Let’s face it, getting qualified leads these days is tough. Where do you put your money? How do you distinguish the successful campaigns from the money pits?? Where do you draw the line in the sand?
The answer lies in testing! Join us, as Wordstream & KISSmetrics dig into these issues. We will showcase some of the best and worst examples of marketing campaign strategies from the click- and beyond! You'll learn:
- How to A/B test your PPC Ads
- How to prioritize your landing page layout
- Strategies for your pipeline beyond the click
- How to keep the pulse of your marketing funnel for long-term success
For more information on WordStream, visit www.wordstream.com.
A WordStream & KISSmetrics Webinar: A/B Testing; You’re Most Likely Doing It Wrong
1. FROM THE CLICK AND…
BEY ND
A/B Testing; You’re Most Likely Doing It Wrong
Jess Armstrong & Tomasz Borys
06.11.2015
Copyright 2015 WordStream, Inc. & KISSmetrics All rights reserved.
20. Set Up a Safety Net
• Remarketing Campaigns
• Catch lost conversions missed
during your test
• Users are 2x more likely to
convert after seeing your ad 7+
times
22. 1. Change Your Call to Action
• This is a Business Decision
• Ads and Landing Pages
• What makes them click and
convert?
• Collaborate with other teams
LIVE WEBINAR#BeyondTheClick
23. 2. Test Mobile Strategies
Some Business see huge increases in
conversions on Mobile!
LIVE WEBINAR#BeyondTheClick
24. 2. Test Mobile Strategies
….Others don’t.
LIVE WEBINAR#BeyondTheClick
25. 2. Test Mobile Strategies
Things to consider:
• Mobile Bid Modifier
• Mobile Text-Ads
• Call Extensions
• Mobile Friendly Landing Pages
• Set up an experiment in AdWords
• 50/50 impression share
LIVE WEBINAR#BeyondTheClick
26. 3. Change Your Flow
• Think about where on the funnel people are
falling off and change it
LIVE WEBINAR#BeyondTheClick
27. Key Take-Aways
Think Big! Aim for 2-3x conversion rate
Set Clear Goals and Priorities in advance
Capture lost conversions with remarketing
Tests to try:
o Change Call-to-Action
o Test Mobile Strategies
o Change the Conversion Flow
LIVE WEBINAR#BeyondTheClick
29. How We A/B Test at KISSmetrics
• Set a Goal
• Baby Steps
• Aim for Statistical Significance
• Never Lose Sight
• Blind Eye for 1 Week
LIVE WEBINAR#BeyondTheClick
31. Baby Steps
People want to move the
needle and see results fast, by
implementing multiple changes
at once.
But how can you be sure what
element had an impact?
32. Aim for Statistical Significance
SET A GOAL
Aim
for Statistical
Significance
getdatadriven.com
33. LIVE WEBINAR
Blind Eye
for 1 Week
Data can be very erratic the
first several days, so it’s
easy to hit the panic button
#BeyondTheClick
34. Never Lose
Sight
We can caught up on
what we think is best
to optimize
conversions or
traffic…but data
doesn’t lie