Recent experiments reveal 2 common design mistakes can kill microsite conversion rates Many marketers agree microsites, in general, are an effective approach to connect prospects with a specific offer or product line. However, the process of designing a microsite uncovers many questions as it relates to ensuring an ROI: • How many different audiences can I really serve? • What is the optimal number of products/offers I can show? • Is it possible to have too much design or copy? • How should the microsite connect to the overall sales funnel? In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will uncover recent research revealing two often overlooked design decisions that have a significant impact on a microsite’s conversion rate potential. **PLUS: Live Optimization** To help you apply the research covered during the Web clinic, time will be reserved for live

1. Converting Free Trials to Paid Customers:
How the right message at the right time generated
a 68% lift in free trial conversion
#webclinic

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JOIN THE CONVERSATION ON TWITTER
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TODAY’S PRESENTER
Dr. Flint McGlaughlin – Managing Director, MECLABS
Flint McGlaughlin is the Managing Director of MECLABS Group. The
organization has partnered with key market leaders including The
New York Times, Microsoft Corporation, and Reuters Group.
Dr. McGlaughlin also serves as the Director of Enterprise Research at
the Transforming Business Institute, University of Cambridge (UK), as
the Chairman of the Board of Governors for St. Stephen’s University,
and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin
originally studied Philosophy and Theology at the University of
London’s Specialist Jesuit College.
Today, his primary research is focused on enterprise as transformative
agent. His work has won multiple awards and has been quoted in
more than 13,000 online and offline sources.

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An Experiment

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EXPERIMENT SERIES: BACKGROUND
Background: An online, do-it-yourself website creation and team
management software for sports coaches, parents, and league administrators
Goal: To increase free-trial conversions and post free-trial upgrades
Common Research Question: Which page will yield the greatest revenue per
visitor?
Common Test Design: A/B Variable Cluster test
Experiment ID: TP1420, TP1508-9, TP1512
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:

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EXPERIMENT SERIES: BACKGROUND
Free Trial Timeline
During Free Trial After Free Trial
End of
Free Trial

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EXPERIMENT SERIES: BACKGROUND
During Free Trial After Free Trial
End of
Free Trial
Free Trial Timeline

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PRE-EXPIRATION: CONTROL

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PRE-EXPIRATION: CONTROL

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PRE-EXPIRATION: TREATMENT

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PRE-EXPIRATION: TREATMENT

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PRE-EXPIRATION: TREATMENT

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PRE-EXPIRATION: SIDE-BY-SIDE
Version A Version B

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PRE-EXPIRATION: RESULTS
Design Conv. Rate Revenue/Visit
Version A 6.37% $2.69
Version B 7.55% $4.51
Relative Difference 18.43% 67.6%
68% Increase in Trial Conversion Revenue/Visit
The treatment page increased free trial conversion revenue per visit by 67.6%

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EXPERIMENT SERIES: BACKGROUND
During Free Trial After Free Trial
End of
Free Trial
Free Trial Timeline
68%


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AT-EXPIRATION: CONTROL

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AT-EXPIRATION: TREATMENT

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AT-EXPIRATION: TREATMENT
Keep using limited basic
Note: This link only appears when the
checkbox above is selected by the user

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AT-EXPIRATION: SIDE-BY-SIDE
Control Treatment

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AT-EXPIRATION: RESULTS
Design Conv. Rate Revenue/Visit
Version A 8.74% $5.65
Version B 12.48% $6.50
Relative Difference 42.77% 15.13%
43% Increase in Trial Conversions
The treatment page increased free trial conversions by 42.77%

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EXPERIMENT SERIES: BACKGROUND
During Free Trial After Free Trial
End of
Free Trial
Free Trial Timeline
68%

43%


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AFTER-EXPIRATION: CONTROL

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AFTER-EXPIRATION: TREATMENT

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AFTER-EXPIRATION: SIDE-BY-SIDE
Control Treatment

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AFTER-EXPIRATION: RESULTS
Design Conv. Rate Revenue/Visit
Version A 1.74% $1.06
Version B 3.69% $3.21
Relative Difference 112.1% 202.6%
203% Increase in upgrade revenue per visit
The treatment page increased upgrade revenue per visit by 202.6%

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EXPERIMENT SERIES: BACKGROUND
During Free Trial After Free Trial
End of
Free Trial
Free Trial Timeline
68%

43%

203%
In sum, the complete test series increased
total free-trial conversion revenue by 63%
and average order value by 27%


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Why do free trials work?
When are they most effective?
KEY QUESTION

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FKey Principles
1. As we have said elsewhere1, our goal as marketers is to “build” cognitive
momentum. We are not simply building marketing campaigns, but rather
mental velocity.
2. However, there are certain offers in which the potential cognitive
momentum built in the marketing channels and/or website is limited. In
these cases, it takes an experience of the product to clearly understand the
value of the product enough to overcome the inherent resistance.
WHY DO FREE TRIALS WORK
1. Reducing Cart Abandonment (Web Clinic), MarketingExperiments, June 20, 2013
Page Templates that Work (Web Clinic), MarketingExperiments, July 5, 2013

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Velocity Needed for Conversion
Marketing Channels Website
Product Trial Call-to-Action
Conversion Experience Progression
CognitiveVelocity
Marketing Channels Website
Call-to-Action
PATH 2:
PATH 1:
PATH 1 does not include
a free trial
PATH 2 integrates a
free trial
THE POTENTIAL OF PRODUCT TRIALS
Conversion
Gap

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WHY DO FREE TRIALS WORK
• However, as we saw in the previous
case study, simply adding a product
trial will not produce the cognitive
momentum required for conversion
without a proper messaging strategy.
40%
30%
67%
Original Free Trial Messaging
vs. optimized

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Today, we are going to walk through 4 key principles we
learned from this series of tests about the messaging
surrounding a free product trial
TODAY’S FOCUS

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PRINCIPLE #1:
Sustain Value

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In the control…
• Expired features
are only given
single-line text
descriptions
• A text call to
action link is
used
PRINCIPLE 1: SUSTAIN VALUE

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PRINCIPLE 1: SUSTAIN VALUE
In the treatment…
• An interstitial with
more space to sell
is created
• Existing text is
inserted and
additional bullets
are added to clarify
value
• Images are added
to also clarify value
• The call to action is
larger, sequenced

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PRINCIPLE 1: SUSTAIN VALUE
The treatments also
increase value force by
three types of content
adjustments…
1. Evidence
2. Explanation
3. Inspiration

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PRINCIPLE #2:
Leverage Urgency

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In the control…
• The copy does not clearly
communicate an immediate
loss
• The call to action position
and copy encourages
someone to choose Basic
PRINCIPLE 2: LEVERAGE URGENCY

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In the treatment…
• Copy emphasizes the loss
in a point-first written
style
• The call to action setup
and copy communicate a
clear expectation for a
non-upgrade decision
PRINCIPLE 2: LEVERAGE URGENCY
Keep using limited basic

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PRINCIPLE #3:
Anticipate Concerns

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• In the control, visitors discover that they can’t access their data and there is no
copy addressing what has happened to it
PRINCIPLE 3: ANTICIPATE CONCERNS
They expect this…And get this instead…

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• In the treatment, anxiety reducing copy is inserted in close proximity to the call to
action to reassure expired users that data and functionality will come back
immediately
PRINCIPLE 3: ANTICIPATE CONCERNS

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PRINCIPLE #4:
Layer Incentive

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• In the control, there is additional reason to upgrade at the time of expiration
PRINCIPLE 4: LAYER INCENTIVE

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• In the treatment, a special one-time incentive is presented as a thank you at the time
of expiration
PRINCIPLE 4: LAYER INCENTIVE

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PRINCPLE #1: Sustain value
PRINCPLE #2: Leverage urgency
PRINCIPLE #3: Anticipate concerns
PRINCIPLE #4: Layer incentive
SUMMARY: 4 KEY PRINCIPLES FOR CONVERTING TRIALS

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Live Optimization

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Joe Pulizzi
Founder
Content Marketing Institute
KEYNOTE SPEAKERS
Flint McGlaughlin
Managing Director and CEO
MECLABS
Visit MECLABS.com/LGKeynote
Ninan Chacko
CEO
PR Newswire

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MECLABS conducts rigorous experiments in the new science of optimization.
We apply our discoveries to help leaders optimize the financial performance
of their sales and marketing programs.
Learn more about how you may
be a fit for a MECLABS research
partnership:
• Select Research Partnership
Opportunities on the post-
webinar survey
• Contact us directly
info@MECLABS.com
1-877-635-0565
How To Apply for a Research Partnership
x

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Live Optimization
Primary objective(s):
Trial conversion and sales
conversion
Primary audience:
People interested in
learning a new language
URL:
http://bit.ly/14dXRpZ
Memolife

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Arbor Day Foundation
Live Optimization
Primary objective(s):
Convert to free trial
Primary audience:
Businesses shopping for
wholesale coffee
URL:
http://bit.ly/13vz6hO

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Live Optimization
Primary objective(s):
Convert viewers to sign up
for a free account
Primary audience:
Job seekers and recruiters
URL:
http://bit.ly/1aT2EMC
Joberator.com

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Log My Calls
Live Optimization
Primary objective(s):
Lead Generation
Primary audience:
Businesses searching for
call tracking software
URL:
http://bit.ly/12BTS5p

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Live Optimization
Cisco – WebEx
Primary objective(s):
Customer enrollment
Primary audience:
Businesses hosting virtual
meetings
URL:
http://bit.ly/17bBQ63