Your SlideShare is downloading. ×
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
PPC Funnel Testing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

PPC Funnel Testing

4,794

Published on

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

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,794
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
27
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 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

×