TL;DR
A/B test one element at a time: headline, hero image, CTA button text, form length, page layout, social proof placement, or offer. Use Google Optimize (now sunset, alternatives: VWO, Optimizely, Convert) or simple split testing by directing 50% of ad traffic to each variation. Run tests for at least 2 weeks or until you reach statistical significance (1,000+ sessions per variation is a good minimum). Start with high-impact elements: headline match to ad, CTA clarity, and form length. A 10% improvement in landing page conversion rate has the same impact as a 10% increase in ad budget.
Overview
A/B test one element at a time: headline, hero image, CTA button text, form length, page layout, social proof placement, or offer. Use Google Optimize (now sunset, alternatives: VWO, Optimizely, Convert) or simple split testing by directing 50% of ad traffic to each variation. Run tests for at least 2 weeks or until you reach statistical significance (1,000+ sessions per variation is a good minimum). Start with high-impact elements: headline match to ad, CTA clarity, and form length. A 10% improvement in landing page conversion rate has the same impact as a 10% increase in ad budget.
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Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
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