Leveraged A/B tests on Meta to determine which LP produced the highest engagement.

Situation.

We were directing traffic interested in VI Peels to a Store Locator landing page, which featured a map and a list of practitioners offering the treatment. However, this page lacked specific details about the VI Peel itself, leaving potential customers without a comprehensive understanding of the treatment. Recognizing this gap, we recommended conducting an A/B test to identify which landing page would be more effective in engaging our audience. The test compared the original Store Locator page with a more detailed Patient Results page, which contained extensive information about the peels offered by Vitality Institute.

Objectives.

The primary goal was to identify which landing page would be more engaging to our core audience, thereby offering insights into which page would best drive conversions.

Our Approach.

To determine the most effective landing page, we designed an A/B testing experiment on Meta. We maintained consistent targeting, headlines, and creative elements across both pages, ensuring that the only variable was the landing page destination. For seven days, Meta alternately directed half of the audience to the Store Locator page and the other half to the Patient Results page. We closely monitored key metrics, such as time spent on each page and bounce rates, to gauge engagement levels.

Results & Impact.

The A/B test provided valuable insights into customer behavior and preferences. As we monitored the campaigns, it became clear that the Store Locator page captured the audience’s attention more effectively, achieving a 7.76% average CTR, just edging out the Patient Results page at 7.32%. Users seemed to engage more deeply with the Store Locator page, as reflected in its lower 54.74% bounce rate compared to the 69.63% seen on the Patient Results page.

Interestingly, even though visitors spent slightly more time on the Patient Results page, with an average session duration of 1:03 versus 0:59 on the Store Locator page, the latter demonstrated greater overall engagement and interest. These findings were pivotal in understanding what information our audience valued, guiding us toward optimizing landing pages that truly connect with potential customers and drive meaningful engagement for future campaigns.

 Services Provided.

We started with Creative Direction and Briefs, crafting a consistent strategy to ensure both landing pages resonated with the target audience. For A/B Testing, we carefully designed and executed the experiment, monitoring key metrics to compare the pages' effectiveness. Our team managed Paid Media, optimizing campaigns to drive traffic and ensure accurate testing. Lastly, we handled the New Channel Setup, integrating all necessary channels to capture valuable insights and inform future campaign strategies.