AB Testing Onsite Elements
When AB testing your ad campaigns, be it display or full page, some common onsite elements to take into account include…
There’s a limited amount of space to make a BIG impact, especially when it comes to your smaller (Display) ad formats, like Native, In-Page Push, and Banner. So make it count.
Always consider the overall length of the headline. Think short and powerful! What message are you sending out to the world and how can you get it across in ten words or less? Pick offers with strong selling offers, discounts, or deals where applicable. Make use of numbers and percentages and get the value across as quickly as possible.
Colour, Font, and contrast
Let your offer dictate the colors and fonts you choose for your ad campaign. As a general rule, big and bold fonts work well to grab attention. Combine that with a cool background color combo and you’ll gain more attention and stand out from the crowd. in online advertising, colors have different online associations and consumer psychology.
Red: Power & energy
Yellow: Hope & optimism
Blue: Trust & calm
Purple: Premium & high end products
Black: Authority & Strength
White: Safety & Conviction
And the list goes on from there. Remember to keep it simple though. Start off with generic color-coded templates and take it from there.
Wherever possible try and find original images. People subconsciously associate cookie-cutter, generic images with a boring, uninspired offer. The goal here is to grab attention, so try and opt for images that make people do a second take. Obviously keep it classy, in line with your offer, and in line with Googles’ better ads standards. Oh, and on the SEO side of things, make sure the image translates well to mobile so that nothing is cut off from the frame and the size doesn’t take an eternity to load, etc.
Call to Action (CTA)
Lastly and MOST importantly, The Call to Action needs to be powerful and directed. It’s purpose is to convert the traffic from spectator to customer. Whether looking for lead generation, conversions, click-throughs, or any other sales metric, your call to action needs to land your traffic at the next point in the sales funnel. More often than not a high-quality landing page.