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PPC Funnel Testing 
1 
SERGEY SUNDUKOVSKIY PH.D.
Introduction 
2
Background 
3
Agenda 
PPC Funnel 
A/B Testing 
Types of Tests 
Test Chaining 
Usability Testing 
Usability Tools 
Case Study 
4
PPC Funnel 
Offer Velocity 
Offer Consistency 
Offer Redemption 
5
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

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PPC Funnel Testing (shortened)