The document discusses split testing strategies for improving click-through rates and reducing costs per click for ads. It covers: 1) Testing headlines, images, calls to action and demographics to improve click-through rates for ads. 2) Conducting an experiment on Twitter to split test headlines by tweeting two different headlines at the same time to compare click-through rates. 3) The challenges of split testing and best practices for building and testing landing pages before split testing ads.

1. What most SaaS marketers miss when
split testing
#SaaStest

2. Who are we?
●
Elizabeth Yin
○ Co-founder LaunchBit, customer
acquisition platform for SaaS companies
○ ex Google marketer
○ BSEE Stanford
○ MBA MIT Sloan

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. 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. How to get more clicks than your
competitors at a cheaper price in CPC
ad networks
Thursday, January 16th, 2014

6. You use Twitter ads...

7. Or maybe Google ads...

8. Or LaunchBit’s email newsletter ads...

9. But how do you get cheaper clicks?

10. Who would you give an ad slot to?

11. Higher click-through-rates get better prices

12. Ok, so how do you improve click-through-rate?
digitalorganics.com.au

13. There are lots of things you can test...
●
Copy, text, headlines
●
Ad placement
●
Color and images
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Text-only ads v. text and display
●
Time of day, week, or month

14. Some examples and ideas...
Thursday, January 16th, 2014

15. Test text-heavy vs graphics
0.1-0.5% vs. 1-10% CTR

16. Test your call to action

17. Test adding a face

18. Test offering something free

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. Test your demographics

21. How to test headlines for free

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?

24. #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

25. Best practices for building & testing
landing pages
Thursday, January 16th, 2014

40. Questions?
@launchbit
Elizabeth Yin
elizabeth [at] launchbit [dot] com
@kickofflabs
Josh Ledgard
josh [at] kickofflabs [dot] com