Consumer Reports Value Proposition Test: What you can learn from a 29% drop in clickthrough

Tweet The results are in. Last month, we asked you, the readers of the MarketingExperiments blog, to write the most effective copy for a Consumer Reports email in a way that could test which value factors were most appealing to Consumer Reports donors. To expand the amount of test ideas, we also asked the readers of the Convince & Convert blog. We’ll get to the results, and the big winner of the MarketingSherpa Summit package, in just a moment. But first, a little more background and a few lessons.   A little background Every year, prior to MarketingSherpa Summit, with the help of the MarketingExperiments blog audience and the audience of another marketing blog, we run a nonprofit organization test with a nonprofit organization. Partnering with a nonprofit gives us a real audience to test with. More importantly, it allows us to use our collective ability as a community of marketers to create effective messaging for a greater good. Prior to the test, we work with the nonprofit for a few months, diving into the data, getting an understanding of previous tests and coming up with hypotheses. Then we reach out to you, tell you what we’ve learned about the nonprofit and give you a chance to win a package for MarketingSherpa Summit (produced by MarketingExperiments’ sister publishing brand). This year, the prize was a ticket to MarketingSherpa Summit 2016 in Las Vegas and a stay at the Bellagio. We award the prize based not on what we just think…
Source: Marketing Experiments
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