PPC Funnel Testing - Sergey Sundukovskiy - A4D Meetup Deck

Sergey is someone I’ve recently met and brought in as our CTO of Pixlwise. He’s helped me up my game when it comes to systems, processes and structure for sure. All things needed to build big and powerful organizations.

With that said I jumped on the opportunity to have him speak at the A4D meetup. He talked about the analytical aspects of optimizing and drawing conclusions from PPC data into a funnel.

Read it slowly or it’ll melt your mind! 🙂

PPC Funnel Testing from Sergey Sundukovskiy

• 1. PPC Funnel Testing 1 SERGEY SUNDUKOVSKIY PH.D.
• 2. Introduction 2
• 3. Background 3
• 4. Agenda 4PPC FunnelA/B TestingTypes of TestsTest ChainingUsability TestingUsability ToolsCase Study
• 5. PPC Funnel 5Offer VelocityOffer ConsistencyOffer Redemption
• 6. Offer Psychology 6Its an exercise in psychology, so to speak.
• 7. Offer Velocity 7CTR Depends on Offer “Energy”
• 8. Offer Velocity 8
• 9. Offer Velocity (cont.) 9
• 10. Offer Velocity (cont.) 10Quant./Qual. Quantitative Qualitative Valuable
• 11. Offer Velocity (cont.) 11
• 12. Offer Consistency 12She Looked Different on Match.com
• 13. Offer Consistency (cont.) 13
• 14. Offer Consistency (cont.) 14
• 15. Offer Consistency (cont.) 15
• 16. Offer Redemption 16Clear Path to Action
• 17. Offer Redemption (cont.) 17
• 18. Offer Redemption (cont.) 18Problem 2: No headline synchronization Problem 1: Multi-column layout Problem 3: Unclear call to action Problem 4: Convoluted eye path
• 19. Offer Redemption (cont.) 19Solution 2: Headline synchronization Solution 1: Single column flow Solution 3: Distinctive call to action Solution 4: Clear eye path
• 20. Offer Redemption (cont.) 20
• 21. Putting It Together 21
• 22. Putting It Together (cont.) 22
• 23. Putting It Together (cont.) 23
• 24. Putting It Together (cont.) 24
• 25. Putting It Together (cont.) 25
• 26. Putting It Together (cont.) 26
• 27. Putting It Together (cont.) 27
• 28. Key Takeaways 28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
• 29. HiPPO 29
• 30. Testing 30ABT – Always Be Testing
• 31. Testing History 31Testing Testing Tested Aliens Did Not Build Pyramids
• 32. A/B Multifactorial Split Testing 32 Very Different
• 33. A/B Singlevariate Split Testing 33 Slightly Different
• 34. Multivariate Testing 34That’s a Lot of Combinations
• 35. Design of Experiements 35 Google Website OptimizerOmniture Test & Target
• 36. Reduction Algorithms 36 Level and Factors
• 37. Problem of Choice 37Choose Your Poison
• 38. Experiment Chaining 38
• 39. Usability Testing 39 What vs. Why
• 40. Hotspotting 40
• 41. Usability Testing 41 Eye Tracking
• 42. What Are They Measuring? 42AttentionEmotionTask Completion TimeHoveringClicksHotspottingPath
• 43. Crowdsourcing 43Rise of the Crowds
• 44. Mechanical Turk 44Microtasking Crowdsourcing Platform
• 45. Usability Study Setup 45
• 46. Usability Study Setup (cont.) 46
• 47. Usability Study Setup (cont.) 48
• 48. Usability Study Setup (cont.) 49
• 49. Usability Study Results 50
• 50. Was not sure what to do
• 51. Usability Study Results 52
• 52. Feedback 53It Is All About Uncensored Feedback
• 53. Feedback (cont.) 54
• 54. Usability Testing Tools 55