Slides for a lecture on brands/ab testing in UGBA198: Digital Marketing Today

1. ONLINE PRESENCE
+ AB TESTING
Johnathan Zhou

2. OVERVIEW
• Online presence
• Brands
• Personal
• SEO
• AB Testing

3. ONLINE PRESENCE: BRANDS
• Officially termed as brand management
• Brands are affected by all aspects of online marketing: design,
social media, content, etc.
• Brand identity is most heavily affected by the type of brand

4. WENDY’S
"Wendy's brand transformation is re-energizing
all of our touch points with consumers. From
bold restaurant design to innovative food that
consumers' want, to improved customer
service, this exciting evolution of our brand
reinforces our mission to position Wendy's as
A Cut Above." - Emil Brolick, Wendy’s CEO

5. QUALITIES OF GOOD
BRANDS
• Brand consistency
• Engaging
• Flexible and modern
• Internally resonant

6. ONLINE PRESENCE:
PERSONAL
• Personal website/portfolio
• Professionalizing your social media
• Providing valuable content
• Being referenced - many ways

7. SEO
• SEO stands for Search Engine Optimization
• What does that mean?
• It’s essentially how well your page ranks on search engines

8. SEO GENERAL TIPS
• Domain authority
• Keywords
• # of inbound/outbound links
• URL Structure
• Length of content

9. AB TESTING
• What is AB testing?
• It’s the process of testing
two versions and iterating
accordingly
• AB testing can be different depending on whether you’re working with
social media or with a website
• Considered one of the best ways to prove a marketing concept

10. VARIABLES
• AB testing is all about the different variables to test for
• Here are some of LendingTree’s variables in the process

11. AB TESTING PROCESS

12. LENDING TREE EXAMPLE
• Tested multiple color schemes
and pictures for weeklong+
periods
Variables + testing process = growth

13. TOOLS FOR AB TESTING

14. ANY QUESTIONS?