Published on February 17, 2014
What most SaaS marketers miss when split testing #SaaStest
Who are we? ● Elizabeth Yin ○ Co-founder LaunchBit, customer acquisition platform for SaaS companies ○ ex Google marketer ○ BSEE Stanford ○ MBA MIT Sloan
Who are we? ● Josh Ledgard ○ Co-Founder KickoffLabs: Lead generation with landing pages and email marketing with a viral boost. ○ Former development Group Manager at Microsoft ° Struggling Artist ○ Vanderbilt University
Today’s talk is on ... ● How to get more clicks at a cheaper price in CPC ad networks ● What to split test ● How to test headlines for free ● Before you split test (landing page basics) ● Split testing best practices
How to get more clicks than your competitors at a cheaper price in CPC ad networks Thursday, January 16th, 2014
You use Twitter ads...
Or maybe Google ads...
Or LaunchBit’s email newsletter ads...
But how do you get cheaper clicks?
Who would you give an ad slot to?
Higher click-through-rates get better prices
Ok, so how do you improve click-through-rate? digitalorganics.com.au
There are lots of things you can test... ● Copy, text, headlines ● Ad placement ● Color and images ● Text-only ads v. text and display ● Time of day, week, or month
Some examples and ideas... Thursday, January 16th, 2014
Test text-heavy vs graphics 0.1-0.5% vs. 1-10% CTR
Test your call to action
Test adding a face
Test offering something free
Test your demographics ● Test your different ad creatives for different demographics ● Determine which demographics give you more clicks, impressions, and conversions ● Higher ROI and optimize your campaign based on demographics
Test your demographics
How to test headlines for free
A #Twitter experiment ● Split tested headlines on twitter to see which ones got higher CTRs ● Drove traffic to landing pages with tweets ● Tweeted two different headlines at the exact same times on two different days ● Set up tweets in Buffer at specified, high engagement times ● Which headlines did best?
#Twitter experiment key takeaways ● Split testing is really HARD ● Most headlines didn’t yield statistically different results ● You need to use statistics OR splittester.com to find headlines that are statistically better
Best practices for building & testing landing pages Thursday, January 16th, 2014
Questions? @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @kickofflabs Josh Ledgard josh [at] kickofflabs [dot] com
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