PPC Funnel Testing
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PPC Funnel Testing

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

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

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PPC Funnel Testing PPC Funnel Testing Presentation Transcript

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