Create Multiple Branches of Split Tests in a Single Funnel

March 10, 2015 by Tom Fang 2 Comments

As you get better and better as a performance marketer, you’ll notice you need to track ever more complex funnels. For direct response campaigns, you might just have a single landing page that links to a single offer, or, sometimes traffic is linked directly to the offer.

As you get more advanced, however, you might find yourself wanting to test multiple offers on the same landing page. Go a step further, you might want to create multiple split tests on a single landing page and have each split test rotate multiple offers to test.

You may find yourself wanting to track multiple steps of a funnel across multiple sequential pages and introduce multiple split tests at various points of the funnel where you think your audience might convert.

No matter how complex the tree, with our tracking platform THRIVE, you can create as many branches as you want in your funnel so that you can design the tree for your funnel however you’d like and with as many split tests as you’d like. We refer to this feature as “Branching”.

Multiple Split Tests on a Single Landing Page

To understand how Branching works, let’s start with an example of using it on a single landing page.

Let’s say on this landing page, you have 3 offers from 3 different verticals: verticals A, B, and C. And now, you want to setup a split test for multiple offers in each of the verticals.

So, you’ll have 3 links in the landing page that rotates 3 different offers each:

  • Link 1: rotates between Offer A1, Offer A2, Offer A3
  • Link 2: rotates between Offer B1, Offer B2, Offer B3
  • Link 3: rotates between Offer C1, Offer C2, Offer C3

How would we set that up in THRIVE?

First, let’s ignore the offers for verticals B and C. Now, we just have a simple campaign with a single landing page links to 3 offers, and it would look like this:

The landing page code to link to those offers would be:

<a href="http://domain.com/path/out.php">Link Text for Vertical A</a>

But now, how do we link to a completely different set of offers on the same landing page? We’re going to create a Branch.

We’re going to add 2 branches and name these branches “Vertical B” and “Vertical C”.

Now, let’s add offers to these branches so we can split test these offers for each vertical:

After adding the respective offers for Vertical B and Vertical C, your Branches section of your rotations should look like this:

Now, all we have to do is get the landing page code to link to the 2 branches. First, we need their Branch ID’s. Those are located right below the branch name, and it’s 7511 for Vertical B, and the branch ID for Vertical C is 8010.

Click “Get Branches LP Code”:

And we can figure out that the landing page code to link to each respective branch is as follows. We just need to place the branch ID’s after the “b=” variable in the code.

Landing Page Code for Vertical B:
<a href="http://domain.com/path/out.php?b=7511">Link Text for Vertical B</a>

Landing Page Code for Vertical C:
<a href="http://domain.com/path/out.php?b=8010">Link Text for Vertical B</a>

And you’re all set! You should now have 3 different links on your landing page that links to 3 different sets of offers to split test.

Apply This to Multiple Step Funnels

Now, if you let your imagination go a little further, you’ll realize that each offer can also link to a branch, and the tree can be endless.

If you have multiple steps in your landing page funnel, you can add subsequent steps as offers instead of landing pages and use this branching feature to create as many split tests as you want. You can branch the visitors off from your funnel at any point. Just link to the specific branch ID that you want on any page.

For example, we can setup a funnel like this:

Landing Page (1st Level)

For the first level, maybe you have 2 landing pages you want to split test, so you add them all to the rotation. We’ll also need the offers we want to split test under each rotation. We do not have to link to this offer on the page.

Landing Page (2nd Level)

Now, let’s say we have another step in the sequence that we want to split test 2 landing pages with. In this case, we’re going to add the 2 landing pages as offers in THRIVE, then add those 2 offers to a branch in the campaign’s rotations.

Now, on each of the landing pages for the 1st level, you just need to link to this branch (branch ID is 5384) with the following code:
<a href="http://domain.com/path/out.php?b=5384">Click Here for 2nd Level Lander Split Test!</a>

Offer Split Test

After the 2-step landing page, the visitor is sent to the offer. Let’s say we also have 2 offers we want to split test. So what do we do? We create another branch again. This is getting familiar right?

And similarly, on the pages of the 2nd step landers, put the branches code (branch ID is 3532) on those pages where you want to link to the offer:
<a href="http://domain.com/path/out.php?b=3532">Click Here for the Primary Offer!</a>

That link would then link to the split test of 2 offers.

Finally, the Up-Sell Offer

Then, let’s say you want another offer after the primary one as an up-sell. Similarly, create another branch, add the one or more offers to that branch to split test, and on the primary offer pages, use the branch code for the up-sell branch to link to the up-sell offers.

As you can imagine, you can create as many landing page or offer split tests at multiple points in your funnel. The possibilities are endless when using the basic unit of a branch to construct your tree.

While a single branch is a relatively simple concept (it’s a rotator that rotates multiple pages), it becomes immensely powerful when you start piecing together multiple branches in a complex funnel.

If you haven’t tried THRIVE yet, please sign up now for a 30 day trial!

How to Track Multi-Step Up-Sell Funnels: Offer Attributions

February 7, 2015 by Tom Fang No Comments

Last week, we did a tutorial on Method 1 of tracking up-sells: tracking One-Click Up-sells.

Today, we will introduce a more complicated, but perhaps more powerful, way of tracking up-sells that allows you to attribute up-sell conversions to different offers.

So, you can have an offer for the primary conversion, and separate offers for each up-sell and be able to see the conversions for each. If you haven’t read Method 1 yet, please review that post first.

Of course, we’ll be demonstrating this with the best tracking platform on the planet: THRIVE.

A mini fore-warning: this method may sound a little complicated at first, but as you work through it and put it into practice, it’s really not difficult to get.

Method 2: Multi-Offer Attributions

The difference between Method 1 and Method 2 is that Method 1 attributes all up-sells to a single sub ID and marks a single conversion. Method 1 simply adds on additional revenue to that conversion.

Method 2, on the other hand, will generate a unique sub ID for each up-sell offer, even if you convert it with the same sub ID. We’ll explain how to do this below. Each up-sell conversion will be marked as a separate conversion and attributed to the appropriate offer. This is considered to be higher quality data since you can run reports and analysis on up-sells separately. It allows for more flexibility.

To set this up, let’s first add 3 offers to our tracking platform: 1 primary offer and 2 up-sell offers:

As you can see, THRIVE has assigned each offer an offer ID. We’ll be referencing these offer IDs in our post-back/pixel code in order to indicate which offer to post conversions to.

Next, let’s add these offers to a campaign’s rotations. Before we do that, let’s add the landing page we’re going to use to the rotation. For this example, our landing page is called: Landing1.

Then, let’s add all 3 of the offers to that landing page, so our rotations look like this:

Now, we need to click on the weights of the up-sell offers and set their weight/rotation % to 0:

They should look like this (notice the 0 weights):

If you wanted to split test additional primary offers, you can add them to the landing pages and leave the weights. You can, of course add more up-sell offers to the rotation as well by adding them and editing the weights to 0.

Now, we are basically done with the setup in the tracking platform. The other components are the landing page code and pixel/post-back.

Landing Page Code & Conversion Pixel

Optional: You do not need additional landing page code for up-sell tracking (other than the standard landing page code for Landing1) unless you need to know whether your visitors lands on each up-sell page.

If you have questions on how to setup click tracking for up-sell pages, please submit a support ticket, as it’s a more advanced topic.

For this tutorial, we will assume that you do not need to track clicks on up-sell pages; just when a visitor converts on them. This means, you can simply directly link to whatever URLs the up-sell offers are on. No Thrive code is needed to link to these offers.

Let’s first go over what normally happens when you fire a standard conversion.

Let’s say a visitor clicks through your Thrive campaign URL and lands on your landing page. A sub ID is generated by Thrive to identify that visitor. Let’s say the sub ID in this case is 12345.

Let’s say the visitor clicks through your landing page and lands on the Primary offer. That person then completes a conversion on your Primary offer. To convert that visitor, this post-back would be fired:

http://domain.com/path/postback.php?tid=&amount=&subid=12345

That’s pretty standard, and you should be used to this by now. Next, let’s say the visitor also completes one of your up-sell offers. To convert that same visitor we would fire the post-back again, but a little differently:

http://domain.com/path/postback.php?tid=111&offerid=1007&amount=&subid=12345

Notice the post-back URL now contains “tid=111″ and “offerid=1007″.

In this case, we are firing the same sub ID “12345” a second time (since this is the same visitor, no new sub ID would be generated for him).

When the same sub ID is fired more than once, it will only work if a unique “tid=” value exists in the post-back. This is to prevent duplicate fires of a post-back for the same visitor so you don’t get extra, unwarranted conversions.

In this case, we do want to fire an additional conversion for the same sub ID, so the “tid=” just has to be unique to that sub ID. So, you can use “tid=111″ again for another sub ID. As long as “tid=111″ hasn’t been fired for sub ID 12345, Thrive will mark a conversion in this case.

And where did I get “offerid=1007″? I went into the Offers page in Thrive and looked up the offer ID for the offer Upsell-1. You can also see the offer ID in the screenshot earlier in the post.

Firing a post-back in this manner will send a conversion to offer 1007 (the Upsell-1 offer) even though sub ID 12345 has already been fired for the Primary offer.

Say the visitor now goes onto offer Upsell-2 and also converts on the Upsell-2 offer. We look up the offer ID for that in Thrive, and the ID is 1011.

To convert that same visitor again on offer 1011, we’d fire the post-back again, with different values:

http://domain.com/path/postback.php?tid=222&offerid=1011&amount=&subid=12345

Notice I used “tid=222″ this time since “tid=111″ has been assigned to the Upsell-1 post-back. We’ve also updated “offerid=1011″ to indicate a conversion for that offer instead.

Remember, the “tid=111″ and “tid=222″ can stay the same for different visitors (different sub IDs). It’s just that each “tid=” value can only be fired once per sub ID.

Using this method, you could convert as many up-sells as you want for different offers.

And that’s it! Once you grasp this way of tracking up-sells, you’ll find that it’s incredibly flexible for tracking up-sells and really not that hard to understand.

If you are a THRIVE user, please don’t hesitate to submit a support ticket once you have a go at it, and one of our guys will check your funnel to make sure you’ve got it setup correctly.

How to Track Multi-Step Up-Sell Funnels: One-Click Up-Sells

January 31, 2015 by Tom Fang No Comments

If you need to track up-sells for your campaigns, we’ve got you covered in this post. There are 2 ways to track up-sells, and there are benefits to each. Of course, we’ll be demonstrating this with the best tracking platform on the planet: THRIVE.

Method 1: One-Click Up-Sells

This Method 1 allows you to add additional revenue from your up-sells to an existing sub ID that has already received an initial conversion. No additional conversions will be counted in THRIVE, but all additional revenue from multiple up-sells will be added onto an existing conversion.

To understand, how this works, let’s look at the post-back URL from Thrive that you’d be using normally, for no up-sells. Please keep in mind that while we’re looking at post-back URL specifically, this entire guide applies the same way to an iframe or image tracking pixel as well.

Example Post-back URL from THRIVE:
http://domain.com/path/postback.php?tid=&amount=&subid=

If, for instance, your visitor has generated a THRIVE sub ID, let’s say “abc12345″, and you wanted to convert that click/sub ID and mark it as a conversion, then you’d fire this sub ID:
http://domain.com/path/postback.php?tid=&amount=&subid=abc12345

Once that’s executed, the click with sub ID “abc12345″ would be marked as converted in THRIVE and be assigned a conversion value for the payout of the offer.

If you wanted to overwrite the payout of the offer with a different revenue amount, then you would instead fire the post-back with a different “amount=” value.

For example, if you wanted to mark “abc12345″ as $10 in revenue, then you would have fired this instead:
http://domain.com/path/postback.php?tid=&amount=10&subid=abc12345

Now that we have established the conversion setup for an initial conversion of a click, let’s look at how to add revenue onto the same sub ID in one-click up-sells.

Up-sells can be tracked via the “tid=” variable in the post-back by putting a transaction ID after it. This can be any ID that you make up, such as “456” or “xyz456″.

Let’s say a visitor just completed the first up-sell for $30. To add the additional $30 to that visitor or sub ID, you’d just fire the post-back again with a transaction ID.

For example, let’s set the “tid=” as “111”:
http://domain.com/path/postback.php?tid=111&amount=30&subid=abc12345

After the above post-back is fired, our sub ID “abc12345″, which has already been converted and assigned $10 of revenue, will now get an additional $30 of revenue added onto it, for a total of $40 of revenue.

If the visitor completed another up-sell for $40, then we can fire an up-sell again using:
http://domain.com/path/postback.php?tid=222&amount=40&subid=abc12345

Notice, since the “tid=222″ instead of “tid=111″ this will add another $40 onto the sub ID for a total of $80 of revenue.

The “tid=” value just has to be unique on a per-sub ID basis. That is, if a “tid=” value has already been used for a sub ID, subsequent post-backs will not add additional revenue. But, the same “tid=” on different sub IDs will add additional revenue to the respective sub ID.

And that’s it! I’m sure that most other tracking platforms work similarly, so you can most likely apply this tutorial to others.

Since THRIVE is the best tracking platform out there, though, you won’t need other ones anyway! You can Sign Up Here :)

Method 2 of Tracking Up-Sells

Method 2 of tracking up-sells deserves a separate post. While Method 2 is more complicated to setup, it allows you to see separate conversions for each up-sell offer instead of having the revenue lumped into one sub ID.