Best Practices for A/B Testing Facebook Landing Page
There are many marketers who carry out facebook A/B testing for their products . Most of the results they get are usually not very accurate because they did not take the time to consider some factors such as the experiment setup and the budget.
This article will give you pointers that will help you get the most out of your Facebook A/B testing and also ensure that the results you get are statistically valid.
Facebook A/B test #1: Test element at a time
There are so many things that you will have to test when using Facebook advertising. These include: ad image, ad copy, bidding method, target audience and campaign objectives.
If you decide to run a campaign which has multiple objectives you might end up waiting for weeks before you can get your results.
You can decide to test one add element at a time, maybe start with the ad headline then after that’s done move to ad image and so on. Always remember that the fewer your add variables the faster the result generation.
Facebook A/B testing #2: Test a reasonable number of variables
Do not get tempted to make very small changes that are pretty much not noticeable when creating your variables.
This may cause facebook to automatically optimize your variations which will make this venture very expensive and quite annoying.
Facebook A/B testing #3: Test 3-5 highly differentiated ad variables
If you cannot quite settle on one specific ad idea, you should test with ideas that are significantly different to one another.
This will help you gain valuable insight as to what ad design your audience prefer and then you can expand the idea. Once you get the best design you can create more variations from it for further testing.
Facebook A/B testing #4: Test ad elements with highest impact
Ensure you use the best marketing ideas that you have to conduct the A/B split test. This will help you save a lot of money from ideas that are not likely to give you relevant results.
Facebook A/B testing #5: Know your testing options
Once you know your target audience’s demographic and location, you can split your test into the following Facebook campaign elements:
• Ad design
• Your unique value offer
• Ad copy
• Call to action buttons
• Ad placements
• Campaign objectives
• Bidding methods
The biggest gains have been observed from testing lookalikes to custom audiences, the ad design and value offers.
Facebook A/B testing #6: Use the right facebook campaign structure
There are two structuring methods:
a) A single ad set
This is a structure where all your ad variations are under one single ad set. The upside to this is that your audience won’t have to see the same variables multiple times. The downside is that facebook will start auto-optimization and thus your results will be irrelevant.
b) Multiple single variation ad sets
When you place every single ad variation in a separate ad set, facebook will end up treating each set as a different entity and thus won’t automatically optimize and thus you will get valid results.
Facebook A/B testing #7: Ensure you’re A/B test results are valid
To ensure that your test is valid you have to have sufficient results to help you draw a conclusion. You have to use a calculator to guarantee that your test results are accurate.
Facebook A/B testing #8: Always mind the statistical significance
Ensure you put your results through an A/B significance test to determine their validity. Always look for a confidence level of at least 90% before you conclude your test.
I hope you found this article helpful. Happy Facebook landing page testing.