December 15, 2011
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Webinar Replay -- Negative Lifts: Turning a 25% loss into a 141% increase in conversion

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SUMMARY: Testing a website can be a frightening endeavor. It can be even worse when tests produce "negative" results. However, when you don't get a lift, you can still benefit largely from the experience.

In this webinar replay, MarketingSherpa and TRUSTe presenters discuss the process MECLABS uses to design successful tests so you can apply it to your own optimization strategy.
Testing a website can be a frightening endeavor, even for the most experienced marketer. It can be even worse when you get “negative” results after all that work. However, when you don’t get a lift, you can still benefit largely from the experience.

This is what happened to one of our Research Partners, for which we recently performed tests. Not once, but twice. We ran two tests and managed to get zero lift on the first, and a 25% decrease on the second. However, the insight we received from these two losses was incredibly valuable.

It all boils down to test design. When you design a test to yield the most amount of insight, no matter what the outcome, it will always prove to be a worthy investment. When we finally applied what we learned through these losses, it ultimately led to a 141% homepage conversion increase.

In this webinar replay, MarketingSherpa and TRUSTe presenters Daniel Burstein, Paul Cheney and Tina Hou explain the process we use to design successful tests so you can apply it to your own optimization strategy. At the end of the session, our speakers performed a live Test Strategy Op, where they took submitted pages and instructed attendees about how we would test them to maximize conversion rates.

This hour-long webinar replay will help you learn:
  • What to do when your tests get a loss in conversion

  • How to learn the most about your customers with every test

  • How to apply that insight across your website for significant gains

  • Real-life testing ideas for your own pages in our Test Strategy session




Sponsored by TRUSTe


Useful links related to this webinar replay

Marketing Research Chart: Testing is vital to create an optimization culture

Landing Page Optimization: How to start optimization testing and get executive support

Landing Page Optimization: 5 questions every marketer should ask before choosing a testing tool









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