In this episode of Marketing by Design, Andy dives deep into actionable strategies to make your marketing website a conversion powerhouse. Drawing on insights from research studies and expert recommendations, We're breaking down 10 segments that every marketing team should implement for maximum website effectiveness. From clarity in messaging to rewarding loyalty, this episode is packed with takeaways to present to your team on Monday.Whether you’re a marketer, creative, or business owner, this episode offers the science-backed tactics you need to boost conversions and drive results.

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Learn about AMA Columbus

‍Science Says Newsletter by Thomas McKinley

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Timestamps:
00:00 – Welcome to Marketing by Design and the value of conversion-focused websites.
00:12 – Why website optimization is essential for marketing teams.
01:32 – Segment 1: Solving the conversion problem with data-driven insights.
02:30 – Segment 2: Be specific, not generic—how clarity wins every time.
05:10 – Segment 3: Highlight your top 3 benefits for maximum impact.
08:00 – Segment 4: Use before-and-after images to tell your product’s story.
10:50 – Segment 5: Why “imperfect” ratings build trust and conversions.
13:00 – Segment 6: Pricing plans that sell—structure matters.
15:15 – Segment 7: Keep free trials short and effective.
16:30 – Segment 8: Limit usage, not features, during trials for better engagement.
18:10 – Segment 9: Reward loyalty to create superfans.
20:30 – Segment 10: Show generosity during hard times to foster long-term relationships.
21:10 – Closing thoughts: Links to resources, gratitude, and next week’s guest.

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Resources Mentioned:
Thomas McKinley’s Science Says Newsletter – Cutting-edge research on what drives marketing results.
Donald Miller’s Building a StoryBrand – Learn how to make your customers the hero of the story.
Kevin Kelly’s 1,000 True Fans – Explore the power of personalized, scalable customer loyalty.

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Studies Mentioned:
Specific Descriptions vs. Generic Descriptions (2011 Study):
This research examines how detailed product descriptions impact consumer preferences and purchasing decisions.

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Highlighting Top Three Benefits (Eshoo and Carleton Study):
This study explores the effectiveness of emphasizing a product's top three benefits in marketing communications.

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Before-and-After Images Boost Willingness to Buy (Che and Hulk, 2013):
This research investigates the influence of before-and-after visuals on consumer purchasing behavior.

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Imperfect Ratings and Consumer Trust (Too Good to Be True Study):
This study analyzes how consumers perceive products with varying star ratings and the impact on trust and purchase intentions.

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Pricing Plan Layout and Consumer Perception:
This research examines how the arrangement of pricing options affects consumer perception and choice.

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Optimal Free Trial Length (Management Science Journal, 2022):
This study evaluates the effectiveness of different free trial durations on user engagement and conversion rates.

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Limiting Usage vs. Features in Free Trials (Digital Paywall Design, 2020):
This research explores the impact of restricting usage versus features during free trials on subscription rates.

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Rewarding Loyalty (Customer Inertia Marketing, 2020):
This study investigates how offering rewards to long-term customers influences loyalty and revenue.

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Generosity During Tough Times (Ross, Malloy, and Carlson, 2020):
This research examines the effects of providing discounted or downgraded plans during customers' financial hardships on long-term loyalty and revenue.

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