Do you want to know the secret to making all your online display campaigns more profitable? It’s an essential step that successful online advertisers never skip.
Ready for it?
The secret is split testing.
Okay, this isn’t really a secret, but far too many advertisers are guilty of not testing enough. Shockingly, only 44% of companies use split testing when trying to optimize conversion rates. If you’re one of the advertisers that falls into that 44% then you need to read on now!
Everyone should be testing and they should be testing frequently.
Here are a few tips and things you should never forget when split testings your a banners?
- Headers – try asking a question vs. stating a fact
- Copy – list benefits over features
- Font – san serif font such as Arial is more readable and tends to perform better
- Text – avoid using all uppercase letters and play around with drop shadows
- Image – test black and white vs. color photos, test people, your product, logo, cartoons, etc.
- Border – blue is more popular but test various colors, rounded corners, no borders, etc.
- Animation – test moving or flashing objects as they tend to grab attention
- Price – test different prices vs. discount values or don’t even mention the cost at all
- Offer – test various promotions such as free shipping, bonus gifts, seasonal discounts, etc.
- Call-to-Action – button vs. link (try different sizes, shapes and colors)
One of the best ways to come up with ideas of what to test is to take a look at what your competitors are doing. Take the elements that work and apply them to your own campaigns.
We put together this handy infographic uncovering successful split tests from 6 top-performing advertisers…
Test the big, test the small, test it all. As you can see even the smallest optimizations to your copy or creatives can have a large impact on your ad’s conversion rate.
Have any helpful tips for your fellow split-testers? Be sure to share them in the comments or Tweet @whatrunswhere.
You can also find your competitors display creatives inside SimilarWeb Pro brought to you by WhatRunsWhere.