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Mobile testing - direct linking vs landers (7)

08-22-2013 04:44 PM #1 mstm (Member)
Mobile testing - direct linking vs landers

When testing a new mobile offer, do you test both direct linking and landers at the same time or focus on mobile variables first (OS, carrier, handset) and traffic source variables (site, placement, creative) and only if you have an optimized direct linking offer test landers?

I'm not sure if I should first just use direct linking, gather data and optimize basic stuff and only then test landers or redirect my traffic 50/50 to a landing page and directly to the offer.

08-22-2013 05:26 PM #2 aeroian (Member)

I think it depends on the offer. There are some offers that I'm about 80% sure will not convert without a lander, and this comes with experience. Other verticals, like apps, you are more likely to do well DLing as these are often impulse buys. If I'm not sure, I'll usually start with D/L to see if i get any traction, and then split in a LP after I have enough data. Then I will start to pear down handsets/carriers/etc.

08-22-2013 05:33 PM #3 bbrock32 (Administrator)

It depends on the niche. As aerolan said , apps are easier to convert direct linked.
Offers like sweepstakes on the other hand are really hard to make profitable without a good lander.

If you think your offer needs a lander it makes no sense to gather data like Carrier / OS direct linked.
Your best bet would be to come up with 2 angles and start split testing them. Pick the winner , improve it and so on.

08-22-2013 05:46 PM #4 mstm (Member)

@aeroian - so if I start promoting a new offer with direct linking and I see that it has potential, I should start split testing with landing pages? I already have some offers that are either close to breaking even or have positive ROI with direct linking. Should I just keep gathering data using direct linking only or start testing landing pages?

@bbrock32 - by coming up with 2 angles do you mean that I should test 2 landing pages along with direct linking or focus on landing pages only?

08-22-2013 07:06 PM #5 aeroian (Member)

Quote Originally Posted by mstm View Post
@aeroian - so if I start promoting a new offer with direct linking and I see that it has potential, I should start split testing with landing pages? I already have some offers that are either close to breaking even or have positive ROI with direct linking. Should I just keep gathering data using direct linking only or start testing landing pages?
You're going to hate my answer, but test test test! . If you have positive ROI, start splitting in an LP/Angle to see if you can bump that conversion rate even higher. I am by no means a mobile guru, but in general, I've seen that the handset/carrier optimization will be similar for both DL and LP versions. I usually dont 'start over' in optimization when i split in a landing page.

08-22-2013 08:23 PM #6 mstm (Member)

Haha yeah I know that I should test it. My only question was whether I should do it in the beginning or wait a couple of days/weeks before I optimize handsets/carriers, etc. Since you say that optimization is similar for DL and LP, I will test some LPs for my offers.

08-24-2013 03:10 PM #7 furthermobi (Member)

As Far as I know, 1-click flow offers convert great with direct linking.

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