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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.
LIVE WEBINAR#BeyondTheClick
• Customer Onboarding Specialist
• UMass Amherst- Economics
• Foodie- Traveler- Gymnast
@Jess_Armstrong_
About
Jess
What Makes a Worthwhile Test?
Creating a Fail-Safe A/B Test
3 A/B Test to Consider
A/B Testing in PPC
Why PPC?
• No Cost Set Up
• The Data You need is already there!
• High Commercial Intent
LIVE WEBINAR#BeyondTheClick
What to Test?
Ignore the Trivial Things!
Tiny Optimizations are a waste of time!
LIVE WEBINAR#BeyondTheClick
Ignore the Trivial Things!
Gains from small changes tend to
flatten out over time.
LIVE WEBINAR#BeyondTheClick
Fix Obvious Problems!
LIVE WEBINAR#BeyondTheClick
The Mountain Analogy
Goal to get here
You are
here
LIVE WEBINAR#BeyondTheClick
Aim for results
that are 2-3x
Higher than your
baseline, not 2-3%
Team
Effort!
Creating a Fail-Safe Test
Define Success
There are so many
metrics in AdWords, You
need to prioritize ahead
of time!
LIVE WEBINAR#BeyondTheClick
Which One Wins?
0
5
10
15
20
25
30
35
40
45
50
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Total conversions by Week
Control Test
0
10
20
30
40
50
60
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Average CPA by Week
Control Test
Conflicting Winners!?
LIVE WEBINAR#BeyondTheClick
Quantity vs. Quality
Example
LIVE WEBINAR#BeyondTheClick
Quantity vs. Quality
Example
LIVE WEBINAR#BeyondTheClick
Save Yourself the Frustration
LIVE WEBINAR#BeyondTheClick
Set a Timeline and
Stick to It
Choosing in a Tie
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
3 A/B Tests to Consider
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
2. Test Mobile Strategies
Some Business see huge increases in
conversions on Mobile!
LIVE WEBINAR#BeyondTheClick
2. Test Mobile Strategies
….Others don’t.
LIVE WEBINAR#BeyondTheClick
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
3. Change Your Flow
• Think about where on the funnel people are
falling off and change it
LIVE WEBINAR#BeyondTheClick
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
Tomasz Borys
Director of Marketing
KISSmetrics
@tbcali
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
Set a Goal
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?
Aim for Statistical Significance
SET A GOAL
Aim
for Statistical
Significance
getdatadriven.com
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
Never Lose
Sight
We can caught up on
what we think is best
to optimize
conversions or
traffic…but data
doesn’t lie
A/B Testing Beyond Click Conversions
LIVE WEBINAR#BeyondTheClick
Original
LIVE WEBINAR#BeyondTheClick
Variant
LIVE WEBINAR#BeyondTheClick
Signups
LIVE WEBINAR#BeyondTheClick
Signups
LIVE WEBINAR#BeyondTheClick
Signups
LIVE WEBINAR#BeyondTheClick
Signup Install JS
Custom
Data
Opps
LIVE WEBINAR#BeyondTheClick
Signups
Installed JS
LIVE WEBINAR#BeyondTheClick
Signups
Install JS
LIVE WEBINAR#BeyondTheClick
Signups
Install JS
LIVE WEBINAR#BeyondTheClick
Custom Data
LIVE WEBINAR#BeyondTheClick
Custom Data
LIVE WEBINAR#BeyondTheClick
Custom Data
LIVE WEBINAR#BeyondTheClick
Custom Data
Opportunities Created
LIVE WEBINAR#BeyondTheClick
Custom Data
Opportunities Created
LIVE WEBINAR#BeyondTheClick
Custom Data
Opportunities Created
LIVE WEBINAR#BeyondTheClick
Social Ad
Funnel
LIVE WEBINAR#BeyondTheClick
Keeping a Pulse on Your Funnel
LIVE WEBINAR#BeyondTheClick
Signup Install JS
Custom
Data
Opps
LIVE WEBINAR#BeyondTheClick
Signup Install JS
Custom
Data
Opps
LIVE WEBINAR
Signup Install JS
Custom
Data
Opps
LIVE WEBINAR#BeyondTheClick
Signup Install JS
Custom
Data
Opps
LIVE WEBINAR#BeyondTheClick
Ways of Improving Funnel
• Find the Bottleneck
• Learn why there is a Bottleneck
LIVE WEBINAR#BeyondTheClick
Learn Why There is a Bottleneck
• A/B Testing
• Surveys and Reach
• Usability Testing
LIVE WEBINAR#BeyondTheClick
@tbcali
@ Jess_Armstrong_
Questions?

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