1. How to Achieve a 232% Lift
The repeatable methodology that one company used to
generate a significant result (applied live to your pages)

2. We’re sharing on Twitter!
#WebClinic

3. Today’s speakers
Taylor Kennedy
Senior Research
Manager
MECLABS
Lauren Pitchford
Senior Research
Manager
MECLABS
Austin McCraw
Director
Content Production
MECLABS
Jon Powell
Senior Manager
Research and Strategy
MECLABS

4. Experiment: Background
Background: A large, well-known financial consultancy.
Goal: To increase the clickthrough rate to “make an appointment.”
Research Question: Which page will generate the highest “make an appointment”
clickthrough rate?
Test Design: A/B multifactorial split test
Experiment ID: TP1464
Record Location: MECLABS Research Library
Research Partner: (Protected)

5. Experiment: Version A
Version A
Version A features a strategy that
is fundamentally based on the
expertise of the financial
consultants.
“Our Pros Find Mistakes … ”
“Meet [a tax professional] who
has expertise … ”
“100% Accurate Calculations
Guaranteed.”
“Absolute Expertise.”
“We translate the tax code … into
plain English … ”

6. Experiment: Version B
Version B
Version B features a strategy that
is fundamentally based on the
convenient office locations as
illustrated with the primary map
image.
“12,000 offices means we’re right
in your neighborhood.”
“Find an Office:”
“… over 110,000 tax
professionals … ”

7. Experiment: Side-by-side
Version B
Version A

8. Experiment: Results
Relative increase in clickthrough232%
The two-column design (not focused on the map) generated a 231.8% increase in clickthrough.
Page Design Clickthrough Rate
Version A (expertise strategy) 13.04%
Version B (location-focused) 3.93%
Version A’s % Relative Change: 231.8%

9. What you need to understand
FKey Principles
Discovering the right value proposition is the most effective lever marketers can pull
when optimizing pages.
Conversion Sequence
Wherein:
“C” = Probability of conversion
“m” = Motivation of user
“v” = Force of the value proposition
“i” = Incentive (additional) to take action
“f” = Friction elements present
“a” = Anxiety elements present
C = 4m + 3v + 2(i-f) - 2a
©

10. An overview of Q1 research
232%Click Rate

11. 1/8: Responsive design tested
Unresponsive Responsive
Mecla.bs/responsivedesign
No Difference

12. 1/8: Responsive design tested
FKey Principles
Responsive design is only as effective as the degree of change it affects in the mind
of the customer on two levels:
1. Friction: How much will responsive design decrease perceived effort?
2. Anxiety: How much will responsive design decrease perceived concern?

13. 1/22: How many columns should I use?
2-Column Layout 1-Column Layout
Mecla.bs/pagecolumns
681%Conversion Rate

14. 1/22: How many columns should I use?
FKey Principles
The number of columns ideal for a webpage all depends on where the customer is in
the mental (not physical) conversion funnel. From there, we can apply two underlying
principles:
1. The more we know about what the visitor wants, the more we should focus on
that desire.
2. The less we know about what the visitor wants, the more we should enable
the them to self-select.

15. 2/12: Email messaging tested
VS.
Control Treatment
Mecla.bs/emailmessaging
13%Conversion Rate

16. 2/12: Email marketing tested
FKey Principles
We must ensure that our calls-to-action are not asking for too much
(cost), too soon (prior to the customer understanding the value). We
must present the right “asks” at the right time.

17. 2/26: Radio buttons vs. dropdowns
Treatment 2
Treatment 1
Mecla.bs/radiovsdropdown
8.8%Conversion Rate

18. 2/26: Radio buttons vs. dropdowns
FKey Principles
In our attempts to minimize friction (length-oriented) through dropdowns, we can
undermine the conversation with the customer in two ways:
1. Intensifying difficulty-oriented friction
2. Eliminating necessary value force
In the end, increasing conversion is less about the technique (dropdowns vs. radio
buttons), and more about understanding the entire mental impact (value vs. cost).

19. 3/12: The most effective CTAs
Treatment A Treatment B Treatment C
Treatment D Treatment E
Mecla.bs/effectivectas
12%Click Rate

20. 3/12: The most effective CTAs
FKey Principles
The call-to-action cannot be viewed in a vacuum; it must be viewed in context of the
entire conversation that is occurring in the customer’s mind. Further, there are five
principles common to calls-to-action that produce a significant increase in response:
1. The principle of alignment
2. The principle of timing
3. The principle of absorption
4. The principle of negation
5. The principle of redundancy

21. 3/26: Lead nurturing tested
Treatment A
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company]. When we last spoke, you
told me that you work with a broker for your price
quotes for the group life benefits. Since we do not
nationally advertise and may not have had the
opportunity to work with your consultant, we
would like to share our information with them. I
would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Treatment B
Mecla.bs/leadnurturing
31%Call-back Rate

22. 3/26: Lead nurturing tested
FKey Principles
The goal of marketing is not simply to make a claim, but rather foster a conclusion
through:
1. Anchoring the message to the context
2. Connecting the value proposition to the prospect
3. Aligning the argument to the “ask”

23. Case Studies
Announced

24. Live optimization
Primary Audience
Primary Objective
Register for webinar
Managers and above
http://bit.ly/1gIxDLB

25. Live optimization
Primary Audience
Primary Objective
Register for course
Tea enthusiasts
http://bit.ly/1qlZruF

26. Live optimization
Primary Audience
Primary Objective
Find a meditation teacher
People with anxiety
http://bit.ly/1kHj8eR

27. Live optimization
Primary Audience
Primary Objective
Product information
Customers seeking security
http://bit.ly/OyAnUW

28. Live optimization
Primary Audience
Primary Objective
Free trial demo
HR professionals
http://bit.ly/1hY8am8

29. Live optimization
Primary Audience
Primary Objective
Product search
People shopping for stock
photos
http://bit.ly/1jrhgHH

30. Live optimization
Primary Audience
Primary Objective
Be a resource
Consumer search
http://bit.ly/1hY8Xn2

31. Live optimization
Primary Audience
Primary Objective
Lead generation
Mountain bikers
http://bit.ly/OyCiJl

32. Live optimization
Primary Audience
Primary Objective
Event registration
Mid Ulster business
owners
http://bit.ly/Q0bHpr

33. Live optimization
Primary Audience
Primary Objective
Lead generation
Mobile customer care
managers
http://bit.ly/1eoXSXv

34. Next Clinic: 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: TP1903
Record Location: MECLABS Research Library
Research Partner: (Protected)

35. Next Clinic: Version A
Version A
Version A uses a typical
radio button format for
each of the offers.

36. Next Clinic: Treatment
Version B
Version B utilizes a
horizontal matrix strategy
to present the offers.

37. Next Clinic: Side-by-side
Version B
Version A

38. Live April 23 at 4:00 p.m. EDT
• The results of the test
• The transferable key principles behind the changes
• The three steps to balancing your products
• Quick suggestions for your own pages through live
optimization
Join the next live 35-minute Web clinic
to discover:
Next Clinic: Marketing multiple products
To join live, register at the link below:
MarketingExperiments.com/MultipleProducts

39. 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:
• Select Research Partnership
Opportunities on the post-webinar
survey
• Contact us directly
info@MECLABS.com
1-877-635-0565
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