Let me share a B to B test I did for lead generation. I created a magalog for a software security company called SurfControl. A magalog is a direct mail piece that looks and feels like a magazine—but it’s a [...]
Through the years, we have found the response between genders can sometimes be surprisingly different depending on the look and copy content of an advertising campaign. Males and females usually respond differently to format, creative approach, color, pictures, offer, benefits [...]
Harry and David’s site header—which format substantially increased product sales? This test was conducted during Harry and David’s busiest time of year: December - right in the middle of the Christmas season. Their site headers, with a search box and [...]
The success of your direct mail campaign depends largely on your envelope. If your envelope never gets opened...then your direct mail piece or traditional direct mail sales letter never gets read...and never makes a sale. It's critical to create "envelope [...]
Testing is critical, but it can seem overwhelming to many marketers. It is important that you don’t have to completely overhaul your control piece to create a valuable test. We ran a simple test on a reference website, where the [...]
Avoid the fear-factor when prompting your prospects to buy… It’s common to finish a survey or shopping cart information-gathering field with a “Submit” button using the word “Submit.” It’s used ubiquitously and many would assume that’s because it works. So [...]
Sometimes you run a test, and you don’t see a lot of difference. Many times, you can see a clear winner. And on occasion, there’s a grand slam! Case in point: How about a headline that wins by an average [...]
SAP BusinessObjects is a business intelligence software provider that recently tested buttons on its landing page. One version used a typical blue text link for its add-to-cart option. A second version used a big orange button. When the test results [...]
A powerful headline can grab your audience and prompt your prospects to click, read, share … and respond as a lead or sale. In fact, a headline is 75% of the success or failure of your campaign. What online headlines [...]
Like the teaser copy on an envelope, the goal of the email subject line is to create curiosity about the email’s content, to entice your prospect to open it and read further. We know that 35% of recipients cited the [...]
