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July 2007

Small Changes = Big Results

INTRODUCTION
In advertising, the view of the creative component of a campaign is of two minds: Which is more important, form or function? Aesthetic or measurable results?

More and more, when it comes to online creative, we’re seeing the camp that believes in form over function move toward the camp that believes marketing media should first and foremost produce results. Branding and direct response are coming together online – a reality that is driving our strong belief that the only way to truly measure the success of a creative piece the results it brings the client, removing all subjectivity.

But what works? What does produce results? To find the answer you must listen to your customers; they’ll tell you what works. And this means testing your creative in the marketplace.

In this edition of Conversion Insights we present two articles that demonstrate how small, incremental changes to your existing creative allows you to both stay within the bounds of your established marketing parameters while significantly boosting your ultimate marketing measuring stick: more conversions.

More Than a Pretty Picture: Online Creative Needs to Not Only Look Good But Work Hard For Results
You can’t afford to have creative that merely looks good, it needs to be accountable for producing results. So often the focus is on “protecting the brand” instead of nurturing what works – and typically that proves to be a mistake that impacts your bottom line. Read Now

Case Study: Simple Email Cancellation Reminder Lifts Trial Registrations 16.4%
Would reminding free trial participants that their credit card was about to be charged establish trust and increase subscriptions? Or would it cause churns to jump? Find out what happened in this MarketingSherpa case study that features our sister company. Read Now

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