Dedicated to Discovering How People Make Choices
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. An idea says “this might work,” but a hypothesis asks what the consumer wants and why. “The goal of testing is not simply to get a lift, but to get a learning … Because with that learning, you can map the mind of your prospective customer and create a model that predicts behavior,” Flint explains in the video. Ultimately, our understanding of the customer is what powers the efficiency and efficacy of our testing and optimization.
In the Sermo experiment explained in the video above, we started by analyzing all data and trends to build a rich customer theory articulating what we knew about consumers and what we needed to test. The strategy shifted from simply trying their own ideas about which content would get a response, to methodically testing hypotheses about which content had the broadest appeal to their target audience. In doing so, the test produced learnings that laid groundwork and direction for future testing.
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
Landing Page Optimization: How Aetna’s HealthSpire startup generated 638% more leads for its call center
Denis Mrkva, General Manager, HealthSpire, shares an interesting landing page experiment that had a surprising winner in a long form vs short form debate.
Research-based Lead Gen Swipe File: 22 valid marketing experiments to give you ideas for your next A/B test
A swipe file of 22 lead generation experiments MECLABS Institute analysts conducted in Research Partnerships to help improve conversion rates