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