The multi-million-dollar questions:
How do you know what the best audience, channel, design, ad copy, and landing page are right out of the gate for your digital marketing campaigns to succeed?
In truth, not even the absolute best and most experienced copywriters / designers / digital experts know (irrefutably) from day 1. Yes, there are best practices that will help you know what to avoid…. no question. But knowing how a campaign is going to convert when you have no campaign data, is nearly impossible.
That’s where strategic, A/B testing comes into play.
Today’s blog article is going to cover 5 focus areas of the digital campaign process, and how you can effectively A/B test each of the focus areas to improve conversions.
A/B Testing Digital Audiences
This is a great place to start. The most important thing with A/B testing digital audiences is that you do not want to go in blind. There is technology available to help understand who your consumers are on your website and within your social media accounts.
This will help you create personas in order to kick things off with a data-driven approach.
Depending on the types of audiences you’re going after, the cost-per-thousand prices should be a high priority for you to monitor.
A/B Testing Digital Marketing Channels
In 2019, there is a ton of data supporting the necessity of a multi-channel approach with your digital marketing campaigns. However, if you’re budget limits you to effectively implement 4-5+ platforms….. then it is very important to A/B at least 2-3 channels the first 60 days.
Since most organizations have an eye on conversions, splitting your initial 60-day budget between Facebook / Google Ads / a Programmatic Media platform is recommended.
Examine which channel is providing leads on a daily basis, and construct simple metrics like cost-per-lead to evaluate. This will give you a starting point on where to apply your media dollars moving forward.
A/B Testing Creative
Effectively A/B Testing creative assets is contingent on a couple of factors.
First it is very important that you are using the same audience targets, digital platforms, call to action, and landing pages (more on these later). If your goal is to determine which creative performs better, but the above processes are not uniform, then results could be tied to something other than the creative.
If you’re experiencing trouble with inspiration, definitely start by checking out your competitors creative. That could be their website, their social ads, their display banners, or even print assets.
Creative testing is a hugely beneficial strategy that can help you meet your consumer’s expectations before they take action with your brand.
A/B Testing Ad Copy
A/B testing ad copy gives you the ability to test different variables in your text & call-to-action so you can keep optimizing your campaign’s performance.
The goal with A/B testing ad copy should be to test one subject or variable at a time, as to not overcomplicate the process & keep things synchronized with the rest of your campaign. There are a lot of options & variations to consider with ad text….. so try to keep it simple where you can.
If you’re using Google Search Ads or Facebook Ads, it is highly recommended to split test your ad text into 2-3 ad groups. Closely monitor the engagement data, and as soon as you see a pattern, adjust your ad groups to the text that’s driving conversions.
A/B Testing Landing Pages
A lot of people do not do this….. which is a mistake. There are so many tactics to test with landing pages such as;
- Headline copy
- Bullet point copy
- Button color
- Button shape / size
- Page Color
That’s a lot of factors, which is primarily why people shy away from the process. To simplify the process, below are a couple of approaches you should do to minimize the process early in the campaign stages.
First, only run one test at a time with only one variable at a time. Don’t test your headline, video, button color, and images at once. Like we mentioned above, there’s too much going on to know what’s working and what’s not.
Second, run the test at the exact same time. If you’re going to test the video of a landing page, don’t run test #1 with a certain video in October, and then run test number two with another video in November. They need to be simultaneous.
If you don’t A/B test, you’ll have no way of knowing if the changes you’re making are helping or hurting your campaign. We all want customers to beat down our doors, but there’s a testing process that needs to take place to put ourselves in that position. It doesn’t matter how great or experienced you are. Testing is the key to generating long-term success and sustainable ROI for your organization.
Joel is the Founder and CEO of Intercoastal Advertising. Intercoastal is a data-driven digital advertising agency that specializes in measurable, modern media strategies across all channels. Joel is passionate to serve as a strategic, collaborative partner for organizations looking to optimize their marketing budgets with digital programs that actually work. To learn more about our digital, social, search, creative, media buying and web design services please visit www.intercoastaladv.com or contact us anytime to learn more.