What keeps customers from filling out one of your email capture forms? Is it because they don’t believe you will deliver what you say? Is it because it’s too long? Too short? In this clip from an in-person training session at 2016’s NIO Summit hosted by NextAfter at MECLABS, Austin McCraw talks about the two […]

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Imagine for a moment you are in the 10-items-or-less line at the grocery store. There is a man in front of you getting rung up. He’s wearing sunglasses and a suit. You note amusingly to yourself that he must be especially sensitive to fluorescent light. He’s talking loudly on the phone while the clerk patiently […]

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No one likes a braggart. When someone states that they’re the best at something, my immediate reaction is to question such a bold claim — and to get a little irritated. It’s cute when a kid does it. It’s not so cute when an adult does the bragging. Customers feel the same way when they […]

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“The key to getting performance out of this page is … put yourself in the shoes of the person coming to the page and see if you can truly say, ‘I understand.’”Flint McGlaughlin, CEO and Managing Director, MECLABS Institute Do you know the most essential element of communication that relates to marketing? If your answer […]

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Linda Johnson is a copy editor at MECLABS Institute. She holds a bachelor’s degree in education from Liberty University and has 20+ years of teaching experience. Before joining the team, Linda was a curriculum consultant and a freelance writer for various education periodicals. When she is not “fixing” words, she enjoys reading, gardening and traveling. […]

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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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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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