(This article was originally published in the MarketingExperiments email newsletter.)
Year-end wrap-up articles tend to focus on the newest cutting-edge technology — that new AI-powered, machine-learning doohickey that uses blockchain technology to automate an influencer marketing hub.
Yeah, yeah, yeah.
The new can be
helpful, but like a kitten playing with tinsel on Christmas morning (or even
worse, playing with a lit menorah on the eighth night of Hanukkah), we can all
too easily get distracted (and even burned) by the new and shiny at the expense
of the fundamental and foundational.
In 2019, sure, we here are MarketingExperiments tried to find novel, innovative ways to serve you — most notably, our new, interactive sessions broadcast through YouTube Live.
But when I looked
in the ‘ol analytics platform to see which MarketingExperiments content got the
most pageviews, much of the content your peers found most helpful was in fact
based on fundamental and foundational principles. We’ve shared that information
below in the hopes that these articles and videos can help you as well.
How to Amplify the Power of Your Value Proposition
This was the first MarketingExperiments
YouTube Live session and is, so far, the most popular. In it, Flint
McGlaughlin, CEO and Managing Director, MECLABS Institute (parent organization
of MarketingExperiments), teaches a four-part framework that represents the
number one way to drive results.
Here’s how Frank Ofem describes the session in the YouTube comments: “This is loaded!!! On replay more than 4 times and still having crystals on my notepad!!! JUST Awesome …”
The 21 Psychological Elements that Power Effective Web Design (Part 1)
Flint taught a framework to help you think
about your webpages systematically in order to achieve consistent conversion
After watching this video, Betsey O’Hagan went on Facebook to say she was, “Grateful for Flint McGlaughlin’s passion, energy, and learning.”
How to Wireframe a Landing Page: 6 steps
A MarketingExperiments reader emailed us and asked about our wireframing process. So, we wrote this article breaking it down step by step.
On LinkedIn, Miles Bennett said, “Interesting post on how to #wireframe a #landingpage. Ok it’s a little more — it’s a step-by-step guide and quite insightful. Have you set your objectives? Is measurement in place? Have you done customer testing? #wortharead”
CRO Cheat Sheet: Customer thinking guide for conversion rate optimization
This article features a free tool based on
the MECLABS Institute Conversion Heuristic to help you increase the probability
of conversion in your marketing (and really, in everything in life). You can
instantly download this free two-page PDF (instant download, no form fill or
squeeze page) and print it out to hang in your office. The article also
includes a deeper explanation to help you put this information into action.
“‘Stop viewing your funnel through the lens
of the marketer and begin viewing it through the lens of the customer.’”
This article provides a powerful framework
that can be used to significantly increase the performance of your marketing
Value Sequencing Decider Graphic: What do your customers need to know, and when do they need to know it?
This article offers a decision tree to help
you understand how and where to communicate value to customers throughout the
customer buying journey. Plus, the article includes free PNG and PDF downloads
(instant download, no form fill or squeeze page) of the decider infographic.
On Twitter, Rebel Digital Marketing shared the article with a brain emoji and asked …
“What do your customers need to know to cheerfully buy? #ecommerce #digitalmarketing”
Plus, one more bonus article. After all,
2020 won’t just usher in a new year, it will bring an entirely new decade. So
here is the article your peers found the most helpful from MarketingExperiments
over the past decade (did this decade ever get a name? “The Teens” maybe?):
A/B Testing: Example of a good hypothesis
True A/B testing success takes more than
just putting random good ideas in a splitter and seeing what comes out. By
engaging in hypothesis-driven testing, you get results, but most importantly you
learn more about the customer. That is business intelligence that can help
throughout the organization.
This article gives you a simple framework
for creating a marketing hypothesis.
On Twitter, Michael Aagaard said of the article: “This is the best piece I’ve read on Test Hypotheses”
Please note, while the above-mentioned article is helpful, it was published in 2013 and MECLABS Institute (parent organization of MarketingExperiments) has further innovated our A/B testing hypothesis methodology in that time. You can see that updated methodology in A/B Testing Summit Keynote: A 4-step framework for designing winning hypotheses that generate marketing results.
Landing Page Optimization, Value Proposition, Online Testing, and Email Messaging on-demand courses from MECLABS Institute