Special Live Optimization Session (with Flint McGlaughlin): The top discoveries from 2014 (over 300 tests) applied to your pages
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The document discusses a web clinic featuring Flint McGlaughlin, who shares insights from over 300 tests conducted in 2014 to optimize webpages in real time. It details experiments conducted by various companies, focusing on strategies for increasing subscriptions and online purchases through pricing and design changes. Key findings include that a 22% discount led to a significant increase in conversions, while different design elements greatly influenced customer behavior and purchase decisions.
Special Live Optimization Session (with Flint McGlaughlin): The top discoveries from 2014 (over 300 tests) applied to your pages
- 1. Special Live Optimization (with Flint McGlaughlin): The top discoveries from 2014 (over 300 tests) applied to your pages in real time
- 2. We’re sharing on Twitter! #WebClinic
- 3. #WebClinic Today’s speaker Flint McGlaughlin — Managing Director and CEO, MECLABS Institute Flint McGlaughlin is Managing Director and CEO of MECLABS Institute. The organization has partnered with key market leaders, including The New York Times, Microsoft Corporation and Reuters Group. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (U.K.), as the Chairman of the Board of Governors for St. Stephen’s University and as a Trustee for Westminster Theological Centre. McGlaughlin originally studied philosophy and theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.
- 5. #WebClinic Experiment: Background Background: A software as a service (SaaS) company that offers membership access to their products online. Goal: Increase paying subscribers and increase revenue. Research Question: Which price point will increase subscribers as well as increase revenue? Test Design: A/B split test Experiment ID: TP 11074 Record Location: MECLABS Research Library Research Partner: (Protected)
- 6. #WebClinic Experiment: Control • Customers land on this page after choosing the “Basic Membership Product” to select length of service. *Anonymized
- 7. #WebClinic Experiment: Treatment • All subscriptions were discounted by 22% to attempt to drive more subscribers to longer subscription durations. *Anonymized
- 8. #WebClinic Experiment: Side-by-side comparison Control Treatment Audience Question: Which pricing strategy produced better results?? *Anonymized
- 9. #WebClinic Design Total Conversions Total Revenue Control 3.6% Treatment (22% Discount) 4.3% % Relative Change 19.44% Experiment: Results Relative increase in total conversions19%The Treatment resulted in a 19.44% relative increase in total conversions.
- 10. #WebClinic Design Total Conversions Total Revenue Control 3.6% $19,425 Treatment (22% Discount) 4.3% $17,535 % Relative Change 19.44% 9.73% Experiment: Results Relative decrease in total revenue10%The Treatment resulted in a 9.73% relative decrease in total revenue.
- 11. #WebClinic Experiment: Background Background: A mid-sized furniture company selling mattresses online. Goal: To increase the overall number of mattress purchases. Research Question: Which design will generate the most online purchases? Test Design: A/B split test Experiment ID: TP 11267 Record Location: MECLABS Research Library Research Partner: PlushBeds
- 12. #WebClinic Experiment: Design A Luxury Latex Mattress Product Page Variable Cluster Test: • Guarantee, warranty and return policy • Free shipping and guarantee reinforcement • Supportive media, more guarantees, plus free shipping
- 13. #WebClinic Experiment: Design B Luxury Latex Mattress Product Page Variable Cluster Test: • A promise is made: “Try your mattress for 100 NIGHTS & sleep better — or your money back.” • Conversational questions are presented with a guarantee reinforcement • Messaging directed at addressing and reducing customer anxiety
- 14. #WebClinic Experiment: Side-by-side comparison Design A Design B
- 15. #WebClinic Experiment: Side-by-side comparison Design A Design B
- 16. #WebClinic Experiment: Side-by-side comparison Design A Design B Audience Question: Which design elements will generate the most conversions? ?
- 17. #WebClinic Design Total Conversions Level Of Confidence Design A 0.8% 97% Design B 0.3% - % Relative Change 166.7% 97% Experiment: Results Relative difference in conversions167%Design A resulted in a 166.7% relative increase in total conversions.
- 18. #WebClinic Experiment: Side-by-side comparison Design A Design B 167%In conversion rate
- 19. #WebClinic Experiment: Side-by-side comparison Design A Design B 167%In Conversion rate Why did the elements in Design A have such a profound impact on conversion?
- 20. #WebClinic What you need to know: It’s not the magnitude of the change on the page that impacts conversion. It is the magnitude of the change in the customer’s mind that makes the difference.
- 21. 99%In total Revenue 78%Conversion rate 173%Clickthrough Rate 46%In Conversions 87%In Conversion 2014 Web clinic results 61%In purchases 109%In lead rate 96%In Leads Generated 129%In Clickthrough 262%Conversions
- 22. 99%In total Revenue 78%Conversion Rate 173%Clickthru Rate 46%In Conversions 87%In Conversion 2014 Research at a Glance 61%In Purchases 109%In Lead Rate 96%In Leads Generate 129%In Clickthru 262%Conversions 2014 key principles
- 23. 99%In total Revenue 78%Conversion Rate 173%Clickthru Rate 46%In Conversions 87%In Conversion 2014 Research at a Glance 61%In Purchases 109%In Lead Rate 96%In Leads Generate 129%In Clickthru 262%Conversions 2014 Key Principles Today, we are going to help you determine the elements on your page that will enable you to test “why” your customers behave the way they do through guided live optimization.
- 26. #WebClinic Live Optimization: Coupons for Education Primary Audience: Families with children in school. Page Purpose: Sign up to receive a free coupon booklet Top of Page Middle of Page Bottom of Page
- 27. #WebClinic Live Optimization: Hilton Worldwide Primary Audience: New York City travelers Page Purpose: Book Hilton Hotels in New York City Top of Landing Page Bottom of Page
- 28. #WebClinic Live Optimization: Indianapolis Star Primary Audience: Print and digital newspaper subscribers near Indianapolis Page Purpose: Sell subscription access Landing Page
- 29. Special Live Optimization (with Flint McGlaughlin): The top discoveries from 2014 (over 300 tests) applied to your pages in real time
Editor's Notes
- #27: Mike Thomas Coupons For Education http://cfe.com/
- #28: William Gallahue & Josh Lomonaco Hilton Worldwide http://www.hilton.com/top-destinations/new-york-city-hotels
- #29: Emily Hamner A Gannet Company http://offers.indystar.com They may be testing pages, so there may be a different page that comes up after the click