Maximum campaign effectiveness through A/B tests
Each online campaign has an objective. In order to achieve this objective, the advertisements must strike a chord with the consumer. It can be hard to predict what the best and most effective way will be to strike such a chord. Is the consumer sensitive to “the most beautiful brand watches” or to “exclusive watches”? A/B or multivariate tests of both versions will provide with an answer. This will ensure that your campaigns are as effective as possible.

How does it work?
Instead of developing one banner, design several versions. Once the campaign has gone live, alternate the different versions. One visitor will see version A, another will see version B. The system will subsequently measure how the two banners perform. If version A proves to perform significantly better than version B, the campaign will be continued from that point on using version .

The effectiveness of the different versions will be determined on the basis of targets set in advance, such as:

• The highest possible click-through rate (suitable for CPM deals)
  
• The lowest possible costs per conversion
  
• The highest possible success rate (clicks/conversions)

What to test for?
A banner or an advertisement consists of a large number of elements. The content and relative structure of these elements determine the campaign’s effectiveness. During the early stages, it is therefore wise to test a number of different combinations. The most important variables are: