Getting started
Creative experimentation is a powerful tool to help evaluate new marketing strategies and measure the impact of potential changes on conversion rates and overall performance. An A/B/n test lets you change elements of a creative such as promotion value, calls to action (CTAs), or landing page to quickly determine which variant or combination of variants delivers the best results based on your goal. By iteratively testing and improving creatives under controlled traffic allocations, you can drive reliable results and rapidly improve the efficiency of your campaign.
What elements should I experiment with?
All elements of a creative, including image, copy, and call-to-action text, can be tested. However, not all elements are created equal, and some may prove more valuable than others. We recommend testing the elements that will likely have the biggest impact on your end result (like conversion rates or referral rates). Historically, we have seen the most impact for creative experiments come from varying levers like promotion value, landing page design, and the copy of your call to action.
To maximize the effectiveness of your experimentation program, you need a good hypothesis that clarifies the problem you are trying to solve, focuses your experiment, and gives a measure of success. A good hypothesis seeks to understand and challenge customer behavior, describes the changes you are making, and identifies your main success metric. Below is a list of elements you can test, and the types of pointed hypotheses that you might test.
| Element | Example | Example hypothesis |
|---|---|---|
| COPY | Emotive vs. descriptive text, short & sharp sentences vs. long-form, etc. | Copy that is short and concise will resonate better with customers and increase engagement. |
| PROMOTION / OFFER | Discount codes, coupons, free trials, etc. | Offering a free trial instead of a discount will incentivize more customers to sign up for a monthly subscription. |
| CALL TO ACTION | Yes please, Claim now, Email coupon, etc. | An Email coupon CTA will improve consent and result in more qualified leads. |
| LANDING PAGE | Design (e.g., background color, page layout, use of images, navigation options, etc.) | Preventing customers from navigating away from the page by removing the top nav will improve conversion rate. |
| Copy (e.g., long-form, bullet points, testimonials, etc.) | Sharing testimonials will strengthen interest and prompt customers to purchase. | |
| Call to action (e.g., placement, copy, size) | Increasing the size and visibility of the call to action will result in more conversions. | |
| Form fields (e.g., number of fields) | Reducing the number of form fields will lessen friction and improve conversion rate. | |
| LOGO | Logo (e.g., changing the logo image) | Displaying a logo will strengthen brand recognition and increase offer engagement. |
Conducting creative experiments with Rokt enables you to:
- Test on a subset of overall traffic to mitigate risks of testing with creatives that deliver less desirable results.
- Evenly split audiences into statistically comparable groups using our variant testing methodology.
- Display the same creative to customers for every interaction with Rokt to ensure accurate measurement of downstream behavior.
- Gain deep insight into the behavior of different segments and refine your messaging for each individual customer.