Split test banners or landing page first?

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Funkproducer

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Sep 12, 2009
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This is a question for making a new media buying campaign.When you make a new landing page and want to split test both banners and landing page. What do start with?
Here is the scenarios i see.
1.First make 1 banner then A/B split test and multivarite test the landing page. After the landing page is optimized then make banners and split test them.
2. Make lots of banners and split test them against one landing page. After finding the best converting banner then make several different landing pages and A/B split test and multivarite test the landing page.

The advantage of scanaio 2 is that you can make the landing page looks similar to the banner with highest CTR for possible better conversions.

What do you think is best?
 


Definitely test both at the same time.

Rotate banners, look for best CTR/conversion rate. Send traffic to rotating LPs, look for best conversion rate and bam, winners found.
 
If your CTR is low, then work on different banners. If your Conversion Rate is low, then the LP is priority. If they are both low, I would still go with the LP. No sense in getting more traffic to a page that doesn't convert.
 
@joshtodd's answer makes sense. Doing more than A/B testing (multivariate testing as its sometimes called) needs a fair amount of traffic as you need to be able to serve all the different combinations.

So, focus on where your greatest issues are and work from there.

If you're using google optimizer by the way, check out the book by Bryan Eisenberg called "Always Be Testing: The Complete Guide to Google Website Optimization". You can get it from Amazon. Great resource.

Bentley
 
Don't split test on a media buy with brand new creatives and landing pages. You'll lose a lot of money.

Start with PPC first, then scale your winners onto your media buys.
 
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