MarketingSherpa Review:* Over the last 12 months, scientists in a private Northern Florida laboratory have conducted 24 experiments via A/B and multivariate testing to discover the secret universal rules behind what works and what doesn’t in online marketing.
Now you can get results from their last 24 experiments, plus
lab-proven guidelines you can use to improve your own marketing, in one handy hardbound Compendium volume. Topics covered include:
PPC advertising (especially Google AdWords)
Testing headlines, landing pages, URL-wording, and email campaign creative, and shopping cart recovery tactics
Press release marketing online (via Yahoo and Google News)
Call center (inbound phone calls) optimization for greater conversions
Which "micro" changes in your Web design will lead to improved conversions immediately, and why.
Plus, perhaps scariest of all, how the lack of testing can cause your site's conversion rates to "erode" by 72.6% over 18 months. (Use this data to prove to your boss or clients that you need a testing budget -- then use the rest of the experiments to determine what's most worth testing and specifically how to go about it.)
How Marketing Experiments gathers real-life lab results for your use:
Housed in a private lab facility in Northern Florida, nearly two dozen scientists and statisticians conduct live marketing tests on behalf of partners such as the New York Times and Encyclopedia Britannica. Each test is designed to attack a specific area of concern, such as:
o Is the name of a new product truly compelling for its target market?
o Could a PPC ad get more clicks from truly qualified prospects?
o Will more business execs fill out an online registration form if the copywriting on the page is tweaked a bit?
o Can shopping cart abandons be reduced?
Each test is conducted for a real brand-name client, on a real-live Web site, with real customers and prospects. Next, the team reviews the data and key learnings to see how the test results could be applied to other marketers. The result? A set of very specific rules that you can apply to your own campaigns.
Each Experiment features detailed data and instructional guidelines:
- How the test was conducted details. Inspirational for anyone who conducts tests for their own organization.
- Creative samples of what's been tested, whenever this is relevant so you can see the differences with your own eyes
- Numeric tables showing every critical data point from all the test cells. You get *all* the results, not just a general rolled-up figure.
- "What you need to understand" synopses of how the key lessons learned may apply to your own campaigns.
- Guidelines -- a list of 10-18 extremely specific steps that you should take with your own Web site, call center, or PPC campaigns to improve results significantly per each Experiment's data. (You get 24 instructional Guidelines lists in all.)
- Extensive footnotes to related research data, including external organizations, so you can dig more deeply into the science of marketing testing. These footnotes are especially useful in persuading a skeptical boss or client that you need to make some changes.
Need more info to make a decision? Here's the Table of Contents:
* Note: Although this Compendium is published by our sister company, MarketingExperiments, we endeavored to write this review in a non-biased fashion, treating it as we would any other report from an outside company. In case you're wondering, no, MarketingSherpa is not compensated directly for sales of this Compendium. We do get one big benefit in exchange for featuring it in SherpaStore: several office copies of the Compendium for our own marketing team to learn from!
Product Details
| Pub Date |
Dec 2008 |
| Publisher |
MarketingExperiments |
| Store ID |
#30054 |
About MarketingSherpa
Praised by The Economist, Harvard Business School's Working Knowledge Site, and Entrepreneur.com, MarketingSherpa is a research firm publishing benchmark data and how-to guidance for marketing professionals.
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