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PPC Funnel Testing
               1

    SERGEY SUNDUKOVSKIY PH.D.
Introduction
     2
Background
    3
Agenda
                       4

PPC Funnel
A/B Testing
Types of Tests
Test Chaining
Usability Testing
Usability Tools
Case Study
PPC Funnel
                         5

Offer Velocity
Offer Consistency
Offer Redemption
Offer Psychology
                     6




It's an exercise in psychology, so to speak.
Offer Velocity
              7




CTR Depends on Offer “Energy”
Offer Velocity
      8
Offer Velocity (cont.)
          9
Offer Velocity (cont.)
                              10




Quant./Qual.                                  Quantitative




                Qualitative        Valuable
Offer Velocity (cont.)
          11
Offer Consistency
                12




She Looked Different on Match.com
Offer Consistency (cont.)
           13
Offer Consistency (cont.)
           14
Offer Consistency (cont.)
           15
Offer Redemption
         16




Clear Path to Action
Offer Redemption (cont.)
           17
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
Offer Redemption (cont.)
                                                  19



Solution 2: Headline synchronization




            Solution 1: Single column flow




         Solution 3: Distinctive call to action




     Solution 4: Clear eye path
Offer Redemption (cont.)
           20
Putting It Together
        21
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
                              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
HiPPO
  29
Testing
           30




ABT – Always Be Testing
Testing History
                        31




Testing               Testing             Tested




          Aliens Did Not Build Pyramids
A/B Multifactorial Split Testing
               32




         Very Different
A/B Singlevariate Split Testing
                33




        Slightly Different
Multivariate Testing
             34




That’s a Lot of Combinations
Design of Experiements
                 35

                         Google Website
                           Optimizer




Omniture Test & Target
Reduction Algorithms
         36




  Level and Factors
Problem of Choice
        37




Choose Your Poison
Experiment Chaining
         38
Usability Testing
       39




  What vs. Why
Hotspotting
    40
Usability Testing
       41




  Eye Tracking
What Are They Measuring?
                          42

Attention
Emotion
Task Completion Time
Hovering
Clicks
Hotspotting
Path
Crowdsourcing
        43




Rise of the Crowds
Mechanical Turk
                 44




Microtasking Crowdsourcing Platform
Usability Study Setup
         45
Usability Study Setup (cont.)
             46
PPC Funnel Testing
Usability Study Setup (cont.)
             48
Usability Study Setup (cont.)
             49
Usability Study Results
          50
Was not sure
 what to do
Usability Study Results
          52
Feedback
                 53




It Is All About Uncensored Feedback
Feedback (cont.)
       54
Usability Testing Tools
          55

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