If you’ve been a MarketingSherpa reader for a while or have attended Summit, you may have heard of MECLABS Institute. So what is the difference between MECLABS Institute and MarketingSherpa?
MECLABS Institute makes these discoveries through Research Partnerships, where we help businesses — ranging from startups to Fortune 50 companies — improve conversion and better serve customers.
We are looking for companies focused on finding out why customers say “yes” in the areas of subscription, lead gen, nonprofit and ecommerce. Here is a recent success story.
MECLABS was created to answer questions like these using a methodological approach to behavioral testing of customer interactions. We offer this service through Research Partnerships to help companies apply these discoveries to everything from marketing campaigns to entire website overhauls.
Learn the MECLABS Approach to Digital Marketing
Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, explains 15 years of marketing research in 11 minutes, along with the inverted sales funnel.
A Research Partnership is a shared responsibility and commitment to scientifically discovering how to optimize the customer journey across all touchpoints — websites, call/chat centers, advertising, email, direct mail and retail — by working with organizations to intensify the brand value proposition of their company and their products/services, while minimizing the negative elements that repel customers from converting.
While each Research Partnership is customized to meet the unique opportunities and challenges faced by the Partner, the methodology is similar across all Partnerships and includes:
You can see how we’ve helped companies achieve results in the MECLABS Quarterly Research Digest Vol. II, Issue 4.
While other areas of the business have leveraged techniques and tools for process improvement, from Six Sigma to Agile software development, marketing organizations have tended to rely on star performers with the "golden gut."
MECLABS 10 optimization heuristics patented in a new test protocol have created a repeatable methodology for offer-response optimization — the continuous practice of:
MECLABS scientists document these findings for Research Partners in a Test Protocol System that brings discipline to the behavioral testing process. This system integrates a Design of Experiments with data tracking and validation calculations to ensure all findings are a true understanding of customer behavior.
You can see how we use the web to experiment into customer understanding in the MECLABS Executive Series: The Web as a Living Laboratory.
A successful Design of Experiments and business plan must be built on a solid foundation. We conduct discovery analyses to answer the following questions:
With discovery complete or at an adequate level to proceed, we take all of the contributing elements that have been organized to build out the Design of Experiments. This serves as the blueprint to prioritize and sequence the initial set of activities to ensure you capture the most impactful gains (monetary and customer insights).
The experimental design will serve as a guide for where to test, what to test and what to ask. This enables us to build an accurate customer theory which is compounded with each test result.
It balances the resources to execute the initiatives against the impacts they will generate for your business. As activities are conducted and completed, the discoveries are used to update the plan in order to maintain a high level of utility from the subsequent initiatives while considering the recent developments in your business.
Once we’ve established a strong understanding of where to focus and why those areas are important, we determine what elements in the customer experience should be added, removed and changed. Every experiment is centered around a sound hypothesis for why a certain strategy will yield a particular result.
We will use tools that assess the psychology of how people make decisions to build the emails, websites, landing pages, advertisements, brand value propositions and lead generation strategies to effectively convert prospects into customers. The MECLABS Conversion Sequence Heuristic is one example of the tools we use to bring the discipline, rigor and sustainable success to marketing.
To make sure the experiments are scientifically sound, we will leverage our patented statistical models (which you’ll have access to) to predict the required duration of the tests and address potential validity threats to your test results.
Before anything goes in front of a customer, it goes through an expert bench of behavioral analysts and economic statisticians to make sure all of the variables are properly addressing the critical elements in the consumer’s decision process.
As you launch the experiments, they will follow a patented test protocol grounded in science. The protocol was built from 25 years of understanding the psychology of how people make decisions. It is structured to help you gather all of the data for accurately measuring the experiments’ financial impacts, while documenting the key learnings from the patterns of your customer’s decision-making processes.
In online testing, the ultimate measure of a test is its “utility.” In marketing optimization, a useful test is one that helps you predict future customer behavior. Five elements compose the utility of an experimental test:
Once your test reaches an acceptable level of confidence and the results are validly certified, you'll be able to easily present the revenue and profit increases to your leadership and support teams.
Equally as exciting, you'll identify and interpret all of the customer insights and quickly know where to apply them across your business, throughout your sales and marketing initiatives. Since these findings have been certified, you can trust that any future decisions made using this data are going to produce a positive impact.
Then we update the Design of Experiments and financial analysis and adjust our plan accordingly to ensure the experimental sequence is focused on the right and best test.
This process, followed strictly, will produce sound, valuable outcomes that only get stronger as you iterate over and over, compounding all of the results.
Complete the form below and a senior research analyst will reach out to you shortly to set up a call to explain how a research project works, answer any questions you may have, and determine if there is a fit. During this call, we can also conduct a live optimization of your email, webpage or funnel.
What kinds of companies do you work for?
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