ME - Does 'green marketing' really work
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Transcript of ME - Does 'green marketing' really work
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Does ‘Green’ Marketing Really Work?What a recent experiment uncovered about the true psychological impact of an eco-conscious marketing campaign
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Ben FilipSenior Manager,Data SciencesMECLABS
Today’s speakers
Austin McCrawDirector, Content ProductionMECLABS
Lauren PitchfordSenior Optimization ManagerMECLABS
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Experiment: Background
Background: A mid-sized furniture company selling mattresses.
Goal: To increase the overall number of mattress purchases.
Research Question: Which credibility approach will produce the highest rate of mattress purchases?
Test Design: A/B variable cluster split test
Experiment ID: TP11009Record Location: MECLABS Research LibraryResearch Partner: (Protected)
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Experiment: Control
• The product is an organic latex mattress. It is one of only a few mattresses that is GreenGuard Gold certified.
• In the control, the certification is present, but de-emphasized.
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Experiment: Treatment
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Experiment: Side by sideVersion A Version B
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Experiment: Results
Relative increase in conversion46%The GreenGuard copy increased conversion by 45.69%.
Design Conversion Rate
Control (without GreenGuard copy) 0.65%
Treatment (with GreenGuard copy) 0.94%
% Relative Change: 45.69%
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Key question
Why was “green” marketing so effective in this case?
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Today, we are going to walk through the four factors that made this particular green marketing campaign successful.
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Four essential observations
1. The value was tangible. The value created by the copy was directly connected to the customer experience.
Key observations
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The value was tangibleHilton
GE
TraidCraft
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The value was tangible
• The “green” nature of the manufacturing process is directly connected to the quality of the product.
• The mattress “meets the world’s most rigorous, third-party chemical emissions standards with strict low emission levels for over 360 volatile organic compounds.”
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Four essential observations
1. The value was tangible. The value created by the copy was directly connected to the customer experience.
2. The issue was relevant. The issue addressed by the copy dealt with a key concern already present in the mind of the prospect.
Key observations
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The issue was relevant
• All of these, while potentially noble causes, do not directly connect to a relevant problem the customer is having.
Eco-friendly AirlinesBiodegradable
SunscreenBiodegradable Pens
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The issue was relevant
• The manufacturing process connects directly to an important concern in the customer’s mind:• Skin sensitivity• Allergies
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Four essential observations
1. The value was tangible. The value created by the copy was directly connected to the customer experience.
2. The issue was relevant. The issue addressed by the copy dealt with a key concern already present in the mind of the prospect.
3. The claim was unique. The claim of exclusivity in the copy intensified the “only” factor of the product itself.
Key observations
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The claim was uniqueGreen Hosting
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The claim was uniqueBPA Free Bottles
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The claim was unique
• While not entirely exclusive, the claim here implies that the GreenGuard Gold seal is limited to only a few mattress manufacturers.
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Four essential observations
1. The value was tangible. The value created by the copy was directly connected to the customer experience.
2. The issue was relevant. The issue addressed by the copy dealt with a key concern already present in the mind of the prospect.
3. The claim was unique. The claim of exclusivity in the copy intensified the “only” factor of the product itself.
4. The evidence was believable. The evidence provided in the copy lent instant credibility to any of the claims.
Key observations
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The evidence was believable
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The evidence was believable
Three ways to make a claim believable:
1. Verification
2. Specification
3. Quantification
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So does green marketing work?
• When done right, green marketing can be effective for generating response.
• The degree to which green marketing impacts the probability of conversion is directly related to the degree to which it is:
• Tangible
• Relevant
• Unique
• Believable
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Key summary questions
Is your green marketing tangible? Does the nature of the green claims actually make the end product more appealing?
Is your green marketing relevant?Does the fact that your offer is green solve an important problem in the mind of the customer?
Is your green marketing unique?Can anyone else in your vertical make similar claims? If so, how do your claims stand apart?
Is your green marketing believable?Are your claims actually true? If so, how can you quantify, verify or specify your specific claims?
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Live optimization
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Company: PowerTechnology Chicago
Primary Audience: Food industry
Page Purpose: Homepage
http://powertechnologychicago.com/
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Company: Crown Bees
Primary Audience: Beekeepers
Page Purpose: Landing page
http://www.crownbees.com/
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Company: MyOrganicFlowers.com
Primary Audience: Gardeners
Page Purpose: Product information page
http://bit.ly/1wl4y42
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Company: HelloMarket
Primary Audience: Small businesses
Page Purpose: Homepage
https://www.hellomarket.co.uk/
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A Title Would Look Like This
Company: GoPro
Primary Audience: Active videographers
Page Purpose: Landing page
http://gopro.com/
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Company: AGI
Primary Audience: American gunsmiths
Page Purpose: Homepage
http://www.americangunsmith.com/
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Next Clinic: Background
Background: A large e-book retailer.
Goal: To increase the overall number of e-book sales.
Research Question: Which attempt to reduce anxiety will result in the highest conversion rate?
Test Design: A/B variable cluster split test
Experiment ID: TP10713Record Location: MECLABS Research LibraryResearch Partner: (Protected)
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Next Clinic: Version A
Concern:• Is the checkout
secure?
Corrective:• Version A attempts to
reduce anxiety with a security seal.
Logo
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Next Clinic: Version B
Logo Concern:• Is my device
compatible?
Corrective:• Illustrates
compatibility with all devices.
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Next Clinic: Version C
Logo Concern:• Is this the correct
book?
Corrective:• Brings synopsis to the
top of the page.
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Next Clinic: Version D
Logo Concern:• Can I read this
immediately?
Corrective:• Highlight the short
time it takes to begin reading.
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Next Clinic: Side by side
Logo Logo
LogoLogo
Version A – Security Version B – Devices
Version D – Instant AccessVersion C – Correct Book
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Live June 18 at 4:00 p.m. EDT
• Which of the four treatments produced the highest conversion rate• Why the treatment won and the principles behind the “why”• How you can think about your own product pages in a way that will
enable you to achieve your own wins
Join the next live 35-minute Web clinic to discover:
Next Clinic: Product pages tested
To join live, register at the link below:
MarketingExperiments.com/ProductPages
Product Pages Tested
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See how you can conduct research with usMECLABS 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 [email protected]
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