Flint McGlaughlin - Director, MarketingExperiments, begins to talk theory, but then presents a results slide which indicates that by applying a complex formula they created, their client saw over an 800% increase in subscriber growth.
Created a formula to apply to offer pages to determine why they convert traffic.
C = 4m + 3v+2(i-f)-2a
c = probability of conversion (email capture)
M = motivation of user (when)
V = clarity of value proposition (why)
i = incentive to take action
f = friction elements of process
a = anxiety about entering email
He walks us through the case study where he applies this formula. I'll post a link to the slideware later on.