What most saa s marketers miss when split testing


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What most saa s marketers miss when split testing

  1. 1. What most SaaS marketers miss when split testing #SaaStest
  2. 2. Who are we? ● Elizabeth Yin ○ Co-founder LaunchBit, customer acquisition platform for SaaS companies ○ ex Google marketer ○ BSEE Stanford ○ MBA MIT Sloan
  3. 3. 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
  4. 4. 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
  5. 5. How to get more clicks than your competitors at a cheaper price in CPC ad networks Thursday, January 16th, 2014
  6. 6. You use Twitter ads...
  7. 7. Or maybe Google ads...
  8. 8. Or LaunchBit’s email newsletter ads...
  9. 9. But how do you get cheaper clicks?
  10. 10. Who would you give an ad slot to?
  11. 11. Higher click-through-rates get better prices
  12. 12. Ok, so how do you improve click-through-rate? digitalorganics.com.au
  13. 13. 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
  14. 14. Some examples and ideas... Thursday, January 16th, 2014
  15. 15. Test text-heavy vs graphics 0.1-0.5% vs. 1-10% CTR
  16. 16. Test your call to action
  17. 17. Test adding a face
  18. 18. Test offering something free
  19. 19. 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
  20. 20. Test your demographics
  21. 21. How to test headlines for free
  22. 22. 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?
  23. 23. #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
  24. 24. Best practices for building & testing landing pages Thursday, January 16th, 2014
  25. 25. Questions? @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @kickofflabs Josh Ledgard josh [at] kickofflabs [dot] com