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How Do I Know Which Landing Page Is Working Best? Do I Have Enough Clicks Yet? (8)

07-28-2015 04:32 PM #1 caurmen (Administrator)
How Do I Know Which Landing Page Is Working Best? Do I Have Enough Clicks Yet?

It's actually very easy to tell which landing page of the ones you're running is working best!

Note: you should only use this approach if you're sending clicks to landing pages from a display ad. If you're running pops, use the approach in How Do I Know When To Cut Ads instead.

How To Check Which Landing Page Is The Best

If your landing pages don't have at least 5 conversions between them, don't start this process - you don't have enough data.

If they do, load up this calculator.

Tick the boxes for as many landers as you've been testing. If you've been testing 2, tick 2 boxes; testing 4 LPs, tick all 4 boxes.

Then for each lander or offer, input the number of clicks it has received as "trials", and the number of conversions it's had as "successes". Then hit "Calculate".

Then:

1. Look at the "Aprox probability of being best" column. If there's a landing page with more than 90% probability of being best, that's the winner of the split-test: stop rotating the other LPs in your test and start a new split-test (see "What To Test Next").

2. If there's a lander with a less than 10% probability of being best, remove it from your rotation: that'll give the other landers more data meaning your split-test will finish faster.

3. If you've had a few hundred clicks worth of data for each landing page, all of them have probabilities of being best between 25% and 75%, and you're seeing high, overlapping graphs like the ones below, the remaining landers all perform about the same. Pick one to continue running, pause the others, and start a new split-test (see "What To Test Next").

4. If none of the above applies, keep testing, and check again after some more clicks. It doesn't matter how many more, although obviously testing every click is a bit of a waste of time! I'd normally test using this calculator about every day or every 50 clicks.

What To Try Next

So once you've gotten down to one landing page, what should you do then?

If you've gotten down to one landing page, you should immediately launch a new split-test, testing another aspect of the winning landing page. Things you could test include:

Page design: placement of page elements, background color, order in which you present things (image, CTA, etc). Try multiple CTAs, try varying the placement of your images or placing more than one, try a background image. Spy and see if anyone's doing anything totally different!
Headline: different wording, different length, subheading or not.
Body text: length, style (formal, informal, lots of slang, clear and simple), number of bullet points, specific selling points.
Images: number of images (one image, grid of images, one image with more beneath), layout of images, caption beneath them, people or objects in the image (as you would for your ad image)
Call To Action: button or link, wording, size
Scarcity: type of scarcity ("only available today" vs "only 3 invitations left", for example), placement, size, level of scarcity ("You have one week" vs "you have 20 seconds!").

Create 2-4 variations with radically different approaches to the element you're testing, and start split-testing them.

08-03-2015 03:42 PM #2 mindfume (AMC Alumnus)

Hi Caurmen,

Originally Posted by caurmen

Note: you should only use this approach if you're sending clicks to landing pages from a display ad. If you're running pops, use the approach in How Do I Know When To Cut Ads instead.

Why is this exactly?

My impression has always been that a lot of people running pops are using the peakconversion method instead of the scary math calculator.

Is that not ideal then?

08-03-2015 04:17 PM #3 caurmen (Administrator)

It's not terrible to use the Peak Conversion method, but the issue with it is that it only tells you which lander is best - not which lander is making money or will make money in the future.

It's obviously not terribly hard to extrapolate from that, but given this is meant to be a "Getting Started" guide, I'm suggesting the approach that needs the least experience.

The other issue with the Peak Conversion tool is that it can only handle 4 landers, and often if you're running pops you'll be running a lot more than that.

08-09-2015 01:37 AM #4 ggpaul (Member)

Originally Posted by caurmen

4.
What To Try Next

So once you've gotten down to one landing page, what should you do then?

If you've gotten down to one landing page, you should immediately launch a new split-test, testing another aspect of the winning landing page. Things you could test include:

Headline: different wording, different length, subheading or not.
Body text: length, style (formal, informal, lots of slang, clear and simple), number of bullet points, specific selling points.
Images: number of images (one image, grid of images, one image with more beneath), layout of images, caption beneath them, people or objects in the image (as you would for your ad image)
Call To Action: button or link, wording, size
Scarcity: type of scarcity ("only available today" vs "only 3 invitations left", for example), placement, size, level of scarcity ("You have one week" vs "you have 20 seconds!").

Create 2-4 variations with radically different approaches to the element you're testing, and start split-testing them.

In your opinion what should I prioritize? Should I focus on changing headlines first? Like how do I know which one would make the sudden impact? What if I change so many that it actually made my CTR worse?

08-10-2015 11:53 AM #5 caurmen (Administrator)

@ggpaul - don't worry about making your CTR worse - that will happen with some of your tests. In terms of things to focus on first, I'd test images and headlines first. Remember to try BIG changes. Also if you haven't tested a scarcity message yet, do that. And if you have a significant amount of text on the page, try less text.

I'm also updating that section to include another thing to test - overall page design. That's another thing to test early - background color and placement of elements.

Hope that helps!

08-17-2015 04:25 AM #6 jessevstheworld (Member)

Wondering how much to spend A/B testing a banner for example

3x pay out before choosing the winner then making a a/b of that winner and so on?

08-20-2015 12:54 PM #7 caurmen (Administrator)

@jessevstheworld - there's a better approach to banner testing and cutting - http://stmforum.com/forum/showthread...nificance-quot .

08-20-2015 01:29 PM #8 cbrughmans (Member)

The way I go about is to start out very broad and run everything, then turn-off unprofitable placements. Do this once a day and put daily $$ caps. That's the most effective and least time-consuming way.

My general rule is to get at least 100 clicks on a banner or 10,000 impressions on a pop before deciding to pump more volume to the placement (ROI+) or cutting it off (ROI-).
No need to lower the bid on the ROI- because you'll just get less - and more crappy - volume and remain ROI-. The placements where you get a huge ROI+, you can try to increase the bid and see if you get a substantial increase in traffic.

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