PPC Funnel Testing

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Testing entire pay per click funnel. Chaining tests and coupling a/b testing with usability testing

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PPC Funnel Testing

  1. 1. PPC Funnel Testing 1 SERGEY SUNDUKOVSKIY PH.D.
  2. 2. Introduction 2
  3. 3. Background 3
  4. 4. Agenda 4PPC FunnelA/B TestingTypes of TestsTest ChainingUsability TestingUsability ToolsCase Study
  5. 5. PPC Funnel 5Offer VelocityOffer ConsistencyOffer Redemption
  6. 6. Offer Psychology 6Its an exercise in psychology, so to speak.
  7. 7. Offer Velocity 7CTR Depends on Offer “Energy”
  8. 8. Offer Velocity 8
  9. 9. Offer Velocity (cont.) 9
  10. 10. Offer Velocity (cont.) 10Quant./Qual. Quantitative Qualitative Valuable
  11. 11. Offer Velocity (cont.) 11
  12. 12. Offer Consistency 12She Looked Different on Match.com
  13. 13. Offer Consistency (cont.) 13
  14. 14. Offer Consistency (cont.) 14
  15. 15. Offer Consistency (cont.) 15
  16. 16. Offer Redemption 16Clear Path to Action
  17. 17. Offer Redemption (cont.) 17
  18. 18. Offer Redemption (cont.) 18Problem 2: No headline synchronization Problem 1: Multi-column layout Problem 3: Unclear call to action Problem 4: Convoluted eye path
  19. 19. Offer Redemption (cont.) 19Solution 2: Headline synchronization Solution 1: Single column flow Solution 3: Distinctive call to action Solution 4: Clear eye path
  20. 20. Offer Redemption (cont.) 20
  21. 21. Putting It Together 21
  22. 22. Putting It Together (cont.) 22
  23. 23. Putting It Together (cont.) 23
  24. 24. Putting It Together (cont.) 24
  25. 25. Putting It Together (cont.) 25
  26. 26. Putting It Together (cont.) 26
  27. 27. Putting It Together (cont.) 27
  28. 28. Key Takeaways 28Specific and focused ad claimsQualitative language and quantitative claimsAction centric, value expressive offerOffer energy carry overLanding pages offer continuity and consistencyHeadline visit purpose reflectionEye path leading to distinctive call to actionSingle column flow
  29. 29. HiPPO 29
  30. 30. Testing 30ABT – Always Be Testing
  31. 31. Testing History 31Testing Testing Tested Aliens Did Not Build Pyramids
  32. 32. A/B Multifactorial Split Testing 32 Very Different
  33. 33. A/B Singlevariate Split Testing 33 Slightly Different
  34. 34. Multivariate Testing 34That’s a Lot of Combinations
  35. 35. Design of Experiements 35 Google Website OptimizerOmniture Test & Target
  36. 36. Reduction Algorithms 36 Level and Factors
  37. 37. Problem of Choice 37Choose Your Poison
  38. 38. Experiment Chaining 38
  39. 39. Usability Testing 39 What vs. Why
  40. 40. Hotspotting 40
  41. 41. Usability Testing 41 Eye Tracking
  42. 42. What Are They Measuring? 42AttentionEmotionTask Completion TimeHoveringClicksHotspottingPath
  43. 43. Crowdsourcing 43Rise of the Crowds
  44. 44. Mechanical Turk 44Microtasking Crowdsourcing Platform
  45. 45. Usability Study Setup 45
  46. 46. Usability Study Setup (cont.) 46
  47. 47. Usability Study Setup (cont.) 48
  48. 48. Usability Study Setup (cont.) 49
  49. 49. Usability Study Results 50
  50. 50. Was not sure what to do
  51. 51. Usability Study Results 52
  52. 52. Feedback 53It Is All About Uncensored Feedback
  53. 53. Feedback (cont.) 54
  54. 54. Usability Testing Tools 55
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