MECLABS > Research > Website Optimization Webinar

Optimization Webinar: 5 B2B, B2C and nonprofit webpages optimized live (plus a look into the MECLABS methodology)

While best practices can serve as a great starting point for your optimization efforts, it’s your customers who hold the answer to what truly works best for your organization. For ideas on increasing value and decreasing cost on your webpages, watch this video replay of the October 2015 MECLABS Optimization Webinar, where MECLABS Institute optimization specialists provided real-time feedback on audience-submitted webpages.

When it comes to making a change, especially in a process or a page, it’s not necessarily about the change on that page or change in an email, but more so in the change in the mind of the person who is experiencing that piece of marketing.

— Jon Powell, Senior Manager of Executive Research and Development, MECLABS Institute

Digital marketing has a best practice for nearly every aspect of your email or website. It’s easy to get wrapped up in those commonly successful tactics and overlook the most essential factor of your marketing efforts: your customers.  

When analyzing emails or landing pages, marketers should be looking at how different elements affect the thoughts and behaviors of customers as they go through the sales path.

To help in this process, the MECLABS Institute has created a patented methodology called the Conversion Optimization heuristic.

The probability of conversion can be increased by optimizing five elements: motivation of the user, clarity of the value proposition, incentive, friction and anxiety. It all boils down to this essential question: Does your page present more value than cost?

The one-hour session started with a test of marketing intuition with a few brief looks at real-world experiments and a short introduction to the Conversion Optimization heuristic.

Then, the optimization specialists provided feedback on various parts of five audience-submitted webpages, including:

  • Product page for Dell
  • Registration page for Bissell
  • Donation page for nature conservation charity Nature Canada

For further explanation on increasing value and reducing cost, visit MarketingExperiments, our online testing research publication, to watch the Web clinic replay of “Optimizing Email Capture: How a simple form change led to a 364% increase in leads without sacrificing quality.”

 

Related Resources

MECLAB webinar

Live Optimization Webinar: Your chance to have the MECLABS team optimize your page live

Thursday, January 28, 2016
4:00-5:00 p.m. EST

In this one-hour session, optimization specialists from the MECLABS Institute will be providing real-time feedback for audience-submitted websites, emails and campaigns.


Learn more

   MECLABS methodology

MECLABS Methodology 

Learn how we utilize the scientific method to create real-world experiments and the three defining characteristics of the MECLABS Institute methodology.


Read more

 

 

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