Testing PPC Funnel

1. PPC Funnel Testing
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SERGEY SUNDUKOVSKIY PH.D.

2. Introduction
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3. Background
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4. Agenda
PPC Funnel
A/B Testing
Types of Tests
Test Chaining
Usability Testing
Usability Tools
Case Study
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5. PPC Funnel
Offer Velocity
Offer Consistency
Offer Redemption
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6. Offer Psychology
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It's an exercise in psychology, so to speak.

7. Offer Velocity
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CTR Depends on Offer “Energy”

8. Offer Velocity
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9. Offer Velocity (cont.)
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10. Offer Velocity (cont.)
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Quant./Qual. Quantitative
Qualitative Valuable

11. Offer Velocity (cont.)
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12. Offer Consistency
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She Looked Different on Match.com

13. Offer Consistency (cont.)
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14. Offer Consistency (cont.)
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15. Offer Consistency (cont.)
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16. Offer Redemption
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Clear Path to Action

17. Offer Redemption (cont.)
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18. Offer Redemption (cont.)
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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.)
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Solution 2: Headline synchronization
Solution 1: Single column flow
Solution 3: Distinctive call to action
Solution 4: Clear eye path

20. Offer Redemption (cont.)
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21. Putting It Together
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22. Putting It Together (cont.)
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23. Putting It Together (cont.)
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24. Putting It Together (cont.)
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25. Putting It Together (cont.)
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26. Putting It Together (cont.)
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27. Putting It Together (cont.)
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28. Key Takeaways
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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