You’ve just watched a few Quick Win Clinics, and you see your brand’s homepage with new eyes. It doesn’t have a distinct value proposition, there is no clear call-to-action, important elements are missing from the customer’s eyepath, and the list goes on … Right away, you get to work revamping your low-performing homepage with new ideas […]

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You’ve just watched a few Quick Win Clinics, and you see your brand’s homepage with new eyes. It doesn’t have a distinct value proposition, there is no clear call-to-action, important elements are missing from the customer’s eyepath, and the list goes on … Right away, you get to work revamping your low-performing homepage with new ideas […]

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At the surface level, you may think effective conversion rate optimization is focused on moving people from a banner ad to a page or from a link on the homepage to your landing page. But truly effective conversion optimization focuses on optimizing your customer’s thought sequence. This means that, as a marketer, you must attempt […]

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As a marketer, you must have a thick skin when analyzing your own webpage because, generally, you are not dealing with an eager customer. Chances are, you are dealing with a jaded customer who has been disappointed before by broken promises from other marketers and who is tired of endless ads that don’t deliver. You […]

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Our experiments have consistently proven that there is a significant difference between a page that uses a clever but incomplete thought as a headline and one that uses a value-infused headline. The difference creates friction — enough friction to cause a gap in customers’ minds between value and cost. In that momentary gap, instead of […]

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Optimizing marketing collateral is difficult. First, there is the constant stream of new tactics and clever hacks to implement. Then there are the politics of your team interacting with management for budget, thought leadership and decision making. And on top of that, there is the overwhelming feeling of not knowing where to begin. MECLABS Institute […]

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