Bryce Miller, (Former) Website Optimization Manager, MasterControl
Quin McGlaughlin, Senior Optimization Analyst, MECLABS Institute
To succeed at customer-first marketing you must first truly understand what your customers want – and how you can serve them with your products and services.
One way to do that is with A/B testing. Marketing ideas tend to be company focused, however, A/B testing forces us to form hypotheses that ask a question about the customer.
In this session, Quin McGlaughlin, Senior Optimization Analyst, MECLABS Institute will share a methodology for overcoming testing barriers, and Bryce Miller, (Former) Website Optimization Manager, MasterControl, will share how MasterControl got a 52% increase in leads from key pages in three months…and how the experience changed him from being a conversion rate optimizer to a customer theorist. In this session, you will learn:
- How to get buy-in for testing from business leaders
- The difference between testing with a scientific methodology versus testing with ideas gleaned from articles and research
- How to identify where to test in your funnel
- How to uncover customer motivation with your tests