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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  • 1. PPC Funnel Testing 1 SERGEY SUNDUKOVSKIY PH.D.
  • 2. Introduction 2
  • 3. Background 3
  • 4. Agenda 4PPC FunnelA/B TestingTypes of TestsTest ChainingUsability TestingUsability ToolsCase Study
  • 5. PPC Funnel 5Offer VelocityOffer ConsistencyOffer Redemption
  • 6. Offer Psychology 6Its an exercise in psychology, so to speak.
  • 7. Offer Velocity 7CTR Depends on Offer “Energy”
  • 8. Offer Velocity 8
  • 9. Offer Velocity (cont.) 9
  • 10. Offer Velocity (cont.) 10Quant./Qual. Quantitative Qualitative Valuable
  • 11. Offer Velocity (cont.) 11
  • 12. Offer Consistency 12She Looked Different on Match.com
  • 13. Offer Consistency (cont.) 13
  • 14. Offer Consistency (cont.) 14
  • 15. Offer Consistency (cont.) 15
  • 16. Offer Redemption 16Clear Path to Action
  • 17. Offer Redemption (cont.) 17
  • 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. Offer Redemption (cont.) 19Solution 2: Headline synchronization Solution 1: Single column flow Solution 3: Distinctive call to action Solution 4: Clear eye path
  • 20. Offer Redemption (cont.) 20
  • 21. Putting It Together 21
  • 22. Putting It Together (cont.) 22
  • 23. Putting It Together (cont.) 23
  • 24. Putting It Together (cont.) 24
  • 25. Putting It Together (cont.) 25
  • 26. Putting It Together (cont.) 26
  • 27. Putting It Together (cont.) 27
  • 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. HiPPO 29
  • 30. Testing 30ABT – Always Be Testing
  • 31. Testing History 31Testing Testing Tested Aliens Did Not Build Pyramids
  • 32. A/B Multifactorial Split Testing 32 Very Different
  • 33. A/B Singlevariate Split Testing 33 Slightly Different
  • 34. Multivariate Testing 34That’s a Lot of Combinations
  • 35. Design of Experiements 35 Google Website OptimizerOmniture Test & Target
  • 36. Reduction Algorithms 36 Level and Factors
  • 37. Problem of Choice 37Choose Your Poison
  • 38. Experiment Chaining 38
  • 39. Usability Testing 39 What vs. Why
  • 40. Hotspotting 40
  • 41. Usability Testing 41 Eye Tracking
  • 42. What Are They Measuring? 42AttentionEmotionTask Completion TimeHoveringClicksHotspottingPath
  • 43. Crowdsourcing 43Rise of the Crowds
  • 44. Mechanical Turk 44Microtasking Crowdsourcing Platform
  • 45. Usability Study Setup 45
  • 46. Usability Study Setup (cont.) 46
  • 47. Usability Study Setup (cont.) 48
  • 48. Usability Study Setup (cont.) 49
  • 49. Usability Study Results 50
  • 50. Was not sure what to do
  • 51. Usability Study Results 52
  • 52. Feedback 53It Is All About Uncensored Feedback
  • 53. Feedback (cont.) 54
  • 54. Usability Testing Tools 55