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Customer-First Marketing: How the Global Leadership Summit created a testing culture that grew attendance by 16% to 400,000

The document discusses how the Global Leadership Summit increased attendance by 16% through optimization and testing, emphasizing the importance of customer-first marketing and effective value propositions. It details various strategies, including email testing and geo-targeting, that enhanced registration and engagement. The Willow Creek Association utilized insights from MECLABS Institute to refine their marketing approach, ultimately boosting revenue and conversions significantly.

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Customer-First Marketing How the Global Leadership Summit created an optimization and testing culture that grew attendance by 16% to 400,000
GLS In-conference Incentive Email Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email Decrease in Registrations 68% #MECwebinar (Removed incentive)
GLS In-conference Incentive Email Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email 933% Increase in Registrations #MECwebinar (Added incentive)
GLS In-conference Incentive Email Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email What happened here? #MECwebinar
“Insanity is doing the same thing over and over again and expecting different results”
2017 Impacts from Testing • 2017 was the first full year of testing • Attendance for the 2017 event grew to 400,000 people from 128 countries and 60 languages around the world • 82% increase in revenue can be attributed to email testing
Session Speakers Daniel Burstein Senior Director, Content, MarketingSherpa & MECLABS Institute @DanielBurstein John Jordan Executive Director of Digital Marketing, Global Leadership Summit @johnjordaniii
About Willow Creek Association Willow Creek Association is a nonprofit organization committed to the singular idea that inspired, encouraged and equipped leaders can transform their communities. The leaders we serve are from all sectors of society committed to pursuing their grander visions — whatever they might be. For 25 years, Willow Creek Association has helped leaders grow by creating world-class resources and leadership development events like The Global Leadership Summit. The Global Leadership Summit is a two-day event telecast live in HD from Chicago every August to hundreds of locations in North America. Throughout the fall, Summit events take place at an additional 675+ sites in 125 countries and 59 languages. #MECwebinar
About MECLABS Institute Founded in 1997 and based in Jacksonville, Florida, MECLABS Institute is the world's largest research institute dedicated to discovering how people make choices. MECLABS has been involved in direct Research Partnerships with companies throughout Asia, Europe and the Americas since 2001. As an institute focused on offer-response optimization particularly in the field of value exchange, the Institute is dedicated to taking an academic approach to improving the discipline of marketing by teaching its discoveries through workshops, online learning and a graduate-level program in partnership with the University of Florida. MECLABS Institute’s two publishing subsidiaries — MarketingExperiments and MarketingSherpa — publish experiments and provide insights to the marketing community. #MECwebinar
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Twitter Question #MECwebinar
Common Digital Marketing Challenges • Generating traffic • Generating and nurturing leads • Selling products and services • Proving and increasing ROI • Earning new subscribers • Keeping current subscribers • Writing compelling content #MECwebinar
Common Digital Marketing Challenges • Generating traffic • Generating and nurturing leads • Proving and increasing ROI • Earning new subscribers • Keeping current subscribers • Writing compelling content What about your value proposition? #MECwebinar
Value Proposition and Customer-First Marketing Claude C. Hopkins (1866-1932) “The people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising.” “Every ad should contain a Basic Selling Proposition … The heart and guts of every ad is its B.S.P. Everything else is mere technique — headline, subhead, copy, illustration, layout. Good technique can increase the effectiveness of a low-testing B.S.P., and bad technique can reduce the effectiveness of a high-testing B.S.P. But the B.S.P. is 75 percent of the battle.” David Ogilvy (1911-1999) “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter Drucker (1909-2005) Excerpted: MMC5435 – Messaging Strategy and the Centrality of the Value Proposition Session 2
Step 1 Discover your value proposition
What is a Value Proposition? An argument that answers the question: “If I am your ideal prospect, why should I buy from you rather than your competitors?” Perceived Value Perceived Cost VfAc - CfAc = Nf #MECwebinar
The Global Leadership Summit VP Workshop VALUE PROPOSITION ARGUMENT: VALUE PROPOSITION QUESTION: If I am Alex, why should I register for the 2017 Summit rather than any alternative act? • Consisted of 30 people from departments all over the organization • Established a new way of communicating about the event across the organization Because our Summit features the most diverse variety of world-class leaders who have specifically created custom sessions to educate and inspire today’s leaders. Further, this is the only event of this magnitude that you can attend within the familiar context of other leaders in your tribe/community.
Value Proposition Spectrum Source: For more, see Reflection #19 in The Marketer As Philosopher 1 3 2 Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors? Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors? Question: If I am [PROSPECT A], why should I buy this product rather than any other product? Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad?Prospect B PRODUCT #3 PRODUCT #4 PRODUCT #1 PRODUCT #2 PRODUCT #3 PRODUCT #4 PRODUCT #2 PRODUCT #3 PRODUCT #4 Primary Value Proposition Conversion steps associated with a specific product PRODUCT #2 The Value Proposition Spectrum PRODUC T #1 PRODUC T #1 PROCESS-LEVEL PRODUCT-LEVEL PROSPECT-LEVEL
GLS Speaker Order Email Value of Summit faculty Value of “location near you” PROCESS-LEVEL
2016 Summit Homepage 2016 No value in headline
2016 Summit Homepage 2016 Explanation of host sites buried far down on the page and not very clear
2016 Summit Homepage 2016 • No mention of specific speakers anywhere on page • Competing CTAs
2017 Summit Homepage 2017 PRODUCT-LEVEL Value of “world-class” faculty and location near you Value of “world-class” training
2017 Summit Homepage 2017 PRODUCT-LEVEL Value of “world-class” faculty
2017 Summit Homepage 2017 PRODUCT-LEVEL Value of “location near you”
LP Test Results 1,182 Additional registrations 2016 2017 136% Increase in conversions #MECwebinar
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Willow Creek VP Workshop VALUE PROPOSITION ARGUMENT: VALUE PROPOSITION QUESTION: If I am a previous Summit attendee, why should I give to WCA rather than any other similar ministry? • Team engaged in second VP workshop for the Willow Creek brand that focused on donations and giving Because we already have the most global connections with community leaders, enabling us to bring personal growth and transformation to the most leaders in the most countries.
Willow Creek Donation Page YoY Analysis Control Treatment
Willow Creek Donation Page- Control Marquee is only thing visible above the fold No specific explanation of what donation is being used for
Willow Creek Donation Page- Control Abundance of options could be confusing
Willow Creek Donation Page- Treatment Primary Value Proposition Changed CTA to “Make an Impact” to better resonate with donors Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) Changed statistical figures to directly reflect the impact donations have
Willow Creek Donation Page- Treatment Primary Value Proposition Changed CTA to “Make an Impact” to better resonate with donors
*The GLS engaged in a Conversion Index Analysis and applied the heuristic to their testing
New Donation Page Analysis • Reduced marquee image size to allow the next page section to be visible on page load • Changed the default amount to the most popular • Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) • Changed CTA to “Make an Impact” to better resonate with donors • Added prominent “goal bar” and more relevant video • Changed statistical figures to directly reflect the impact donations have • Added clarity to the secondary donation ask by removing the abundance of options C = 4m + 3v + 2(i-f) - 2a©
New Donation Page Analysis • Reduced marquee image size to allow the next page section to be visible on page load • Changed the default amount to the most popular • Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) • Changed CTA to “Make an Impact” to better resonate with donors • Added prominent “goal bar” and more relevant video • Changed statistical figures to directly reflect the impact donations have • Added clarity to the secondary donation ask by removing the abundance of options C = 4m + 3v + 2(i-f) - 2a©
New Donation Page Analysis • Reduced marquee image size to allow the next page section to be visible on page load • Changed the default amount to be the most popular • Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) • Changed CTA to “Make an Impact” to better resonate with donors • Added prominent “goal bar” to increase urgency and more relevant video • Changed statistical figures to directly reflect the impact donations have • Added clarity to the secondary donation ask by removing the abundance of options C = 4m + 3v + 2(i-f) - 2a©
New Donation Page Analysis • Reduced marquee image size to allow the next page section to be visible on page load • Changed the default amount to be the most popular • Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) • Changed CTA to “Make an Impact” to better resonate with donors • Added prominent “goal bar” and more relevant video • Changed statistical figures to directly reflect the impact donations have • Added clarity to the secondary donation ask by removing the abundance of options C = 4m + 3v + 2(i-f) - 2a©
Donation Page Conversion Rates YoY The highlighted sections reflect the time periods analyzed in the impact analysis. The conversion rate in 2016 shows more variability but, in general, maintains a higher conversion rate than 2015. 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 10/10/2015 10/24/2015 11/7/2015 11/21/2015 12/5/2015 12/19/2015 1/2/2016 1/16/2016 1/30/2016 2/13/2016 2/27/2016 3/12/2016 3/26/2016 4/9/2016 4/23/2016 5/7/2016 5/21/2016 6/4/2016 6/18/2016 7/2/2016 7/16/2016 7/30/2016 8/13/2016 8/27/2016 9/10/2016 9/24/2016 10/8/2016 10/22/2016 11/5/2016 11/19/2016 12/3/2016 Conversion Rates 7-Day CR 14-Day CR 21 Day CR 2015 2016
Download the MECLABS Guide to Optimization • 22 pages that provide an in- depth look at three of ten patented heuristics: • Conversion Sequence Heuristic • Ad Heuristic • Email Messaging Heuristic • Tactical tools and detailed examples to help you optimize your campaigns Download your free guide at MECLABS.com/opt-guide
Step 2 Implement the Conversion Heuristic into your testing
Motivation THE MECLABS CONVERSION SEQUENCE C = 4m + 3v + 2(i-f) - 2a © C = 4m + 3v + 2(i-f) - 2a© • Motivation is the degree and type of want within the prospect. It is the element that connects the “how many” of the marketer with the “why so” of the customer. • Motivation is the most influential variable in the conversion heuristic and it impacts all the other variables • The GLS applied motivation by testing which speakers resonated with their audience most
Speaker Order Email Test Company: Willow Creek Association Research Questions: Does the order in which the faculty members are presented have an impact on conversions, and does it differ between men and women? Test Hypothesis: By testing three combinations of the order of faculty on a sample segment (15-25 percent) of our full list, we can best determine the highest appealing faculty members Primary Metric: Conversions #MECwebinar
Speaker Order Email Test C = 4m + 3v + 2(i-f) - 2a© Control Treatment 2Treatment 1
Speaker Order Email Test Results Customer Insight: Business faculty listed first (Treatment 1) resonated best with men (39 conversions), but it drove the lowest conversions amongst women (17), suggesting different motivations for each gender. Although there was no relative difference in conversion rates overall, these emails drove a total of 86 conversions. C = 4m + 3v + 2(i-f) - 2a© Treatment 1 #MECwebinar
Friction THE MECLABS CONVERSION SEQUENCE C = 4m + 3v + 2(i-f) - 2a © C = 4m + 3v + 2(i-f) - 2a© • Psychological resistance to a given element in the conversion process • The objective is to minimize, not eliminate, friction. If you eliminate all friction, you necessarily eliminate “the sale.” • The GLS eliminated friction by using geo-targeting in an email. They also eliminated a step in the conversion process.
Geo-targeted Alumni Email Test Company: Willow Creek Association Record Location: MECLABS Research Library Experiment ID: TP30302 Current Problems: Current emails not leveraging any specificity within them, asking users to sign up for a generic host site Research Questions: If we could leverage geo-targeting capabilities and show users the nearest host site to them, could we increase conversions? Test Hypothesis: By geo-targeting users based on their registration address and listing the nearest host site to them, we will increase clickthrough and conversions Goal: Generate the most conversions Metrics: clickthrough and conversion rate #MECwebinar
Control vs. Treatment C = 4m + 3v + 2(i-f) - 2a© TreatmentControl
Control C = 4m + 3v + 2(i-f) - 2a© Landing Page Form Page Email
Treatment C = 4m + 3v + 2(i-f) - 2a© Landing Page Form Page Email
Treatments Clickthrough Rate Relative Difference Control 2.0% - Treatment 3.7% 87.0% Relative Increase in Clickthrough Rate87% Clickthrough Rate Clickthrough Rate = Clicks/Sends C = 4m + 3v + 2(i-f) - 2a© #MECwebinar
YoY Comparison Treatments Total Additional Conversions Total Registrations 2015 Alumni Email Campaign 17 34 2016 Alumni Email Campaign 81 162 Additional Registrations in 2016127 C = 4m + 3v + 2(i-f) - 2a© #MECwebinar
Customer Insights • Customer Insight #1: By showing users how easy it is to attend the event and introducing them to nearest host site, we were able to influence more registrations. • Customer Insight #2: The personalization positively influenced more consumers to engage and sign up for the Summit. #MECwebinar
Geo-targeted Landing Page Test Company: Willow Creek Association Experiment ID: TP90217 Current Problems: Right now, host sites are positioned in a way that makes them seem like a second option as opposed to the only option — this could lead to confusion or misunderstanding by the customer and a lowered value exchange Research Questions: Which amount and type of host site value and search functionality will best match motivation and increase the value exchange enough to increase conversions? Test Hypothesis: If we update the GLS landing page by adding the location search bar to the top marquee and including clear host site value messaging prominently on the page, we will increase CTR into the reg funnel because customers will better understand the value of attending GLS at a host site and be more motivated to find a location near them Goal: Improve CTR into the reg funnel, leading to more conversions Metrics: Clickthrough rate and conversion rate
Control • The control landing page features general Summit value with occasional notes about the convenience of the host sites. • The main host site details are far down the page after the speaker section. This thought process could be out of order for some visitors. • The current map on the page could create friction by looking interactive but not allowing zoom or clicks. C = 4m + 3v + 2(i-f) - 2a©
Control • The control landing page features general Summit value with occasional notes about the convenience of the host sites. • The main host site details are far down the page after the speaker section. This thought process could be out of order for some visitors. • The current map on the page could create friction by looking interactive but not allowing zoom or clicks. C = 4m + 3v + 2(i-f) - 2a©
Control • The control landing page features general Summit value with occasional notes about the convenience of the host sites. • The main host site details are far down the page after the speaker section. This thought process could be out of order for some visitors. • The current map on the page could create friction by looking interactive but not allowing zoom or clicks. C = 4m + 3v + 2(i-f) - 2a©
Treatment • The main marquee value was replaced with “host site” clarity copy and a search option. • The top section of the page is updated to include a map and search field. • Copy to the right reflects the benefits of a host site experience and clarifies what it means for the Summit to be telecast. Optional testimonial C = 4m + 3v + 2(i-f) - 2a©
Treatment • The main marquee value was replaced with “host site” clarity copy and a search option. • The top section of the page is updated to include a map and search field. • Copy to the right reflects the benefits of a host site experience and clarifies what it means for the Summit to be telecast. Optional testimonial C = 4m + 3v + 2(i-f) - 2a©
Treatment • The main marquee value was replaced with “host site” clarity copy and a search option. • The top section of the page is updated to include a map and search field. • Copy to the right reflects the benefits of a host site experience and clarifies what it means for the Summit to be telecast. Optional testimonial C = 4m + 3v + 2(i-f) - 2a©
Results Experience Visits Reg Funnel Entries LP CTR Relative Difference LoC Control 20,853 5,532 26.53% -- -- Treatment 20,767 7,260 34.96% 31.78% 99% Relative Increase in Clickthrough Rate32% By better positioning the value of attending GLS at a host site and more prominently featuring a distinct entry point higher up on the page, the Treatment achieved a 32% relative increase in CTR from the Host Site LP into the locations page . C = 4m + 3v + 2(i-f) - 2a© #MECwebinar
Results- Conversion Rate Experience Visits Conversions Conversion Rate Relative Difference LoC Control 20,853 1,754 8.41% -- -- Treatment 20,767 1,688 8.13% -3.36% 71% No Relative Difference in Conversion Rate C = 4m + 3v + 2(i-f) - 2a© #MECwebinar
Customer Insights While the Treatment drove significantly more traffic into the reservation funnel, the additional traffic into the funnel did not lead to an increase in conversions. In the Treatment experience, the CTA in the marquee led to an increase in visitors clicking through, but it may have driven them into the registration funnel before they had the chance to engage with valuable content further down on the LP, resulting in a lower conversion rate within the reg funnel. #MECwebinar
Super Early Bird PPC Test Company: Willow Creek Association Research Questions: Does linking to the most relevant part of the Summit landing page decrease friction and increase CR? Test Hypothesis: By updating the top performing urgency ads from 2016 with increased continuity from the ad to the landing page, we will reduce the amount of friction for the customer to get the information they need and register Metrics: Conversion rate #MECwebinar
PPC Controls Control #2: Urgency + Countdown + Speakers Control #1: Speakers + Urgency Control #3: Video + Urgency Control #4: Urgency + Countdown + Video Control #5: Urgency + Countdown + Attendees *All control ads linked to willowcreek.com/summit #MECwebinar C = 4m + 3v + 2(i-f) - 2a©
PPC Treatments https://www.willowcreek.com/events/leadership/#videos https://www.willowcreek.com/events/leadership/#faculty https://www.willowcreek.com/events/leadership/#faculty https://www.willowcreek.com/events/leadership/#videos https://www.willowcreek.com/events/leadership/#about Treatment #2: Urgency + Countdown + Speakers Treatment #1: Speakers + Urgency Treatment #3: Video + Urgency Treatment #4: Urgency + Countdown + Video Treatment #5: Urgency + Countdown + Attendees #MECwebinar C = 4m + 3v + 2(i-f) - 2a©
Controls Conv. Clicks Conversion Rate (conv/clicks) Speaker + Urgency Control 1 104 5988 1.74% Urgency + Countdown + Speaker Control 2 31 577 5.37% Video + Urgency Control 3 9 348 2.59% Urgency + Countdown + Video Control 4 37 471 7.86% Urgency + Countdown + Attendees Control 5 27 465 5.81% Totals 208 7849 2.65% 2017 Super Early Bird PPC Conversion Rate Treatments (Direct links) Conv. Clicks Conversion Rate (conv/clicks) Relative Difference Level of Confidence Treatment 1 84 3567 2.35% +35% 98.2% Treatment 2 26 571 4.55% -15% 73.9% Treatment 3 11 353 3.12% +20% 66.3% Treatment 4 26 471 5.52% -30% 92.4% Treatment 5 22 494 4.45% -23% 82.9% 169 5456 3.10% +17% 93.7% Additional Registrations1,206 Based on all conversions, this test resulted in #MECwebinar
Controls Conv. Clicks Conversion Rate (conv/clicks) Speaker + Urgency Control 1 104 5988 1.74% Urgency + Countdown + Speaker Control 2 31 577 5.37% Video + Urgency Control 3 9 348 2.59% Urgency + Countdown + Video Control 4 37 471 7.86% Urgency + Countdown + Attendees Control 5 27 465 5.81% Totals 208 7849 2.65% 2017 Super Early Bird PPC Conversion Rate Treatments (Direct links) Conv. Clicks Conversion Rate (conv/clicks) Relative Difference Level of Confidence Treatment 1 84 3567 2.35% +35% 98.2% Treatment 2 26 571 4.55% -15% 73.9% Treatment 3 11 353 3.12% +20% 66.3% Treatment 4 26 471 5.52% -30% 92.4% Treatment 5 22 494 4.45% -23% 82.9% 169 5456 3.10% +17% 93.7% #MECwebinar Prospects tend to be more likely to convert if there is continuity between the PPC ad and the precise location on the Summit landing page related to speakers if there are no countdown timers being used in PPC. Customer Insight:
Controls Conv. Clicks Conversion Rate (conv/clicks) Speaker + Urgency Control 1 104 5988 1.74% Urgency + Countdown + Speaker Control 2 31 577 5.37% Video + Urgency Control 3 9 348 2.59% Urgency + Countdown + Video Control 4 37 471 7.86% Urgency + Countdown + Attendees Control 5 27 465 5.81% Totals 208 7849 2.65% 2017 Super Early Bird PPC Conversion Rate Treatments (Direct links) Conv. Clicks Conversion Rate (conv/clicks) Relative Difference Level of Confidence Treatment 1 84 3567 2.35% +35% 98.2% Treatment 2 26 571 4.55% -15% 73.9% Treatment 3 11 353 3.12% +20% 66.3% Treatment 4 26 471 5.52% -30% 92.4% Treatment 5 22 494 4.45% -23% 82.9% 169 5456 3.10% +17% 93.7% #MECwebinar Prospects respond well to countdown timers in the advertisements and convert at a higher rate across all ad content types (speakers, videos, number of attendees) when countdown timers are used to emphasize urgency. Bonus Customer Insight 1:
Controls Conv. Clicks Conversion Rate (conv/clicks) Speaker + Urgency Control 1 104 5988 1.74% Urgency + Countdown + Speaker Control 2 31 577 5.37% Video + Urgency Control 3 9 348 2.59% Urgency + Countdown + Video Control 4 37 471 7.86% Urgency + Countdown + Attendees Control 5 27 465 5.81% Totals 208 7849 2.65% 2017 Super Early Bird PPC Conversion Rate Treatments (Direct links) Conv. Clicks Conversion Rate (conv/clicks) Relative Difference Level of Confidence Treatment 1 84 3567 2.35% +35% 98.2% Treatment 2 26 571 4.55% -15% 73.9% Treatment 3 11 353 3.12% +20% 66.3% Treatment 4 26 471 5.52% -30% 92.4% Treatment 5 22 494 4.45% -23% 82.9% 169 5456 3.10% +17% 93.7% #MECwebinar Some of these results are not statistically significant due to the low level of confidence. Because Google prioritized the highest performing ads, we cannot be truly confident in these results. Bonus Customer Insight 2:
Anxiety THE MECLABS CONVERSION SEQUENCE C = 4m + 3v + 2(i-f) - 2a © C = 4m + 3v + 2(i-f) - 2a© • Psychological concern stimulated by a given element in the conversion process • 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. • The GLS eliminated anxiety by adding testimonials to their emails.
Early Bird Email Test Control Added testimonials C = 4m + 3v + 2(i-f) - 2a© 2015 2016 2016
Based on the additional conversions (79) this campaign generated 158 additional ticket registrations YOY Comparison Treatments Total Registrations Relative Difference Level of Confidence 2015 EB Email Campaign 723 - 2016 EB Email Campaign 802 10.9% N/A Relative Increase in Total Registrations11%
Step 3 Use these results to change the culture within your organization
Incentive THE MECLABS CONVERSION SEQUENCE C = 4m + 3v + 2(i-f) - 2a © C = 4m + 3v + 2(i-f) - 2a© • An appealing element (discount, bonus) you introduce to stimulate a desired action. • The GLS eliminated used discount and content incentives in an email to current conference attendees to incentivize them to register for the upcoming year.
GLS In-conference Incentive Email Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email Decrease in Registrations 68% #MECwebinar (Removed incentive)
GLS In-conference Incentive Email Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email 933% Increase in Registrations #MECwebinar (Added incentive)
GLS In-conference Incentive Email Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email What happened here? #MECwebinar
2018 In-conference Incentive Email • Satellite Registration Results • 2016 (Audio Incentive): 6,403 • 2017 (No Incentive): 2,017 • 2018 (GLSnext Premium): 20,845 • Key Learnings • Urgency - Tuesday • Increase perceived value: • Monday video delivery • $99.99 value • System Stress: priority codes & looping login C = 4m + 3v + 2(i-f) - 2a© From: The Global Leadership Summit S/L: ⏰ Last Chance: Get GLSnext Premium for free #MECwebinar
2017 Testing Timeline
2017 Testing Timeline
Overall Results and Takeaways
2017 Impacts from Testing • 2017 was the first full year of testing • Attendance for the 2017 event grew to 400,000 people from 128 countries and 60 languages around the world • 82% increase in revenue can be attributed to email testing
Top Customer Insights for 2017 Insight #1: There is a distinct difference in behavior between Church/Referral visitors and those coming from the Summit LP, indicating an opportunity for additional segmentation efforts in the future. Insight #2: Personalized, handwritten letters resonated very well with previous attendees who had not yet registered for the event, suggesting that more one-to-one communication may significantly increase registrations. Insight #3: There is a large portion of WCA homepage visitors that are interested in GLS but may need a clearer path and additional value to make a purchase. Insight #4: Adding prominent urgency encouraged visitors to register more people for the event and further influenced them to sign up their entire group to receive discounted pricing. Insight #5: Visitors express interest in donating when presented the option to do so during an initial registration decision rather than when they are attempting to finalize their transaction. Insight #6: Emphasizing discount pricing in the donation ask, reminds visitors of the value of registering early, increasing the overall conversion rate. #MECwebinar
Be like John! Transform your organization by fostering a testing and optimization culture MECLABS conducts rigorous experiments in the science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly info@MECLABS.com 1-800-810-7710 #MECwebinar

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Customer-First Marketing: How the Global Leadership Summit created a testing culture that grew attendance by 16% to 400,000

  • 1.
    Have Questions? Want tosee related content? We’re sharing on Twitter! #MECwebinar
  • 2.
    Customer-First Marketing How theGlobal Leadership Summit created an optimization and testing culture that grew attendance by 16% to 400,000
  • 3.
    GLS In-conference IncentiveEmail Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email Decrease in Registrations 68% #MECwebinar (Removed incentive)
  • 4.
    GLS In-conference IncentiveEmail Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email 933% Increase in Registrations #MECwebinar (Added incentive)
  • 5.
    GLS In-conference IncentiveEmail Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email What happened here? #MECwebinar
  • 6.
    “Insanity is doingthe same thing over and over again and expecting different results”
  • 7.
    2017 Impacts fromTesting • 2017 was the first full year of testing • Attendance for the 2017 event grew to 400,000 people from 128 countries and 60 languages around the world • 82% increase in revenue can be attributed to email testing
  • 8.
    Session Speakers Daniel Burstein SeniorDirector, Content, MarketingSherpa & MECLABS Institute @DanielBurstein John Jordan Executive Director of Digital Marketing, Global Leadership Summit @johnjordaniii
  • 9.
    About Willow CreekAssociation Willow Creek Association is a nonprofit organization committed to the singular idea that inspired, encouraged and equipped leaders can transform their communities. The leaders we serve are from all sectors of society committed to pursuing their grander visions — whatever they might be. For 25 years, Willow Creek Association has helped leaders grow by creating world-class resources and leadership development events like The Global Leadership Summit. The Global Leadership Summit is a two-day event telecast live in HD from Chicago every August to hundreds of locations in North America. Throughout the fall, Summit events take place at an additional 675+ sites in 125 countries and 59 languages. #MECwebinar
  • 10.
    About MECLABS Institute Foundedin 1997 and based in Jacksonville, Florida, MECLABS Institute is the world's largest research institute dedicated to discovering how people make choices. MECLABS has been involved in direct Research Partnerships with companies throughout Asia, Europe and the Americas since 2001. As an institute focused on offer-response optimization particularly in the field of value exchange, the Institute is dedicated to taking an academic approach to improving the discipline of marketing by teaching its discoveries through workshops, online learning and a graduate-level program in partnership with the University of Florida. MECLABS Institute’s two publishing subsidiaries — MarketingExperiments and MarketingSherpa — publish experiments and provide insights to the marketing community. #MECwebinar
  • 11.
    Have Questions? Want tosee related content? We’re sharing on Twitter! #MECwebinar
  • 12.
  • 13.
    Common Digital MarketingChallenges • Generating traffic • Generating and nurturing leads • Selling products and services • Proving and increasing ROI • Earning new subscribers • Keeping current subscribers • Writing compelling content #MECwebinar
  • 14.
    Common Digital MarketingChallenges • Generating traffic • Generating and nurturing leads • Proving and increasing ROI • Earning new subscribers • Keeping current subscribers • Writing compelling content What about your value proposition? #MECwebinar
  • 15.
    Value Proposition andCustomer-First Marketing Claude C. Hopkins (1866-1932) “The people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising.” “Every ad should contain a Basic Selling Proposition … The heart and guts of every ad is its B.S.P. Everything else is mere technique — headline, subhead, copy, illustration, layout. Good technique can increase the effectiveness of a low-testing B.S.P., and bad technique can reduce the effectiveness of a high-testing B.S.P. But the B.S.P. is 75 percent of the battle.” David Ogilvy (1911-1999) “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter Drucker (1909-2005) Excerpted: MMC5435 – Messaging Strategy and the Centrality of the Value Proposition Session 2
  • 16.
    Step 1 Discover yourvalue proposition
  • 17.
    What is aValue Proposition? An argument that answers the question: “If I am your ideal prospect, why should I buy from you rather than your competitors?” Perceived Value Perceived Cost VfAc - CfAc = Nf #MECwebinar
  • 18.
    The Global LeadershipSummit VP Workshop VALUE PROPOSITION ARGUMENT: VALUE PROPOSITION QUESTION: If I am Alex, why should I register for the 2017 Summit rather than any alternative act? • Consisted of 30 people from departments all over the organization • Established a new way of communicating about the event across the organization Because our Summit features the most diverse variety of world-class leaders who have specifically created custom sessions to educate and inspire today’s leaders. Further, this is the only event of this magnitude that you can attend within the familiar context of other leaders in your tribe/community.
  • 19.
    Value Proposition Spectrum Source:For more, see Reflection #19 in The Marketer As Philosopher 1 3 2 Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors? Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors? Question: If I am [PROSPECT A], why should I buy this product rather than any other product? Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad?Prospect B PRODUCT #3 PRODUCT #4 PRODUCT #1 PRODUCT #2 PRODUCT #3 PRODUCT #4 PRODUCT #2 PRODUCT #3 PRODUCT #4 Primary Value Proposition Conversion steps associated with a specific product PRODUCT #2 The Value Proposition Spectrum PRODUC T #1 PRODUC T #1 PROCESS-LEVEL PRODUCT-LEVEL PROSPECT-LEVEL
  • 20.
    GLS Speaker OrderEmail Value of Summit faculty Value of “location near you” PROCESS-LEVEL
  • 21.
  • 22.
    2016 Summit Homepage 2016 Explanationof host sites buried far down on the page and not very clear
  • 23.
    2016 Summit Homepage 2016 •No mention of specific speakers anywhere on page • Competing CTAs
  • 24.
    2017 Summit Homepage 2017 PRODUCT-LEVEL Valueof “world-class” faculty and location near you Value of “world-class” training
  • 25.
  • 26.
  • 27.
    LP Test Results 1,182 Additionalregistrations 2016 2017 136% Increase in conversions #MECwebinar
  • 28.
  • 29.
    Willow Creek VPWorkshop VALUE PROPOSITION ARGUMENT: VALUE PROPOSITION QUESTION: If I am a previous Summit attendee, why should I give to WCA rather than any other similar ministry? • Team engaged in second VP workshop for the Willow Creek brand that focused on donations and giving Because we already have the most global connections with community leaders, enabling us to bring personal growth and transformation to the most leaders in the most countries.
  • 30.
    Willow Creek DonationPage YoY Analysis Control Treatment
  • 31.
    Willow Creek DonationPage- Control Marquee is only thing visible above the fold No specific explanation of what donation is being used for
  • 32.
    Willow Creek DonationPage- Control Abundance of options could be confusing
  • 33.
    Willow Creek DonationPage- Treatment Primary Value Proposition Changed CTA to “Make an Impact” to better resonate with donors Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) Changed statistical figures to directly reflect the impact donations have
  • 34.
    Willow Creek DonationPage- Treatment Primary Value Proposition Changed CTA to “Make an Impact” to better resonate with donors
  • 35.
    *The GLS engagedin a Conversion Index Analysis and applied the heuristic to their testing
  • 36.
    New Donation PageAnalysis • Reduced marquee image size to allow the next page section to be visible on page load • Changed the default amount to the most popular • Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) • Changed CTA to “Make an Impact” to better resonate with donors • Added prominent “goal bar” and more relevant video • Changed statistical figures to directly reflect the impact donations have • Added clarity to the secondary donation ask by removing the abundance of options C = 4m + 3v + 2(i-f) - 2a©
  • 37.
    New Donation PageAnalysis • Reduced marquee image size to allow the next page section to be visible on page load • Changed the default amount to the most popular • Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) • Changed CTA to “Make an Impact” to better resonate with donors • Added prominent “goal bar” and more relevant video • Changed statistical figures to directly reflect the impact donations have • Added clarity to the secondary donation ask by removing the abundance of options C = 4m + 3v + 2(i-f) - 2a©
  • 38.
    New Donation PageAnalysis • Reduced marquee image size to allow the next page section to be visible on page load • Changed the default amount to be the most popular • Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) • Changed CTA to “Make an Impact” to better resonate with donors • Added prominent “goal bar” to increase urgency and more relevant video • Changed statistical figures to directly reflect the impact donations have • Added clarity to the secondary donation ask by removing the abundance of options C = 4m + 3v + 2(i-f) - 2a©
  • 39.
    New Donation PageAnalysis • Reduced marquee image size to allow the next page section to be visible on page load • Changed the default amount to be the most popular • Added more value in the headline by directly stating what donations are used for (translation, scholarships, etc.) • Changed CTA to “Make an Impact” to better resonate with donors • Added prominent “goal bar” and more relevant video • Changed statistical figures to directly reflect the impact donations have • Added clarity to the secondary donation ask by removing the abundance of options C = 4m + 3v + 2(i-f) - 2a©
  • 40.
    Donation Page ConversionRates YoY The highlighted sections reflect the time periods analyzed in the impact analysis. The conversion rate in 2016 shows more variability but, in general, maintains a higher conversion rate than 2015. 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 10/10/2015 10/24/2015 11/7/2015 11/21/2015 12/5/2015 12/19/2015 1/2/2016 1/16/2016 1/30/2016 2/13/2016 2/27/2016 3/12/2016 3/26/2016 4/9/2016 4/23/2016 5/7/2016 5/21/2016 6/4/2016 6/18/2016 7/2/2016 7/16/2016 7/30/2016 8/13/2016 8/27/2016 9/10/2016 9/24/2016 10/8/2016 10/22/2016 11/5/2016 11/19/2016 12/3/2016 Conversion Rates 7-Day CR 14-Day CR 21 Day CR 2015 2016
  • 41.
    Download the MECLABSGuide to Optimization • 22 pages that provide an in- depth look at three of ten patented heuristics: • Conversion Sequence Heuristic • Ad Heuristic • Email Messaging Heuristic • Tactical tools and detailed examples to help you optimize your campaigns Download your free guide at MECLABS.com/opt-guide
  • 42.
    Step 2 Implement theConversion Heuristic into your testing
  • 43.
    Motivation THE MECLABS CONVERSIONSEQUENCE C = 4m + 3v + 2(i-f) - 2a © C = 4m + 3v + 2(i-f) - 2a© • Motivation is the degree and type of want within the prospect. It is the element that connects the “how many” of the marketer with the “why so” of the customer. • Motivation is the most influential variable in the conversion heuristic and it impacts all the other variables • The GLS applied motivation by testing which speakers resonated with their audience most
  • 44.
    Speaker Order EmailTest Company: Willow Creek Association Research Questions: Does the order in which the faculty members are presented have an impact on conversions, and does it differ between men and women? Test Hypothesis: By testing three combinations of the order of faculty on a sample segment (15-25 percent) of our full list, we can best determine the highest appealing faculty members Primary Metric: Conversions #MECwebinar
  • 45.
    Speaker Order EmailTest C = 4m + 3v + 2(i-f) - 2a© Control Treatment 2Treatment 1
  • 46.
    Speaker Order EmailTest Results Customer Insight: Business faculty listed first (Treatment 1) resonated best with men (39 conversions), but it drove the lowest conversions amongst women (17), suggesting different motivations for each gender. Although there was no relative difference in conversion rates overall, these emails drove a total of 86 conversions. C = 4m + 3v + 2(i-f) - 2a© Treatment 1 #MECwebinar
  • 47.
    Friction THE MECLABS CONVERSIONSEQUENCE C = 4m + 3v + 2(i-f) - 2a © C = 4m + 3v + 2(i-f) - 2a© • Psychological resistance to a given element in the conversion process • The objective is to minimize, not eliminate, friction. If you eliminate all friction, you necessarily eliminate “the sale.” • The GLS eliminated friction by using geo-targeting in an email. They also eliminated a step in the conversion process.
  • 48.
    Geo-targeted Alumni EmailTest Company: Willow Creek Association Record Location: MECLABS Research Library Experiment ID: TP30302 Current Problems: Current emails not leveraging any specificity within them, asking users to sign up for a generic host site Research Questions: If we could leverage geo-targeting capabilities and show users the nearest host site to them, could we increase conversions? Test Hypothesis: By geo-targeting users based on their registration address and listing the nearest host site to them, we will increase clickthrough and conversions Goal: Generate the most conversions Metrics: clickthrough and conversion rate #MECwebinar
  • 49.
    Control vs. TreatmentC = 4m + 3v + 2(i-f) - 2a© TreatmentControl
  • 50.
    Control C =4m + 3v + 2(i-f) - 2a© Landing Page Form Page Email
  • 51.
    Treatment C =4m + 3v + 2(i-f) - 2a© Landing Page Form Page Email
  • 52.
    Treatments Clickthrough Rate Relative Difference Control 2.0%- Treatment 3.7% 87.0% Relative Increase in Clickthrough Rate87% Clickthrough Rate Clickthrough Rate = Clicks/Sends C = 4m + 3v + 2(i-f) - 2a© #MECwebinar
  • 53.
    YoY Comparison Treatments Total Additional Conversions TotalRegistrations 2015 Alumni Email Campaign 17 34 2016 Alumni Email Campaign 81 162 Additional Registrations in 2016127 C = 4m + 3v + 2(i-f) - 2a© #MECwebinar
  • 54.
    Customer Insights • CustomerInsight #1: By showing users how easy it is to attend the event and introducing them to nearest host site, we were able to influence more registrations. • Customer Insight #2: The personalization positively influenced more consumers to engage and sign up for the Summit. #MECwebinar
  • 55.
    Geo-targeted Landing PageTest Company: Willow Creek Association Experiment ID: TP90217 Current Problems: Right now, host sites are positioned in a way that makes them seem like a second option as opposed to the only option — this could lead to confusion or misunderstanding by the customer and a lowered value exchange Research Questions: Which amount and type of host site value and search functionality will best match motivation and increase the value exchange enough to increase conversions? Test Hypothesis: If we update the GLS landing page by adding the location search bar to the top marquee and including clear host site value messaging prominently on the page, we will increase CTR into the reg funnel because customers will better understand the value of attending GLS at a host site and be more motivated to find a location near them Goal: Improve CTR into the reg funnel, leading to more conversions Metrics: Clickthrough rate and conversion rate
  • 56.
    Control • The controllanding page features general Summit value with occasional notes about the convenience of the host sites. • The main host site details are far down the page after the speaker section. This thought process could be out of order for some visitors. • The current map on the page could create friction by looking interactive but not allowing zoom or clicks. C = 4m + 3v + 2(i-f) - 2a©
  • 57.
    Control • The controllanding page features general Summit value with occasional notes about the convenience of the host sites. • The main host site details are far down the page after the speaker section. This thought process could be out of order for some visitors. • The current map on the page could create friction by looking interactive but not allowing zoom or clicks. C = 4m + 3v + 2(i-f) - 2a©
  • 58.
    Control • The controllanding page features general Summit value with occasional notes about the convenience of the host sites. • The main host site details are far down the page after the speaker section. This thought process could be out of order for some visitors. • The current map on the page could create friction by looking interactive but not allowing zoom or clicks. C = 4m + 3v + 2(i-f) - 2a©
  • 59.
    Treatment • The mainmarquee value was replaced with “host site” clarity copy and a search option. • The top section of the page is updated to include a map and search field. • Copy to the right reflects the benefits of a host site experience and clarifies what it means for the Summit to be telecast. Optional testimonial C = 4m + 3v + 2(i-f) - 2a©
  • 60.
    Treatment • The mainmarquee value was replaced with “host site” clarity copy and a search option. • The top section of the page is updated to include a map and search field. • Copy to the right reflects the benefits of a host site experience and clarifies what it means for the Summit to be telecast. Optional testimonial C = 4m + 3v + 2(i-f) - 2a©
  • 61.
    Treatment • The mainmarquee value was replaced with “host site” clarity copy and a search option. • The top section of the page is updated to include a map and search field. • Copy to the right reflects the benefits of a host site experience and clarifies what it means for the Summit to be telecast. Optional testimonial C = 4m + 3v + 2(i-f) - 2a©
  • 62.
    Results Experience Visits Reg Funnel Entries LPCTR Relative Difference LoC Control 20,853 5,532 26.53% -- -- Treatment 20,767 7,260 34.96% 31.78% 99% Relative Increase in Clickthrough Rate32% By better positioning the value of attending GLS at a host site and more prominently featuring a distinct entry point higher up on the page, the Treatment achieved a 32% relative increase in CTR from the Host Site LP into the locations page . C = 4m + 3v + 2(i-f) - 2a© #MECwebinar
  • 63.
    Results- Conversion Rate ExperienceVisits Conversions Conversion Rate Relative Difference LoC Control 20,853 1,754 8.41% -- -- Treatment 20,767 1,688 8.13% -3.36% 71% No Relative Difference in Conversion Rate C = 4m + 3v + 2(i-f) - 2a© #MECwebinar
  • 64.
    Customer Insights While theTreatment drove significantly more traffic into the reservation funnel, the additional traffic into the funnel did not lead to an increase in conversions. In the Treatment experience, the CTA in the marquee led to an increase in visitors clicking through, but it may have driven them into the registration funnel before they had the chance to engage with valuable content further down on the LP, resulting in a lower conversion rate within the reg funnel. #MECwebinar
  • 65.
    Super Early BirdPPC Test Company: Willow Creek Association Research Questions: Does linking to the most relevant part of the Summit landing page decrease friction and increase CR? Test Hypothesis: By updating the top performing urgency ads from 2016 with increased continuity from the ad to the landing page, we will reduce the amount of friction for the customer to get the information they need and register Metrics: Conversion rate #MECwebinar
  • 66.
    PPC Controls Control #2:Urgency + Countdown + Speakers Control #1: Speakers + Urgency Control #3: Video + Urgency Control #4: Urgency + Countdown + Video Control #5: Urgency + Countdown + Attendees *All control ads linked to willowcreek.com/summit #MECwebinar C = 4m + 3v + 2(i-f) - 2a©
  • 67.
  • 68.
    Controls Conv. Clicks Conversion Rate (conv/clicks) Speaker+ Urgency Control 1 104 5988 1.74% Urgency + Countdown + Speaker Control 2 31 577 5.37% Video + Urgency Control 3 9 348 2.59% Urgency + Countdown + Video Control 4 37 471 7.86% Urgency + Countdown + Attendees Control 5 27 465 5.81% Totals 208 7849 2.65% 2017 Super Early Bird PPC Conversion Rate Treatments (Direct links) Conv. Clicks Conversion Rate (conv/clicks) Relative Difference Level of Confidence Treatment 1 84 3567 2.35% +35% 98.2% Treatment 2 26 571 4.55% -15% 73.9% Treatment 3 11 353 3.12% +20% 66.3% Treatment 4 26 471 5.52% -30% 92.4% Treatment 5 22 494 4.45% -23% 82.9% 169 5456 3.10% +17% 93.7% Additional Registrations1,206 Based on all conversions, this test resulted in #MECwebinar
  • 69.
    Controls Conv. Clicks Conversion Rate (conv/clicks) Speaker+ Urgency Control 1 104 5988 1.74% Urgency + Countdown + Speaker Control 2 31 577 5.37% Video + Urgency Control 3 9 348 2.59% Urgency + Countdown + Video Control 4 37 471 7.86% Urgency + Countdown + Attendees Control 5 27 465 5.81% Totals 208 7849 2.65% 2017 Super Early Bird PPC Conversion Rate Treatments (Direct links) Conv. Clicks Conversion Rate (conv/clicks) Relative Difference Level of Confidence Treatment 1 84 3567 2.35% +35% 98.2% Treatment 2 26 571 4.55% -15% 73.9% Treatment 3 11 353 3.12% +20% 66.3% Treatment 4 26 471 5.52% -30% 92.4% Treatment 5 22 494 4.45% -23% 82.9% 169 5456 3.10% +17% 93.7% #MECwebinar Prospects tend to be more likely to convert if there is continuity between the PPC ad and the precise location on the Summit landing page related to speakers if there are no countdown timers being used in PPC. Customer Insight:
  • 70.
    Controls Conv. Clicks Conversion Rate (conv/clicks) Speaker+ Urgency Control 1 104 5988 1.74% Urgency + Countdown + Speaker Control 2 31 577 5.37% Video + Urgency Control 3 9 348 2.59% Urgency + Countdown + Video Control 4 37 471 7.86% Urgency + Countdown + Attendees Control 5 27 465 5.81% Totals 208 7849 2.65% 2017 Super Early Bird PPC Conversion Rate Treatments (Direct links) Conv. Clicks Conversion Rate (conv/clicks) Relative Difference Level of Confidence Treatment 1 84 3567 2.35% +35% 98.2% Treatment 2 26 571 4.55% -15% 73.9% Treatment 3 11 353 3.12% +20% 66.3% Treatment 4 26 471 5.52% -30% 92.4% Treatment 5 22 494 4.45% -23% 82.9% 169 5456 3.10% +17% 93.7% #MECwebinar Prospects respond well to countdown timers in the advertisements and convert at a higher rate across all ad content types (speakers, videos, number of attendees) when countdown timers are used to emphasize urgency. Bonus Customer Insight 1:
  • 71.
    Controls Conv. Clicks Conversion Rate (conv/clicks) Speaker+ Urgency Control 1 104 5988 1.74% Urgency + Countdown + Speaker Control 2 31 577 5.37% Video + Urgency Control 3 9 348 2.59% Urgency + Countdown + Video Control 4 37 471 7.86% Urgency + Countdown + Attendees Control 5 27 465 5.81% Totals 208 7849 2.65% 2017 Super Early Bird PPC Conversion Rate Treatments (Direct links) Conv. Clicks Conversion Rate (conv/clicks) Relative Difference Level of Confidence Treatment 1 84 3567 2.35% +35% 98.2% Treatment 2 26 571 4.55% -15% 73.9% Treatment 3 11 353 3.12% +20% 66.3% Treatment 4 26 471 5.52% -30% 92.4% Treatment 5 22 494 4.45% -23% 82.9% 169 5456 3.10% +17% 93.7% #MECwebinar Some of these results are not statistically significant due to the low level of confidence. Because Google prioritized the highest performing ads, we cannot be truly confident in these results. Bonus Customer Insight 2:
  • 72.
    Anxiety THE MECLABS CONVERSIONSEQUENCE C = 4m + 3v + 2(i-f) - 2a © C = 4m + 3v + 2(i-f) - 2a© • Psychological concern stimulated by a given element in the conversion process • 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. • The GLS eliminated anxiety by adding testimonials to their emails.
  • 73.
    Early Bird EmailTest Control Added testimonials C = 4m + 3v + 2(i-f) - 2a© 2015 2016 2016
  • 74.
    Based on theadditional conversions (79) this campaign generated 158 additional ticket registrations YOY Comparison Treatments Total Registrations Relative Difference Level of Confidence 2015 EB Email Campaign 723 - 2016 EB Email Campaign 802 10.9% N/A Relative Increase in Total Registrations11%
  • 75.
    Step 3 Use theseresults to change the culture within your organization
  • 76.
    Incentive THE MECLABS CONVERSIONSEQUENCE C = 4m + 3v + 2(i-f) - 2a © C = 4m + 3v + 2(i-f) - 2a© • An appealing element (discount, bonus) you introduce to stimulate a desired action. • The GLS eliminated used discount and content incentives in an email to current conference attendees to incentivize them to register for the upcoming year.
  • 77.
    GLS In-conference IncentiveEmail Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email Decrease in Registrations 68% #MECwebinar (Removed incentive)
  • 78.
    GLS In-conference IncentiveEmail Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email 933% Increase in Registrations #MECwebinar (Added incentive)
  • 79.
    GLS In-conference IncentiveEmail Results 0 5,000 10,000 15,000 20,000 25,000 2016 2017 2018 #ofRegistrations Incentive Email What happened here? #MECwebinar
  • 80.
    2018 In-conference IncentiveEmail • Satellite Registration Results • 2016 (Audio Incentive): 6,403 • 2017 (No Incentive): 2,017 • 2018 (GLSnext Premium): 20,845 • Key Learnings • Urgency - Tuesday • Increase perceived value: • Monday video delivery • $99.99 value • System Stress: priority codes & looping login C = 4m + 3v + 2(i-f) - 2a© From: The Global Leadership Summit S/L: ⏰ Last Chance: Get GLSnext Premium for free #MECwebinar
  • 81.
  • 82.
  • 83.
  • 84.
    2017 Impacts fromTesting • 2017 was the first full year of testing • Attendance for the 2017 event grew to 400,000 people from 128 countries and 60 languages around the world • 82% increase in revenue can be attributed to email testing
  • 85.
    Top Customer Insightsfor 2017 Insight #1: There is a distinct difference in behavior between Church/Referral visitors and those coming from the Summit LP, indicating an opportunity for additional segmentation efforts in the future. Insight #2: Personalized, handwritten letters resonated very well with previous attendees who had not yet registered for the event, suggesting that more one-to-one communication may significantly increase registrations. Insight #3: There is a large portion of WCA homepage visitors that are interested in GLS but may need a clearer path and additional value to make a purchase. Insight #4: Adding prominent urgency encouraged visitors to register more people for the event and further influenced them to sign up their entire group to receive discounted pricing. Insight #5: Visitors express interest in donating when presented the option to do so during an initial registration decision rather than when they are attempting to finalize their transaction. Insight #6: Emphasizing discount pricing in the donation ask, reminds visitors of the value of registering early, increasing the overall conversion rate. #MECwebinar
  • 86.
    Be like John! Transformyour organization by fostering a testing and optimization culture MECLABS conducts rigorous experiments in the science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly [email protected] 1-800-810-7710 #MECwebinar

Editor's Notes