Category: Blog

(This article was originally published in the MarketingExperiments email newsletter.)

Data is about working backward through a customer’s behavioral traces into their decisions. These decisions are based on conclusions customers make from observation sets that we, as marketers, present to them.

In this video, MECLABS Managing Director Flint McGlaughlin shares a deeper understanding of how people make conclusions that impact the choices they make, choices like making a purchase or completing a lead generation form.

To help you apply these principles to your own marketing, McGlaughlin shows case studies about landing page optimization for a mattress brand and pricing strategy for a software as a service. He explains how to improve the content and presentation of an observation set to get better conversion results.

If you would like your own webpage diagnosed on one of our upcoming YouTube Live sessions, you can send your website info through this form, and we’ll try to fit it in.

Related Resources

If you’d like hands-on help improving your calls-to-action, you might want to consider a Quick Win Intensive for your company.

In this session, McGlaughlin also discusses a variable cluster test. You can learn more about here:

• A/B Split Testing: How to use the right test progression to get customer discoveries and results
• Can I Test More Than One Variable at a Time?

McGlaughlin also discusses value proposition, which you can learn more about here:

• How to Amplify the Power of Your Value Proposition
• Aligning the Brand with the Value Proposition Is the Most Powerful Way to Create Value Momentum

The post Conclusions Precede Decisions: Two case studies that teach the most effective way to amplify conversion appeared first on MarketingExperiments.

(This article was originally published in the MarketingExperiments email newsletter.)

The use of incentives is one of the most effective ways to counter friction and anxiety, therefore it can have a significant impact on conversion. But if you are currently using an incentive and it’s not having a major impact, you’re probably not using the right one — or your presentation is lacking.

In this video replay, Flint McGlaughlin not only gives messaging strategies for presenting incentives but also explains how you can identify the best incentive for your offer by using the MECLABS Perceived Value Differential Heuristic. He shows how to apply it with step-by-step instructions and examples.

PVD = Vp — C$n

“PVD” = Perceived Value Differential

“Vp” = Perceived Value of incentive

“C$n” = Net delivered Cost of incentive

Watch the video to learn how you can combine customer psychology with the power of PVD, rigorous testing and a smart set of hypotheses around incentives to maximize response rates, generate more leads and increase sales.

Here are some key points in the video:

• 4:53 Case study – Choosing the best Amazon gift card incentive
• 8:15 Case study – Online people search company addresses cart abandonment issue with incentive
• 16:33 The MECLABS Conversion Index
• 19:25 Key Principle #1 The objective of an incentive
• 25:37 Key Principle #2 Test your incentive
• 26:10 Key Principle #3 The ideal incentive has three components
• 27:49 Perceived Value Differential: 3 principles
• 36:32 Four ways to improve the presentation of the incentive
• 42:44 A step-by-step example of how to do a PVD calculation

Related Resources

MECLABS Landing Page Optimization Online Course – This on-demand course teaches more about incentive, PVD and ROI

Customer-First Marketing Strategy: The highest of the five levels of marketing maturity

Digital Marketing: 3 test ideas to optimize your incentive offers

Finding the Ideal Incentive

The post Unlocking the Power of Incentive: Three keys to mastering perceived value differential appeared first on MarketingExperiments.

(This article was originally published in the MarketingExperiments email newsletter.)

The use of incentives is one of the most effective ways to counter friction and anxiety, therefore it can have a significant impact on conversion. But if you are currently using an incentive and it’s not having a major impact, you’re probably not using the right one — or your presentation is lacking.

In this video replay, Flint McGlaughlin not only gives messaging strategies for presenting incentives but also explains how you can identify the best incentive for your offer by using the MECLABS Perceived Value Differential Heuristic. He shows how to apply it with step-by-step instructions and examples.

PVD = Vp — C$n

“PVD” = Perceived Value Differential

“Vp” = Perceived Value of incentive

“C$n” = Net delivered Cost of incentive

Watch the video to learn how you can combine customer psychology with the power of PVD, rigorous testing and a smart set of hypotheses around incentives to maximize response rates, generate more leads and increase sales.

Here are some key points in the video:

• 4:53 Case study – Choosing the best Amazon gift card incentive
• 8:15 Case study – Online people search company addresses cart abandonment issue with incentive
• 16:33 The MECLABS Conversion Index
• 19:25 Key Principle #1 The objective of an incentive
• 25:37 Key Principle #2 Test your incentive
• 26:10 Key Principle #3 The ideal incentive has three components
• 27:49 Perceived Value Differential: 3 principles
• 36:32 Four ways to improve the presentation of the incentive
• 42:44 A step-by-step example of how to do a PVD calculation

Related Resources

MECLABS Landing Page Optimization Online Course – This on-demand course teaches more about incentive, PVD and ROI

Customer-First Marketing Strategy: The highest of the five levels of marketing maturity

Digital Marketing: 3 test ideas to optimize your incentive offers

Finding the Ideal Incentive

The post Unlocking the Power of Incentive: Three keys to mastering perceived value differential appeared first on MarketingExperiments.

(This article was originally published in the MarketingExperiments email newsletter.)

The use of incentives is one of the most effective ways to counter friction and anxiety, therefore it can have a significant impact on conversion. But if you are currently using an incentive and it’s not having a major impact, you’re probably not using the right one — or your presentation is lacking.

In this video replay, Flint McGlaughlin not only gives messaging strategies for presenting incentives but also explains how you can identify the best incentive for your offer by using the MECLABS Perceived Value Differential Heuristic. He shows how to apply it with step-by-step instructions and examples.

PVD = Vp — C$n

“PVD” = Perceived Value Differential

“Vp” = Perceived Value of incentive

“C$n” = Net delivered Cost of incentive

Watch the video to learn how you can combine customer psychology with the power of PVD, rigorous testing and a smart set of hypotheses around incentives to maximize response rates, generate more leads and increase sales.

Here are some key points in the video:

• 4:53 Case study – Choosing the best Amazon gift card incentive
• 8:15 Case study – Online people search company addresses cart abandonment issue with incentive
• 16:33 The MECLABS Conversion Index
• 19:25 Key Principle #1 The objective of an incentive
• 25:37 Key Principle #2 Test your incentive
• 26:10 Key Principle #3 The ideal incentive has three components
• 27:49 Perceived Value Differential: 3 principles
• 36:32 Four ways to improve the presentation of the incentive
• 42:44 A step-by-step example of how to do a PVD calculation

Related Resources

MECLABS Landing Page Optimization Online Course – This on-demand course teaches more about incentive, PVD and ROI

Customer-First Marketing Strategy: The highest of the five levels of marketing maturity

Digital Marketing: 3 test ideas to optimize your incentive offers

Finding the Ideal Incentive

The post Unlocking the Power of Incentive: Three keys to mastering perceived value differential appeared first on MarketingExperiments.

(This article was originally published in the MarketingExperiments email newsletter.)

The use of incentives is one of the most effective ways to counter friction and anxiety, therefore it can have a significant impact on conversion. But if you are currently using an incentive and it’s not having a major impact, you’re probably not using the right one — or your presentation is lacking.

In this video replay, Flint McGlaughlin not only gives messaging strategies for presenting incentives but also explains how you can identify the best incentive for your offer by using the MECLABS Perceived Value Differential Heuristic. He shows how to apply it with step-by-step instructions and examples.

PVD = Vp — C$n

“PVD” = Perceived Value Differential

“Vp” = Perceived Value of incentive

“C$n” = Net delivered Cost of incentive

Watch the video to learn how you can combine customer psychology with the power of PVD, rigorous testing and a smart set of hypotheses around incentives to maximize response rates, generate more leads and increase sales.

Here are some key points in the video:

• 4:53 Case study – Choosing the best Amazon gift card incentive
• 8:15 Case study – Online people search company addresses cart abandonment issue with incentive
• 16:33 The MECLABS Conversion Index
• 19:25 Key Principle #1 The objective of an incentive
• 25:37 Key Principle #2 Test your incentive
• 26:10 Key Principle #3 The ideal incentive has three components
• 27:49 Perceived Value Differential: 3 principles
• 36:32 Four ways to improve the presentation of the incentive
• 42:44 A step-by-step example of how to do a PVD calculation

Related Resources

MECLABS Landing Page Optimization Online Course – This on-demand course teaches more about incentive, PVD and ROI

Customer-First Marketing Strategy: The highest of the five levels of marketing maturity

Digital Marketing: 3 test ideas to optimize your incentive offers

Finding the Ideal Incentive

The post Unlocking the Power of Incentive: Three keys to mastering perceived value differential appeared first on MarketingExperiments.

(This article was originally published in the MarketingExperiments email newsletter.)

The use of incentives is one of the most effective ways to counter friction and anxiety, therefore it can have a significant impact on conversion. But if you are currently using an incentive and it’s not having a major impact, you’re probably not using the right one — or your presentation is lacking.

In this video replay, Flint McGlaughlin not only gives messaging strategies for presenting incentives but also explains how you can identify the best incentive for your offer by using the MECLABS Perceived Value Differential Heuristic. He shows how to apply it with step-by-step instructions and examples.

PVD = Vp — C$n

“PVD” = Perceived Value Differential

“Vp” = Perceived Value of incentive

“C$n” = Net delivered Cost of incentive

Watch the video to learn how you can combine customer psychology with the power of PVD, rigorous testing and a smart set of hypotheses around incentives to maximize response rates, generate more leads and increase sales.

Here are some key points in the video:

• 4:53 Case study – Choosing the best Amazon gift card incentive
• 8:15 Case study – Online people search company addresses cart abandonment issue with incentive
• 16:33 The MECLABS Conversion Index
• 19:25 Key Principle #1 The objective of an incentive
• 25:37 Key Principle #2 Test your incentive
• 26:10 Key Principle #3 The ideal incentive has three components
• 27:49 Perceived Value Differential: 3 principles
• 36:32 Four ways to improve the presentation of the incentive
• 42:44 A step-by-step example of how to do a PVD calculation

Related Resources

MECLABS Landing Page Optimization Online Course – This on-demand course teaches more about incentive, PVD and ROI

Customer-First Marketing Strategy: The highest of the five levels of marketing maturity

Digital Marketing: 3 test ideas to optimize your incentive offers

Finding the Ideal Incentive

The post Unlocking the Power of Incentive: Three keys to mastering perceived value differential appeared first on MarketingExperiments.

(This article was originally published in the MarketingExperiments email newsletter.)

The use of incentives is one of the most effective ways to counter friction and anxiety, therefore it can have a significant impact on conversion. But if you are currently using an incentive and it’s not having a major impact, you’re probably not using the right one — or your presentation is lacking.

In this video replay, Flint McGlaughlin not only gives messaging strategies for presenting incentives but also explains how you can identify the best incentive for your offer by using the MECLABS Perceived Value Differential Heuristic. He shows how to apply it with step-by-step instructions and examples.

PVD = Vp — C$n

“PVD” = Perceived Value Differential

“Vp” = Perceived Value of incentive

“C$n” = Net delivered Cost of incentive

Watch the video to learn how you can combine customer psychology with the power of PVD, rigorous testing and a smart set of hypotheses around incentives to maximize response rates, generate more leads and increase sales.

Here are some key points in the video:

• 4:53 Case study – Choosing the best Amazon gift card incentive
• 8:15 Case study – Online people search company addresses cart abandonment issue with incentive
• 16:33 The MECLABS Conversion Index
• 19:25 Key Principle #1 The objective of an incentive
• 25:37 Key Principle #2 Test your incentive
• 26:10 Key Principle #3 The ideal incentive has three components
• 27:49 Perceived Value Differential: 3 principles
• 36:32 Four ways to improve the presentation of the incentive
• 42:44 A step-by-step example of how to do a PVD calculation

Related Resources

MECLABS Landing Page Optimization Online Course – This on-demand course teaches more about incentive, PVD and ROI

Customer-First Marketing Strategy: The highest of the five levels of marketing maturity

Digital Marketing: 3 test ideas to optimize your incentive offers

Finding the Ideal Incentive

The post Unlocking the Power of Incentive: Three keys to mastering perceived value differential appeared first on MarketingExperiments.