarships, etc.)
• Changed CTA to “Make an Impact” to
better resonate with donors
• Added prominent “goal bar” and more
relevant video
• Changed statistical figures to directly
reflect the impact donations have
• Added clarity to the secondary
donation ask by removing the
abundance of options
C = 4m + 3v + 2(i-f) - 2a©

37. New Donation Page Analysis
• Reduced marquee image size to allow
the next page section to be visible on
page load
• Changed the default amount to the most
popular
• Added more value in the headline by
directly stating what donations are used
for (translation, scholarships, etc.)
• Changed CTA to “Make an Impact” to
better resonate with donors
• Added prominent “goal bar” and more
relevant video
• Changed statistical figures to directly
reflect the impact donations have
• Added clarity to the secondary
donation ask by removing the
abundance of options
C = 4m + 3v + 2(i-f) - 2a©

38. New Donation Page Analysis
• Reduced marquee image size to allow
the next page section to be visible on
page load
• Changed the default amount to be the
most popular
• Added more value in the headline by
directly stating what donations are used
for (translation, scholarships, etc.)
• Changed CTA to “Make an Impact” to
better resonate with donors
• Added prominent “goal bar” to
increase urgency and more relevant
video
• Changed statistical figures to directly
reflect the impact donations have
• Added clarity to the secondary
donation ask by removing the
abundance of options
C = 4m + 3v + 2(i-f) - 2a©

39. New Donation Page Analysis
• Reduced marquee image size to allow
the next page section to be visible on
page load
• Changed the default amount to be the
most popular
• Added more value in the headline by
directly stating what donations are used
for (translation, scholarships, etc.)
• Changed CTA to “Make an Impact” to
better resonate with donors
• Added prominent “goal bar” and more
relevant video
• Changed statistical figures to directly
reflect the impact donations have
• Added clarity to the secondary
donation ask by removing the
abundance of options
C = 4m + 3v + 2(i-f) - 2a©

40. Donation Page Conversion Rates YoY
The highlighted sections reflect the time periods analyzed in the impact
analysis. The conversion rate in 2016 shows more variability but, in
general, maintains a higher conversion rate than 2015.
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
10/10/2015
10/24/2015
11/7/2015
11/21/2015
12/5/2015
12/19/2015
1/2/2016
1/16/2016
1/30/2016
2/13/2016
2/27/2016
3/12/2016
3/26/2016
4/9/2016
4/23/2016
5/7/2016
5/21/2016
6/4/2016
6/18/2016
7/2/2016
7/16/2016
7/30/2016
8/13/2016
8/27/2016
9/10/2016
9/24/2016
10/8/2016
10/22/2016
11/5/2016
11/19/2016
12/3/2016
Conversion Rates
7-Day CR 14-Day CR 21 Day CR
2015 2016

41. Download the MECLABS Guide to Optimization
• 22 pages that provide an in-
depth look at three of ten
patented heuristics:
• Conversion Sequence Heuristic
• Ad Heuristic
• Email Messaging Heuristic
• Tactical tools and detailed
examples to help you optimize
your campaigns
Download your free guide at MECLABS.com/opt-guide

42. Step 2
Implement the Conversion Heuristic into your testing

43. Motivation
THE MECLABS CONVERSION SEQUENCE
C = 4m + 3v + 2(i-f) - 2a
©
C = 4m + 3v + 2(i-f) - 2a©
• Motivation is the degree and type of want within the prospect. It is the element that
connects the “how many” of the marketer with the “why so” of the customer.
• Motivation is the most influential variable in the conversion heuristic and it impacts
all the other variables
• The GLS applied motivation by testing which speakers resonated with their audience
most

44. Speaker Order Email Test
Company: Willow Creek Association
Research Questions: Does the order in which the faculty members are presented have an
impact on conversions, and does it differ between men and women?
Test Hypothesis: By testing three combinations of the order of faculty on a sample segment
(15-25 percent) of our full list, we can best determine the highest appealing faculty members
Primary Metric: Conversions
#MECwebinar

45. Speaker Order Email Test C = 4m + 3v + 2(i-f) - 2a©
Control Treatment 2Treatment 1

46. Speaker Order Email Test Results
Customer Insight: Business faculty listed first
(Treatment 1) resonated best with men (39 conversions),
but it drove the lowest conversions amongst women
(17), suggesting different motivations for each gender.
Although there was no relative difference
in conversion rates overall, these emails
drove a total of 86 conversions.
C = 4m + 3v + 2(i-f) - 2a©
Treatment 1
#MECwebinar

47. Friction
THE MECLABS CONVERSION SEQUENCE
C = 4m + 3v + 2(i-f) - 2a
©
C = 4m + 3v + 2(i-f) - 2a©
• Psychological resistance to a given element in the conversion process
• The objective is to minimize, not eliminate, friction. If you eliminate all friction, you
necessarily eliminate “the sale.”
• The GLS eliminated friction by using geo-targeting in an email. They also eliminated
a step in the conversion process.

48. Geo-targeted Alumni Email Test
Company: Willow Creek Association
Record Location: MECLABS Research Library
Experiment ID: TP30302
Current Problems: Current emails not leveraging any specificity within them, asking users to
sign up for a generic host site
Research Questions: If we could leverage geo-targeting capabilities and show users the
nearest host site to them, could we increase conversions?
Test Hypothesis: By geo-targeting users based on their registration address and listing the
nearest host site to them, we will increase clickthrough and conversions
Goal: Generate the most conversions
Metrics: clickthrough and conversion rate
#MECwebinar

49. Control vs. Treatment C = 4m + 3v + 2(i-f) - 2a©
TreatmentControl

50. Control C = 4m + 3v + 2(i-f) - 2a©
Landing Page
Form Page
Email

51. Treatment C = 4m + 3v + 2(i-f) - 2a©
Landing Page
Form Page
Email

52. Treatments
Clickthrough
Rate
Relative Difference
Control 2.0% -
Treatment 3.7% 87.0%
Relative Increase in Clickthrough Rate87%
Clickthrough Rate
Clickthrough Rate = Clicks/Sends
C = 4m + 3v + 2(i-f) - 2a©
#MECwebinar

53. YoY Comparison
Treatments
Total Additional
Conversions
Total Registrations
2015 Alumni Email Campaign 17 34
2016 Alumni Email Campaign 81 162
Additional Registrations in 2016127
C = 4m + 3v + 2(i-f) - 2a©
#MECwebinar

54. Customer Insights
• Customer Insight #1: By showing users how easy it is to attend the event
and introducing them to nearest host site, we were able to influence more
registrations.
• Customer Insight #2: The personalization positively influenced more
consumers to engage and sign up for the Summit.
#MECwebinar

55. Geo-targeted Landing Page Test
Company: Willow Creek Association
Experiment ID: TP90217
Current Problems: Right now, host sites are positioned in a way that makes them seem like a
second option as opposed to the only option — this could lead to confusion or misunderstanding
by the customer and a lowered value exchange
Research Questions: Which amount and type of host site value and search functionality will
best match motivation and increase the value exchange enough to increase conversions?
Test Hypothesis: If we update the GLS landing page by adding the location search bar to the
top marquee and including clear host site value messaging prominently on the page, we will
increase CTR into the reg funnel because customers will better understand the value of
attending GLS at a host site and be more motivated to find a location near them
Goal: Improve CTR into the reg funnel, leading to more conversions
Metrics: Clickthrough rate and conversion rate

56. Control
• The control landing page features
general Summit value with occasional
notes about the convenience of the
host sites.
• The main host site details are far
down the page after the speaker
section. This thought process could be
out of order for some visitors.
• The current map on the page could
create friction by looking interactive
but not allowing zoom or clicks.
C = 4m + 3v + 2(i-f) - 2a©

57. Control
• The control landing page features
general Summit value with occasional
notes about the convenience of the
host sites.
• The main host site details are far
down the page after the speaker
section. This thought process could be
out of order for some visitors.
• The current map on the page could
create friction by looking interactive
but not allowing zoom or clicks.
C = 4m + 3v + 2(i-f) - 2a©

58. Control
• The control landing page features
general Summit value with occasional
notes about the convenience of the
host sites.
• The main host site details are far
down the page after the speaker
section. This thought process could be
out of order for some visitors.
• The current map on the page could
create friction by looking interactive
but not allowing zoom or clicks.
C = 4m + 3v + 2(i-f) - 2a©

59. Treatment
• The main marquee value was replaced with
“host site” clarity copy and a search option.
• The top section of the page is updated to
include a map and search field.
• Copy to the right reflects the benefits of a host
site experience and clarifies what it means for
the Summit to be telecast.
Optional
testimonial
C = 4m + 3v + 2(i-f) - 2a©

60. Treatment
• The main marquee value was replaced with
“host site” clarity copy and a search option.
• The top section of the page is updated to
include a map and search field.
• Copy to the right reflects the benefits of a host
site experience and clarifies what it means for
the Summit to be telecast.
Optional
testimonial
C = 4m + 3v + 2(i-f) - 2a©

61. Treatment
• The main marquee value was replaced with
“host site” clarity copy and a search option.
• The top section of the page is updated to
include a map and search field.
• Copy to the right reflects the benefits of a host
site experience and clarifies what it means for
the Summit to be telecast.
Optional
testimonial
C = 4m + 3v + 2(i-f) - 2a©

62. Results
Experience Visits
Reg Funnel
Entries
LP CTR Relative Difference LoC
Control 20,853 5,532 26.53% -- --
Treatment 20,767 7,260 34.96% 31.78% 99%
Relative Increase in Clickthrough Rate32%
By better positioning the value of attending GLS at a host site and more prominently
featuring a distinct entry point higher up on the page, the Treatment achieved a 32% relative
increase in CTR from the Host Site LP into the locations page .
C = 4m + 3v + 2(i-f) - 2a©
#MECwebinar

63. Results- Conversion Rate
Experience Visits Conversions Conversion Rate Relative Difference LoC
Control 20,853 1,754 8.41% -- --
Treatment 20,767 1,688 8.13% -3.36% 71%
No Relative Difference in Conversion Rate
C = 4m + 3v + 2(i-f) - 2a©
#MECwebinar

64. Customer Insights
While the Treatment drove significantly more traffic into the reservation funnel, the
additional traffic into the funnel did not lead to an increase in conversions.
In the Treatment experience, the CTA in the marquee led to an increase in visitors clicking
through, but it may have driven them into the registration funnel before they had the
chance to engage with valuable content further down on the LP, resulting in a lower
conversion rate within the reg funnel.
#MECwebinar

65. Super Early Bird PPC Test
Company: Willow Creek Association
Research Questions: Does linking to the most relevant part of the Summit landing page
decrease friction and increase CR?
Test Hypothesis: By updating the top performing urgency ads from 2016 with increased
continuity from the ad to the landing page, we will reduce the amount of friction for the customer
to get the information they need and register
Metrics: Conversion rate
#MECwebinar

66. PPC Controls
Control #2: Urgency + Countdown + Speakers
Control #1: Speakers + Urgency
Control #3: Video + Urgency
Control #4: Urgency + Countdown + Video
Control #5: Urgency + Countdown + Attendees
*All control ads linked to willowcreek.com/summit
#MECwebinar
C = 4m + 3v + 2(i-f) - 2a©

67. PPC Treatments
https://www.willowcreek.com/events/leadership/#videos
https://www.willowcreek.com/events/leadership/#faculty
https://www.willowcreek.com/events/leadership/#faculty
https://www.willowcreek.com/events/leadership/#videos
https://www.willowcreek.com/events/leadership/#about
Treatment #2: Urgency + Countdown + Speakers
Treatment #1: Speakers + Urgency
Treatment #3: Video + Urgency
Treatment #4: Urgency + Countdown + Video
Treatment #5: Urgency + Countdown + Attendees
#MECwebinar
C = 4m + 3v + 2(i-f) - 2a©

68. Controls Conv. Clicks
Conversion
Rate
(conv/clicks)
Speaker + Urgency
Control 1
104 5988 1.74%
Urgency + Countdown +
Speaker
Control 2
31 577 5.37%
Video + Urgency
Control 3 9 348 2.59%
Urgency + Countdown +
Video
Control 4
37 471 7.86%
Urgency + Countdown +
Attendees
Control 5
27 465 5.81%
Totals 208 7849 2.65%
2017 Super Early Bird PPC Conversion Rate
Treatments
(Direct links)
Conv. Clicks
Conversion Rate
(conv/clicks)
Relative
Difference
Level of
Confidence
Treatment 1
84 3567 2.35% +35% 98.2%
Treatment 2 26 571 4.55% -15% 73.9%
Treatment 3 11 353 3.12% +20% 66.3%
Treatment 4 26 471 5.52% -30% 92.4%
Treatment 5 22 494 4.45% -23% 82.9%
169 5456 3.10% +17% 93.7%
Additional Registrations1,206
Based on all conversions, this test resulted in
#MECwebinar

69. Controls Conv. Clicks
Conversion
Rate
(conv/clicks)
Speaker + Urgency
Control 1
104 5988 1.74%
Urgency + Countdown +
Speaker
Control 2
31 577 5.37%
Video + Urgency
Control 3 9 348 2.59%
Urgency + Countdown +
Video
Control 4
37 471 7.86%
Urgency + Countdown +
Attendees
Control 5
27 465 5.81%
Totals 208 7849 2.65%
2017 Super Early Bird PPC Conversion Rate
Treatments
(Direct links)
Conv. Clicks
Conversion Rate
(conv/clicks)
Relative
Difference
Level of
Confidence
Treatment 1
84 3567 2.35% +35% 98.2%
Treatment 2 26 571 4.55% -15% 73.9%
Treatment 3 11 353 3.12% +20% 66.3%
Treatment 4 26 471 5.52% -30% 92.4%
Treatment 5 22 494 4.45% -23% 82.9%
169 5456 3.10% +17% 93.7%
#MECwebinar
Prospects tend to be more likely to convert if there is continuity between the PPC ad and the
precise location on the Summit landing page related to speakers if there are no countdown
timers being used in PPC.
Customer Insight:

70. Controls Conv. Clicks
Conversion
Rate
(conv/clicks)
Speaker + Urgency
Control 1
104 5988 1.74%
Urgency + Countdown +
Speaker
Control 2
31 577 5.37%
Video + Urgency
Control 3 9 348 2.59%
Urgency + Countdown +
Video
Control 4
37 471 7.86%
Urgency + Countdown +
Attendees
Control 5
27 465 5.81%
Totals 208 7849 2.65%
2017 Super Early Bird PPC Conversion Rate
Treatments
(Direct links)
Conv. Clicks
Conversion Rate
(conv/clicks)
Relative
Difference
Level of
Confidence
Treatment 1
84 3567 2.35% +35% 98.2%
Treatment 2 26 571 4.55% -15% 73.9%
Treatment 3 11 353 3.12% +20% 66.3%
Treatment 4 26 471 5.52% -30% 92.4%
Treatment 5 22 494 4.45% -23% 82.9%
169 5456 3.10% +17% 93.7%
#MECwebinar
Prospects respond well to countdown timers in the advertisements and convert at a higher rate
across all ad content types (speakers, videos, number of attendees) when countdown timers
are used to emphasize urgency.
Bonus Customer Insight 1:

71. Controls Conv. Clicks
Conversion
Rate
(conv/clicks)
Speaker + Urgency
Control 1
104 5988 1.74%
Urgency + Countdown +
Speaker
Control 2
31 577 5.37%
Video + Urgency
Control 3 9 348 2.59%
Urgency + Countdown +
Video
Control 4
37 471 7.86%
Urgency + Countdown +
Attendees
Control 5
27 465 5.81%
Totals 208 7849 2.65%
2017 Super Early Bird PPC Conversion Rate
Treatments
(Direct links)
Conv. Clicks
Conversion Rate
(conv/clicks)
Relative
Difference
Level of
Confidence
Treatment 1
84 3567 2.35% +35% 98.2%
Treatment 2 26 571 4.55% -15% 73.9%
Treatment 3 11 353 3.12% +20% 66.3%
Treatment 4 26 471 5.52% -30% 92.4%
Treatment 5 22 494 4.45% -23% 82.9%
169 5456 3.10% +17% 93.7%
#MECwebinar
Some of these results are not statistically significant due to the low level of confidence.
Because Google prioritized the highest performing ads, we cannot be truly confident in these
results.
Bonus Customer Insight 2:

72. Anxiety
THE MECLABS CONVERSION SEQUENCE
C = 4m + 3v + 2(i-f) - 2a
©
C = 4m + 3v + 2(i-f) - 2a©
• Psychological concern stimulated by a given element in the conversion process
• If you think about mitigating anxiety in rational terms, you are likely to fail in your
efforts. Though anxiety often is stimulated by a legitimate concern, its
degree/impact is often disproportionate to the measure of risk.
• The GLS eliminated anxiety by adding testimonials to their emails.

73. Early Bird Email Test
Control
Added
testimonials
C = 4m + 3v + 2(i-f) - 2a©
2015 2016 2016

74. Based on the additional conversions (79) this campaign generated 158
additional ticket registrations
YOY Comparison
Treatments
Total
Registrations
Relative
Difference
Level of
Confidence
2015 EB Email Campaign 723 -
2016 EB Email Campaign 802 10.9% N/A
Relative Increase in Total Registrations11%

75. Step 3
Use these results to change the culture within your organization

76. Incentive
THE MECLABS CONVERSION SEQUENCE
C = 4m + 3v + 2(i-f) - 2a
©
C = 4m + 3v + 2(i-f) - 2a©
• An appealing element (discount, bonus) you introduce to stimulate a desired action.
• The GLS eliminated used discount and content incentives in an email to current
conference attendees to incentivize them to register for the upcoming year.

77. GLS In-conference Incentive Email Results
0
5,000
10,000
15,000
20,000
25,000
2016 2017 2018
#ofRegistrations
Incentive Email
Decrease in Registrations
68%
#MECwebinar
(Removed incentive)

78. GLS In-conference Incentive Email Results
0
5,000
10,000
15,000
20,000
25,000
2016 2017 2018
#ofRegistrations
Incentive Email
933%
Increase in Registrations
#MECwebinar
(Added incentive)

79. GLS In-conference Incentive Email Results
0
5,000
10,000
15,000
20,000
25,000
2016 2017 2018
#ofRegistrations
Incentive Email
What happened here?
#MECwebinar

80. 2018 In-conference Incentive Email
• Satellite Registration Results
• 2016 (Audio Incentive): 6,403
• 2017 (No Incentive): 2,017
• 2018 (GLSnext Premium): 20,845
• Key Learnings
• Urgency - Tuesday
• Increase perceived value:
• Monday video delivery
• $99.99 value
• System Stress: priority codes & looping
login
C = 4m + 3v + 2(i-f) - 2a©
From: The Global Leadership Summit
S/L: ⏰ Last Chance: Get GLSnext Premium for free
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81. 2017 Testing Timeline

82. 2017 Testing Timeline

83. Overall Results and Takeaways

84. 2017 Impacts from Testing
• 2017 was the first full year of testing
• Attendance for the 2017 event grew
to 400,000 people from 128
countries and 60 languages around
the world
• 82% increase in revenue can be
attributed to email testing

85. Top Customer Insights for 2017
Insight #1: There is a distinct difference in behavior between Church/Referral visitors and those
coming from the Summit LP, indicating an opportunity for additional segmentation efforts in the
future.
Insight #2: Personalized, handwritten letters resonated very well with previous attendees who had
not yet registered for the event, suggesting that more one-to-one communication may significantly
increase registrations.
Insight #3: There is a large portion of WCA homepage visitors that are interested in GLS but may
need a clearer path and additional value to make a purchase.
Insight #4: Adding prominent urgency encouraged visitors to register more people for the event
and further influenced them to sign up their entire group to receive discounted pricing.
Insight #5: Visitors express interest in donating when presented the option to do so during an
initial registration decision rather than when they are attempting to finalize their transaction.
Insight #6: Emphasizing discount pricing in the donation ask, reminds visitors of the value of
registering early, increasing the overall conversion rate.
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86. Be like John!
Transform your organization by fostering a testing and optimization culture
MECLABS conducts rigorous experiments in the 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:
• Select Research Partnership
Opportunities on the post-webinar survey
• Contact us directly
info@MECLABS.com
1-800-810-7710
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