In short, the answer is yes. Split testing can give you genuine insight into what your clients want to see. Sometimes your Facebook Ads will fail, how you deal with this failure will determine your future ad success.
Split testing can become a little overwhelming, think about all of the different combinations of headlines, content, images and audiences you can test! Don’t let that spook you, split testing doesn’t need to be difficult.
An image can be the best way to capture an audience’s attention. The right image can intrigue people; the wrong image can leave your audience scrolling past. When testing an image, it comes down to trial and error. The image with the best conversion rate is usually the one that evokes the most emotion with your audience.
You can combine your images with colour and borders, but make sure the colour choice is reflected on the landing page. Colour schemes and images can relate to specific events, it’s no coincidence that you see orange and yellow colours in summer, and green and red in December. Steer clear of blue and white though, as people already associate that with Facebook.
As with emails or print, headlines need to stand out. Typically customers are looking for useful articles, something that will make their lives a little easier. When running a split test play around with headlines that are more positive and some that are more negative, for example “These top tips will get your email noticed” or “The top mistakes your making with emails”. Find out what drives your audience, you may discover that you have more success with questions or a “how to” headline.
Once you have grabbed the audience’s attention with the image and headline, you have to use the ad content to persuade them to click through to your website. If you are advertising a product then promote the benefits for the user, this will make the customer hypothetically apply the product to their own lives. Consider the Call-to-Action (CTA) with your advert; this is the button that the reader clicks on. Run a split test to discover if “buy now”, “learn more” or “contact us” drives the most conversions.
It is a good idea to build a typical customer profile, ask your current customers to complete a survey that asks questions about their income, marital status and education as well as interests and dislikes. Different ages will respond differently to your adverts so this customer profile will assist you when splitting your audience.
The Landing Page
Once you have designed a tailor-made advert, a customer will click through to a landing page. This page can be anything you want. The specific product page, the homepage or a contact page – whatever you want! Ensure that the transition from Facebook ad to landing page is smooth, use the same colour scheme as your landing page and the same type of language as your advert.
At Bitlab we take the time to understand your business and understand how your customers operate and we have a range of services to help you achieve success, from website development and graphic design to paid marketing we can help you make the most of your advertising. To find out how we can help you, contact us on 0191 4350 030, use our contact form or email firstname.lastname@example.org.