What most Saas marketers miss when split testing
description
Transcript of What most Saas marketers miss when split testing
![Page 1: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/1.jpg)
What most SaaS marketers miss when split testing ads and landing pages
#SaaStest
![Page 2: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/2.jpg)
Who are we?
● Elizabeth Yino Co-founder LaunchBit, customer
acquisition platform for SaaS companieso ex Google marketero BSEE Stanfordo MBA MIT Sloan
![Page 3: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/3.jpg)
● 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
Who are we?
![Page 4: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/4.jpg)
● 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
Today’s talk is on ...
![Page 5: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/5.jpg)
How to get more clicks than your competitors at a cheaper price in CPC ad networks
Thursday, January 16th, 2014
![Page 6: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/6.jpg)
You use Twitter ads...
![Page 7: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/7.jpg)
Or maybe Google ads...
![Page 8: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/8.jpg)
Or LaunchBit’s email newsletter ads...
![Page 9: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/9.jpg)
But how do you get cheaper clicks?
![Page 10: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/10.jpg)
Who would you give an ad slot to?
![Page 11: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/11.jpg)
Higher click-through-rates get better prices
![Page 12: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/12.jpg)
Ok, so how do you improve click-through-rate?
digitalorganics.com.au
![Page 13: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/13.jpg)
● Copy, text, headlines
● Ad placement
● Color and images
● Text-only ads v. text and display
● Time of day, week, or month
There are lots of things you can test...
![Page 14: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/14.jpg)
Some examples and ideas...
Thursday, January 16th, 2014
![Page 15: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/15.jpg)
Test text-heavy vs graphics
0.1-0.5% vs. 1-10% CTR
![Page 16: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/16.jpg)
Test your call to action
![Page 17: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/17.jpg)
Test adding a face
![Page 18: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/18.jpg)
Test offering something free
![Page 19: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/19.jpg)
● 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
![Page 20: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/20.jpg)
Test your demographics
![Page 21: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/21.jpg)
How to test headlines for free
![Page 22: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/22.jpg)
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?
![Page 23: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/23.jpg)
![Page 24: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/24.jpg)
#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
![Page 25: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/25.jpg)
Best practices for building & testing landing pages
Thursday, January 16th, 2014
![Page 26: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/26.jpg)
![Page 27: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/27.jpg)
![Page 28: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/28.jpg)
![Page 29: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/29.jpg)
![Page 30: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/30.jpg)
![Page 31: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/31.jpg)
![Page 32: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/32.jpg)
![Page 33: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/33.jpg)
![Page 34: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/34.jpg)
![Page 35: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/35.jpg)
![Page 36: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/36.jpg)
![Page 37: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/37.jpg)
![Page 38: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/38.jpg)
![Page 39: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/39.jpg)
![Page 40: What most Saas marketers miss when split testing](https://reader035.fdocuments.us/reader035/viewer/2022081413/548b8ab8b47959fd408b45e5/html5/thumbnails/40.jpg)
@launchbitElizabeth Yinelizabeth [at] launchbit [dot] com
@kickofflabsJosh Ledgard josh [at] kickofflabs [dot] com
Questions?