Landing Page Testing Structure for Facebook Ads in 2022
This blog was taken from a conversation in the Foxwell Founders Membership, and was too good to not share with the world. A special thank you to Phil Kiel for his help in collaborating on this article and providing such immense value for our members and now all of you reading this.
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We know that ads only get (hopefully high-quality) customers to the website, but the ads can’t convert them on the website.
Enter: Landing Page Optimization
We’re firm believers that in order to be truly successful at e-commerce, your landing page has to be good. Customers can’t convert without it!
Ready to test landing pages and find a winner? (keep reading)
First determine the goal of the landing page test, what you hope to learn
Understand how and why you are measuring results to different landing pages and what you will do with the results
Determine how you plan to measure success, and with what metrics or softwares
Determine at what point you will know if you have a winner – usually when spend reaches 5 or more times the CPA over a given period, or something of that nature
Setting up the test
Create two landing pages in different creatives in the same ad set (one existing top performer/evergreen landing page and one test landing page)
Keep landing page tests/ads together in a single ad set (or multiple ad sets for more audiences, but both landing page creatives in the same ad set), especially if they speak to the same audience to ensure less variables and a truer A/B test
Pay attention to spend to ensure both landing pages are getting similar spend and delivery so to make the test even
Look back at what threshold you set for your test prior to starting of at what point you know you have a winner (i.e. 5x the CPA, etc.), and continue testing or end the test once you reach it
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