MECLABS Institute
Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. Youtube. MECLABS Institute | The Call-To-Action: Should it be placed above or below the fold on a webpage?
Most of us have probably stumbled upon annoying websites that have large, bright words BUY NOW! Emblazoned across the screen before we even know what the business is selling. Although that is a rather extreme example of a misplaced call-to-action on a webpage, marketers are making the same mistake every day with CTAs — and leaking revenue. It's usually a little subtler. At first glance, the page looks like a winner. It has appealing graphics and colors, even the headline is catchy. And there's a neat little call-to-action button off to the side and above the fold — just as it should be, according to our Marketing 101 training. The problem arises when we focus so much on optimizing a webpage that we forget to optimize the customer's thought sequence. In the following two-minute video, Austin McCraw, Senior Director of Partnerships, MECLABS Institute, shares an example of a misplaced call-to-action and answers the question, "Should the CTA be placed above or below the fold on a webpage?
" MECLABS Institute | Don’t Test Marketing Ideas, Test Customer Hypotheses: How the largest medical social media network increased conversion by 197% How the largest medical social media network increased conversion by 197%. Sermo, the largest medical social media network, faced a challenge of wildly volatile conversion rates with each send in its email campaign.
Multiple ideas had been tested to try to achieve a steady increase in performance. But it wasn't until those ideas were transformed into hypotheses that the problem was able to be diagnosed, and the network achieved a 197% increase in conversion. In the video below, Flint McGlaughlin explains how you can move past simply testing marketing ideas to actually testing customer hypotheses. "Performance like this is not captured by getting random ideas and trying them. Testing should be a compounding capture of wisdom ... " — Flint McGlaughlin, CEO and Managing Director, MECLABS Institute Understanding your customer versus testing ideas By transforming ideas into hypotheses, we orient our test to learn about our customer rather than merely trying out an idea. Key Takeaways: My Five Greatest Mistakes as A Leader: 30 years of painful data (that might help you) In my field, we often speak of “data-driven decisions.”
But for the leader, sometimes the most important data is derived from a source that evades our metrics platforms. Indeed, such data can only be gleaned through brutal self-confrontation. Confessions The philosopher Kierkegaard reflected that “… the artist goes forward by going backward.” It is a paradoxical concept and yet an apt observation. If the leader wants a different outcome than the one he is currently achieving, he may do better to look backward rather than forward. For me, this means doing the hard work of reflecting on my most significant failures, and in particular, the root causes of these failures.
Looking back over 30+ years of (my) leadership data, I can see patterns … negative patterns. There is a complex answer; there is a concise answer. Correctives I have interpreted the patterns into negative actions and then translated those actions into five positive counters (old-fashioned admonitions). 1. 2. 3. 4. 5. MECLABS Institute | What Is the Essence of Sustainable Competitive Advantage? Three points to consider as you drive your organization forward. MECLABS Institute | Best Practices Are Just Pooled Ignorance: How a large financial institution broke with best practices and saw an 85% lift. How a large financial institution broke with best practices and saw an 85% lift How often do you stop and think about why one headline will work better than another?
Why one entire email or landing page will perform differently than another with a similar goal? In this video, Flint McGlaughlin asks you to stop and think about two pieces of marketing collateral to better understand a hypothesis-driven approach to marketing rather than doing what worked well in the past. For the busy marketer, it's a nice reminder to not only focus on execution, execution, execution, but also to step back and really understand customer response. We have created a 60-page guide that contains 21 tools and concepts, and it outlines the unique methodology we have used to test across more than 20,000+ sales/marketing paths.
You can download the guide for free here: A Model of Your Customer’s Mind Related Resources. MECLABS Institute | What Is the Essence of Sustainable Competitive Advantage? Three points to consider as you drive your organization forward. MECLABS Institute | Velocity Tip: One way to increase your customer's momentum toward your call-to-action.
When creating a webpage, we are attempting to guide the customer's eyes and thought processes in a particular direction and at a steady speed. We call this velocity. If anything gets in the way, this friction may slow the customer's momentum to a stop, creating a conversion leak. But there are ways to maintain velocity and even increase it. In the following excerpt from a session on Value Proposition, Flint McGlaughlin shares a page that is creating friction because there are too many equally weighted options to choose from. Watch the video to discover a tip that can increase your customers' momentum toward your final call-to-action. "Mental velocity is essential to creating enough momentum to “roll through” the (necessary) micro-yes(s) of the purchase path …" —Flint McGlaughlin, CEO and Founder, MECLABS Institute If you’d like to discover how to better communicate the value of your brand/offer to prospective customers, you can download our free Value Proposition toolbox.
Related Resources. MECLABS Institute | Content Marketing: What you need to know before creating a strategy. MECLABS Institute | The 3 Key Ingredients of a Successful Testing Program. MECLABS Institute is known for helping companies achieve maximum conversion by applying rigorous testing methods to webpages. It's a key part of the services we provide. In fact, we were testing webpages and emails long before it became an essential practice of successful businesses. So clearly we place a high value on testing. But testing is not enough. I repeat. There are other factors you must have in place if you want to achieve sustainable, competitive advantage. We provide many free resources and tools to help you test and optimize your email and webpages. Related Resources. MECLABS Institute | Specificity Converts: The power of the prospect-level value proposition.
MECLABS Institute | Motivation Matters: When should you ask for payment? MECLABS Institute | MECLABS Best of 2018: Maximizing your marketing performance, mastering your value proposition and understanding your customer. MECLABS > Research > MECLABS Best of 2018: Maximizing your marketing performance, mastering your value proposition and understanding your customer MECLABS Best of 2018: Maximizing your marketing performance, mastering your value proposition and understanding your customer By Quin McGlaughlin 2018 has been a crazy year, yet now, amidst the end-of-year craze, is often a time of reflection for all of us to think about what we learned and what we want from the future. For MECLABS, that means powerful marketing discoveries, lessons and concepts to help make your next year the best possible.
Below, you’ll find a handful of our most popular research and content from 2018 to help you maximize your marketing performance in 2019 — from countless case studies to interviews with innovative leaders, practical tools and previously unseen frameworks. We have much more in the making and want to thank you sincerely for following our research and being a part of our community this year. Summary: MECLABS Institute | A/B Testing Summit Keynote: A 4-step framework for designing winning hypotheses that generate marketing results. An executive comes to you and asks, "How can we get more conversions? " They want you to give them an action and use that action to find a solution. So you examine the data, which reveal customer behaviors. But the behaviors are still an effect. What is the cause? You must determine what is occurring in the minds of the customers. So how do you formulate hypotheses to ensure you are not focused on simply getting a lift but are capturing valuable discoveries about the customer's thought process?
In Flint McGlaughlin's keynote session for the recent A/B Testing Summit, he shows a series of tests MECLABS performed for a client. We get excited when we achieve a lift in our marketing efforts. Learn more about MECLABS Institute's research services and lead your team to breakthrough results by creating a model of your customer's mind. Related Resources. MECLABS Institute | How to Amplify the Power of Your Value Proposition. Are you confident in the value proposition of your offer? The point of your value proposition is to articulate it so well that prospective customers are able to form four conclusions before they purchase your offer.
Then you can use all your copy, all your webpages to drive this home. In this research-dense, 50-minute interactive replay, Flint McGlaughlin, managing director of MECLABS, shares those four elements that determine the impact of your value proposition, and he shares the ideas you need to amplify its power in your marketing efforts. I'd rather be the best answer to a tiny market than be a general answer to a broad market where I can't dominate market share and margin. — Flint McGlaughlin, Managing Director, MECLABS Institute For information on how MECLABS can help you calibrate your value proposition for a quick win, see our Quick Win Intensive page Related Resources.
MECLABS Institute | Research-based Subscription Swipe File. MECLABS Institute | Marketing Swipe File Bundle. Transformative discoveries from 73 valid marketing experiments to help inspire your next ecommerce, lead gen or subscription test Download these research-based swipe files: 26 Subscription examples to help you boost recurring revenue 25 Ecommerce experiments to give you ideas for your next A/B test 22 Lead Gen case studies to help you optimize for maximum perceived value MECLABS provides much of the research that powers these free reports, working with businesses and marketers to: Increase conversion rates Increase lead capture and lower acquisition costs Optimize value proposition & brand messaging To learn more about how MECLABS can help you achieve these same results, please select the check box in the form.
MECLABS Institute | MarketingSherpa Landing Page Handbook: How to raise conversions – data & design guidelines. MarketingSherpa reader Ken Molay wrote us recently and asked how he can point people to the MarketingSherpa Landing Page Handbook. And the data shows it. The MarketingSherpa Landing Page Handbook is one of the most popular resources we have offered in 20 years of publishing. So we dug into our archives and are now offering this handbook free to you, the MarketingSherpa reader. After looking through it again, we realized this 273-page handbook has plenty of fundamental information that would be very helpful for today’s marketers.
The handbook was originally published in 2004 by MarketingSherpa, a publishing unit of MECLABS, and a second edition was published in 2007. The handbook originally sold for $497, but we are making it available free for MECLABS email newsletter subscribers. Here is some of our favorite information from the handbook: Tips for creating hero shots – on page 84 Using photos of people – on page 86 Buttons: Can you see your button from across the room?
MECLABS Institute | The Call-To-Action: Six quick checklists to help the busy marketer improve conversion rate. MECLABS > Research > The Call-To-Action: Six quick checklists to help the busy marketer improve conversion rate MECLABS scientists did a meta-analysis of 150 experiments to determine six common cognitive conditions in the minds of webpage visitors regarding the call-to-action that hurt conversion. 1. Internal detachment 2. Non-sequential shock 3. To help you improve your calls-to-action, we’ve created six interactive PDF checklists that help to mitigate the above negative responses with strategic overcorrection methods. These are specifically designed for your team — something practical to hold up against your CTAs to help the time-pressed marketer quickly consider the customer psychology of your “asks” and how you can improve them.
Access your free CTA checklists right now by simply filling out the form, and we'll send you an instant free download link as well as an email with a link to download your PDF file. MECLABS Institute | Project and Ideas Pitch Template. While customer-first marketers invest their time and energy focused on crafting and communicating a value proposition to customers, it’s all too easy to overlook the necessity of internal marketing. But to get approval for — and ensure successful completion of — the projects, campaigns and other ideas you need your company and clients to execute, it takes some internal marketing.
Your well-crafted plans in Word documents, budgets in Excel, idea-filled PowerPoint slides, and meticulous project plans won’t win over decision-makers and colleagues if they can’t quickly grasp the benefit — the project’s value proposition to the company as well as each person involved. To help you condense those plans and proposals into an easy-to-digest visual that clearly communicates your project’s value proposition, we've created this free template: MECLABS Institute | Research. MECLABS Institute | [Webinar Replay] How The Global Leadership Summit created an optimization and testing culture that grew attendance by 16% to 400,000. If you've had your fill of marketing theories, and you want tangible examples of successful marketing practices in real-world circumstances, then this webinar is for you.
John Jordan, Executive Director of Digital Marketing for The Global Leadership Summit (GLS), and 30 of his colleagues conducted a custom, on-site value proposition workshop with a MECLABS facilitator to improve marketing performance for the largest leadership event in the world. After applying the new value proposition, in addition to principles learned from MECLABS methodology, attendance for the GLS grew to 400,000, and revenue attributed to email testing increased 82%. These results motivated the organization to no longer rely on best practices or "The Golden Gut," but instead, to become a testing culture that builds a robust customer theory. Daniel Burstein, Senior Director of Content for MECLABS, hosts this session and acted as guide through the MECLABS Conversion Heuristic. Get the Takeaways: Read, Watch or Listen. MECLABS Institute | Executive Series Vol. I, Issue 1. Learn How to Use the Web to Experiment Your Way Into a More Profound Understanding of Your Customer The web is shifting its role as an "important channel" to a central dynamic of your entire business ecosystem.
The web allows your team to peer deeply into the minds of consumers as they make a purchasing decision. Businesses and teams who use the web as a laboratory gain a profound understanding of their customers and are able to answer the fundamental question, "Why do people say yes? " Answering this question is the only way to produce long-term sustainable results. Over the last 15 years, MECLABS Institute has conducted more than 10,000 webpage experiments to understand why people say "yes.
" This research is obtained through Research Partnerships, where we apply our science and methodology to the websites of companies to achieve customer learnings and increase conversion rates. Inside this series you will find proprietary research such as: MECLABS Institute | Oxford Lecture. MECLABS Institute | Special live Web clinic from Summit. MECLABS Institute | What Is the Essence of Sustainable Competitive Advantage? Three points to consider as you drive your organization forward. MECLABS | Research Services. MECLABS Institute | Speakers.
MECLABS Institute | Academic Lecture Series. MECLABS Institute | Academic Partnerships. MECLABS Institute | Online Learning. MECLABS Institute | In-Person Team Training. MECLABS Institute | Education. MECLABS Institute | Discovering how people make choices. Meclabsss. Meclabs education online learning. MECLABS Graphic Blogimage. MECLABS CUSTOMER FIRST SCIENCE. Maxresdefault. LPO. Hqdefault. Logo meclabs seal just text. Education speakers. Logo meclabs seal just logo.