Latest Content

Internal Clarity vs. External Clarity

Topic:Leadership, Communication, Management, Method
Posted on:Feb 7, 2020
Method:
Published by:Austin

Marketers, in their role as philosopher, must keep management from gaining internal clarity at the expense of external clarity.

It is dangerous to succumb to the illusion that the prospect sees our company the way we see it.

-Flint McGlaughlin
MECLABS Institute


150 Experiments on the Call-to-Action: Six psychological conditions that hinder our results (Part 2)

Topic:Method, Lectures
Posted on:Feb 5, 2020
Length:00:27:40
Published by:Austin

This is part two in our series about effective call-to-action strategies that increase your webpage's performance. Part one is available here: https://youtu.be/onmRwe7o7Qo

We did a meta-analysis of 150 of our experiments to determine six common cognitive conditions in the minds of webpage visitors regarding the call-to-action that hurt conversion. In this session, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, shows you how to improve your call-to-action by mitigating anxiety with strategic overcorrection methods.

If you would like your landing pages or other marketing to be considered for live optimization – on-the-spot analysis with Flint sharing how to improve conversion during upcoming sessions – send it to us at info@meclabs.

Key points in the video:
2:38 Cognitive Condition #4: Paralysis and its root causes.
5:24 Live Optimization: Audience-submitted CTA from a medical provider
8:47 Condition #4's solution can be found in these case studies ...
13:35 Here's a checklist you can use on your webpages with criteria for a good CTA, and Condition 4
13:51 Cognitive Condition #5: Decision hesitation and its root causes.
15:12 Condition #5's solution can be found in these case studies ...
20:10 Cognitive Condition #6: Mismatched expectations and its root causes.
21:10 Live Optimization: Audience-submitted CTA from a Pet supplies provider
22:00 Condition #6's solution can be found in these case studies ...

"Asking 'how' leads to information; asking 'why' leads to wisdom." This is the essence of Dr. Flint McGlaughlin's book, The Marketer as Philosopher
For more information, you can visit https://map.flintmcglaughlin.com

Consensus vs. Conversion

Topic:Communication, Management
Posted on:Jan 30, 2020
Method:
Published by:Austin

Consensus is the killer of conversion.

-Flint McGlaughlin
MECLABS Institute


150 Experiments on the Call-to-Action: Six psychological conditions that hinder our results

Topic:
Posted on:Jan 29, 2020
Length:00:36:45
Published by:Austin

One of the fastest ways to increase your performance is to improve your call-to-action. We did a meta-analysis of 150 of our experiments to determine 6 cognitive conditions that can hurt conversion.

In this session, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, shows you how to improve your call-to-action by lining it up more logically with your page visitors' sequence of thought. This session is loaded with practical case studies and examples, both good and bad, to help you avoid common CTA errors and give you ideas for your own webpages.

If you would like your landing pages or other marketing to be considered for live optimization – on-the-spot analysis with Flint sharing how to improve conversion during upcoming sessions – send it to us at info@meclabs.

Key points in the video:
1:14 Which CTA won?
6:54 Key principle #1 - CTA is more than a button, it is ...
9:23 Key principle #2 - CTA depends upon the context of ...
10:27 6 negative conditions the customer experiences when they see a call-to-action
11:21 Cognitive condition #1: apathy, and the root cause
13:12 Condition #1's solution can be found in this case study: Defence contractor
18:00 Condition #2: negative surprise and its root causes
19:42 Condition #2's solution can be found in these case studies ...
26:32 Two flawed "asks"
27:20 Here's a checklist you can use on your webpages with criteria for a good CTA, and Condition 3: Too many choices.
29:38 The solution can be found in these case studies ... This is part one of a two-part series on the call-to-action.

You can view part two here: https://youtu.be/dn868FkDqD8

"Asking 'how' leads to information; asking 'why' leads to wisdom." This is the essence of Dr. Flint McGlaughlin's book, The Marketer as Philosopher

For more information, you can visit https://map.flintmcglaughlin.com

The Four-Part Perspective of Marketing

Topic:Communication, Method
Posted on:Jan 24, 2020
Method:
Published by:Austin

All of marketing can be organized and visualized with a simple four-part perspective:

1. The sender
2. The receiver
3. The message
4. The means

There is no element of marketing that does not fall within these four categories.

A simple picture can tame a thousand complexities.

-Flint McGlaughlin
MECLABS Institute


Unlocking the Power of Incentive: Three keys to mastering perceived value differential

Topic:Webinars, Method
Posted on:Jan 15, 2020
Length:00:57:58
Published by:Austin

Last week, Flint McGlaughlin taught about the power of perceived value,. Today he presents a scientific methodology to add bonus value to an offer by showing how to find and add the ideal incentives to your offers.

In this session, you will learn:
• What an incentive should be in the context of marketing (too often marketers misuse incentives) and how to use incentives effectively
• The proper use of incentives in the conversion optimization process
• How to determine the ideal incentive for a specific audience as well as the appropriate stage to employ it to increase customer motivation.

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 explained
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

You can watch last week’s session – The Power of Perceived Value: Discover how a well-marketed banana & roll of tape produced a windfall – at https://marketingexperiments.com/valu...

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"Asking 'how' leads to information; asking 'why' leads to wisdom." This is the essence of Dr. Flint McGlaughlin's book, The Marketer as Philosopher For more information, you can visit https://map.flintmcglaughlin.com

The Power of Perceived Value: Discover how a well-marketed banana & roll of tape produced a windfall

Topic:Webinars, Method
Posted on:Jan 8, 2020
Length:00:39:34
Published by:Austin

Your success this year depends upon the difference between actual value and perceived value.

In this live, interactive session, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, will teach you how to help customers perceive the value of your products and services by leveraging the power of three elements marketers can use to their advantage.

He’ll also share a real-world example in a case study that shows how an organization communicated the perceived value of its offering through a mobile landing page.

If you would like your landing pages or other marketing to be considered for live optimization – on-the-spot analysis with Flint sharing how to improve conversion during the session – send it to us at info@meclabs.com.

Key points in the video:
8:01 Three factors can impact a customer’s perceived value of your offer.
11:02 PVD is the difference between the customer’s perceived value and the actual value.
16:40 Scarcity – Examples of using this internal motivator inappropriately.
22:37 Dark patterns – Negative manipulation used by marketers to achieve an objective in their business.
25:19 Examples of using Scarcity appropriately.
29:10 Influence (celebrity, social proof, authority, etc…) – Examples of using it appropriately.
32:05 Examples of using Story appropriately.
35:33 Value Proposition – Four conclusions to evoke in the mind

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"Asking 'how' leads to information; asking 'why' leads to wisdom." This is the essence of Dr. Flint McGlaughlin's book, The Marketer as Philosopher

For more information, you can visit https://map.flintmcglaughlin.com

____________________________________________

Resource List:

NEGATIVE EXAMPLES:
Dark Patterns at Scale: Findings from a Crawl of 11K Shopping Websites – Research from Arunesh Mathur, Gunes Acar, Michael J. Friedman, Elena Lucherini, Jonathan Mayer, and Arvind Narayanan of Princeton University and Marshini Chetty the University of Chicago
https://dl.acm.org/doi/10.1145/3359183

The Endless, Invisible Persuasion Tactics of the Internet – by Sidney Fussell
https://www.theatlantic.com/technolog...

POSITIVE EXAMPLES:
Landing Page tests: A/B Testing: How a landing page test yielded a 6% increase in leads
https://www.marketingsherpa.com/artic...

Web Clinic tests: Email Copy Tested: How adding urgency increased clickthrough by 15%
https://marketingexperiments.com/copy...

Social Media: Social Media Optimization – Engineering contagious ideas
https://marketingexperiments.com/soci...

Ecommerce: It’s Not All About Price
https://www.marketingsherpa.com/artic...

Marketing Chart: Which advertising channels consumers trust most and least when making purchases
https://www.marketingsherpa.com/artic...

Interactive Email: 6 tactics to leverage the influence of social reinforcement
https://www.marketingsherpa.com/artic...

Marketing Psychology: The behavioral triggers behind success at Amazon, Groupon and FarmVille
https://sherpablog.marketingsherpa.co...

How to Use Social Media to Increase Your Marketing Conversion
https://www.marketingsherpa.com/artic...

Data Analysis 101: How a nonprofit used data to secure a critical business decision and help find 125 missing children
https://marketingexperiments.com/digi...

Ecommerce Marketing: 150% increase in sales from product storytelling and site redesign
https://www.marketingsherpa.com/artic...

Content Marketing: How a farm justifies premium pricing
https://sherpablog.marketingsherpa.co...

Copywriting on Tight Deadlines: How ordinary marketers are achieving 103% gains with a step-by-step framework – (instant PDF download)
http://www.meclabs.com/training/misc/...

5 steps to telling your team’s story internally
https://sherpablog.marketingsherpa.co...

The High-Performance Landing Page: 3 ways to maximize conversion with the power of coherence

Topic:Webinars, Method
Posted on:Dec 4, 2019
Length:00:53:50
Published by:Austin

Too much of what modern marketers call conversion optimization is simply chasing random good ideas. Put a few things in a splitter, run an A/B test, and see what comes out.

How can you move from the low-probability performance of good ideas to the high-probability performance of strategic messaging?

In under an hour, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, will teach three advanced principles to help achieve strategic messaging and overcome these deadly conversion mistakes:
• Pages before hypotheses
• Diagnosis without prescription
• Creativity without science

If you would like your landing pages or other marketing to be considered for live optimization – on-the-spot analysis with Flint sharing how to improve conversion during the session – send it to us at info@meclabs.com

Here are some key points in the video:
4:20 Beware of building a landing page before you develop a hypothesis.
4:43 Beware of diagnosing the problem in your funnel without providing a prescription
7:56 Beware of creativity without science
10:00 How can you move from good ideas to strategic messaging?
16:16 1st way: Understand the transition from diagnosis to prescription
17:32 2nd way: Work from the customer's point of view rather than a sense of talent
21:12 Martin Buber and the concept of "the other"
23:16 Live optimization - Nursing program
27:32 Tracking customer footprints- Ask yourself what stimulated the last behavior that led them to your landing page.
38:15 3rd way: Move from elements to coherence-Thomas S. Kuhn
41:45 Testing webpages - Variable Cluster explanation and advice
47:27 Three questions to ask yourself to get your page in the high-performance zone

Learn more from Flint with a MECLABS online marketing course. Courses include certification in
• Online Testing
• Value Proposition Development
• Landing Page Optimization
• Email Messaging Optimization
https://MECLABS.com/certification

How to Discover What Customers Want on the Next Click: 3 critical skills every marketer must master

Topic:Webinars, Method
Posted on:Nov 13, 2019
Length:00:56:49
Published by:Austin

Your ultimate goal – a purchase or lead request from the customer – derives from a customer journey. For example, email to landing page to cart. Or perhaps, newspaper ad to homepage to landing page to lead form fill.

Each point is an opportunity to win a customer and keep them moving through your funnel. But, if you don’t understand how to meet their expectation after they make each click, after they reward you with their trust to take another step on the journey with your company – you will lose them.

To help you keep customers flowing through your funnel by serving their needs, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute (parent organization of MarketingExperiments), will teach three critical skills every marketer must master in this live, interactive session:
• Prioritization
• Identification
• Deduction

If you would like your marketing to be considered for live optimization – on-the-spot analysis with Flint sharing how to improve conversion during the session – send it to us at info@meclabs.com

Here are some key points in the video:
3:43 The goal of this session
6:36 3 observations we can make from tightrope walker Charles Blondin that can help our marketing efforts.
15:50 Case study: A national bank
17:50 3 critical skills you must use for maximum conversion: prioritization (of attention), identification (with the customer), deduction (from where they came from)
25:04 The importance of having empathy
26:26 Summary of the successful treatment on a banking webpage
28:42 Case study: Windows and door replacement specialist
43:31 Gathering data is extremely important, BUT ...
45:16 Live optimization: Health and wellness marketing site

Why 80% of the Words on Our Webpages Are Wrong (Part 3): 4 elements that increase funnel momentum

Topic:Webinars, Method
Posted on:Nov 6, 2019
Length:01:01:59
Published by:Austin

In this series, Flint McGlaughlin has been sharing common copywriting mistakes on our webpages and strategies to avoid them. Join us this week as he explains how to use copy to help the transition go smoothly from micro-yes to micro-yes so that you achieve the ultimate yes (and win a customer).

If you missed the previous sessions, you can view Part 1 here: https://meclabs.com/high-converting-copy and Part 2: https://meclabs.com/high-converting-c...

If you would like your marketing to be considered for live optimization – on-the-spot analysis with Flint sharing how to improve conversion during the session – send it to us at info@meclabs.com.

Here are some key points in the video:
2:30 Flint diagnoses problems with a headline about Coca-Cola.
6:42 Example of a brilliant communicator – Ian Fleming's James Bond series
9:43 The danger of "Apple Stacking"
11:48 The danger of assuming customers will follow your funnel plan
18:40 Why MECLABS inverts the customer journey funnel
21:06 How motivation is an internal draw
24:54 How brand's power comes from the expectation associated with the symbol of the offering.
30:58 How to use your primary value proposition to get customers moving up the funnel against gravity
32:47 Don't tell people what they should do, but stimulate what they want - James Bond example of this
38:22 Live optimization - FFL Bound Book
48:48 Summary of the 4 elements of copy that increase momentum through the conversion funnel
50:27 Live optimization - marketing services provider

Learn more from Flint with a MECLABS online marketing course.
Courses include certification in
• Online Testing
• Value Proposition Development
• Landing Page Optimization
• Email Messaging Optimization
https://MECLABS.com/certification