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Testing - Which Comes First?

by Graham Holmes
4 replies
You get a website set-up, then you need to drived traffic... There's two things to test (using split-testing): the PPC ad and the Web sales copy.

Which would you test to improve first - Ad copy or Sales copy?

Thanks
  • Profile picture of the author Neil Morgan
    Hello Graham

    If you only want to do one at a time then you need to maximize your conversion "machine" first so that you know you're getting the best return before you ramp up your PPC traffic.

    You could actually do both at the same time because the two things you are testing have different "measurables", meaning:

    - as you improve your ad, your traffic will increase.

    - as you improve your sales copy, your conversions will increase.

    Cheers,

    Neil
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    • Profile picture of the author Graham Holmes
      If you only want to do one at a time then you need to maximize your conversion "machine" first so that you know you're getting the best return before you ramp up your PPC traffic.

      You could actually do both at the same time because the two things you are testing have different "measurables", meaning:

      - as you improve your ad, your traffic will increase.

      - as you improve your sales copy, your conversions will increase.
      so, start with a small cost-per-click or daily PPC budget, to bring in a trickle of visitors > use those to test different parts of the sales copy with Google's Website Optimizer > then ramp up the PPC spend to drive more traffic?

      speedy reply, thanks Neil.
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  • Profile picture of the author John Taylor
    Your landing page will impact upon the quality
    score for your PPC advert.

    I'd focus the majority of my efforts on increasing
    my conversion rate on my landing page.

    A "trickle" of traffic won't really help as you need
    enough actions to achve a statistically significant
    test result. (Rule of thumb is 40 actions)

    John
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    • Profile picture of the author Graham Holmes
      Your landing page will impact upon the quality
      score for your PPC advert.

      I'd focus the majority of my efforts on increasing
      my conversion rate on my landing page.

      A "trickle" of traffic won't really help as you need
      enough actions to achve a statistically significant
      test result.
      But, you need traffic to be able to test conversions, right?... so would you just create some ads to get visitors, then, before tweaking the PPC ad, just focus on the landing page and getting it to convert better?


      (Rule of thumb is 40 actions)
      common proverb or is this relating to Internet Marketing/Testing/and-all-that?

      Thanks John
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