So I was recently testing a campaign and from the beginning itself I was using a back button script because of which I was getting a very high CTR (which was obviously skewed as I found later :P ) since a lot of people pressed the back button to leave the page however I was still getting regular conversions but the conversion rate wasn't good at all. After optimizing the campaign over multiple days, I still couldn't get it profitable, removed the back button script the next day due to some stroke of genius and realized the lander without the back button script had very poor CTR (~2.5%) that's why people weren't converting.
Now in a new campaign, I'm confused if I should test a lander with a back button script from the beginning itself or first test all the landers with all sorts of aggression (vibration, timer, exit pop on CTA button telling what needs to be done on the offer page) and then once I have a winning lander, then add back button script to it and test?
Also is there any aggression that we're missing?
Where were you directing the back button?
If you were sending back button clicks to the offer, the best way to test is to set that up as a different offer in your tracker.
That way you can easily see the CTR and CVR of both the back button clicks and the main CTA click.
If you want to use a back button but find out the true CTR of the landing page, duplicate your offer in
Your normal CTA should be example.com/click/1 and the back button should be example.com/click/2 now when you want to see the true CTR of the page simply go to the offer page and you'll see a separate CTR for each offer, the true CTR is of course offer 1.