SERGEY SUNDUKOVSKIY PH.D.

PPC Funnel Testing1

Introduction2

Background3

Agenda

PPC FunnelA/B TestingTypes of TestsTest ChainingUsability TestingUsability ToolsCase Study

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PPC Funnel

Offer Velocity Offer ConsistencyOffer Redemption

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Offer Psychology

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

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Offer Velocity

CTR Depends on Offer “Energy”

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Offer Velocity8

Offer Velocity (cont.)9

Offer Velocity (cont.)10

ValuableQualitative

QuantitativeQuant./Qual.

Offer Velocity (cont.)11

Offer Consistency

She Looked Different on Match.com

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Offer Consistency (cont.)13

Offer Consistency (cont.)14

Offer Consistency (cont.)15

Offer Redemption

Clear Path to Action

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Offer Redemption (cont.)17

Offer Redemption (cont.)18

Problem 1: Multi-column layout

Problem 2: No headline synchronization

Problem 3: Unclear call to action

Problem 4: Convoluted eye path

Offer Redemption (cont.)19

Solution 1: Single column flow

Solution 2: Headline synchronization

Solution 3: Distinctive call to action

Solution 4: Clear eye path

Offer Redemption (cont.)20

Putting It Together21

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

Specific and focused ad claimsQualitative language and quantitative claimsAction centric, value expressive offerOffer energy carry overLanding pages offer continuity and consistencyHeadline visit purpose reflectionEye path leading to distinctive call to actionSingle column flow

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