What most SaaS marketers miss when split testing

#SaaStest

Who are we?

● Elizabeth Yin○ Co-founder LaunchBit, customer

acquisition platform for SaaS companies○ ex Google marketer○ BSEE Stanford○ MBA MIT Sloan

● Josh Ledgard○ Co-Founder KickoffLabs: Lead

generation with landing pages and email marketing with a viral boost.

○ Former development Group Manager at Microsoft

° Struggling Artist○ Vanderbilt University

Who are we?

● How to get more clicks at a cheaper price in CPC ad networks

● What to split test

● How to test headlines for free

● Before you split test (landing page basics)

● Split testing best practices

Today’s talk is on ...

How to get more clicks than your competitors at a cheaper price in CPC ad networks

Thursday, January 16th, 2014

You use Twitter ads...

Or maybe Google ads...

Or LaunchBit’s email newsletter ads...

But how do you get cheaper clicks?

Who would you give an ad slot to?

Higher click-through-rates get better prices

Ok, so how do you improve click-through-rate?

digitalorganics.com.au

● Copy, text, headlines

● Ad placement

● Color and images

● Text-only ads v. text and display

● Time of day, week, or month

There are lots of things you can test...

Some examples and ideas...

Thursday, January 16th, 2014

Test text-heavy vs graphics

0.1-0.5% vs. 1-10% CTR

Test your call to action

Test adding a face

Test offering something free

● Test your different ad creatives for different demographics

● Determine which demographics give you more clicks, impressions, and conversions

● Higher ROI and optimize your campaign based on demographics

Test your demographics

Test your demographics

How to test headlines for free

A #Twitter experiment

● Split tested headlines on twitter to see which ones got higher CTRs

● Drove traffic to landing pages with tweets

● Tweeted two different headlines at the exact same times on two different days

● Set up tweets in Buffer at specified, high engagement times

● Which headlines did best?

#Twitter experiment key takeaways

● Split testing is really HARD

● Most headlines didn’t yield statistically different results

● You need to use statistics OR splittester.com to find headlines that are statistically better

Best practices for building & testing landing pages

Thursday, January 16th, 2014

@launchbitElizabeth Yinelizabeth [at] launchbit [dot] com

@kickofflabsJosh Ledgard josh [at] kickofflabs [dot] com

Questions?