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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