clickloss % higher with https ? (6)
we just switched to https this couple of days, we did some A/B testing to make sure everything works fine.
From our limited testing, clicked loss seems to be bigger with https campaigns than http ones.
eg we ran one A/B test with http/https as the only difference , http campaign click loss is around 15% , https campaign, click loss is around 23%, and both ran to 30k visits so the numbers should be fairly accurate, both converts @ about the same rate.
we are running mobile pops btw. has any one seeing this or just us ?
Same experience, https seems to always perform worse on pops, but I'm sure it won't affect that much on banners/social/native traffic though. Perhaps someone could chime in and share more info on their display media buying experience on HTTPS.
how much volume? probably not statistically relevant volume if i had to guess unless https: is creating latency for you somehow.
I jumped on the SSL thingy too with a lot of enthusiasm ... but the results are mixed so far too, lower LP CTRs and a bit bigger clickloss too ... hard to say what's causing this. Maybe some bots are having problems with ssl secured links, so we are losing artificial clicks that wouldn't convert anyways ... but I have to admit the overall roi went down a bit too. Still a bit early to tell, since I didn't switch all campaigns and some of those that I switched are actually doing better.
HTTPS adds load time over plain HTTP in most cases because it introduces extra round trips for the SSL handshake. On mobile connections this extra latency can be significant, which would explain the clickloss you are seeing.
I would also highly recommend enabling HTTP2 if your server hasn’t already.
Some pages will actually be faster to load over HTTPS if the server supports HTTP2. Typically pages that load a lot of resources (images, scripts) etc will see a speedup due to HTTP2 multiplexing (HTTP limits the number of simultaneous files you can download to 6 for most browsers).
Most landing pages however are only a few files and highly reliant on time to first byte which is where the ssl overhead punishes you the most.
Typically the worst users affected will be mobile connections with high latency
and high packet loss.
If you want to use HTTPS:
- make sure your server is physically as close as possible to the target
- make sure HTTP2 is enabled on your server
- I highly recommend using a CDN which will have thought of all this for you (it’s not trivial to make SSL fast - https://blog.cloudflare.com/how-clou...king-ssl-fast/ )
- Use plain HTTP for redirects (eg tracking links)
- serve all resources from the same domain
It´s normal that you have a (more or less) higher clickloss when switching to HTTPS.
But with new browser updates and network requirements sooner or later you probably have to switch anyway.
So I don´t even try to optimize or splittest HTTP against HTTPS, I just try to keep running my campaigns on profit.
You can´t really change it anyway so adapt or die.
Originally Posted by whisperscuba
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