What most saa s marketers miss when split testing
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What most saa s marketers miss when split testing

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    What most saa s marketers miss when split testing What most saa s marketers miss when split testing Presentation Transcript

    • What most SaaS marketers miss when split testing #SaaStest
    • Who are we? ● Elizabeth Yin ○ Co-founder LaunchBit, customer acquisition platform for SaaS companies ○ ex Google marketer ○ BSEE Stanford ○ MBA MIT Sloan
    • Who are we? ● Josh Ledgard ○ Co-Founder KickoffLabs: Lead generation with landing pages and email marketing with a viral boost. ○ Former development Group Manager at Microsoft ° Struggling Artist ○ Vanderbilt University
    • Today’s talk is on ... ● How to get more clicks at a cheaper price in CPC ad networks ● What to split test ● How to test headlines for free ● Before you split test (landing page basics) ● Split testing best practices
    • How to get more clicks than your competitors at a cheaper price in CPC ad networks Thursday, January 16th, 2014
    • You use Twitter ads...
    • Or maybe Google ads...
    • Or LaunchBit’s email newsletter ads...
    • But how do you get cheaper clicks?
    • Who would you give an ad slot to?
    • Higher click-through-rates get better prices
    • Ok, so how do you improve click-through-rate? digitalorganics.com.au
    • There are lots of things you can test... ● Copy, text, headlines ● Ad placement ● Color and images ● Text-only ads v. text and display ● Time of day, week, or month
    • Some examples and ideas... Thursday, January 16th, 2014
    • Test text-heavy vs graphics 0.1-0.5% vs. 1-10% CTR
    • Test your call to action
    • Test adding a face
    • Test offering something free
    • Test your demographics ● Test your different ad creatives for different demographics ● Determine which demographics give you more clicks, impressions, and conversions ● Higher ROI and optimize your campaign based on demographics
    • Test your demographics
    • How to test headlines for free
    • A #Twitter experiment ● Split tested headlines on twitter to see which ones got higher CTRs ● Drove traffic to landing pages with tweets ● Tweeted two different headlines at the exact same times on two different days ● Set up tweets in Buffer at specified, high engagement times ● Which headlines did best?
    • #Twitter experiment key takeaways ● Split testing is really HARD ● Most headlines didn’t yield statistically different results ● You need to use statistics OR splittester.com to find headlines that are statistically better
    • Best practices for building & testing landing pages Thursday, January 16th, 2014
    • Questions? @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @kickofflabs Josh Ledgard josh [at] kickofflabs [dot] com