ppc funnel testing
Post on 09-Dec-2014
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SERGEY SUNDUKOVSKIY PH.D.
PPC Funnel Testing1
Introduction2
Background3
Agenda
PPC FunnelA/B TestingTypes of TestsTest ChainingUsability TestingUsability ToolsCase Study
4
PPC Funnel
Offer Velocity Offer ConsistencyOffer Redemption
5
Offer Psychology
It's an exercise in psychology, so to speak.
6
Offer Velocity
CTR Depends on Offer “Energy”
7
Offer Velocity8
Offer Velocity (cont.)9
Offer Velocity (cont.)10
ValuableQualitative
QuantitativeQuant./Qual.
Offer Velocity (cont.)11
Offer Consistency
She Looked Different on Match.com
12
Offer Consistency (cont.)13
Offer Consistency (cont.)14
Offer Consistency (cont.)15
Offer Redemption
Clear Path to Action
16
Offer Redemption (cont.)17
Offer Redemption (cont.)18
Problem 1: Multi-column layout
Problem 2: No headline synchronization
Problem 3: Unclear call to action
Problem 4: Convoluted eye path
Offer Redemption (cont.)19
Solution 1: Single column flow
Solution 2: Headline synchronization
Solution 3: Distinctive call to action
Solution 4: Clear eye path
Offer Redemption (cont.)20
Putting It Together21
Putting It Together (cont.)22
Putting It Together (cont.)23
Putting It Together (cont.)24
Putting It Together (cont.)25
Putting It Together (cont.)26
Putting It Together (cont.)27
Key Takeaways
Specific and focused ad claimsQualitative language and quantitative claimsAction centric, value expressive offerOffer energy carry overLanding pages offer continuity and consistencyHeadline visit purpose reflectionEye path leading to distinctive call to actionSingle column flow
28
HiPPO29
Testing
ABT – Always Be Testing
30
Testing History
Aliens Did Not Build Pyramids
31
Testing Testing Tested
A/B Multifactorial Split Testing
Very Different
32
A/B Singlevariate Split Testing
Slightly Different
33
Multivariate Testing
That’s a Lot of Combinations
34
Design of Experiements35
Google Website Optimizer
Omniture Test & Target
Reduction Algorithms
Level and Factors
36
Problem of Choice
Choose Your Poison
37
Experiment Chaining38
Usability Testing
What vs. Why
39
Hotspotting40
Usability Testing
Eye Tracking
41
What Are They Measuring?
AttentionEmotion Task Completion TimeHoveringClicksHotspottingPath
42
Crowdsourcing
Rise of the Crowds
43
Mechanical Turk
Microtasking Crowdsourcing Platform
44
Usability Study Setup45
Usability Study Setup (cont.)46
Usability Study Setup (cont.)48
Usability Study Setup (cont.)49
Usability Study Results50
Was not sure what to do
Usability Study Results52
Feedback
It Is All About Uncensored Feedback
53
Feedback (cont.)54
Usability Testing Tools55
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