PPC Funnel Testing
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This document discusses testing pay-per-click (PPC) funnels to optimize conversions. It covers testing offer velocity, consistency, and redemption through A/B testing and multivariate testing. Specific metrics like click-through rate, qualitative language, landing page continuity, and eye pathing to the call to action are examined. Crowdsourcing tools for usability testing and gathering feedback are also reviewed. The key is to always be testing through experiment chaining to improve offers and user experience.
PPC Funnel Testing
- 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 6 It's an exercise in psychology, so to speak.
- 7. Offer Velocity 7 CTR Depends on Offer “Energy”
- 8. Offer Velocity 8
- 10. Offer Velocity (cont.) 10 Quant./Qual. Quantitative Qualitative Valuable
- 11. Offer Velocity (cont.) 11
- 12. Offer Consistency 12 She Looked Different on Match.com
- 13. Offer Consistency (cont.) 13
- 14. Offer Consistency (cont.) 14
- 15. Offer Consistency (cont.) 15
- 16. Offer Redemption 16 Clear Path to Action
- 17. Offer Redemption (cont.) 17
- 18. Offer Redemption (cont.) 18 Problem 2: No headline synchronization Problem 1: Multi-column layout Problem 3: Unclear call to action Problem 4: Convoluted eye path
- 19. Offer Redemption (cont.) 19 Solution 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 30 ABT – Always Be Testing
- 31. Testing History 31 Testing 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 34 That’s a Lot of Combinations
- 35. Design of Experiements 35 Google Website Optimizer Omniture Test & Target
- 36. Reduction Algorithms 36 Level and Factors
- 37. Problem of Choice 37 Choose 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 43 Rise of the Crowds
- 44. Mechanical Turk 44 Microtasking Crowdsourcing Platform
- 45. Usability Study Setup 45
- 46. Usability Study Setup (cont.) 46
- 48. Usability Study Setup (cont.) 48
- 49. Usability Study Setup (cont.) 49
- 50. Usability Study Results 50
- 51. Was not sure what to do
- 52. Usability Study Results 52
- 53. Feedback 53 It Is All About Uncensored Feedback
- 54. Feedback (cont.) 54
- 55. Usability Testing Tools 55