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Dr Flint Mc Glaughlin Marketing Experiments Sexyemail Event

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Michael Straathof
Michael Straathof

This is the presentation of Dr. Flint McGlaughlin of MarketingExperiments at the EMMA-nl Sexy email event about emailmarketing desing & testing

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Twitter hashtag: #sexyemail 3 december 2009
Optimizing Landing Pages Using Offer Response Optimization Dr. Flint McGlaughlin Director, MECLABS @MktgExperiments
Optimization Example
Optimization Example
Test Your Acumen Treatment One Treatment Two Treatment Three
Results Web Hosting Offer Page Conversion Rate Treatment 1 1.31% Treatment 2 3.44% Treatment 3 2.05% Relative Difference 162%
Test Your Acumen Treatment One Treatment Two
Results Email Campaign Clickthrough Treatment 1 18.1% Treatment 2 21.8% Relative Difference 20%
Test Your Acumen Treatment One Treatment Two
Results Email Address Capture Conversion Rate Treatment 1 7.32% Treatment 2 10.95% Relative Difference 50%
Test Your Acumen Treatment One Treatment Two
Results Subscription Path Conversion Rate Treatment 1 1.03% Treatment 2 0.41% Relative Difference 148%
POINT ONE We need a simple, systematic way to discover the changes we should test.
Timeline MarketingExperiments was the first Internet-based research lab to conduct experiments in optimizing the conversion rate of sales and marketing processes. 1987 Preliminary Research Begins 1997 Research Program Established 2001 First Research Report Published 2002 Testing of Research Partnership Model Begins 2003 O/R=Oz Theory Validated 2006 Patent Filings for Research Findings (10 Heuristics)
Heuristic • In philosophy, especially in Continental European philosophy, the adjective "heuristic" (or the designation "heuristic device") is used when an entity X exists to enable understanding of, or knowledge concerning, some other entity Y. • In human-computer interaction, heuristic evaluation is a usability-testing technique devised by expert usability consultants. – Wikipedia
Heuristic Marketing Experiments Conversion Heuristic C = 4m + 3v + 2(i-f) - 2a © Email Messaging Heuristics © © ec < op < ct < lp eme = rv(of+ i) – (f + a)
Heuristic Marketing Experiments Conversion Heuristic C = 4m + 3v + 2(i-f) - 2a © Motivation Incentive Anxiety (clarity of) Value Proposition Friction
Fulcrum C = 4m + 3v + 2(i-f) - 2a © VC Value Proposition. Incentive. Friction. Anxiety. VI VC = Value Contributor VI = Value Inhibitor
Fulcrum C = 4m + 3v + 2(i-f) - 2a © VC VC = Value Contributor VI = Value Inhibitor VI
Fulcrum C = 4m + 3v + 2(i-f) - 2a © VI VC VC = Value Contributor VI = Value Inhibitor
Four Key Questions 1. Why should my ideal prospect C = 4m + 3v + 2(i-f) - 2a © purchase from me rather than any of my competitors? 2. How can I minimize all of the elements in my sale path that cause VC psychological resistance? VI 3. How can I counter the remaining psychological resistance with extra VI incentive? VC 4. How can I over-correct all of the VC = Value Contributor elements which cause psychological VI = Value Inhibitor concern in my sale path?
POINT TWO We need to apply this methodology to live landing pages.
Previous live optimizations 69% Increase In Conversion
Previous live optimizations • 24 145% Increase In Conversion
Previous live optimizations 300% Increase In Conversion
Live Optimization 26
Toyota-forklifts.nl landing page http://www.toyota- forklifts.nl/Nl/Products/Aanbieding/ Pages/Levio%20pallettrucks.aspx 27
Toyota-forklifts.nl landing page Google Translate > English 28
OHRA.nl email newsletter http://public.tripolis.com/preview?xWYvZhh 8VLVZ58pyISzDmNe3kLC6iRP7UmDz3VZXyT6 dtvmLMM9sTati2q95*1xY 29
OHRA.nl email newsletter Google Translate > English 30
Cobouw.nl email newsletter http://vedm.net/click2?fxhFB1w0dVoONpuK 9YVjBFxs0Pum0wdrjU5QJFa0TjE 31
Cobouw.nl email newsletter Google Translate > English 32
De Telegraaf email newsletter http://links.nieuwsbrief.telegraaf.nl/servlet/M ailView?ms=MzQ0MDY3NDUS1&r=MzQ2MjQ 3NDExNwS2&j=NjA3OTY3ODQS1&mt=1&rt=0 33
De Telegraaf email newsletter Google Translate > English 34
Mazdainactie.nl http://www.mazdainactie.nl 35
Vereniging Eigen Huis email newsletter http://campagne.veh.nl/ext.dl l?ID=PfO2rRhlHTjuPPPw&r=r 36
Hi telecom email newsletter 37
Thank You: Special Research Brief Optimizing your Email in Three Steps: How one marketer tripled revenue from their house list It's far less expensive to retain a current customer than to find and acquire a new one. Working with a partner that sends more than one billion emails annually, we discovered three key lessons on how to maximize revenue from your house list. In this special research brief, we'll show you what we learned in this study and how you can use these three key takeaways to maximize your email effectiveness in 2010. 38
Optimizing Landing Pages Using Offer Response Optimization Dr. Flint McGlaughlin Director, MECLABS @MktgExperiments

More Related Content

Dr Flint Mc Glaughlin Marketing Experiments Sexyemail Event

  • 1. Twitter hashtag: #sexyemail 3 december 2009
  • 2. Optimizing Landing Pages Using Offer Response Optimization Dr. Flint McGlaughlin Director, MECLABS @MktgExperiments
  • 5. Test Your Acumen Treatment One Treatment Two Treatment Three
  • 6. Results Web Hosting Offer Page Conversion Rate Treatment 1 1.31% Treatment 2 3.44% Treatment 3 2.05% Relative Difference 162%
  • 7. Test Your Acumen Treatment One Treatment Two
  • 8. Results Email Campaign Clickthrough Treatment 1 18.1% Treatment 2 21.8% Relative Difference 20%
  • 9. Test Your Acumen Treatment One Treatment Two
  • 10. Results Email Address Capture Conversion Rate Treatment 1 7.32% Treatment 2 10.95% Relative Difference 50%
  • 11. Test Your Acumen Treatment One Treatment Two
  • 12. Results Subscription Path Conversion Rate Treatment 1 1.03% Treatment 2 0.41% Relative Difference 148%
  • 13. POINT ONE We need a simple, systematic way to discover the changes we should test.
  • 14. Timeline MarketingExperiments was the first Internet-based research lab to conduct experiments in optimizing the conversion rate of sales and marketing processes. 1987 Preliminary Research Begins 1997 Research Program Established 2001 First Research Report Published 2002 Testing of Research Partnership Model Begins 2003 O/R=Oz Theory Validated 2006 Patent Filings for Research Findings (10 Heuristics)
  • 15. Heuristic • In philosophy, especially in Continental European philosophy, the adjective "heuristic" (or the designation "heuristic device") is used when an entity X exists to enable understanding of, or knowledge concerning, some other entity Y. • In human-computer interaction, heuristic evaluation is a usability-testing technique devised by expert usability consultants. – Wikipedia
  • 16. Heuristic Marketing Experiments Conversion Heuristic C = 4m + 3v + 2(i-f) - 2a © Email Messaging Heuristics © © ec < op < ct < lp eme = rv(of+ i) – (f + a)
  • 17. Heuristic Marketing Experiments Conversion Heuristic C = 4m + 3v + 2(i-f) - 2a © Motivation Incentive Anxiety (clarity of) Value Proposition Friction
  • 18. Fulcrum C = 4m + 3v + 2(i-f) - 2a © VC Value Proposition. Incentive. Friction. Anxiety. VI VC = Value Contributor VI = Value Inhibitor
  • 19. Fulcrum C = 4m + 3v + 2(i-f) - 2a © VC VC = Value Contributor VI = Value Inhibitor VI
  • 20. Fulcrum C = 4m + 3v + 2(i-f) - 2a © VI VC VC = Value Contributor VI = Value Inhibitor
  • 21. Four Key Questions 1. Why should my ideal prospect C = 4m + 3v + 2(i-f) - 2a © purchase from me rather than any of my competitors? 2. How can I minimize all of the elements in my sale path that cause VC psychological resistance? VI 3. How can I counter the remaining psychological resistance with extra VI incentive? VC 4. How can I over-correct all of the VC = Value Contributor elements which cause psychological VI = Value Inhibitor concern in my sale path?
  • 22. POINT TWO We need to apply this methodology to live landing pages.
  • 23. Previous live optimizations 69% Increase In Conversion
  • 24. Previous live optimizations • 24 145% Increase In Conversion
  • 25. Previous live optimizations 300% Increase In Conversion
  • 27. Toyota-forklifts.nl landing page http://www.toyota- forklifts.nl/Nl/Products/Aanbieding/ Pages/Levio%20pallettrucks.aspx 27
  • 28. Toyota-forklifts.nl landing page Google Translate > English 28
  • 29. OHRA.nl email newsletter http://public.tripolis.com/preview?xWYvZhh 8VLVZ58pyISzDmNe3kLC6iRP7UmDz3VZXyT6 dtvmLMM9sTati2q95*1xY 29
  • 30. OHRA.nl email newsletter Google Translate > English 30
  • 31. Cobouw.nl email newsletter http://vedm.net/click2?fxhFB1w0dVoONpuK 9YVjBFxs0Pum0wdrjU5QJFa0TjE 31
  • 32. Cobouw.nl email newsletter Google Translate > English 32
  • 33. De Telegraaf email newsletter http://links.nieuwsbrief.telegraaf.nl/servlet/M ailView?ms=MzQ0MDY3NDUS1&r=MzQ2MjQ 3NDExNwS2&j=NjA3OTY3ODQS1&mt=1&rt=0 33
  • 34. De Telegraaf email newsletter Google Translate > English 34
  • 35. Mazdainactie.nl http://www.mazdainactie.nl 35
  • 36. Vereniging Eigen Huis email newsletter http://campagne.veh.nl/ext.dl l?ID=PfO2rRhlHTjuPPPw&r=r 36
  • 37. Hi telecom email newsletter 37
  • 38. Thank You: Special Research Brief Optimizing your Email in Three Steps: How one marketer tripled revenue from their house list It's far less expensive to retain a current customer than to find and acquire a new one. Working with a partner that sends more than one billion emails annually, we discovered three key lessons on how to maximize revenue from your house list. In this special research brief, we'll show you what we learned in this study and how you can use these three key takeaways to maximize your email effectiveness in 2010. 38
  • 39. Optimizing Landing Pages Using Offer Response Optimization Dr. Flint McGlaughlin Director, MECLABS @MktgExperiments