Jon Powell discussed how to optimize offer responses through A/B testing to increase conversions. He shared examples of tests that saw a 331% increase in healthcare lead conversion rate, a 672% increase in education program applications, and a 129% increase in education program browsing leads. Powell advocates a scientific testing approach over rule-based optimization to improve marketing efforts and drive higher conversions.

1. Offer Response Optimization
Learn how to replicate a 331% lift in
your own inbound marketing efforts

2. Session Speaker
Jon Powell
Marketing and Sales Funnel Optimization
MECLABS
A testing and optimization veteran with hands-on experience
gained through managing hundreds of A/B and multivariate tests
for ecommerce, healthcare, financial, and education Research
Partners and clients. Jon studies prospects, products and
processes to help organizations strategically write themselves in
the stories of those that interact with them.
@JonPowell31 Recent test highlights:
331% increase healthcare search traffic lead conversion rate
672% increase education program site applications
129% increase education program browsing lead conversions

3. Inbound Offer Response
EXPERIMENT

4. Background and Test Design
 Experiment ID: MTCA Microsite Test
Location: MarketingExperiments Research Library
Test Protocol Number: TP1560
Research Notes:
Background: Migraine Treatment Centers of America offers an innovative
long-term migraine treatment solution to people suffering from migraines.
Goal: To increase leads from the website
Primary Research Question: Which value exchange strategy will result in a
higher conversion rate?
Approach: A/b multifactor split
4

5. Experiment: Version A
The control landing
page casts a broad
net and attempts to
bridge all content to
action connection
with a single
message and CTA.
5

6. Experiment: Version B
The treatment
accounts for
three major lead
types with three
evenly weighted
columns.
6

7. Experiment: Side-by-side
Version A Version B
7
7

8. Experiment: Results
331% Increase in lead rate
The Treatment generated 330.6% more conversions than the Control
Stat.
Version CR Rel. diff
Conf
Version A 1.6% - -
Version B 7.0% 330.6% 99%
 What Youto action to the thought sequence ofthe content
and calls
Need to Understand: By matching
the three
primary prospect types, Version B generated a 331%
higher conversion rate than the control.
8

9. What made this Version B
approach so
successful?
9

10. What we discovered
F Key Principles
1. Too often, marketers take a rule based approach
to marketing their content
10

11. Rules vs. Science
Rule-based Science-based
vs.
Optimization Optimization
Practice
• Emphasize hero shots
• Keep it above the fold
• Avoid too much copy Methodology
• Emphasize the Benefits
• Don’t use reverse text
• Don’t rely too much on Flash
• Implement basket recovery emails
Meta-theory
• Avoid auto-on audio
11

12. What we discovered
F Key Principles
1. Too often, marketers take a rule based approach
to marketing their content
2. To find gains when rules don’t work, a scientific
approach is needed
12

13. Offer Response Optimization
A SHOPPING EXPERIENCE

14. A Shopping Experience
14

15. The Result
15

16. A Common Problem
16

17. The MECLABS Conversion Index
©
C = 4m + 3v + 2(i-f) - 2a
Wherein:
C = Probability of conversion
m = Motivation of user
v = Clarity of the value proposition
i = Incentive (additional) to take action
f = Friction elements present
a = Anxiety elements present
17

18. Perceived Value Exchange
Perceived
Cost
Perceived
Value
18

19. Motivation
EXPERIMENT

20. Experiment: Background
 Experiment ID: NAS Content Approach
Location: MarketingExperiments Research Library
Test Protocol Number: TP40XX
Research Notes:
Background: Medical provider specializing in treating chronic back pain. They
are the sole providers of a minimally invasive, innovative pain management
procedure.
Goal: To plan a content marketing strategy based on the copy focus that
generates the most appeal in condition-based searchers.
Primary Research Question: Which content focus (copy) will achieve a higher
clickthrough rate?
Approach: A/B Multifactor Split Test
20

21. Treatments
Back Pain Resources Causes & Solutions
[Condition] Sufferer? [Condition] Sufferer?
Free access to back pain resources Learn about the causes & solutions,
from the experts in spine health. from the experts in spine health.
NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition]
Symptoms Treatment Options
[Condition] Sufferer? [Condition] Sufferer?
How to recognize the symptoms, Compare available treatments,
from the experts in spine health. from the experts in spine health.
NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition]
21

22. Results
T1: Back Pain Resources T2: Treatment Options
[Condition] Sufferer? [Condition] Sufferer?
Free access to back pain resources Compare available treatments,
from the experts in spine health. from the experts in spine health.
NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition]
T3: Causes and Solutions T4: Recognize Symptoms
[Condition] Sufferer? [Condition] Sufferer?
Learn about the causes & solutions, How to recognize the symptoms,
from the experts in spine health. from the experts in spine health.
NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition]
What You Need to Understand
! We discovered that the symptom copy focus recorded a
99.7% relative increase in click-through rate
22

23. What we discovered
F Key Principles
1. Prospect motivation cannot be determined…it must be
discovered
2. Motivation has the highest coefficient because it is the most
important deciding factor in the sales process.
3. Prospect motivation can be based upon
1) internal motivations of the prospect and
2) external events surrounding a prospect
23

24. Motivation
Internal Relevance External Relevance
• Personal interests • Seasonality
• Demographics • Special discounts
• Shopping habits • Limited-time offers
• Personality • News events
• Communication styles • Competitive initiatives
• Level of engagement

25. Clarity of the Value Proposition
EXPERIMENT

26. Experiment #2: Background
 Experiment ID: NAS Content Approach
Location: MarketingExperiments Research Library
Test Protocol Number: TP4068
Research Notes:
Background: Medical provider specializing in treating chronic back pain. They
are the sole providers of a minimally invasive, innovative pain management
procedure.
Goal: To determine which presentation of the content focus will result in the
greatest measurable interest (click-through)
Primary Research Question: Which presentation will achieve a higher
clickthrough rate?
Approach: A/B Multifactor Split Test
26

27. Control Bulging Disc Treatment
Read about our 30-minute treatment
for bulging disc back pain relief.
Ad Template NorthAmericanSpine.com/Bulging_Disc
Herniated Disc Treatment
Herniated Disc? You Have Options.
Ask Our Experts About AccuraScope™.
NorthAmericanSpine.com
Proven Sciatica Treatment
Relieve Sciatica Nerve Pain with
Our Unrivaled 30-Minute Procedure.
NorthAmericanSpine.com/Sciatica
Pinched Nerve Treatment
New 30-Minute Procedure, Reclaim
Your Life From Pinched Nerve Pain.
NorthAmericanSpine.com/PinchedNerve
Relief From Back Pain
Read about our 30-minute treatment
for total freedom from back pain!
NorthAmericanSpine.com
Degenerative Disc Disease
Relieve Degenerative Disc Pain w/
Our Unrivaled Revolutionary Program
NorthAmericanSpine.com/Degenerative

28. Version A Bulging Disc Symptoms
Read about our 30-minute treatment
for bulging disc back pain relief.
NorthAmericanSpine.com/Bulging_Disc
What we will learn:
Herniated Disc Symptoms
• The effect of the symptoms Herniated Disc? You Have Options.
Ask Our Experts About AccuraScope™.
content approach in the NorthAmericanSpine.com
headline only Sciatica Symptoms
Relieve Sciatica Nerve Pain with
Our Unrivaled 30-Minute Procedure.
NorthAmericanSpine.com/Sciatica
What has changed
Pinched Nerve Symptoms
• ‘Symptoms’ added to headline New 30-Minute Procedure, Reclaim
Your Life From Pinched Nerve Pain.
with the specific condition NorthAmericanSpine.com/PinchedNerve
searched for Lumbar Back Pain Symtpoms
Read about our 30-minute treatment
for total freedom from back pain!
NorthAmericanSpine.com

29. Bulging Disc Treatment
Read about Bulging Disc Symptoms
Version B and see how our experts can help!
NorthAmericanSpine.com/Bulging_Disc
Herniated Disc Treatment
What we will learn: Read about Herniated Disc Symptoms
and see how our experts can help!
• The effect of the symptoms content NorthAmericanSpine.com
Proven Sciatica Treatment
approach in the description only Read about Pinched Nerve Symptoms
and see how our experts can help!
NorthAmericanSpine.com/Sciatica
What has changed Pinched Nerve Treatment
Read about Pinched Nerve Symptoms
• Description uses the symptoms and see how our experts can help!
NorthAmericanSpine.com/PinchedNerve
content approach with the specific
Relief From Back Pain
condition searched for Read about Back Pain Symptoms
and see how our experts can help!
NorthAmericanSpine.com
Degenerative Disc Disease
Read how our spine experts can help
relieve Degenerative Disc Symptoms!
NorthAmericanSpine.com/Degenerative

30. Version C Bulging Disc Symptoms
Read about Bulging Disc Symptoms
and see how our experts can help!
NorthAmericanSpine.com/Bulging_Disc
What we will learn:
Herniated Disc Symptoms
• The effect of the symptoms Read about Herniated Disc Symptoms
and see how our experts can help!
content approach in both the NorthAmericanSpine.com
headline + description Sciatica Symptoms
Read about Pinched Nerve Symptoms
and see how our experts can help!
NorthAmericanSpine.com/Sciatica
What has changed
Pinched Nerve Symptoms
• Both headline and description use Read about Pinched Nerve Symptoms
and see how our experts can help!
symptoms content approach, while NorthAmericanSpine.com/PinchedNerve
staying specific to the condition Lumbar Back Pain Symptoms
searched for Read about Back Pain Symptoms
and see how our experts can help!
NorthAmericanSpine.com

31. [Condition] Symptoms
Experiment: Results Read about [Condition] Symptoms
and see how our experts can help!
NorthAmericanSpine.com/[Condition]
40.3% Increase in click through
Version C generated 40.3% more click throughs than the Control
Version CTR Rel. diff Stat. Conf
Control 0.28% - -
Version A (headline) 0.26% -7% 99%
Version B (description) 0.21% -25% 99%
Version C (headline & description) 0.39% 40.3% 99%
 What You Need to Understand: The symptom content approach has
the greatest clarity when it is used in both the headline and
description for visitors conducting condition-based searches
31

32. What we discovered
32

33. Value Proposition Question
If I am your ideal prospect, why should I
buy from you rather than your
competitors?
33

34. The Force of a Value Proposition
F Key Principles
1. The force of a value proposition can be measured by
four essential elements of the offer:
• Appeal – How much do I desire this offer?
• Exclusivity – Where else can I get this offer?
• Credibility – Can I trust your claims?
• Clarity – What are you actually offering?
34

35. Incentive
KEY CONCEPTS

36. Incentive
ABANDON COMPLETION
Friction Elements Incentives
Ideal Incentive: Incentives must be tested. There is an “ideal
incentive.”
Until you find an incentive that gives you a major ROI
increase, you must assume you have not yet found the ideal
incentive.

37. Friction
KEY CONCEPTS

38. Friction
F Key Principles
Two common elements that create Friction:
1. Length
2. Difficulty
Friction is also generated by pages and processes
that do not match a proper thought sequence.
Therefore, the message must be specifically crafted
to synchronize to the decision patterns of the
recipient
38

39. Friction: Example 1
Not this… …but this
39

40. Friction: Example 1
Not this… …but this
47%
IN CONVERSION
40

41. Friction: Example 2
Not this… …but this
41

42. Friction: Example 2
Not this… …but this
93%
IN CONVERSION
42

43. Friction: Example 3
…but this
Not this…
43

44. Friction: Example 3
…but this
Not this…
81%
IN CONVERSION
44

45. Anxiety
EXPERIMENT

46. Experiment: Anxiety

Experiment ID: New York Times
Location: MarketingExperiments Research Library
Research Notes:
Background: The New York Times came to us with a subscription
product that they were having difficulty marketing called the “Electronic
Edition”
Goal: To increase the number of subscriptions for the “Electronic
Edition”
Primary research question: Which page design will generate the most
subscriptions?
Approach: A/B split test (variable cluster)
46

47. Experiment: Control
The primary cause of anxiety
for this page is that this is a
paid up-front service which
prominently displays the
price with a de-emphasized
free trial offer.
Original
47

48. Experiment: Treatment
To relieve anxiety we changed all
offers to the lowest risk free trial
offering and de-emphasized the
price of the paid subscription.
Optimized
48

49. Experiment: Results
541% Increase in conversions
Treatment 1 generated 541.6% more conversions than the Control
Original Optimized
49

50. Anxiety
F Key Principles
1. Anxiety is just as lethal (and growing) to conversion as
friction.
2. If you think about mitigating anxiety in rational terms, you
are likely to fail in your efforts. Though anxiety often is
stimulated by a legitimate concern, its degree/impact is often
disproportionate to the measure of risk.
3. Anxiety is also localized in the buy process. It is closely
associated with the geography of the page.
50

51. Concepts
REVIEW

52. The MECLABS Conversion Index
©
C = 4m + 3v + 2(i-f) - 2a
Wherein:
C = Probability of conversion
m = Motivation of user
v = Clarity of the value proposition
i = Incentive (additional) to take action
f = Friction elements present
a = Anxiety elements present
52

53. Methodology Review
• To get more
• You need to increase perceived value
• And decrease perceived cost Perceived
Cost
Perceived
Value

54. Session Speaker
Jon Powell
Marketing and Sales Funnel Optimization
MECLABS
A testing and optimization veteran with hands-on experience
gained through managing hundreds of A/B and multivariate tests
for ecommerce, healthcare, financial, and education Research
Partners and clients. Jon studies prospects, products and
processes to help organizations strategically write themselves in
the stories of those that interact with them.
@JonPowell31 Recent test highlights:
331% increase healthcare search traffic lead conversion rate
672% increase education program site applications
129% increase education program browsing lead conversions

55. Offer Response Optimization
Learn how to replicate a 331% lift in
your own inbound marketing efforts