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Testing Tips for Any Conversion Funnel

February 3, 2014 by · Leave a Comment 

Written by Ted Dhanik.

The conversion funnel a user takes to get to our “Thank You” page refers to the path that you set for the user. Each click that gets the user closer to a thank you is part of that funnel. The smartest marketers set up extensive testing systems to track their display advertising.

AB Testing

The first thing you need to know about A/B testing is that it doesn’t work with more than one variable. The purpose of this testing is to try and pinpoint a change you can make that will actually impact your conversion funnel. Change too many things and spotting which change actually made the difference becomes next to impossible.

Messaging

Begin with your messaging, and be sure that what the ad says is consistent with what is on the home page. Any disconnect, no matter how small, can dramatically affect your sales propositions. In banner advertising, customer trust is paramount. Breaking your messaging is the fastest way to lose that trust.

Testing Banners

Banner testing is extremely difficult, because you don’t really know the source of conversion or lack thereof. Before you go making dramatic changes to your copy, pinpoint the things you can learn about your traffic:

  • Find out the ad size that your banners display at, then create banners that fit those dimensions.
  • Add a tracking pixel so you can see when someone converts.

Once you have a few constants to rely upon, proceed with testing.


Ted Dhanik, provider of display advertising and high performance marketing solutions. Ted Dhanik has his own marketing company called engage:BDR. Ted Dhanik devotes his free time to blogging and mentoring start-ups.

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