A WordStream &amp; KISSmetrics Webinar: A/B Testing; You’re Most Likely Doing It Wrong

Let’s face it, getting qualified leads these days is tough. Where do you put your money? How do you distinguish the successful campaigns from the money pits?? Where do you draw the line in the sand? The answer lies in testing! Join us, as Wordstream & KISSmetrics dig into these issues. We will showcase some of the best and worst examples of marketing campaign strategies from the click- and beyond! You'll learn: - How to A/B test your PPC Ads - How to prioritize your landing page layout - Strategies for your pipeline beyond the click - How to keep the pulse of your marketing funnel for long-term success For more information on WordStream, visit www.wordstream.com.

FROM THE CLICK AND…
BEY ND
A/B Testing; You’re Most Likely Doing It Wrong
Jess Armstrong & Tomasz Borys
06.11.2015
Copyright 2015 WordStream, Inc. & KISSmetrics All rights reserved.

• Customer Onboarding Specialist
• UMass Amherst- Economics
• Foodie- Traveler- Gymnast
@Jess_Armstrong_
About
Jess

What Makes a Worthwhile Test?
Creating a Fail-Safe A/B Test
3 A/B Test to Consider
A/B Testing in PPC

Why PPC?
• No Cost Set Up
• The Data You need is already there!
• High Commercial Intent
LIVE WEBINAR#BeyondTheClick

Ignore the Trivial Things!
Tiny Optimizations are a waste of time!
LIVE WEBINAR#BeyondTheClick

Ignore the Trivial Things!
Gains from small changes tend to
flatten out over time.
LIVE WEBINAR#BeyondTheClick

Fix Obvious Problems!
LIVE WEBINAR#BeyondTheClick

The Mountain Analogy
Goal to get here
You are
here
LIVE WEBINAR#BeyondTheClick

Aim for results
that are 2-3x
Higher than your
baseline, not 2-3%
Team
Effort!

Define Success
There are so many
metrics in AdWords, You
need to prioritize ahead
of time!
LIVE WEBINAR#BeyondTheClick

Which One Wins?
0
5
10
15
20
25
30
35
40
45
50
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Total conversions by Week
Control Test
0
10
20
30
40
50
60
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Average CPA by Week
Control Test
Conflicting Winners!?
LIVE WEBINAR#BeyondTheClick

Quantity vs. Quality
Example
LIVE WEBINAR#BeyondTheClick

Save Yourself the Frustration
LIVE WEBINAR#BeyondTheClick

Set Up a Safety Net
• Remarketing Campaigns
• Catch lost conversions missed
during your test
• Users are 2x more likely to
convert after seeing your ad 7+
times

1. Change Your Call to Action
• This is a Business Decision
• Ads and Landing Pages
• What makes them click and
convert?
• Collaborate with other teams
LIVE WEBINAR#BeyondTheClick

2. Test Mobile Strategies
Some Business see huge increases in
conversions on Mobile!
LIVE WEBINAR#BeyondTheClick

2. Test Mobile Strategies
….Others don’t.
LIVE WEBINAR#BeyondTheClick

2. Test Mobile Strategies
Things to consider:
• Mobile Bid Modifier
• Mobile Text-Ads
• Call Extensions
• Mobile Friendly Landing Pages
• Set up an experiment in AdWords
• 50/50 impression share
LIVE WEBINAR#BeyondTheClick

3. Change Your Flow
• Think about where on the funnel people are
falling off and change it
LIVE WEBINAR#BeyondTheClick

Key Take-Aways
 Think Big! Aim for 2-3x conversion rate
 Set Clear Goals and Priorities in advance
 Capture lost conversions with remarketing
 Tests to try:
o Change Call-to-Action
o Test Mobile Strategies
o Change the Conversion Flow
LIVE WEBINAR#BeyondTheClick

Tomasz Borys
Director of Marketing
KISSmetrics
@tbcali

How We A/B Test at KISSmetrics
• Set a Goal
• Baby Steps
• Aim for Statistical Significance
• Never Lose Sight
• Blind Eye for 1 Week
LIVE WEBINAR#BeyondTheClick

Baby Steps
People want to move the
needle and see results fast, by
implementing multiple changes
at once.
But how can you be sure what
element had an impact?

Aim for Statistical Significance
SET A GOAL
Aim
for Statistical
Significance
getdatadriven.com

LIVE WEBINAR
Blind Eye
for 1 Week
Data can be very erratic the
first several days, so it’s
easy to hit the panic button
#BeyondTheClick

Never Lose
Sight
We can caught up on
what we think is best
to optimize
conversions or
traffic…but data
doesn’t lie

A/B Testing Beyond Click Conversions
LIVE WEBINAR#BeyondTheClick

Signup Install JS
Custom
Data
Opps
LIVE WEBINAR#BeyondTheClick

Signups
Installed JS
LIVE WEBINAR#BeyondTheClick

Signups
Install JS
LIVE WEBINAR#BeyondTheClick

Custom Data
Opportunities Created
LIVE WEBINAR#BeyondTheClick

Social Ad
Funnel
LIVE WEBINAR#BeyondTheClick

Keeping a Pulse on Your Funnel
LIVE WEBINAR#BeyondTheClick

Signup Install JS
Custom
Data
Opps
LIVE WEBINAR

Ways of Improving Funnel
• Find the Bottleneck
• Learn why there is a Bottleneck
LIVE WEBINAR#BeyondTheClick

Learn Why There is a Bottleneck
• A/B Testing
• Surveys and Reach
• Usability Testing
LIVE WEBINAR#BeyondTheClick

A/B Testing   You Might Be Driving in the Wrong Direction TOMASZ BORYS @Kissmetrics #KissWebinar @thuelmadsen Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali @Kissmetrics #KissWebinar @tbcali 1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important TABLE OF CONTENTS 4 The influence social traffic has in the funnel • Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight THE OPTIMUM STRATEGIES FOR A/B TESTING Baby Steps People want to move the needle and see results fast, by implementing multiple changes at once. But how can you be sure what element had an impact? Aim for Statistical Signiﬁcance SET A GOAL Aim for Statistical Significance getdatadriven.com Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie • 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week HOW WE A/B TEST AT KISSMETRICS 4,000 and Above Sample Size Significant or decent amount of data is needed   when you’re testing beyond click conversions 4,000 and Above Sample Size signiﬁcant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence Police Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button A/B Testing Beyond Click Conversions ORIGINAL VARIANT SIGNUPS Signups Install JS Custom Data Custom Data Opportunities Created SOCIAL AD FUNNEL TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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The problem Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much The real problem One month Winner! Two months Three months Four months Five months Six months Seven months Eight months Nine months 1 winner per year QUOTE FROM ELON MUSK BIOGRAPHY “ He would place this urgency that he expected the revenue in ten years to be ten million dollars a day and that every day we were slower to achieve our goals was a day of missing out on that money. We’re missing out on this But…why? TOO MANY IDEAS! 170 ideas in 3 minutes Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price Er. We need a process Find out what’s stopping folks from converting… …fix it. Thanks I’ll be here all night Step 1: Take these ideas… Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price …and throw them away. Step 2: Listen to your customers and prospects Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price These ideas are good. They just might not be for you. Gut Your gut is good. It just knows too much. Curse of knowledge USER TESTING Send 3 users through your funnel Send 3 users to your competition Send 3 users to a HUGE company in your space PEEK QUALAROO CHAT TRANSCRIPTS SALES PEOPLE AND SUPPORT Step 3: Use a framework to make decisions Test summary Test objective Hypothesis Opportunity size Time to test Likely scenarios Next steps What worked? What didn’t work? HTTP://BIT.LY/ABTEST-FRAMEWORK The problem Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much The problem opportunity Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much Winner! Not so much Not so much Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Winner! Not so much Not so much Winner! Not so much Not so much Winner!

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10 Proven Ways to Drive (Qualified) Traffic to Your Website

Your website is your online storefront, where visitors can learn more about your offerings, build trust in your brand, and eventually become leads and customers. But having a beautiful, easy-to-navigate site isn’t going to gain you more customers if no one can find your site in the first place. In fact, 61% of marketers say their biggest challenge is generating qualified traffic and leads. Check out these webinar slides to learn: • Ways to drive qualified traffic to your site – both free and paid tactics • The importance of setting goals and measuring website traffic • Why website traffic is important

[NEW DATA] Updated Google Ads Industry Benchmarks You Must See

Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries. We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including: • Average cost per click • Average click-through rate • Average cost per lead • Average conversion rate Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.

How to Drive Measurable Leads and Grow Your Database (Fast!) with Custom Prom...

The promotional campaign for a hearing center gave away a free pair of hearing aids. This generated over 280 marketing leads who provided their contact information and 65 requests for consultations. Tactics included digital ads, social media posts, and a custom sweepstakes page where entrants could complete a survey with contact and qualification questions. The campaign successfully grew the business's email list and scheduled sales consultations as objectives.

How to Succeed with Google Ads (with Insider Tips Straight from Google!)

We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year. So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022? We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn: • How to audit your 2022 Google Ads performance so far • Data and insights to help maintain ROI through the second half of the year • New Google Ads tips to capture and nurture leads

How to Use Social Media to Outplay Your Competition & Win New Customers (+Sna...

Social media is a game – each site has its own playbook and cheat codes, and you can’t use the platforms aimlessly if you want to win more leads and customers! Since each site is different, how does your business outmaneuver the competition in a space that seems so familiar? Check out these webinar slides as we break down the winning elements of each social media network including Facebook, LinkedIn, and Twitter, PLUS a special Snapchat guest to cover it all.

4 Crucial Small Business Marketing Metrics for 2022: Everything You Need to ...

You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today? We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn: • What IS a good marketing ROI? • The 4 key marketing metrics to focus on this year. • Your best marketing strategies for 2022 and the metrics that matter for each.

Acing Google Ads in 2022 (With Insider Tips Straight from Google)

We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more. So what’s changing and how do you need to adapt? We've got the inside scoop (literally!). Check out these webinar slides to learn: • Google Ads evolution and trends for 2022. • Data and insights on impression share & click inflation. • New ideas to try, keyword strategies, and more!

Toss or Keep: How to Pick YOUR Best Marketing Channels for 2022

Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...

The clock’s ticking to finalize your 2022 marketing strategy, but what worked this year may not be best next year! In a world of constant changes, how do you prepare? Whether you’ve already created a plan or are trying to scrape one together, check out these webinar slides to: • Identify the best marketing channels for your business • Come up with creative ideas to attract customers • Create an achievable budget and plan

Search Advertising Industry Benchmarks: Where You Stand, Why It Matters, And ...

This document provides benchmarks for key search advertising metrics including average cost per click (CPC), click-through rate (CTR), cost per lead (CPL), and conversion rate (CVR) across different industries. It analyzes the data collection strategy and discusses the meaning and factors that influence each metric. Industry experts are quoted discussing CPC, CTR, CPL, and CVR. The importance of benchmarking metrics against industry standards and adjusting strategies accordingly is emphasized. The presentation concludes that search ads can help businesses' bottom lines by setting realistic goals, knowing what matters most to each business, using benchmarking as a tool, and having backup plans since different metrics may perform better in different situations.

13 Scary Good Ways to Lower Your Cost Per Click In Google & Facebook AdsCpc w...

What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive! Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn: - Average CPCs in 2021 for the top five PPC platforms. - 13 platform-specific tips to lower your CPC. - The one mistake you should avoid with CPCs.

Big Changes to Google Ads: What You Need to Know

Google's at it once again, unleashing a slew of big changes to its advertising platform in recent months. This means you'll have some exiting new features to enhance your digital marketing strategy, but you’ve got some learnin’ to do! Don’t sweat it, we got your back. Check out these webinar slides to learn: • Big changes happening to Expanded Text Ads. • What’s the deal with Google’s new “monthly spend limit” • Insights into new ad policies, and much more!

The 5 Most Powerful Marketing Strategies to Improve Your Online Presence (Now!)

This document discusses how to build a strong online presence through various marketing strategies. It covers optimizing your website, social media presence, online listings, paid ads, and content. The key strategies outlined include having an attractive, optimized, and visible website; engaging on social media with relevant, shareable content; claiming and optimizing business listings; running effective paid search and display ads; and creating diverse, accessible content. The goal is to improve search visibility, trust, and reach in order to drive more website traffic and conversions.

Why (and How) to Combine SEO and PPC for Stronger Results

This document discusses how search engine optimization (SEO) and pay-per-click (PPC) advertising can be used together more effectively. It provides an overview of each approach and their respective pros and cons. SEO is described as an organic, long-term solution while PPC provides faster results but is more expensive. The document outlines several scenarios where combining SEO and PPC strategies can overcome limitations of each individual approach. It presents a case study showing how one company achieved a three-fold increase in leads by integrating both SEO and PPC over time. The key message is that SEO and PPC work best as complementary digital marketing strategies.

Accelerating Your Agency: How to Do More with Less and Scale at Speed

To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast. Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors? Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to: • Fill gaps that are hurting your revenue. • Gain and retain quality clients. • Use a secret swiss army knife of targeting tools not seen anywhere else.

The Ultimate Google Display Ads Workshop: How to Reach Millions at Minimal Cost

Google search ads allow you to reach people who are actively looking for your product or service. But what about all the people who aren’t searching? The best way to get in front of this audience at minimal cost is through the Google Display Network (GDN). Check out these webinar slides to learn: • A clear picture of Google Display ads and their benefits. • How to setup a Google Display campaign. • Ad types, image sizes, costs, and targeting parameters. • How to target even more audiences outside of the GDN.

5 Major Facebook Changes & What They Mean for Your Ad Account

With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about. Check out these webinar slides to learn what these changes are and how to make sense of everything. You’ll learn: • The 5 major changes, including those related to the Apple iOS 14 update. • The effects these changes could be having (positive and negative) on your accounts. • How to adapt your marketing strategy to continue seeing success on Facebook.

3 Surprising Ways to Beat Facebook Ad Fatigue

The document discusses 3 surprising ways to beat Facebook ad fatigue including hosting an event, creating a Facebook group, and using Facebook stories to engage audiences. It encourages readers to get a free Facebook ads assessment to improve their marketing strategies on the platform and avoid ad fatigue among their target audiences. The summary provides the key ideas and purpose of the document in 3 sentences.

Telling Unskippable Stories with YouTube Ads

Every day, people watch 5 BILLION videos on YouTube. With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”? Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn: - How to build a strong affinity for your brand. - How to create content that spreads brand awareness. - How to generate more top-of-funnel leads.

21 genius facebook advertising tips to try in '21